The Boonies CEO Tim Pool is catching heat after posting a new logo that combines two highly recognizable and now retired pieces of skateboarding iconography: the Independent Truck Co.’s Iron Cross and the stylized name of $lave Skateboards.
But instead of the dollar sign, Pool swapped in a hashtag, combining the two into a new graphic under his Boonies label.
The logo first showed up on Pool’s personal channels, where he shared a rough design showing the classic Iron Cross merged with the name "#Slave."
The strategy comes shortly after the official shutdown of $lave Skateboards, which recently ended its 18-year run and is transitioning into a new company called Glass House Skateboards.
Independent, meanwhile, has already pulled back on the Iron Cross in recent years due to ongoing criticism about its resemblance to Nazi symbolism - something the brand has denied, stating its inspiration came from biker culture.
Nonetheless, the Iron Cross has been gradually phased out of Independent's new designs and media presence.
So now that both the Iron Cross and $lave names have been retired, Pool appears to be trying to reclaim or remix them under his own company.
Some are calling it an act of homage, while others see it as a provocation.
Critics have pointed out that blending two heavily debated skate logos, especially after both were dropped for cultural or ethical concerns - feels tone-deaf.
Others argue that Pool has every right to use whatever design he wants, especially if those symbols are no longer in active use by the original brands.
The name "#Slave" especially has struck a nerve.
Some see the hashtag replacing the dollar sign as a lazy design tweak, while others view it as a deliberate move to stir the pot.
Given the history tied to the original $lave Skateboards brand, reusing the name at all was bound to get people talking.
Pool hasn’t released a full product line yet with the logo, but sources close to The Boonies say it's more than just a one-off post.
There's talk of a full drop involving decks, shirts, and other merch featuring the hybrid logo. Whether it gains traction or gets shut down before it can roll out remains to be seen.