While the skateboarding world has seen a resurgence of 90s nostalgia, with reissued products and throwback aesthetics, the contributions of Jaime Reyes, a true legend of that era, are often overlooked.
Twenty years ago, her legacy was etched into the pages of skate magazines and immortalized on VHS tapes. Her groundbreaking parts in Real’s “Non-Fiction,” Zoo York’s “Heads,” and “Vicious Cycle” should have solidified her status as an icon. She is also one of only three women ever to grace the cover of “Thrasher” magazine, and arguably the only one to do so while pictured skating street.
Despite the growing inclusivity within skateboarding and the rise of female skaters (fueled by social media platforms like Instagram), Jaime’s name has been noticeably absent from the conversation, almost to the point of erasure.
A quick look at her Instagram account, @_jaime_reyes, reveals that she still skates, has a new backyard mini-ramp, and recently worked as a visiting pro at Woodward. While she may have faded from the public eye since the late 2000s, our interview made it clear that her story is more relevant now than ever.
Jaime Reyes skating
Early Days and Contests
You and Elissa Steamer were among the only women competing at the Tampa contest back in the day, correct?
Yes, it was me, Steamer, and Lauren Mollica competing against around 300 guys. This was sometime in the mid-90s. There weren’t many female skateboarding contests back then, not like today. Now you have everything – Street League, Dew Tour, X Games, Copenhagen, and more.
I’m glad the prize money has finally increased. Back then, first place was around $2,000, and second was half that. I remember getting third place at a contest, maybe Slam City Jam, and I only got $200. It was nothing! You could easily spend that in one night. [Laughs]
What was it like growing up skating in Honolulu during the early 90s?
It was awesome. When other skaters actually saw me skating, they were super supportive. I grew up at A’ala Park. It was one of the most well-known skateparks in Hawaii. It was originally a roller derby rink that skateboarders took over. Of course, years later, after I moved away, they renovated it and made the surface all nice and smooth.
Jaime Reyes at A'ala park
The Iconic Thrasher Cover
Tell us the story behind your 360 flip at A’ala that landed you on the cover of Thrasher Magazine
My first published photo was the Thrasher cover. Jim Thiebaud, Tommy Guerrero, and Ruben Orkin were like, “Go shoot a photo with this guy in town.” I skipped class, shot a photo with him, and two months later it was on the cover of Thrasher.
My friends were so stoked for me. I remember going to Long’s Drugs, a big chain store that always had magazines by the register. I looked and was like, “Holy shit, that’s me!” It was surreal, but awesome.
You are one of only three women to ever appear on the cover of Thrasher: Cara Beth Burnside in 1989, you in 1994, and Lizzie Armanto in 2017. That’s a 23-year gap between you and Lizzie. Do you think representation has been an issue in skateboarding?
In my experience, no. I got photos. Actually, I’ve been in a lot of magazines – over 20. I got my work done. I don’t know how others feel. People still don’t know who I am, but I don’t care.
I meant more broadly, the representation of women in skateboarding in general, not just your own experience.
I think there should have been more representation. There are a lot of great female skaters who deserved covers. Steamer should have had a cover, Alexis Sablone should have a cover, Lacey Baker should have a cover. They’re all amazing. I don’t know why they haven’t been featured.
The X Games Misrepresentation
Last year, Hawaii News Now incorrectly reported that Hunter Long made history as the first athlete from Hawaii to compete in the X Games. What was your reaction to that article?
Sean Kelling, a teammate from Rookie, asked me if I had ever been in the X Games. I said yes, “I got DFL in 2003.” And he said, “I guess you weren’t considered an athlete.” I was in the X Games in 2003! Yes, I got DFL, but I tried my best.
I believe Vanessa Torres won it. I don’t really remember because it was 15 years ago. It was when the X Games was just starting out, and I remember you had to wear helmets on the street course. I actually got disqualified from the X Games because I didn’t put on my helmet during my run. I ended up in 8th place.
Joining Real Skateboards and Life in the Industry
How did you get on Real Skateboards?
