Waxing & Milking Nostalgia
Ducking ropes and shredding slopes. Cutting lines and dropping rhymes. Quilted flannels and ball caps. Nasty road jumps, tow rope laps. Clipping tickets, secret stash. Tips and tails hacked to match. [Shaun] Palmer, [Shawn] Farmer, [John] Cardiel. Tell all skiers “go to hell.” Summit County neighborhoods, them gangsta’ boarders strapped real good. Dirty girls with winter weight, a six-pack of tall boys makes a date. Snowboard videos until dawn. Big pants, big stance, go get it on! Jamie Lynn’s smooth method airs, Jeff Brushie’s nappy dreadlock hair. Photographers and filmers with dumb nicknames: Whitey, Mouse ... a shaky frame. The ’90s were somethin’ f@king else— the best of the celebrated “worst”, everybody knew it in the moment and reveled in it! Snowboarders were a proud public nuisance. Influenced and inspired by (and involved in) snowboarding’s salad days, I’ve journalistically witnessed and written about the then emergent collective culture riding amok, tweaked-out style and pop world / punk rock / streetwise aesthetics; its misfits, miscreants, deviants, and delinquents, and their fantastic heroics. The brands were an extension, powered by smaller, rider-driven entities that spoke directly to the scene. Recognize that the sport’s imprint, ’80s, ’90s, and early ’00s, is forever indelible on the present and future (you’ve got to know where you came from to know where you’re going). To that direct effect, it’s to no surprise that there’s a retrospective wave compelling a revival of what once prevalent, since lost, long lamented … and now back by popular demand? Today, thanks to a potent mix of Gen Z vintage appreciation and older riders craving connection to their youth, iconic names—like Shorty’s, Joyride, Forum, and most recently, whispers of Atlantis—are being resurrected from the dead, rising from a sea of slush. This isn’t just about some throwback appeal … it’s about the emergence of a relevant cultural play and perhaps profitable retail category.