These days, some skaters can be pretty sensitive, especially with social media being what it is.
The word "slave" in a brand name is one that’s bound to get people talking and sometimes ready to cancel things or anyone associated with it.
That said, Ben Horton, former Zero art director and founder of $lave Skateboards, has decided to move on from the name - not because of pressure, but simply because it felt like the right time.
In a recent interview with Jenkem, Horton was asked straight up: “So what’s the deal? What’s happening with $lave?”
He didn’t mince words. “$lave Skateboards is done. We’ve archived it a little at www.worldwideslave.com for anyone who’d like to check out the history of what it was,” he said.
When asked why he felt it was time to move on from the $lave name after nearly two decades, Horton explained: “It’s been 18 years and $lave has run its course. I’m thankful to have something last this long, but I’ve been wanting to work on something new, with a new approach to modern issues. I don’t know what will happen, but I guess I’ll find out.”
So what’s next? Horton revealed the new brand name is Glass House. The lineup includes many of the original $lave riders like Anthony Schultz, AJ Zavala, Pat Burke, Danny Dicola, and Logan Taylor. Plus, they’ve brought in some new riders who had informal ties to $lave over the years — Zack Wallin, Cody Jacobson, and TJ Person.
It’s clear Horton and the crew are looking forward to fresh chapters without the baggage the old name carried, focusing instead on what’s ahead.
For anyone curious about $lave’s legacy, the archived site keeps the past accessible, but it’s time for Glass House to take its own place in skateboarding.
Watch their promo video "Public Service Announcement" below!