2008 Woodie Awards
Skateboarding store sells for sport, not lifestyle
Denver Shop profits by selling to the "anti"
Kenna Gair
Issue date: 5/8/07 Section: Features
The place to get the hard stuff by DU is the Denver Shop. That is, hard goods for serious surfers of the sidewalk. The "hard" gear of skating, like trucks, decks, grip tape and bearings are interwoven in a wall of rainbow skulls.
Technicolor scenes from "The Shining" and psychedelic odes to punk rock are blazoned across the merchandise. "Softies" can buy radical shoes and skater shirts that will freak out their mothers, but it's also a paradise for hardcore skaters who care only about their boards and trucks.
The Denver Shop at 2323 E. Evans Ave., with the sign of its former moniker Brothers Boards still hanging above the door, sells not only the "harder" gear, but also clothes, padding and shoes for the adventurous skater. It has been in business for more than seven years in some form or another in cities like Boulder and Fort Collins.
Tony Mellick is the owner and a spokesman for the old-school rebellious skateboarder attitude that his shop radiates.
"We like being the anti," said Mellick, when asked about the recent surge in popularity of the sport.
In fact, it seems he does not want skateboarding to be as popular as it has become in recent years, although he benefits from it. He looks like a seasoned pro that cares mostly about the sport than the "lifestyle" of trendy neon skull shirts and pristine skateboarding shoes, though he appreciates the weekend-rider for his business.
"The popularity goes in spurts," said Mellick. He hopes customers will genuinely enjoy the sport, rather than just buy into the clothes, gear and media hype.
He opened the shop by DU because of the students nearby. According to Noel Boyt, an employee and Mellick's friend, purchases rise as summer approaches and students buy "soft" goods, like T-shirts and shoes.
"Look at all that money," said Mellick pointing at the campus.
Although his store is filled with goodies for the casual rider or hip clothing fiend, his attire consists of well-worn gear that denotes his love of the board, rather than the fashion.
He also knows the hardcore patrons by name and board preference. His loyal customers come in through the back and immediately start up conversations, whether it is about their boards or their recent brushes with the law. You can tell Mellick fits right in with the enthusiastic younger customers who are purely about the gnarly ride. No flashy clothing, and definitely no kneepads in this crew.
Technicolor scenes from "The Shining" and psychedelic odes to punk rock are blazoned across the merchandise. "Softies" can buy radical shoes and skater shirts that will freak out their mothers, but it's also a paradise for hardcore skaters who care only about their boards and trucks.
The Denver Shop at 2323 E. Evans Ave., with the sign of its former moniker Brothers Boards still hanging above the door, sells not only the "harder" gear, but also clothes, padding and shoes for the adventurous skater. It has been in business for more than seven years in some form or another in cities like Boulder and Fort Collins.
Tony Mellick is the owner and a spokesman for the old-school rebellious skateboarder attitude that his shop radiates.
"We like being the anti," said Mellick, when asked about the recent surge in popularity of the sport.
In fact, it seems he does not want skateboarding to be as popular as it has become in recent years, although he benefits from it. He looks like a seasoned pro that cares mostly about the sport than the "lifestyle" of trendy neon skull shirts and pristine skateboarding shoes, though he appreciates the weekend-rider for his business.
"The popularity goes in spurts," said Mellick. He hopes customers will genuinely enjoy the sport, rather than just buy into the clothes, gear and media hype.
He opened the shop by DU because of the students nearby. According to Noel Boyt, an employee and Mellick's friend, purchases rise as summer approaches and students buy "soft" goods, like T-shirts and shoes.
"Look at all that money," said Mellick pointing at the campus.
Although his store is filled with goodies for the casual rider or hip clothing fiend, his attire consists of well-worn gear that denotes his love of the board, rather than the fashion.
He also knows the hardcore patrons by name and board preference. His loyal customers come in through the back and immediately start up conversations, whether it is about their boards or their recent brushes with the law. You can tell Mellick fits right in with the enthusiastic younger customers who are purely about the gnarly ride. No flashy clothing, and definitely no kneepads in this crew.
Be the first to comment on this story