Independent

History of Independent 

In the late 1970s, skateboarding's popularity soared. Vitello and business partner Eric Swenson, along with Richard Novak and Jay Shuirman of Santa Cruz Skateboards saw an opportunity to work together, then founded Independent Trucks. Independent Trucks quickly became an industry leader and the group saw an opportunity to expand and capitalise on the rediscovery of skateboarding in America. The company's first truck design was the Stage 1, which was released on 23 May 1978. Since then, the trucks have been improved time and time again, and now the Stage 11 is in our shop. Thrasher Magazine was co-founded by Vitello in 1981. The photos and articles brought the latest tricks, fashion, and gear to the attention of America's youth, who had contributed to the rise of skateboard culture in America. The advertising also helped spread the word about Independent Trucks, which quickly became one of the biggest names in skateboarding. While many still saw skateboarding as 'a way of fashion', Thrasher helped create a dominant subculture that has grown into a multi-billion dollar industry. As Vitello's business empire grew, so did his projects. He started High Speed productions, Slap Magazine, and the international alternative art magazine, Juxtapoz. He also founded two skateboard distribution companies: Deluxe (which distributes Spitfire Wheels, Thunder Trucks, Antihero Skateboards, Real Skateboards and Krooked Skateboards) and Street Corner (which distributes Hubba Wheels, Think Skateboards, Lucky Bearings and Venture Trucks).