Founded in 1994, Gravity has carved out a reputation as being a company with two focuses: fun and environmentalism. The company’s goals can be almost entirely condensed to producing rider-friendly longboards in an environmentally friendly way.
Santa Cruz’s operation may be a little more corporate and a little less personal than some companies, but that has allowed them the resources to produce a massive catalogue of longboards specifically tailored towards customer satisfaction.
In California, at least, it seems there's been an embrace of longboarding among the hipster set. What do you the impetus might have been?
A: I think we went really far [in one direction], so now maybe it's time to go the other way.
E: I think they've found their niche, that image, and stick to it. They've found opportunity in it. There have been people surfing like that forever, but there is a phenomenon, a mode, because of the brands now. You see some people surfing like that, just for the style.
A: A fashion thing.
E: Fashion, exactly. This is how business works -- the image of how longboarding is given, sticking to the classic look, is part of it. But it's not only this. It has to be holistic. It's not that I don't agree, but that the image [should be broader].