All Of It How 1990s NYC Skateboarding Culture Birthed 'Supreme'
Jul 9, 2025
Josh Swade, director of the 30 for 30 documentary “Empire Skate,” dives into the gritty skateboarding culture of 1990s New York City. He reveals how this underground scene laid the foundation for the iconic brand Supreme. Swade discusses the transformation of local skate shops into fashion phenomena, highlighting innovative marketing and the rise of a resale market. Personal anecdotes about the vibrant community, shared experiences, and the impact of the film 'Kids' showcase the resilience and creativity of young skaters navigating urban challenges.
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Josh Swade's Skateboarding Origin
- Josh Swade began skateboarding at age 10 and quickly embraced the culture around it.
- He explains skating taught him identity, communication, and a new way to see the world.
NYC Skate Culture's Gritty Roots
- New York skaters had no dedicated space and lacked the sunny, expansive areas southern California skaters enjoyed.
- Their danger-driven, improvisational street skating embodied New York City's fearless spirit.
Skaters as Early Content Creators
- Skaters were pioneers in self-filming, capturing tricks and downtime with early consumer cameras.
- Extensive archival footage exists because skaters extensively documented their own culture and tricks.
