SK8MAFIA

From A Student Project to The Renowned Brand - The Story of Sk8Mafia

There are some brand stories that seem like they’ve been punched out by the exact same cookie cutters, and there are others that you couldn’t even imagine. Sk8Mafia definitely falls into the second category, the foundation of which is based on a research project by Dan Conelly during his time at the Art Institute of California.

The task was to develop a brand and assortment of products, brand image, and logo and it went so well that it was honoured with the prize for the best portfolio. Afterwards, the brand was directly able to take off. His colleagues Josh Priebe and Peter Smolik, who shared Sk8Mafia with Dan and a few friends, had a big part in it as well. According to his own statements, Peter Smolik is also significantly responsible for the current logo, which is modelled on his signature hand sign.

With Sk8Mafia, you’re dealing with a brand that’s made directly by and for the kids on the streets. This brand from San Diego, California began as a pure T-shirt brand, but quickly developed into a well-known skateboarding company and has had a massive impact on the scene.

This is certainly due to the face that the Sk8Mafia family continued to push the technical skating of the 2000’s and spread it with their "Saturday Videos". The team that today consists of riders like Jimmy Cao, Marshall Heath, Alexis Ramirez, Wes Kremer, Tyler Surrey, Javier Sarmiento and many more are also significantly responsible for the success of the brand. Even over a decade after its founding, Sk8Mafia continues to deliver tough-as-nails skateboarding, a fact that’s undeniable once you’ve seen their edits.