OFF THE WALL: Shinola tapped skateboarding legend Natas Kaupas to help give its local store a bit of street cred.
The company partnered with Kaupas on a limited-edition, autographed skateboard of which 100 were produced in Los Angeles. They’ll be sold for $100 in the company’s Venice, Calif., store on Abbot Kinney Boulevard, which opened earlier this month in The Stronghold building previously occupied by the denim company of the same name. The collection’s other 50 decks will be sold online.
The release is in line with the Detroit-based company’s strategy to localize the stores where it chooses to open doors.
“Each time we open a new store location we aim to find local collaborators that both share our brand ethos and have relevance in the community,” said Shinola Chief Marketing Officer Bridget Russo. “Natas has been a longtime friend of the brand and is a respected fixture in the local artist/skate/surf community. We were honored to work with such a legend.”
Kaupas has had sponsorship deals in the past with companies such as Element Skateboards and Quiksilver, the latter of which he at one point served as a vice president of marketing. In 2004 he started Designarium Skateboards, which taps artists around the world to feature their art on limited edition decks
The collaboration with Shinola launches Saturday, the same day the company holds its official grand opening for the Venice store with festivities that include a performance by band Papa.