Brand Story
The skate magazine of record. Its flame logo escaped the subculture and became a global graphic, much to the editors' published frustration.
Timeline
- 1981
Magazine founded in San Francisco
Kevin Thatcher, Eric Swenson, and Fausto Vitello launch Thrasher as the magazine of record for skateboarding.
- 1983
Skate and Destroy slogan
Editor Kevin Thatcher coins "Skate and Destroy," which becomes synonymous with skate culture.
- 1990
Flame logo introduced
Iconic gothic-flame typography logo cements the brand's visual identity.
- 2016
Fashion crossover backlash
Editor Jake Phelps publicly rejects non-skaters wearing Thrasher: "We don't send them anything."
- 2019
Jake Phelps dies
Longtime editor and skate-culture gatekeeper Jake Phelps passes away at 56.