BIRTH OF A BRAND / Part I

We're often asked about our 'brand'—frequently within the context of other brands and specific market niches...

Q: How does STREET FLIGHT compare to say: XLarge or Supreme?

A: Umm...we kinda...don't, really—not that we don't think they're both awesome brands...

Q: Is STREET FLIGHT a skateboard brand that sells streetwear or a streetwear brand that sells skateboards?

A: Yeah—that's just confusing...

Q: OK—so what IS the deal with STREET FLIGHT???

A: We'll, we're glad you asked!

First and foremost, we don't promote STREET FLIGHT as a straight-up streetwear brand—PERIOD—because that is just asking for trouble; Streetwear (capital S / italicized) is a pretty established fashion genre with a whole load of nuanced cultural legacies that we really can't claim to know all that much about—despite our deep Brooklyn roots.

[Of course, if we HAD to cite another brand we identify strongly with it would probably be OBEY—mainly because we're huge fans of Shepard Fairey with whom we share initials (SF) and an alma mata; and maybe, just maybe, a few similar notions regarding composition and form—but we blame that largely on education, really...]

Second, the same is essentially true as a skateboard brand. Our crew use their skateboards to commute (aka alternative transportation). Truth be told, we're only lately learning some kick-flips and tricks, thanks in large part to skate trainers and Aaron Kyro videos. THERE—WE SAID IT!!!

All that said, we promote STREET FLIGHT as an 'urban lifestyle' brand for a number of very specific reasons:

WE BELIEVE IN CITIES

...and that cities play a crucial role in saving our planet. In the US alone, 82% of the population lives in urbanized areas; so to say: we believe in cities is also to say: we believe in people. People living in cities have the greatest opportunity to make a difference in so many ways and we are committed to supporting that effort.

WE BELIEVE IN CULTURES

...and their power to inspire, mobilize, and effect change. And yet we also recognize their power to instill fear, divide, and stagnate. Change and transformation are constants; which cultural forms will serve us best? We're betting on those that promote Equity and Inclusion.

WE BELIEVE IN CREATIVITY

...and that our creative prowess as a species is what makes us uniquely Human(e). Of course our creativity played no small part in the cooking of our current climate (pun intended) and it must play no small part in the continuing courses.

WE BELIEVE IN THE BODY

...and the sacred temple of the mind and spirit. Our single greatest gift, conjoined with the terrain we call home. Uniquely understood through movement—be it physical, intellectual, or emotional; it is most worthy of our attention and exaltation. (In a compassionate, non-judgemental way, of course...)

 WE BELIEVE IN YOU

...and your potential to make a difference.  Pursue your passions and persevere! Seek-out your songs and sing! Discern your delights and dance! Ascertain your aspirations and act! Find your flight path and fly! 

Q: WTF???!!!

A: EXACTLY!!!


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