Fantastically honest and insightful interview with Jamie Thomas via Jenkem on the demise of Fallen footwear and what direction he sees the skate industry taking in the future.
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"I think skateboarding is becoming more about creativity and style because everyone can do everything. There needs to be something to make brands or skateboarders stand out amongst all the stuff that is coming at us. I think that fact had the least to do with the decline of Fallen, because other brands are facing the same challenges we’ve faced, it all just happens at different times.
My mission now is to keep Zero raw and combine dudes from the new generation with Zero’s style in order to continue to reinvent the brand while staying true to its roots. It’s also easier to fight for your stake with a board brand, because those massive corporations can’t or don’t want to get in skateboard trenches; there are not enough margins."