Menace Skateboards, a name synonymous with 90s street skating, carved out a unique space in skateboarding history. More than just a brand, Menace embodied a raw, unapologetic aesthetic that continues to resonate today. Their influence can be seen in the styles of brands like DGK and Palace, and in the broader skateboarding culture that embraces hip-hop and streetwear. Now, with a rumored comeback, it’s time to explore Menace’s rise, fall, and lasting impact.
In the late 20th century, the skateboarding industry was a vastly different landscape. Sponsorships were often based on verbal agreements, pay was modest, and the idea of making it big was a bit of a pipe dream. The industry was also navigating the economic downturn of the early 90s and the decline of cash-prize competitions. However, amidst the turmoil, street skating was rapidly evolving, marked by frequent lineup changes and the emergence of new companies. This was the environment where Menace Skateboards was born.
The buzz surrounding Kareem Campbell’s new venture, backed by Dwindle Distribution and Steve Rocco, was palpable. The original team included Joey Suriel, Fabian Alomar, Eric Pupecki, and amateur Billy Valdes. This lineup quickly became iconic with the promotion of Valdes to pro status and the subsequent additions of Lee Smith, Javier Nunez, and Steven Cales.
Menace stood out not only for their skating talent but also for their authenticity. While other skate brands flirted with a “bad boy” image, Menace skaters were the real deal. Members of the team were no strangers to graffiti, fights, or the penal system. While some may have seen them as “gangstas,” at their core, they were all dedicated skaters, having honed their skills at legendary spots such as EMB (Embarcadero) and the Brooklyn Banks. Joey Suriel, Billy Valdes, and Fabian Alomar were disciples of Paulo Diaz, while Lee Smith and Eric Pupecki were EMB locals and Javier Nunez and Steven Cales were among the young legends of the Brooklyn Banks.
The mid-90s saw a significant shift in skateboarding, with the definitive integration of hip-hop culture. Menace was at the forefront of this movement, with their primarily Black and Latino team embracing hip-hop at a time when skateboarding was still perceived by some as “white boy shit”. Backed by Rocco’s distribution network, Menace had the reach to amplify their influence across the skateboarding community.
Their first public footage, largely shot at Lockwood Elementary in East Hollywood, further solidified their unique identity. The location itself, situated in disputed gang territory, highlighted Menace’s street-level authenticity. Fabian Alomar’s family connections granted the crew unfettered access to the spot. At a time when other skaters risked theft and violence, Menace’s ability to skate Lockwood spoke volumes about their position within the community.
Menace’s section in the 1995 video 20 Shot Sequence was a turning point, capturing a raw energy that blended the grit of LA with a hip-hop sensibility. Their style was a breath of fresh air, especially compared to the typical skate fashion of the time: white tees, light blue jeans, and gum-soled sneakers. Menace redefined skater fashion, incorporating Polo, pristine Jordans, Adidas shell toes, and Ben Davis workwear. When they weren’t skating, they could often be found at the XLarge store, a hub of streetwear style near Lockwood. Menace stood out as some of the best-dressed skaters in the industry, setting the stage for the iconic style of skaters like Harold Hunter.
However, Menace’s initial momentum was hampered by legal challenges, which forced them to rebrand multiple times (first to MNC, then All-City, and finally City Stars). These lawsuits, along with personal struggles including addiction for some of the skaters, severely impacted the progress of their planned video. By the time the City Stars’ Street Cinema was released, much of the initial hype had faded. While some of the original team were featured, the video primarily served as an introduction to the next generation of skaters such as Paul Rodriguez, Devine Calloway, and Mikey Taylor.
Despite their setbacks, Menace’s influence continued to grow over the years. In the 2000s, the skate community saw an increase in popularity among Black and brown youth. The rise of the hypebeast movement, combined with a nostalgia for the mid-90s, sparked a resurgence of interest in the style and aesthetic Menace pioneered.
Social media and the cyclical nature of cultural trends have brought the mid-90s back into focus. Skaters of all ages are revisiting old videos for inspiration on style, trick selection, and the overall feeling of that era. Collectors have also highlighted the enduring appeal of Menace’s board graphics and ads. The current Menace reissue capsule honors the brand’s storied past, while also acknowledging its continued relevance in today’s skateboarding scene. With Kareem Campbell’s involvement, the return of Menace represents more than just a revival; it’s an acknowledgment of their powerful and lasting influence on skateboarding culture.
Menace’s legacy extends beyond just skateboarding; they helped to define a generation of street style and culture. Their unique blend of skating ability, street-level authenticity, and hip-hop style continues to resonate with skaters today, solidifying their place in skateboarding history.
