I like turning dreams into reality. I love creating & making things; everything from the perfect shaped board to solving “the skaters pants nightmare”. They say, if you can’t find it design it or if you are unhappy with something, well shut up and make it better.
My first big dream in life was to become a pro skater in U.S.A which felt like an impossible mission in the 90's... at least when you live in a small town in Sweden. Well with a bit of luck a bit of talent and what not, somehow that happened.
At some point in my Pro days I felt that I wanted to express my own ideas create my own films & projects. To present my perspective on our culture and show how we, via DIY spirits, community and friendship can create great things together... (Dream Two)
Then about about 10 years ago I felt that I no longer could connect to the direction our industry was going... It felt stale & strange. So I started my own board company... (Dream Three)
The past years or so, when I look out at the so called Skate Shoe landscape, there is something about it that feels off & weird. These huge corporations running things their way... It’s a feeling and like I said above, if you are unhappy with a situation, shut up and do something about it. (Dream Four has started...)
– Pontus Alv