The announcement came yesterday that CONSOLIDATED, one of our favorite skate companies is calling it quits. The Santa Cruz based company brought up some of our favorite skaters back in the day, like Ryan Wilburn and Alan Peterson, and always kept their messaging true to skateboarding’s street rat roots. The famous “Don’t Do It” campaign challenged corporate entities that at the time, were dipping a toe into the skateboard footwear market. Although they may be doing the full-on backstroke these days, CONSOLIDATED made a strong stand and influenced many a skater to stay pure, poor and keep it hella legit! The favorite T-shirt I’ve ever owned was a cube one that said “YOU FUCKED UP, YOU TRUSTED US.”

Thanks for the memories CONSOLIDATED! RIP IN PEACE! -Migz

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