POLAR

Making your way through a world dominated by American West Coast culture is complex, especially if you were born in the heart of Sweden and we're talking about skateboarding. But Pontus Alv, founder and artistic director of Polar Skate, has earned the respect of the whole scene thanks to a completely new personal approach, which mixes his experience as a former pro-skater with the genius of co-founder Stefan Narancic. Polar Skate rose to prominence in 2011 as a violent reaction against the US mentality, accustomed to underestimating any initiative outside the Californian coasts: its strong point are the graphics, a mix of contemporary art, biting tones and Scandinavian influence, which has brought Polar to the elite of global skate brands.

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