From F*#k The Rest to Please The Rest. The 70s skate company announced a new logo design in response to criticism from some consumers over its old logo's controversial imagery.
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The previous logo, which featured an "Iron Cross," represents the company's core principles of "skateboarding, independence, and freedom," it was also a super popular symbol in the surfing and motorcycle culture in 70's Southern California.
Hence, it drew criticism from some who felt the imagery resembled a white power symbol.
While the company maintained that the logo was never intended to represent any political ideology or hate group, they changed it to avoid further controversy.
In a statement released by the company, Independent Trucks said, "Independent Truck Company does not and has never stood for the promotion of hate. We strongly denounce all forms of discrimination, racism, hate, and racial injustice. We believe in the power of skateboarding as a positive force in the world."
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According to Independent Trucks, the decision to change the logo was not about its critics, with some arguing that the controversy was manufactured by cancel culture and that the old logo was innocuous.
However, others praised the move as a positive step towards inclusivity and respect for all members of the skateboarding community.