Why do some people gravitate towards certain brands and not others? In this episode of our podcast, Gavin Williams and Adrian Day take a look at the incredible Brand Stories behind some of the world's greatest and long-lasting skate labels as well as those that haven't quite made it.

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For our second episode, we thought we'd kick-flip ourselves into the abyss and look at Brand Stories in skateboarding. This is inherently tricky because skateboarding is the most vehemently anti-commercial industry. The entire construct is about not selling out while still selling millions of skateboards a year (the skateboarding industry makes $2bn/year). Added to that, skateboards are all the same basic product; it's only really the imagery that differs.

That's where the Brand Story gets really interesting: why do some people gravitate towards certain brands and not others? 

It's an interesting conundrum, this anti-commercial commercialism. Yet this is an industry that was created purely by skateboarders and has produced some of the greatest graphic design imaginable. 

In this episode, we look at the incredible Brand Stories behind some of the world's greatest and long-lasting skate labels as well as those that haven't quite made it.