Remember when $lave Skateboards was a big name in the skateboarding world?
Well, that chapter officially closed when the original owner, Ben Horton, decided to retire the brand after nearly two decades.
As we previously reported, he didn’t just walk away quietly though, he introduced a fresh company called Glass House Skateboards to take its place.
These days, cancel culture seems to affect almost everything.
Even Independent Trucks had to change their logo because it stirred up controversy. Sensitivities are high, and brands have to be extra careful.
Unfortunately, $lave Skateboards was caught up in this wave and had to shut down, as many people just aren’t okay with certain names or symbols anymore.
But here’s where things get interesting.
President Donald Trump’s White House reporter Tim Pool, isn’t letting cancel culture scare him off.
He’s stepping up to bring back $lave Skateboards.
Yes, the same name that was just dropped. After 18 years under Horton’s watch, and Pool plans to relaunch it as his own brand.
Why is this a big deal? For one, The Boonies and Richie Jackson have been doing really well with their pro boards lately, so there’s clearly demand for new gear and fresh ideas.
The pro skater and journalist is aiming to ride that wave and grow sales even more by bringing $lave back into the mix, combining the original branding.
This move means more than just a business decision. It could draw a bigger crowd, boost sales, and give skateboarding fans something to talk about.
Plus, having the $lave name tied to a recognizable figure like Pool adds a whole new angle to the skate scene.
So, while some brands are stepping back because of cancel culture, The Boonies CEO is choosing to move forward, holding on to what $lave represents and hoping to make it thrive again.
This relaunch could be something worth keeping an eye on.
The Boonies boss posted:
"Announcing our new brand Slave Skateboards."