Thrasher Magazine was established by Eric Swenson and Fausto Vitello in San Francisco, 1981. They originally founded it to promote their independent skate truck brand. They used it to market their riders and products, while glorifying the finer aspects of skating. It went on to represent a sense of rebellion. It stood for raw, uncensored skateboarding. Over the years they covered anything that fell within their skateboarding demographic through music, stories and articles. The magazine had a huge part in evolving skateboarding from pure sport to a manifestation of street culture.
The logo was easily recognisable and hugely popular, with other styles like the skategoat graphic and the ‘Skate or Die’, ‘Skate and Destroy’ quotes coming into the mix. The iterations included moving away from the initial font, to other emblem versions of the logo.
With the concept of streetwear becoming popular, it boded well for Thrasher as they explored various other business interests. They had a loyal following which grew exponentially as newer product lines were introduced. With features in several other magazines, celebrities donning the famous Thrasher hoodies and t-shirts, it became a household name with a cult-like following.
With collaborations with various fashion labels like Supreme, their line of merchandise is a huge hit among streetwear enthusiasts across the globe. They partnered with giants in the industry to put out merchandise that covered graphic t-shirts, sneakers, snapbacks and hoodies. This also led to the brand being featured on Hypebeast India amongst other editorials.
With an extremely cool legacy that brings in the very essence of streetwear, it is definitely a brand that appeals to a millennial. Check out www.shopcapsul.com to cop our curation of Thrasher’s fiery goods !
