Skate Company Coolness Chart

Note: new additions 4/17!

So, you’re new to skateboarding and you’re confused by all those companies and their crazy images. How are you supposed to know who’s cool and who’s not?

Well, fear not! You’re Unca Sassy has done the research, compiled the info, and now, here it is, in easily digestible HTML!

Company Name Defining Characteristic Coolness Factor Key Rider(s) Notes
Girl Quirky LA Flave Very High 90% of the best riders in skateboarding Partially owned by Spike Jonze
Zero Hesh Punk Very High Jamie Thomas Despite losing almost all of the original crew, the chief still sells.
Baker Glam Punk, Rock star Very High Andrew Reynolds,Jim Greco,Erik Ellington Wastoids gone millionaire.
Flip Euro-Punk Very High Arto Saari, Geoff Rowley Heavy Hitters galore.
Alien Workshop Modern Techno-Urban Very High Heath Kirchart, Steve Berra,Jason Dill Pretty much responsible for the whole ‘alien craze’ of the mid-nineties.
Best graphic design in skateboarding.
Habitat Modern Techno-Urban High Kerry Getz Alien spinoff. Fred Gall?
Element Naturo-Urban High Bam Margera,Kenny Hughes Good Wood, I’ve ridded plenty Element decks.
Krooked Misspelled Scrawl-style High The Gonz Pioneering the concept of “guest boards”. Long live Gonz!
Shorty’s Urban Vulgarity High Chad Muska,Ol’ Dirty Smolik Used to make bolts, used to have a sexy mexican chick in the ads.
Birdhouse Cartoons, Tony Hawk High Tony Hawk Tony Hawk, Tony Hawk, Tony Hawk
Chocolate Ethnic Urban Flave Medium-High Kenny Anderson,Scott Johnston Close affiliation to Girl, otherwise, no one would care
Toy Machine Artsy Literate-Punk medium-high Ed Templeton I love Toy Machine!
Real San Francisco medium-high Keith Hufnagel,Nate Jones Good Wood. Love Nate Jones.
Anti-Hero Hesh / Fucktard medium-high John Cardiel Frank Gerwer is from Long Island. Good ads.
Enjoi Quirky Cynicism, poo humor Was High, steadily lowering, currently medium Was Marc Johnson, now Jerry Hsu Could have been great, but Marc Johnson AND Brad Staba Walked!
Foundation Currently Punk, changes yearly Medium Ethan Fowler Known for getting, then losing great riders again and again
Hollywood Glam / Punk Medium Kris Markovich Latest in a long line of Tod Swank spin-offs. Should be gone in a year.
Dogtown Old School medium-low Eric Dressen Back from the dead! Again!
Black Label Old School Hesh / Punk medium Kristian Svitak, Chalba, Jason Adams Lots of old-school flavor. John Lucero’s company
The Firm Old School / New School medium Bob Burnquist I can’t figure it out.
151 Straight Hesh medium Darren Navarrette I had their first video, it was repulsive.
City Stars Straight Ghetto medium-low Kareem Campbell Holla! Why is it that ‘Reem’s companies keep falling apart?
Adrenalin SF Art-Punker medium-low Chris Senn They come, they go. Who buys em’, nobody knows!
Vision ummmm…. low Tas Pappas Tas is a crackhead!
World Industries Whatever Sells Low (unless you’re 12) Chad Fernandez Used to be the shit, then sold out and went corporate.
Darkstar Evil Monsters Low Chet Thomas Another slick, overproduced SoCal skate company courtesy of Dwindle/World
Blind Vulgar Cartoons Low Gershon Mosely (now GMOS?), Ronnie Creager This is the company that made Video Days?
Santa Cruz Milking long-time history low Stacy Lowery Good wood, bad concave. Concentrate on Snowboards and Mountain Bikes
Powell Sqeaky Clean,Milking long-time history low Steve Caballero Boorrring
Think San Fran Hesh/Punk low Pat Duffy Usually manages to find a hot am, then lose him to a bigger company.
Zoo York New York Stee low (although there are certain devoted fans) Danny Supa Not even really a skate company anymore, half the riders dont even skate! Big in japan
Consolidated Political Punk low Karma Tsocheff? Scott “Black Arms” Bourne Does anyone even care? What is up with the black arms?
Arcade Gangsta Skate low Daniel Haney? Whatever.
Lib Tech Fiberglass Decks low Dan Pageau Shoulda stuck with Snowboards
DNA Techno-Cartoon? low Jason Maxwell Used to be Zorlac, ’nuff said
Natural Koncept Hawaiian Stoned Grafitti Cartoons low Choppy Omega Somehow, some way, they’re still kickin’