50 years of Santa Cruz Skateboards

Santa Cruz Skateboards will celebrate its 50th anniversary in 2023, making Santa Cruz the oldest, still active skateboard brand anywhere. Reason enough to take a closer look at the history of this cult brand!

Santa Cruz Skateboards: 50 years of skateboarding history

Santa Cruz Skateboards, a legendary name in the world of skateboarding, celebrates its 50th anniversary in 2023. Over the last five decades, this brand has made a name for itself through innovation, a diverse team of talented riders and a commitment to pushing the boundaries of what is possible in skateboarding.

Origins and beginnings

The story of Santa Cruz Skateboards began in 1973 when surfboard creator Richard Novak and Doug Haut joined forces to form NHS, Inc. (Northern California Surfboards). With surfing culture booming along the California coast, it was only natural that these visionaries turned to skateboarding, as the two sports often went hand in hand. Their first skateboards were shaped like surfboards, a design that would later become iconic for Santa Cruz.

The rise of the dot logo

One of the most distinctive features of Santa Cruz Skateboards, aside from the "Dot Logo", is the iconic "Screaming Hand" logo, designed in 1985 by legendary artist Jim Phillips. This logo, depicting a severed, screaming hand, has become a symbol of skateboarding culture. It perfectly captured the spirit of the sport, which was all about pushing boundaries, being provocative and flouting convention.

Early team riders and influential personalities

Santa Cruz Skateboards quickly established itself as a leading brand in the world of skateboarding thanks to its team of talented and influential riders. One of the earliest and most legendary riders was Jay Adams, who was part of the famous Z-Boys skateboarding team and was instrumental in shaping modern skateboarding as we know it today.

The late 1970s saw a renaissance in skateboarding, and Santa Cruz Skateboards was at the forefront of this revolution. Riders like Tony Alva, Duane Peters and Steve Olson were instrumental in popularizing the brand and pushing the boundaries of what was possible on a skateboard. The team's fearless style and groundbreaking tricks inspired generations of skateboarders.

The 1980s: A Decade of Dominance

The 1980s were a golden era for Santa Cruz skateboards. They continued to innovate products and solidified their status as a leading brand in the industry. In 1983, the "Roskopp Face" graphics deck created by artist Jim Phillips became one of the most iconic skateboard graphics ever. The deck featured the scowling face of skateboarder Rob Roskopp, another prominent member of the Santa Cruz team.

During this time they also introduced several groundbreaking products, including the "Concave" deck, which had a curved shape to provide better control and stability for tricks. This innovation helped Santa Cruz maintain its competitive edge in the market.

A pioneering spirit

During the 1980s, Santa Cruz Skateboards also explored various skateboarding disciplines. They were one of the first brands to venture into the world of downhill and slalom skateboarding, producing high quality decks specifically for these styles. This commitment to diversifying their offering cemented their reputation as a versatile and forward-thinking brand.

The 1990s and Beyond: A Changing Landscape

As the 1990s dawned, the skateboarding landscape was going through significant changes. Santa Cruz Skateboards adapted to changing trends in the industry by embracing street skateboarding and developing products that catered to this evolving style. The brand continued to have a strong team of riders, including Jason Jessee, Jeff Grosso and Natas Kaupas, who kept Santa Cruz relevant and respected in the eyes of the skateboarding community.

A Dark Period and the Revival

Like many other skateboard brands, Santa Cruz faced challenges in the late 1990s and early 2000s due to the decline in popularity of skateboarding. The company went through a series of ownership changes and was in danger of fading into insignificance.

In 2005, NHS, Inc. was reacquired by Richard Novak and Jay Shuirman, who were determined to revive the brand. This change in leadership brought new energy and direction to Santa Cruz Skateboards and marked the beginning of a revival that would eventually lead to their 50th anniversary.

The new millennium: Santa Cruz reborn

In the new millennium, Santa Cruz Skateboards returned stronger than ever. They continued to expand their team, which now included notable skateboarders such as Eric Dressen, Tom Asta and Tom Knox, among others. Their presence in the industry remained vibrant thanks to a combination of top talent and innovative products.

The development of skateboarding culture

Santa Cruz Skateboards has not only played a significant role in the technical development of skateboarding, but has also been influential in shaping skateboarding culture. The brand has maintained its rebellious spirit, celebrating the counterculture aspects of skateboarding and encouraging self-expression on and off the board.

The company has actively promoted diversity and inclusivity in skateboarding, which has been demonstrated through various initiatives, events and team riders. They have actively supported and welcomed skateboarders from diverse backgrounds, genders and styles into their ranks, reflecting the ever-changing and inclusive nature of skateboarding.

You can find all Santa Cruz products in stock here .