All:One, the Skate Brand Promoting Inclusivity

September 28, 2017 11:00 AM

The hyper-connected, instantly gratifying world of social media has given people a platform to express their viewpoints and make their voices heard. While many noble gestures have played out on these platforms, social media has also produced many negative side effects. Instagram has been known to be a breeding ground for narcissistic, self-absorbed caricatures who manufacture false illusions and enviable lifestyles. Some twitter users continue to hide behind their desktops and mobile screens to spew hate, vitriol and even threats. Amid all this data, clutter and images, there's a sense that human decency and empathy are starting to go down the wayside. 

Teenagers and other young millennials have been particularly affected by this phenomenon. One man who took notice was Rodney Smith, skateboarding pioneer and founder of SHUT Skateboards and Zoo York. Distinctively self-aware, Smith understands the many problems facing youth culture today, as well as the sense of elitism in many industries creating narrow-minded outlooks. "In my point of view, everyone wants to feel important in the world. Everyone wants to feel part of a group where they feel that they matter," observes Smith. "I am not above anyone. We should all give and receive the same level of respect as humans, no matter what your role or job."

It is with this mindset that Smith set off to embark on his next project. He partnered with Rob Rodrigues of SURE Skateboards and Jurgen Abergas to form ALL:ONE, a brand whose mission is to raise consciousness for youth culture and help them be more mindful and self-aware. The brand's Truth & Awareness Initiative aims to do just that through video content on their website and social media that will engage and inspire young individuals to have more respect for others and think about the greater good of humanity. Users can purchase ALL:ONE skate apparel and accessories on the e-commerce site, where a portion of proceeds will go to support this initiative. The site features t-shirts, tanks and baseball caps among other things marked with the "flower of life" logo. 

Rodrigues explains why choosing skate products was an appropriate way to tie it in with the brand's values. "It ties into skate culture and its sense of unity. The merchandise is accessible just like the whole range of the skate community is," he says.

"There is a strong sense of camaraderie. People from every walk of life can pick up a skateboard and be a part of our diverse community. Anyone can be a participant," adds Smith. 

In short, ALL:ONE is rooted in skateboard culture's long, rich history and evolution, while never relinquishing its sense of togetherness and inclusivity. The next step for ALL:ONE was opening its doors to the world and making its message heard. A launch event was held in New York City during NYFW: Men's this summer. True to spirit, the crowd was an eclectic mix of people of all ages, ethnicities and sense of style. Set against the Manhattan landscape on a lively rooftop, an optimistic air flowed throughout and seemed to signal a promising start for the label. 

The partners agreed that the event was a wonderful success and the response from their peers in the skating community was very positive. Smith notes that, in the end, it's all about your outlook on life and strong sense of self. "It's very important to be a leader in your own world. Doing this will attract people from all walks of life. Making a deep impact and being self-empowered really goes a long way."

 

 

WRITTEN BY MARIO ABAD

EDITED BY HOLLIS DE LANEY

 

PHOTO CREDIT: SEVENTH HOUSE PR

 

related posts

Miu Miu F/W2017 Campaign Starring Kate Moss and the Aboah Sisters

The Miu Miu Girl has always been bolder and sexier than her patrician elder sister, the Prada Girl.

July 25, 2017 2:00 PM  |  Fashion

Just Cavalli F/W2017 Collection

In releasing its latest campaign, Just Cavalli has teamed up with...

July 24, 2017 2:00 PM  |  Fashion

René Caovilla F/W2017 COLLECTION

Italian designer René Caovilla has tapped into a new kind of sensual feminine energy with the launch of...

July 18, 2017 3:00 PM  |  Fashion

Rihanna x Manolo Blahnik Final Collaboration, #SoStoned

For their third and final collaboration, Manolo Blahnik and Rihanna have released the...

July 18, 2017 12:00 PM  |  Fashion

Beau Souci Fashion Story "Beautiful Worries"

BEAU SOUCI FASHION STORY “Beautiful Worries" is now available! 

Check inside for the Full Page Editorial.

July 17, 2017 10:00 AM  |  Fashion
Veronika Brusa, Berenik Creative Director

Berenik Opens Soho Boutique & Talenthouse with Dance

Last week, genderless Swiss fashion label Berenik celebrated the opening of its New York City boutique and Talenthouse at 419 Broome...

July 17, 2017 9:00 AM  |  Fashion

Rei Kawakubo/Comme des Garçons: Art of the In-Between

Rei Kawakubo is one of the most important and influential designers of the past 40 years,” said Andrew Bolton, Head Curator of the Metropolitan Museum of Art’s Costume Institute...

