Flip was founded in the UK in 1991 as Deathbox Skateboards, but moved to California in July 1994 with a professional team featuring Geoff Rowley, Tom Penny, Rune Glifberg and Andy Scott. It quickly experienced great success in the home of skateboarding, helped hugely by pro skateboarder Ed Templeton’s company Toy Machine.
Now co-owned by Rowley and co-founder Jeremy Fox, Flip is distributed globally by US company NHS Inc., also distributor of other skate brands such as Independent Trucks, Ricta Wheels, Mob Grip and Santa Cruz Skateboards. However, Rowley said in a 2006 interview that Flip remains ‘British until death,’ and that it would have been impossible to attain the same level of global popularity if Flip had remained based in the UK.
The current Flip pro roster is made up of 2012 Thrasher Skater of the Year David Gonzales, Luan Oliveira, Arto Saari, Lance Mountain, Bob Burnquist, Ali Boulala, and newcomers Louie Lopez and Curren Caples, plus long-time members Rowley, Penny and Glifberg. The am line-up features 2012 Tampa Am champion Alec Majerus, UK rider Ben Nordberg, Matt Berger, Oscar Meza and international member Ryder Lawson.
Other Flip riders over the years include Mark Appleyard, who featured in the first official full-length Flip video, 2002’s Fred Mortagne-edited Sorry, and the 2003 follow-up Really Sorry, which also featured a debut part from PJ Ladd. The third release in the Sorry trilogy – Ewan Bowman’s Extremely Sorry from 2009 – featured another former team member Rodrigo TX, who left to join DGK the following year.