As skateboarding experiences a resurgence across style and culture, fashion brands are cashing in on the interest. US skate and surf retailer PacSun is one of them. But given Gen Zers' penchant for reiterating past trends, it’s reimaging the subculture with these tastemakers and influencers in mind.

Skateboarding has long embraced the individual, but it's also been a relatively male-dominated subculture. Vans’ latest Love Letters to Skateboarding season highlights LGBTQ+ skate icons and communities, opening up the conversation and championing the voices of those heard less often.

After watching Sky Brown nail her Olympic debut, who didn’t want to jump on a skateboard and try out the basics? The sport was already enjoying a boom in popularity before the Games, with the pandemic creating the right conditions for interest to flourish, but what makes it so appealing?

Crystal Moselle’s film Skate Kitchen (2018) is a coming-of-age story about a crew of New York City skater girls. Unlike your typical teen movie, Skate Kitchen blends fiction with real life to create a believable and relatable take on teenhood today. So how might brands tap into cross-platform media trends?