The World’s Coolest Skate Brand (Supreme) Thumbs Nose At Surfing And Makes a Bodyboard
And Action Bronson’s on the Morey x Supreme flow team.
“Bodyboarding is the sleeping giant of action sports.”
That’s what a former colleague — who was working for Movement Bodyboarding mag at the time — was told in the early 2010s at a big “Action Sports” convention. Shortly before the commercial shit hit the fan and bodyboarding was relegated to the fringes once more.
We’d hazard a guess that Supreme founder James Jebbia wasn’t at the same convention, but that didn’t stop him from dialling up sponge originals (as in, Tom Morey is generally credited with inventing the modern boog in the early 70s) and slapping his patent (ha!) red and white logo under Morey’s on a 42 inch piece of foam.
Now if you’re prone to using words like “drip” then you’ll likely have already seen the Supreme/Morey sponge (it’s not super fresh off the press), but it came to our attention yesterday thanks to our rapping, cheffing, 63kg (probably more by now) losing friend Action Bronson, who posted an unboxing of sorts of his Morey flow yesterday.
You can buy one here if you wish — they’re not as dear as you might think — but our interest in this curious crossing of swords lies in the significance of the only billion-dollar company in the world (Supreme sold to VF Corp, who owns Vans, among others, for $2.1 Billion last year) still acceptable to wear at the skatepark bypassing stand up surfing and going straight for the boog.
Surfing (as in, getting in the ocean and riding waves on whatever you like) has never been more popular, bodyboarding’s by far the most accessible of the wave-riding disciplines, it’s heavily endorsed by surfing’s It Boys (Creed, Noa, Chun etc) and Supreme rarely misses. Thus begging the question: “Are we about to witness the return of the sponge proper?”
Watch this space.
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