The release of Vans’ Credits, an all-women skateboarding video shot in a classic 4:3 aspect ratio, marks a significant moment in how major brands are engaging with previously marginalized communities within skateboarding. This project, conceptualized by Shari White, moves away from forced product placement and instead allows the skateboarding and overall vibe to define the brand. The positive reception of Credits signals a shift in perception, where women’s skate videos are no longer viewed as a novelty but as legitimate contributions to skate culture. But, this progress begs the question: Why has it taken so long for major skateboarding companies to adopt this approach, and why do women-led projects often receive less recognition than DIY initiatives? To explore this, we’ll delve into the history of women’s skateboarding videos, highlighting the challenges and triumphs along the way.
Early Days: DIY Spirit and the Rise of Villa Villa Cola
In 1997, the all-women skate collective Villa Villa Cola released Striking Fear Into The Hearts Of Teenage Girls, a groundbreaking 9-minute DIY video that showcased their unique style and creativity. This video, while not widely circulated, filled a void and paved the way for future projects. By 2004, Villa Villa Cola partnered with Element Skateboards to produce Getting Nowhere Faster, the first all-women full-length skate video.
Villa Villa Cola Skate
Alex White, Krux Team Manager, recalls being part of this movement: “It was a crew video, rooted in this fantasy Villa Villa Cola world…the skits and the craziness.” Getting Nowhere Faster was released on DVD, but it lacked the immediate reach that platforms like YouTube would later provide. Around the same time, Lisa Whitaker, of Meow Skateboards and Girls Skate Network, collaborated on AKA: Girl Skater, a tour documentary featuring Amy Caron, Vanessa Torres, Monica Shaw, and Jamie Reyes, showcasing their skills and adventures while traveling through Australia. These early projects, though not always widely seen, laid a foundation for the growth of women’s skateboarding.
A group of female skateboarders posing in the street
The Setback: Economic Downturn and a Lost Generation
The early 2000s saw a boom in the skate industry, with big brands pumping money into the scene. However, the 2008 recession severely impacted skateboarding, particularly the women’s scene. “The girls’ programs were the first to get cut,” says Alex, “along with a lot of talented guys.” This financial downturn pushed the female-driven scene back underground. Women had to rely on self-produced content, like Girls Skateboard Network and Mahfia TV, to promote their brands and connect with their communities.
The period between 2008 and 2016 saw a significant gap in all-women skate content. In 2016, Quit Your Day Job emerged, a project funded through GoFundMe and produced by Monique O’Toole and Erik Sandoval. This video represented the efforts of a “lost generation” of skaters, who were determined to continue creating content despite limited resources, and tapped back into the original DIY spirit of the early women’s skate videos.
A poster for Getting Nowhere Faster, a 2004 all women skateboarding video
A Shift in the Landscape: Inclusivity and Changing Attitudes
As the world evolves to be more equitable and inclusive, skateboarding has followed suit. The rise of programs for women and trans individuals, like Skate Like A Girl, and crews like Unity, has broadened participation. Social media has also played a vital role, allowing individuals to connect and find like-minded communities.
Alex White notes a shift in attitudes, even among previously offensive brands: “Not that long ago their ads were super fucking offensive, making rape jokes. They’ve changed.” She also reflects on past behavior, revealing, “Lisa was going through our old transfer tapes and apparently, Vanessa, Amy, and I would say ‘fag’ to each other all the time. And we’re all gay so I don’t know if that gives us a pass or not… A bunch of closeted 16-year-old lesbians calling each other ‘fag.’ What a scene!” This self-awareness highlights the growth in understanding and inclusivity within the community.
A still image from a skate video features a person in the foreground with the city in the background.
Vans’ Credits showcases this new era, allowing Shari White to create a project that is stylized and authentic to her vision. She drew inspiration from editors like Jacob Harris and James Cruickshank, as well as from the works of Frog and Daniel Dent, seeking to infuse her video with a unique aesthetic. The video’s premiere on YouTube brought a sense of shared nostalgia and community, reflecting the current state of uncertainty during the global health crisis.
New Challenges and Opportunities: The Impact of COVID-19
The COVID-19 pandemic has presented new challenges for the skate industry, mirroring the economic downturn of 2008. Just as another breakthrough moment was happening for women and the LGBTQ community within skateboarding, another global crisis is putting the industry in flux. The pandemic has forced the closure of skateparks and disrupted supply chains. However, this period of uncertainty can also be seen as an opportunity. As parks close and skaters have to adapt, the DIY spirit that marked the first wave of women’s skateboarding can be reignited and channeled into new personal projects.
A GIF of Breana Geering skateboarding
The release of videos like Nike SB’s Gizmo and Vans’ Credits may serve as inspiration for skaters as they adapt to new ways of practicing the sport. Alex highlights the growing influence of women’s crews, which are leveraging their popularity to build their own brands, like The Skate Witches, who have gone from a crew, to a zine, to event hosts and video producers. “There will be a point in every young skater’s life where they go, ‘What the fuck do I do?’ and that’s important,” says Alex. “The test of a good human is to see what happens when it’s all taken away.”
Three pairs of skate shoes on a wooden floor
Despite their growing influence, women’s brands have yet to gain the same crossover success seen with male-centric streetwear brands. However, footwear companies are increasingly adopting gender-neutral product lines and collaborating with female skaters like Nora Vasconcellos, Leo Baker, and Alexis Sablone, demonstrating a move towards inclusivity. The skate video itself is becoming a vital branding opportunity, and it’s where creators like Shari are establishing a space for authenticity and connection.
Conclusion
The evolution of women’s skateboarding is a story of perseverance, creativity, and community. From the early DIY videos to the current recognition by major brands, women have carved out a vital space in skate culture. While the industry faces new challenges, the passion and resilience of women skaters suggest that the community will continue to grow and thrive, with or without major industry backing. As Alex states, “I feel personality invested in women’s skate projects, even when I’m not directly a part of them, so to see them do it right by the whole scene was great.” The recent efforts are more than just marketing ploys; they are a step towards actual growth and energizing the entire skate community.
