Cliché Skateboards

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Cliché
Type Private company
Traded as Cliché
Industry Skateboarding
Founder(s) Jeremie Daclin
Headquarters Lyon, France
Area served Worldwide
Key people Jeremie Daclin
Al Boglio
Products Hard goods, apparel and accessories
Owner(s) Dwindle Distribution
Parent Globe International
Website www.clicheskate.com

Cliché Skateboards is a skateboard company based in Lyon, France and distributed by the American company Dwindle Distribution.

History

The company was established in 1997 by French skateboarder Jeremie Daclin and found a niche sponsoring non-US professional skateboarders, especially from Europe. Already a well-know local skater in Lyon, Daclin decided to produce equipment to suit the styles of his friends and fellow Lyonnais.[1]

Cliché was purchased by the France-based Salomon Group in 2001 which in turn became part of Amer Sports International in 2005. In 2007, US-based Dwindle Distribution purchased the company from the Salomon Group with Cliché representatives acknowledging that the skateboarding brand had been a difficult fit with the mostly snow boarding focused Amer Sports.[2][3] Cliché is managed by its original founder Jeremie Daclin and former Australian skater Al Boglio and remains based in Lyon.

In the lead-up period prior to the April 2013 release of the Bon Voyage video, skateboard videographer Manolo published a compilation, entitled "JB Gillet Manolo's Mixtape for Cliché", for Cliché team member JB Gillet.[4] The worldwide premiere of the Bon Voyage video was held in Los Angeles, U.S. and Daniel Espinoza was surprised by the company, as he was informed of his professional status at the event.[5] The French premiere of the video, in Lyon, also consisted of a surprise announcement, as Flo Mirtain received his debut professional skateboard at the event that symbolized his promotion into the company's professional ranks.[6] The video was directed by Boris Proust, and was produced by Daclin, Al Boglio, and Eric Frenay.[7]

Cliche rider Sammy Winter was assigned professional status at the end of October 2013. A video was published on the Internet to announce the promotion and the artwork on Winter's inaugural signature skateboard deck was created by prominent skateboard artist Marc McKee.[8][9]

Guest boards

In February 2011, the French company released a guest board for skateboarding pioneer Mark Gonzales, who had previously lived for a year with Daclin in Lyon, and an accompanying video was also published.[10] The model appeared in the spring 2011 Cliché product catalogue.[11]

Cliché released a Tas Pappas "guest board" in January 2013, with graphics by McKee. The design is set to be representative of Pappas' life and new outlook, with a deity figure reaching down and exalting Pappas from a burning environment in which items such as handcuffs and a syringe are present. Footage of Pappas, skateboarding primarily at the Prahran ramp in Melbourne, Australia, accompanied the release of the product.[12] Morgan Campbell, online content manager for Skateboarding Australia, the country's government-funded peak body, stated:

Tas has truly put the board into orbit with this stupendous video part which contains some of the best vert skating we have seen from anyone in eons. The graphic was done by Mr Marc Mckee, so you can be sure that collectors snap it up all over the globe. So good to see you back in the skies above Prahran Tas. The clip is by Greg Stewart, who happens to be known in the UK as “The Talking Filmer”. Gregsie: we are all delighted to once again hear your mid-air commentary. Just incase you missed it, in 2011 Tas was given the Video Vault treatment for his epic Mad Circle part from almost 20 years ago.[12]

Team

To date, the company has signed a number of professional and amateur skaters to its team. In keeping with its European heritage, the Cliché team is made up of mostly non-US skateboarders:

Cale Nuske, a professional skateboarder from Adelaide, Australia, is a former member of the Cliché team and appeared in the video productions Bon Appetit, Freedom Fries, Hello JoJo, Gypsy Tour 2, Clé a Live and Unplugged video and Déja Vu.[16] Nuske eventually left the company due to continually problematic injuries, but continues to be sponsored by the Modus[17] and Picture Wheels[18] brands. Ricardo Fonseca is another notable former rider of the company and was last seen in the 2010 promotional video La Cliché;[19] in December 2012, Fonseca was added to the Ipath skate footwear team.[20]

Publications

In 2009, the company released a coffee table book of stories and photos that focuses on European skateboarding and skateboarders, entitled Résumé.[21]

