Non-skaters wanted to look like laid-back skaters because of their clothing. Skating is now viewed as a cool hobby but also an Olympic-worthy sport.
As a result, Thrasher merchandise has been selling like hotcakes. Whether it’s hoodies, pink underwear, shirts, or sweaters, the burning flame logo just won’t stop selling.
However, before becoming a fashion trend, thrasher clothing used to be free merchandise that Thrasher magazine gave their annual subscribers. Fausto Vitello, Eric Swenson, and Kevin Thatcher started the magazine in January 1981. The magazine was then published by a San Francisco-based publication company, High Speed Productions, Inc.
Since its publication, Thrasher magazine has been referred to as the “skating bible.” Most of the magazine’s contents are skate park reviews, interviews, photography, music articles, and anything related to skateboarding.
Later on, celebrities like Justin Bieber and Rihanna were spotted wearing Thrasher tees. Jake Phelps, the editor of Thrasher, was even misquoted criticizing the stars’ patronage of their brand. This caused an uproar in the fashion and skateboarding communities.
Jake Phelps later clarified himself, saying that these stars wore their brand because they’re stylish. And naturally, stylish people want to wear fashionable clothes. Unfortunately, despite this explanation, many avid skaters and skateboarding fans still believe that skateboarding has been culturally appropriated.
Fortunately, the cultural appropriation issue didn’t stop top skateboarding brands like Thrasher and Vans from collaborating with high-profile models. Vans worked with Natalie Westling for their Sk8-Hi sneaker campaign, while Imman Hammam worked with Hypebeast for their Limited Edition skateboard campaign.
Aside from these, there were already countless pro-skaters who collaborated with high-end brands like Chanel, Louis Vuitton, DKNY, and Abercrombie & Fitch. With all these collaborations and crossovers, the skateboarding fashion is surely here to stay.
From the land of kickflips and half-pipes, thrasher clothing also joined the street-to-chic crossover. Thrasher tees have become a staple in the wardrobes of models and catwalkers. Molly Bair, for example, showed off her Thrasher hoodie and tie-dyed Thrasher tee to her Instagram followers.
Sarah Brannon, on the other hand, loved wearing her Thrasher tee with the black and white font. Lexi Boling and Binx Walton also loved showing off their Thrasher blackout hoodie. Aside from all these, the Thrasher tee also made a cameo during Cristina Hermann’s shoot at Chanel’s headquarters in Paris. Hermann wore her Thrasher tee with a pair of jeans and a vintage belt, completing a cool throwback look.
There are a couple of theories that explain why these cool-girl models love the Thrasher brand. For one, the brand is known for its vintage appeal and disdain for authority. The brand’s rough appeal is perfect for the vibe that self-acclaimed “bad girls” like Boling and Walton are aiming for. The brand’s vintage vibe also adds more attitude to a polished ensemble.
Aside from that, there’s something inherently compelling about a graphic, low-key look. It’s laid back but stylish, comfortable, and classic at the same time. It’s something that will not quickly go out of style. The price also adds to the reasons why it’s preferred. A Thrasher tee will not cost you more than $100. You can even buy one for as cheap as $20.
Thrasher has definitely come a long way from being a skateboarding magazine. Even if its creators didn’t expect that Thrasher will grow into a trendy brand, one thing holds true — the burning flame logo will be around for a long time.