July 05, 2017 3:00 PM  |  Fashion

MIU MIU "ROOM303" BY Alasdair McLellan

By emulating an all familiar, oversaturated photographic aesthetic—those snaps of friends in the club, a family packed in a restaurant booth, an evening traversing the city, or an illuminated sea...

June 27, 2017 3:00 PM  |  Fashion

Nomos Glashütte Aqua Series Watch Collection

Independent German watchmaking house Nomos Glashütte has just released the...

June 26, 2017 11:00 AM  |  Fashion

Roberto Cavalli F/W2017 Campaign Starring Eva Herzigova

With the launch of Roberto Cavalli’s Fall/Winter 2017 campaign comes a bold retelling of the classic Italian love affair.

June 20, 2017 1:16 PM  |  Fashion

3.1 Phillip Lim Fashion Story "3.1"

FASHION STORY “3.1" is now available! 

Check inside for the Full Page Editorial.

June 12, 2017 3:00 PM  |  Fashion

BEAU SOUCI VIDEO STORY "LIFE GOES ON"

VIDEO STORY “LIFE GOES ON" is now available! 

View the video on the right and check inside for the Full Page Editorial.

June 09, 2017 3:00 PM  |  Fashion

Giuseppe Zanotti F/W2017 Collection “Le Rouge Et Le Noir”

Italian designer Giuseppe Zanotti delivers a refreshing dose of dichotomy with the introduction of his Fall/Winter 2017 campaign.

June 02, 2017 11:00 AM  |  Fashion

Louis Vuitton x Jeff Koons: The Power of Icons

An L and a V. The combination of these two letters has become one of the most widely recognized trademarks in the world, let alone the fashion world.

May 30, 2017 3:00 PM  |  Fashion

“Who is Gabrielle?” #GabrielleChanel

Everyone knows Chanel 2.55, the bag famously created by Gabrielle Chanel in February 1955 and named after the month and year of its birth.

May 01, 2017 3:00 PM  |  Fashion

JIL SANDER × NENDO OBJECTEXITILE CAPSULE COLLECTION

Fashion meets design in the conceptual Nendo x Jil Sander Capsule Collection debuting during Milan Design Week.

April 26, 2017 2:00 PM  |  Fashion

DKNY FASHION STORY "VASILISA IN DKNY"

FASHION STORY “VASILISA IN DKNY" is now available! 

Check inside for the Full Page Editorial.

April 24, 2017 2:00 PM  |  Fashion

Tiffany & Co. New HardWear Collection with Lady Gaga

Last year, TWELV introduced the new Tiffany & Co. “Legendary Style” series.  The campaign series began in Fall 2016, and featured Oscar-winning actress Lupita Nyong’o and actress Elle Fanning...

April 21, 2017 3:00 PM  |  Fashion

INTERVIEW / FASHION STORY "CLAIRE DE REGGE"

Interview / Fashion Story

"CLAIRE DE REGGE" is now available!

Check inside for the full page of editorial

April 20, 2017 2:00 PM  |  Fashion

KISSES FROM JILL STUART NYFW F/W2017 BACKSTAGE

The runway is a facade for designers to stage their vision, the strictly choreographed back-and-forth of models shinning a never-ending flow of clothes.

April 17, 2017 1:00 PM  |  Fashion

FASHION STORY "CORY ROBERTS"

FASHION STORY “CORY ROBERTS" is now available!

Check inside for the Full Page Editorial.

April 13, 2017 4:00 PM  |  Fashion

Contemporary Luxury Welcomes #TFWGucci

The swaths of newfound Gucci aficionados are certain to be charmed by the fashion house’s latest collaborative campaign, #TFWGucci (“That Feel When” or “That Feeling When”), a meme-based, creative...

April 12, 2017 4:00 PM  |  Fashion

FASHION STORY “MY OWN STORY"

FASHION STORY “MY OWN STORY" is now available! 

Check inside for the Full Page Editorial.

March 28, 2017 5:00 PM  |  Fashion

FASHION STORY "PLAY DEAD"

FASHION STORY "PLAY DEAD" is now available! 

Check inside for the Full Page Editorial.

March 22, 2017 5:00 PM  |  Fashion

Pages

SITE BY: monocomplex©Marbles & Marbles International Inc. Drupal Development by: DivDiv, NYC
▲ back to top ▲