HISTORY

For people into skate and surf ethos

 

Erik spent his early childhood years in the USA, from the end of 1960's to mid '70s. Born in Norway and headed west like Leiv Eiriksson, not for the wine, but for the Big Wheel!

 

(image, ca 1972, USA. Copyright 2025)

Back in Norway decades later, an idea took shape. Around 2021/2022, there was growing international media coverage and social commentary about the 1928 short film Steamboat Willie entering the public domain and it caught Erik’s attention. Not only because of nostalgia, but because of what that moment represented: a shift.

The thought was simple: “cool, going to make some hoodies holding a surfboard for me and some friends.” By January 2024, the shift was real - with commercial, creative and societal commentary potential. As we say in norskiland, det ballet på seg - it snowballed.

In this brand universe, the 1928 version steps off the boat and into the present. If that early riverboat character existed today, he wouldn’t still be standing at the wheel. He would be somewhere else, on a skateboard, a surfboard, hanging out with his older Norwegian cousin Thor. Into rock, rap and cheese, Thor doesn’t bring a knife to a cheese fight. In this universe, the character is near the end of a fjord, not taking himself too seriously, enjoying cheese like the norski’s. Our characters are visually into boards, concrete, waves, snow and independence. Into friluftsliv.

Reimagined. Reworked. Grounded in independence.

 

SHE SELLS SEASHELLS ON THE SEASHORE.

MASLOW.

FROM THE END OF A FJORD.