Am 20. April wird DROORS Clothing sich offiziell mit der folgenden Pressemitteilung zurück im Skateboard Business melden! Die Clothing Company gehörte in den 90er Jahren zu den Top Brands und hatte mit Jason Dill und Rob Dyrdek zwei der besten Street Pro Fahrer der damaligen Zeit.
Neben der Press Release war man noch so freundlich mir die folgenden Fotos von der neuen DROORS Kollektion zu mailen. Sieht gut aus, oder?!
Der Soohotrightnow (München) wird der einzige Skateshop in Deutschland sein, in dem der Stuff erhältlich sein wird.
Die Pressemitteilung lange und kurze Version:
‘90s SKATE BRAND DROORS ATHLETICS MAKES AN OFFICIAL COMEBACK
Huntington Beach, California, April 20, 2019
Southern California’s pioneer skate clothing brand DROORS gears up for their highly anticipated relaunch this month, after two surprise pop-ups at Agenda 2017 and Paris Fashion Week 2019. Originally founded in 1992 by Damon Way and Ken Block, DROORS was more than ahead of its time, it was the forefather of streetwear before streetwear was even a thing. What began as a skate-focused denim brand quickly impacted a generation, merging urban culture with fashion and art. From the ‘90s to early ‘00s, DROORS represented a lifestyle misunderstood by mainstream at the time and bridged the gap between East and West coasts.
Back in the day, Damon and Ken stayed ahead of the curve, working with legendary riders like Matt Hensley, Kareem Campbell, Scott Johnson, and Danny Way—who not only wore DROORS, but starred in the brand’s campaigns. Their ads had a provocative art-pop persuasion to them, like an image of Ronnie Bertino smoking a squad of cigarettes, plastered across a sideways television, or Rob Dyrdek’s head smothered in blue paint. As a skate brand, DROORS’ identity was one that pushed the envelope, causing a commotion and making an unapologetic impression just as much as skaters did on the streets.
The SEASON ONE drop is influenced by the earlier years, slightly repurposed for today. A fused aesthetic of gritty European lifestyle and upper-class American leisure continues where it left off. Oversized cuts, audacious branding, color-blocking, and preppy designs maintain a presence with athletic functionality—just like back in the day. The purposefully baggy, nylon Ocelot track suit and Lynx jacket are fully lined in mesh, allowing for movement and proper ventilation. Performance features like back-leg zippers, kangaroo pouch pockets, and bungee drawcords offer purpose and customization. Hits of ‘90s detailing sparks nostalgia, from reflective logos and repeat DROORS paneling, to arm piping and rubber patches. Each piece was well-thought-out and cohesive to the next, never skipping a beat between how the brand wrapped up years ago, and where it’s headed now.
There’s a significance to the DROORS revival that connects its old-school supporters with today’s audience. Relaunches are a dime a dozen, but DROORS returns with relevancy. It broke ground for an entire wave of modern designers, who note DROORS as a favorite growing up. The impact Damon and Ken made decades ago has extended into today’s dominant streetwear existence. Now it’s time to remind the industry who pioneered the evolution.
The 16-piece DROORS ATHLETICS collection is available at selected retailers worldwide and droorsclothing.com.
‘90s SKATE BRAND DROORS ATHLETICS MAKES AN OFFICIAL COMEBACK
Southern California’s pioneer skate clothing brand DROORS finally gears up for their relaunch this month, after years of anticipated hype and two surprise pop-ups. Originally founded in 1992 by Damon Way and Ken Block, DROORS was a pioneer for the dominant streetwear industry we know today. From the ‘90s to early ‘00s, DROORS was one of the first skate-focused denim brands, before evolving into DC Shoes. Damon and Ken left an impact on the original skate generation with oversized designs and tongue-in-cheek ads, merging urban culture with fashion and art. Those who wore DROORS were legendary skaters that rode for the brand, street kids who lived the lifestyle, and allies who connected to the movement.
The SEASON ONE drop is influenced by earlier years, slightly repurposed for modern day. A fused aesthetic of gritty European influence and upper-class American leisure continues where it left off. Oversized cuts, audacious branding, color-blocking, and preppy designs maintain a presence with athletic functionality—just like back in the day.
There’s a significance to the DROORS revival that connects its old-school supporters with today’s audience. Relaunches are a dime a dozen, but DROORS returns with relevancy. For a brand that paved the way for current designers, DROORS makes a comeback worth reminding the population where it all started.
The 16-piece DROORS ATHLETICS collection is available at selected retailers worldwide and droorsclothing.com.
