Mark arcenal www.fatlace.com What's great about this industry is that it adapts to lots of things quickly. Whether it's the latest motorsport (drifting) or the latest trend in streetwear, people take notice and run as fast as the wind trying to separate themselves from the pack.
Take fixed gear bikes: a few years ago, I was riding my bike around at a drift event and people looked at me with absolutely no clue as to why I would be riding something with no gears or brakes. today, if you go to many of this industry's forums, you'll notice lots of people talking about fixed gear bikes. these same people usually have the greatest opinion on who should be riding as they've become the ultimate resource for all things cool around their circle.
The same could be said about Ruckus scooters. I took a trip to tokyo in 2003 and immediately took notice that people were fixing up their Zoomers (Ruckus in the us). I knew some friends in the states with them and I was encouraging them to do the same but they again had that look and thought I was crazy. today, the Ruckus is ridiculously popular and people are going all out trying to make theirs stick out from the rest.
Streetwear and the sport of fixing up your car has once again gone hand in hand in the last couple years and it's great to see people actually caring about what they look like. sure, you've got the old alphanumeric Crew which, by the way, is happily making its comeback as I type this) that helped elevate the awareness for streetwear in the late '90s and encouraged brands like DVs to look into this industry as an outlet to branch out of their norm. But as soon as alphanumeric dissolved, you could say streetwear" in this industry died along with it.
Fast forward to 2007. this industry has basically become the target market, and companies like scion have found ways to naturally implement their message without having to force and seem fake. so my question is, although you've got the right tools to make something fresh, do you have the knowledge of how to rock it?