INTRODUCTION TO LUVV SKATEBOARDING
Hi, I’m Sam Jain — welcome to the LUVV Skateboarding.
IN MEMORY OF JAKE PHELPS !
This blog is our open invitation to explore skateboarding in all its glory. We're diving deep — not just into tricks and trends, but into the roots of it all. From its raw beginnings in the surf culture of the ‘50s and ‘60s, to the street revolution of the ‘90s, to where we stand today — a global movement that’s both sport and lifestyle, art and attitude.
We'll talk about the legends who shaped the game, the places that made skate history, the gear that changed the ride, and the communities that keep it alive. But that’s not where we stop. We're also looking forward — toward the innovation, inclusion, and progression that are shaping the future of skateboarding.
So whether you're pushing your first ollie or chasing your next sponsorship, this space is for you.
Let’s roll.
CHAPTER 1 : OM NAMAH SHIVAYA
The Origins: Surfing on Concrete
Skateboarding was born out of the Southern California surf scene in the late 1940s and early 1950s, when surfers wanted something to ride when the waves were flat. They attached metal or clay wheels to wooden planks, unknowingly creating a new culture. This raw, early form of skateboarding — often called “sidewalk surfing” — mimicked surfing styles and was more about flow and carving than tricks. As the 1960s rolled in, commercial boards hit the market, and skateboarding began taking shape as a recognized activity, complete with organized competitions and its own style.
The Rise, Fall, and Evolution
The ‘70s and ‘80s were a rollercoaster for skateboarding. The invention of urethane wheels revolutionized the ride, making it smoother and more controllable. With the introduction of the kicktail and concave decks, skaters began experimenting more aggressively with tricks. The Z-Boys of Dogtown — legends like Tony Alva and Stacy Peralta — turned empty swimming pools into playgrounds, bringing in a gritty, rebellious edge. But just as fast as it rose, skateboarding crashed due to insurance issues and a lack of safe places to ride. Still, the underground scene thrived, and by the late ‘80s and early ‘90s, street skating exploded, thanks to new icons like Rodney Mullen and the rise of DIY skate videos.
Modern Day and the Future
Today, skateboarding is a global phenomenon — from the streets of Tokyo to the parks of São Paulo. It’s an Olympic sport, a billion-dollar industry, and a cultural force that influences fashion, music, and art. But at its core, skateboarding remains beautifully raw and accessible — a plank, four wheels, and limitless potential. As we look to the future, the scene is shifting toward greater diversity, inclusivity, and sustainability. New tech, eco-conscious brands, and community-driven skateparks are redefining what skateboarding can be. And that’s what this blog is about — honoring the past while riding fast into what’s next.
SEE YOU NEXT WEEK SAME DAY!
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