In 1993, there was a contest, I think it was Town and Country Hawaii. The Real and Stereo teams were there to judge. In my division, I beat all the boys, so Tommy and Jim came up to me and offered to flow me some boards. I was so stoked. I didn’t have to buy any boards or ask my dad for money anymore. That day changed my life forever. I got to see the world through skateboarding, and I appreciate every second of it.
Any crazy stories from being on Real you want to share?
When I was on Real, I went to San Francisco for a few months. I was shocked to see someone I looked up to selling all his belongings for crack at EMB. It was mind-blowing.
You became known for your East Coast street skating; what brought you to New York?
There came a point in my life when I had to make some decisions. I quit Real, although I’ll always appreciate them for believing in me. Then I rode for Rookie Skateboards. I was already going to New York a lot and I never really left. In New York, I got way more footage, more photos, and I just got my work done here.
Your part in Zoo York’s Heads is a fan favorite. That switch 5-0, switch b/s tail line at South Street Seaport ledges is iconic. Not many women were skating as technically as you were back then. Who influenced your style of skating?
I think everyone influenced my style. There were certain tricks back then, like pressure flips, late shoves, and late flips, that I could not do. Salman Agah was doing switch flips. I couldn’t do pressure flips, so I decided to learn switch flips. I couldn’t do nollie pressure flips, so I learned nollie heelflips. That’s how I approached skateboarding. Some tricks just felt natural, and some felt awkward. So I stuck with the things that felt good, instead of the things that felt awkward.
“People still don’t know who I am, but I don’t care.”
Jaime Reyes Rookie ad
The Supreme Shirt Story
You have a funny story about a guy approaching you for something you were wearing while you were traveling, right?
I was on an Alphanumeric trip in Shibuya, Tokyo. After a day of skating and shooting photos, I was heading back to the hotel with a translator. Some guy stopped me, and I didn’t understand what he was saying. The translator told me he wanted to buy my shirt. I was wearing this dirty Louis Vuitton Supreme Box Logo shirt, covered in sweat and cigarette burns. They always looked out for me, and I appreciate what Supreme has done for me over the years. The guy offered a lot of money for that dirty shirt. I took it off, gave it to him, and he gave me around $1,000 in yen. I had spent all my money on ramen and curry, so I went back to the hotel in my sports bra and my skateboard. The concierge gave me a weird look like, “Why isn’t this girl wearing a shirt?”
Sponsorship Struggles and Personal Challenges
You eventually went pro for Rookie. What happened after that?
After 9/11, business was hurting a lot. About a year later, I didn’t have a board sponsor. Alphanumeric went through some major issues because of a situation with Mecca, and I lost all my sponsors at the same time. I also had problems with Gallaz shoes. I got kicked off/let go.
I kept skating until 2009. I didn’t have any sponsors, and I wasn’t traveling as much. 2009 changed my life. It was painful to give up skateboarding. I quit skating when my dad died. It was a terrible way to quit. I dealt with grief by partying. A few years ago, I realized I needed to skate because it was the one thing that always made me happy, so I’m back skating again.
Why were you losing all your sponsors at once?
It was a different time back then. Alphanumeric was having some major issues. They owed me a year’s salary. I was still getting checks, and then they just stopped. I’m pretty sure I still have the contract from that year, and they still owe me money.
How did you get kicked off Gallaz, even with a pro shoe?
A week before Christmas, the checks and shoes stopped coming. A few months later, I ran into Gary Valentine, president of Globe (which owned Gallaz), at Max Fish. He had no explanation for why he let me go. He got down on his knee and begged for forgiveness. I was so pissed. All he had to say was “forgive me”? For letting me go?
Gallaz Reyes shoe ad
And running a Reyes 2 pro model shoe without giving you royalties.
Yeah, I didn’t even know about the Reyes 2’s until the following year. I knew we were working on it, but it was never released, and then they released it without paying me. It made me so upset, I started to tear up. Like, you have the nerve to come to me at my happy place and ask for forgiveness?
I should have listened to everyone. Alphanumeric was looking out for my best interests. They knew Gallaz was shady, and how they kicked people off. They buttered me up until I said yes, and it bit me in the ass.
“I quit skateboarding when my dad died, basically.”
The Cost of Skateboarding and Inclusivity
Hope Solo recently described soccer in America as a “rich, white kid sport.” Could this happen to skateboarding as it becomes more mainstream?