Videography

Many of the company's videos have been created by Fred Mortagne; however, for the as-yet-unreleased video Bon Voyage, Boris Proust is responsible for the video's filming and production.[22] The company informed its subscribers that the release date for the DVD version of Bon Voyage is April 26, 2013 and iTunes would sell the video three days afterwards.[23]

References

  1. ↑ Skater Owned: Cliché Part 1 by Suziie Wang & Dave Chami (Transworld Skateboarding, 24 December 2012) [video]
  2. ↑ The Details Behind Dwindle Distribution’s Acquisition Of Cliché by Cullen Poythress (Transworld Business, 5 August 2009)
  3. ↑ Dave (29 July 2009). "Cliche Skateboards Bought by Dwindle Distribution". Pop magazine. Pop Magazine. Retrieved 26 December 2012. 
  4. ↑ Cliché skateboards; Manolo (8 March 2013). "JB Gillet Manolo's Mixtape for Cliché" (Video upload). Cliché skateboards on Vimeo. Vimeo LLC. Retrieved 9 March 2013. 
  5. ↑ ClicheSkateVideo (7 May 2013). "Bon Voyage Los Angeles premiere video" (Video upload). YouTube. Google, Inc. Retrieved 15 May 2013. 
  6. ↑ Arnaud Chentil (8 May 2013). "Bon Voyage Lyon premiere video" (Video upload). Cliché skateboards on Vimeo. Vimeo LLC. Retrieved 15 May 2013. 
  7. ↑ Cliche Skateboards (2013). "Bon Voyage - Cliche Skateboards". iTunes Preview. Apple, Inc. Retrieved 15 May 2013. 
  8. ↑ "SAMMY WINTER PRO CLIP". SLAM Skateboarding Magazine. SLAM Skateboarding Magazine. 31 October 2013. Retrieved 6 November 2013. 
  9. ↑ "SAMMY WINTER IS PRO!". SLAM Skateboarding Magazine. SLAM Skateboarding Magazine. October 2013. Retrieved 6 November 2013. 
  10. ↑ ClicheSkateVideo (11 February 2011). "Cliché skateboards Mark Gonzales guest board" (Video upload). YouTube. Google, Inc. Retrieved 3 March 2013. 
  11. ↑ Zac (14 February 2011). "Cliche Skateboards Reveal Mark Gonzales Guest Board". Caught in the Crossfire. Division Media. Retrieved 3 March 2013. 
  12. ↑ 12.0 12.1 Morgan Campbell (12 January 2013). "TAS PAPPAS VIDEO PART!". Skateboarding Australia. Skateboarding Australia. Retrieved 17 February 2013. 
  13. ↑ "Team". Cliche. Cliche. 2013. Retrieved 3 March 2013. 
  14. ↑ Daniel Espinoza added to Cliché (ESPN.com, 22 July 2010)
  15. ↑ Cliché Skateboards welcomes Lem Villemin to the team! (Sidewalk Skateboard Magazine, 3 September 2011)
  16. ↑ "Cale Nuske skate videos". SkatevideoSite.com. SkatevideoSite.com. 2005–2013. Retrieved 3 March 2013. 
  17. ↑ "Team". Modus. Five Foot Four Distribution. 2013. Retrieved 3 March 2013. 
  18. ↑ "Team". Picture Wheel Co. Picture Wheel Co. 2013. Retrieved 3 March 2013. 
  19. ↑ "Ricardo Fonseca skate videos". SkatevideoSite.com. SkatevideoSite.com. 2005–2013. Retrieved 3 March 2013. 
  20. ↑ waves&woods (December 2012). "Ipath Welcomes Ricardo Fonseca" (Video upload). waves&woods on Vimeo. Vimeo LLC. Retrieved 3 March 2013. 
  21. ↑ Mackenzie Eisenhour (2010). Gretchen Haas, ed. Résumé: A Decade Plus Deep (First Edition ed.). Cliche Skateboards in association with Gingko Press. p. 313. ISBN 978-1-58423-375-6. 
  22. ↑ TWS (18 December 2012). "CLICHÉ ‘BON VOYAGE’ TRAILER" (Video upload). Transworld SKATEboarding. Bonnier Corporation. Retrieved 3 March 2013. 
  23. ↑ "Cliche Spring 13". Cliche. Dwindle. 8 March 2013. Retrieved 9 March 2013. 
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