Goodhood Presents: The Art Of Skateboarding


Amid the flurry of interviews and press which has surrounded the launch of Goodhood’s new store in Shoreditch, I have remained fairly quiet on the subject. The simple reason for this is that it has been well covered by a variety of outlets, particularly in this interview with Highsnob, and therefore didn’t think there was much I could add other than some fanboy-hyperbole. And make no mistake about it, when it comes to Goodhood, I am a unashamed fanboy of everything they do. I could way lyrical about their sleek, consistent approach to branding – right down to the uniformity of their black and white instagram posts – or I could harp on about the fact that their womanswear buy this season is nothing short of impeccable, but all these things are plain to see for anyone with an inkling for good aesthetics and a modest understanding of the countercultures which inform them.

In an age where independent retailers are finding it increasingly difficult to survive, Goodhood have led the way and, in the process, highlighted the importance of a unique and unwavering vision. Everything – absolutely everything – they do makes total sense. Not only would a James Lavelle Dj set on your launch night be a major coup for most retailers, but the fact that the old Mo’ Wax offices were housed in the same building as Goodhood’s former bricks & mortar store ties together perfectly and is certainly no accident.

But aside from all of this, Goodhood’s commitment to creativity has been something which has distinguished them from competitors since their earliest days. Now, Kyle, Jo and Crew present to us The Art Of Skateboarding; a series of boards adorned by a more than impressive array of artists such as Russell Maurice (AKA Gasius), Ed Davis of the Heavy Mental (still one of the greatest things on the interwebs) and the Chapman Brothers. All of the work will be sold and the profits donated to the Long Live Southbank campaign, which is a fantastic cause and not simply because it will rub some boring establishment art fucks up the wrong way.

So many corporate entities leech off skate culture and what surrounds out, without ever doing anything to support it, which is not only wrong but ultimately exploitive. Without meaning to digress into a quasi-marxist rant, I guess such leeching is an unfortunate inevitability – brands and corporations will always seek to capitalise on what they do not fully understand but know they can make money from. Therefore, props to Goodhood for what is essentially a selfless, non-profit act. Like I alluded to in the earlier paragraphs, they just “get it,” and it is for those reasons that they have garnered such a loyal support base. If you’re in London over the coming weeks, go check this out and – finance permitting – support the cause.



The Goodhood Store
151 Curtain Road

13th – 21st September 2014
10am – 6pm

Auction Event
17th September 2014
From 7pm

Full event info here.

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