Ten years ago, Pontus Alv, the founder of Polar Skate Co., disrupted the skateboard industry by proving that a successful, globally recognized brand could thrive outside of the California bubble. Now, he’s aiming to make waves again with Last Resort AB, a new independent footwear brand challenging the dominance of the big five shoe companies. This article delves into the vision behind Last Resort AB, its unique approach, and what it means for the future of skater-owned brands.
Alv, in an interview from his home in Portugal, explains that his interest in footwear design sparked from his previous collaborations with brands like Converse and Nike. Although those collaborations yielded visually appealing products, Alv felt that performance and fit could be improved. His experience working on these projects fueled his desire to create a shoe that met his specific needs and standards. He began researching vulcanized shoe production, a style he prefers over cup sole shoes, but initial inquiries suggested it would be a costly endeavor with massive minimum order quantities.
However, a conversation with his old friend Sami, who was already producing cup sole fashion sneakers, led to a breakthrough. Sami had connections to a factory in Vietnam that could produce high-quality vulcanized shoes with low minimums. Within weeks, the first sample was in their hands, marking the unexpected birth of Last Resort AB. The low initial development cost made it an opportunity that Alv could not ignore.
Why Last Resort AB Matters
The timing of Last Resort AB is crucial. Many skater-owned shoe companies are struggling or on the verge of collapse due to the fierce competition from major brands like Nike, Vans, Converse, Adidas, and New Balance. While these larger companies have provided financial support and opportunities for many skaters, Alv believes there should be an alternative, a brand that embodies the true spirit of skateboarding. He emphasizes that Last Resort AB’s success will not rely solely on its skater-owned status, but on the quality of its design, performance, fit, and overall brand vision.
Alv is focused on creating a shoe that meets the specific needs of skaters. He emphasizes the importance of a snug fit, especially around the arch of the foot, and a balanced construction that provides both protection and board feel. Unlike many mainstream skate shoes that prominently feature brand logos, Alv wants his shoes to be simple, clean, and logo-free. He believes that many skaters want an alternative to big corporate brands and prefer a more understated aesthetic.
The Creative Team and Vision
Last Resort AB’s team is not just about skateboarding prowess, but also about creative personalities. Alv aims to bring the spotlight to individuals who are often overlooked by the big brands, including those on the B, C, and D teams. He believes the skate shoe industry has become too focused on athleticism and performance, and he wants to inject a new creative energy into the market. He envisions a skate shoe landscape with more skater-owned brands, where diverse perspectives and unique ideas can flourish, similar to the early days of Etnies with Natas Kaupas.
Alv acknowledges that ethical labor practices are a concern in the industry. Last Resort AB works with a factory in Vietnam that has a long history of working with European brands and meets high production standards. The company also utilizes SGS, a third-party inspection company to monitor working conditions and ensure fair labor practices. Furthermore, Last Resort AB has plans to improve its supply chain and have a positive impact on the entire production process.
Challenging the Status Quo
Last Resort AB aims to be a viable alternative to the major shoe brands. Alv intends to utilize Polar’s established distribution network and place his shoes alongside other brands in skate shops at a comparable price. He hopes that this will allow skaters to choose where their money goes, by supporting an independent, skater-owned option. He acknowledges that the major companies have had a significant impact on the industry, but it’s time to give skaters another choice.
While Alv appreciates the support that Nike and other major brands have provided to many skaters, he still feels that the “spirit” of a skater-owned brand is different. The authenticity and creativity often get lost within the corporate structure. Last Resort AB aims to offer an alternative, driven by creativity and a genuine connection to skateboarding culture.
The Name and The Future
The name “Last Resort AB” originated from Alv’s friend Sami’s previous brand name, “3-3-20 by Last Resort AB.” Alv shortened it and added “AB,” which is the Swedish equivalent of “LLC” or “Company”, to represent the brand’s Swedish roots.
Looking ahead, Last Resort AB will be focused on expanding its team and supporting skaters with a unique vision. While the brand will feature some logos on the tongue, heel tab, and sole, the silhouette of the shoe will remain clean and free of unnecessary branding. The first collaboration is planned with Polar Skate Co, which is a testament to the strong connection between Alv’s two brands.
Conclusion
Pontus Alv is taking on another major challenge, aiming to inject his unique vision and passion into the skate shoe market. Last Resort AB is more than just a shoe brand; it’s an alternative, a creative force, and a statement about the importance of skater-owned businesses. With a focus on quality, design, and a genuine connection to skateboarding, Last Resort AB is poised to make a significant impact on the industry. The brand is providing skaters with a choice to support a company that is by skaters and for skaters, and is set to challenge the status quo.
