Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Santa Cruz

4.01 reviews

Santa Cruz is a California-based brand rooted in skateboarding and surf culture. Its aesthetic features bold graphic illustrations, vibrant colors, and the iconic Screaming Hand logo. The brand represents a rebellious, DIY ethos central to the global skate subculture and street fashion movements.

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  • opatrolSep 2026
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History

Founded in 1973 by Richard Novak, Doug Haut, and Jay Shuirman, Santa Cruz is the oldest continuous skateboard company in the world. The brand gained cultural significance through the artwork of Jim Phillips, whose surrealist graphics defined the visual identity of 1980s skateboarding. Beyond equipment, the brand influenced fashion history by popularizing graphic-heavy apparel that bridged the gap between niche athletic gear and mainstream streetwear.

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