Monday, June 5, 2017


Beware of the Flare.

For the next two weeks, Vert Is Dead will be taking a look back at the beginnings of Lakai. The company was started by Mike Carroll and Rick Howard at the end of 1999. They had both been riding for DC and decided to launch their own footwear company. Lakai was originally distributed by Podium, who handled DVS Shoes and Matix Clothing. Later on things would be moved over to Girl and Chocolate for distribution. The team in the early days included Cairo Foster, Brandon Biebel, Jeff Lenoce, Anthony Pappalardo, Scott Johnston, and Rob Welsh.

There were three versions of the first ad, with a different version in Thrasher, Transworld, and Big Brother. These all would have hit the newsstand at roughly the same time, depending on when the mags put out their issue for the month.

#1: Thrasher - February 2000 Volume 20 Number 2

#2: Big Brother - February 2000 Issue #57

#3: Transworld - April 2000 Volume 18 Number 4


Maurice said...

I remember seeing these ads in magazines. That was 18 years ago (!).
Just think, from the moment you were born until you graduated high school, is the same amount of time that has passed since these ads ran.

Justin said...

Pretty much.

It's also why I want to focus a little more on stuff from 2000 or so because it feels like enough time has passed to look back on it with a little more context.

I always trip out on stuff from 1992 to 96 because I was in college those years. Sometimes it makes it a little weird scanning the stuff since I end up remembering odd little things.