The grunge aesthetic, rebranded by Gen Z into “skatercore,” emerged as a cultural phenomenon in the ‘90s and gained significant popularity in the ‘00s. Skateboarders have always been known for their distinctive style, characterized by baggy clothing that allows freedom of movement when performing tricks (and just overall feeling comfortable) and the lifestyle aesthetic that comes with it is evolving from what it once looked like to Millennials to now cater to Gen Z’s likings. And of course, skaters or not, fashion lovers on social media have served as drivers to keep the look alive—making it more appealing for brands to connect to than ever. Over the pandemic, when young people started suffering from cabin fever during the warmer months, they began making old trends new again. We told you about how roller skates sold out in 2020, and demand was high for other wheels as well—over the last couple of years, skateboards have been having their sold-out moment. According to Action Watch data, sales of skateboarding equipment in...
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