Thrasher chooses a “Skater of the Year” annually, and this reward goes to the skater who has skated and destroyed any obstacle in his way over the last 12 months. Trasher gear represents a skater’s experience – the journey involved – a badge of honor if you like. You get to earn the chance to proudly wear a Thrasher shirt by, most importantly, riding a skateboard and maintaining a certain lifestyle. Being told by celebrities, Instagram influencers, and Fashion magazines what to wear to be trendy is not something Thrasher would promote. They represented opposition to the status quo – how to live life on your terms – without ever having to become a sheep, like the masses of today willingly embrace. Thrasher is a skate magazine founded in 1981 – called “The Bible” – which teaches readers how to become part of the skateboarding culture and pursue goals aggressively. Any brand’s goal is to grow to make more money, but Thrasher was never your typical brand if it was a brand at all.
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