Thrasher
Thrasher Magazine at Skatestore
It’s safe to say everyone has seen the iconic Thrasher logo on a crewneck, hoodie or t-shirt in the last decade. What fewer people know is the rich and influential history behind the brand.Founded in 1981 by Eric Swenson and Fausto Vitello, Thrasher Magazine began as a way to promote their skateboard truck company, Independent Trucks. What started as a small publication quickly evolved into one of the most important voices in skateboarding. Through raw photography, honest interviews and unapologetic editorial style, Thrasher has played a major role in capturing, shaping and preserving skateboarding culture for more than 40 years.
Thrasher embraced DIY skate culture long before it was cool. Its pages documented local scenes, underground spots and emerging talents that would eventually become global icons. The magazine’s gritty, “Skate and Destroy” ethos still defines what authentic skateboarding feels like.
Today, Thrasher’s influence reaches far beyond print. Their online platform hosts some of the most-watched skate videos in the world. Since 1990, Thrasher has also awarded the highly respected Skater of the Year (SOTY). For many skateboarders, earning SOTY is considered one of the highest honors.Merchandise and Collabs
Outside of the magazine, Thrasher has become a global cultural symbol. Their apparel line (hoodies, crews, tees, hats and accessories) has been embraced not only by skaters but by artists, musicians and streetwear fans worldwide. The bold flame logo, in particular, has become one of the most recognizable graphics in modern street culture.Besides Thrasher’s own line of merchandise, Thrasher is known for exciting collaborations with other top-tier skateboarding and streetwear labels. Over the years, Thrasher has partnered with Spitfire Wheels, Dickies, Anti Hero Skateboards, and many more to release limited-edition apparel and skate gear.