I think skateboarding is kind of a rich sport. Boards cost money! Decks are $60, grip tape is $7, bearings are $40-50. I was privileged to get a new board every other day or week because I was sponsored. But for kids who aren’t sponsored, buying a board is expensive. So I guess it is headed that way. Skateboarding isn’t cheap. And shoes, depending on how much you skate… In three days, I wanted another pair of shoes. Skateboarding needs more foundations like the Harold Hunter Foundation. There are more than before, but we need more.
Do you think there are too many pros and companies now?
There are so many good people that can’t all be pro, right? There are a lot of board companies now and a lot more pros than back in the 90s or 80s. Back then, you could name all the pros and the board companies they rode for. Now, there’s no way you can do that.
Overall, were you able to make a decent living off skateboarding back when you were pro?
Yes, I made some money. Not a lot. I’m poor, obviously. You can pay me now if you want [laughs]. I made enough to pay the bills and live a little. I didn’t have an agent or anyone looking out for my best interest. I was a stupid kid. I hope it’s easier for women to make money these days.
A Guest Board and the Jason Jessee Controversy
I heard you are getting a guest board with Together Together. How did that happen?
Mark Oblow and Yong-Ki reached out to me about doing a guest board. I know them from Hawaii, and I said yes because they’re good people. I’m super honored to have a guest board hand-painted by Mark Oblow.
Jason Jessee is also part of the line-up. He recently came under fire for problematic behavior. As a woman of color who’s been more influenced by you than someone like Jason Jessee, what are your thoughts on that controversy?
I think people make mistakes. I’m sure I’ve made mistakes and said some bad things. I think he was young and stupid. I don’t think he intended to be that way. I don’t know him, but I’d like to think he has a good heart. I read his apology. He’s good friends with Steamer, and if he were racist, he wouldn’t be friends with Steamer and her wife.
That would be homophobic.
Yeah, it would be.
Have you experienced racism in skateboarding?
Yeah. It depends on where I am, I guess. You get called something and you’re like, “What the fuck?” I mean, whatever, I don’t care. When I grew up skating, I got small tits, I can’t help it. Everyone thought I was a dude because of the way I dressed, or called me butch. So I don’t care.
“I love dudes, I love girls. I’m a fucking equal opportunity hoe.”
Why do you think people are hesitant to talk about racism, sexism, or homophobia in skateboarding?
I think they do now. I think people were more closed-minded back then. It’s 2018; you have to have an open heart and an open mind. No time for that. No bullshit. All that should stop. We’re all humans, aliens, whatever. We’re living together, so just deal with it.
Identity and Love
Nowadays, there’s accessible language for nuanced gender identities and expressions. How do you identify?
I’m just me. I’m a lover. I don’t hate anyone. I love dudes, I love girls. I’m a fucking equal opportunity hoe.
Up until the early 2000s, I was always with dudes. One night I got wasted, and a friend made a move on me, and that was that. That was my first experience with a girl. I wasn’t looking for it. And I was with dudes after that, too. People were closed-minded back then. People just need to learn how to love, goddammit.
Legacy and Recognition
While many younger skaters may not know your skating, your pro model board and memorabilia are featured in the sports collection at the Smithsonian’s National Museum of American History. How does it feel?
I’m beyond stoked. No words for it. I’m doing cartwheels in my head all the time. I’m excited and really honored. I did something and accomplished something. I met someone from the Smithsonian, and they asked me to donate some of my things with my name on it. It will be the cover of Thrasher and a pro model board. It’s an amazing honor.
Do you ever think you were in the wrong generation to be a female pro?
No, why would I? I skated when I skated. I can’t help that the market was different back then. I just skated. I still want to see a girl do a switch back tail someday [laughs]. Just kidding, I want to see someone replicate my line. That would be rad.
Jaime Reyes Skating
Conclusion
Jaime Reyes’ story is a reminder of the importance of recognizing and celebrating the pioneers in skateboarding. Her skills, style, and influence transcend time, and she deserves a prominent place in the history of the sport. Despite facing challenges and setbacks, her passion for skateboarding continues to shine through.
Interview by: Jilleen Liao
Original photos by: Matt McGinley
