Aerial Design

Beautiful is not a word commonly associated with the art of street skating, though after watching Lakai’s latest video offering, I’m convinced your perceptions will change. A friend of mine introduced me to this video and i just had to share it… It blew my mind. Literally!

Today I came home to an awesome surprise… Our good friends over at Pure Buttons had sent us 50 sweet badges with our logo on! Cool stuff in the post is always a total win, but this time it’s even better…

Have you ever noticed yourself trying to rebel against popular culture? Like… “hey everyone, come see how different I am”? It’s not easy. That unknown band you love now will soon be No.1 in 18 countries. Beards might be cool, but not for job hunting. More than 2 billion people live on less than $2 a day, but everybody you know has 2 iPods.

In contemporary culture we tend to construct our identity based on the things we own and wear. We associate products with a certain lifestyle or type of person and so when we buy that item, the real value is in buying the lifestyle more than the product. As Calvin (friend of Hobbes, not the 16th century theologian) puts it, “Endorsing products is the American way to express individuality”.