Starting a Brand

Ask a failed skateboard brand what killed it and few will say "the boards were bad." Most say some version of "we ordered too much of the wrong thing." A warehouse of unsold decks is the classic first-brand injury — and it's avoidable, because it isn't caused by bad products. It's caused by committing big before learning anything.

Starting a skateboard brand? Follow the real road from first idea to first production run — positioning, building a first range, sampling and launch, explained from the factory floor.