As someone who grew up in and around the skateboarding culture, I can definitely say that Zumiez used to be a shop that I frequently visited. Being that this was over 10 years ago, I’ve seen the company itself transform over time into something that people find less tasteful and less influential in the world of skateboarding.
When I was first introduced to Zumiez it was a cool shop dedicated to skateboarding with brands such as alien workshop, creature, Enjoi, birdhouse, and more. Although I believe that these brands still exist in the shop today (I’m one of the people that avoids going in altogether) it isn’t what it used to be. I remember when the stores would have the atmosphere of good music, couches, a tv playing skate videos, and things that really made it feel like it represented the culture of skateboarding. Fast forward to today and you realize that it transitioned to … well .. just another retail store but this store sells shirts that say “F**K YOU”.
Although Zumiez never necessarily claimed to be down for the cause they don’t really contribute to skateboarding in any sense. If you look at a local skate shop in your area you’ll find that it’s probably small, has maybe three employees including the owner, and carries only specific boards and clothing that are actual skateboard brands. In comparison, local skate shops are there for the sole purpose of promoting skateboarding and helping give it a voice. I can also they that once in a blue moon you may come across people who work at Zumiez and have a genuine interest in skateboarding but because they are so few and far between it’s difficult to make that a plus. And while Zumiez focuses on profits which leads me to its biggest problem, the product.
Over time, it seems as though the selection of boards at these stores has shrunk but they could just be my own hating ass mind thinking that. But what I can say for sure is that Zumiez has taken on the role of being a trend chaser when it comes to what they purchase. You could say that they’ve become something of a forever 21 for the beginner hypebeast. When they originated in 1978 under the name “above the belt” they specifically targeted the retail aspect of action sports which not only includes skateboarding but also things like motocross and BMX. You could make the argument that you have to adapt to the times but there’s a thin line between holding true to your belief in a specific culture and being a house of fast fashion due to profit. If the idea of skateboarding is the main selling point then the point should be to not be a sell-out.
Skateboarding culture is based on the idea of going against the rules, being different, and doing something for the love of it. Unfortunately in their case because of their transition to trans chaser the employees they have there usually aren’t knowledgeable about the culture. While also working with the added pressure of wages based on commissions, it doesn’t help when you just see the customer as a few extra dollars in your paycheck.
Look, it’s tough to insert yourself into a community such as action sports. It can come off as rough, gritty, and unkind to those willing to prove themselves but that’s what makes it good for you. It’s almost like tough love in the sense that they want you to get to a certain level and push yourself to get there while at the same time, they aren’t going to spare your feelings. Trust me, there are also just people within the community that are assholes just for the sake of being an asshole but as long as you keep to the grind, you’ll find that you gain more than just the right to rep a skateboarding T-shirt. And as far as Zumiez goes, I have my opinions but what’s yours?
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