Style is inherently linked to the concept of subcultural capital - which essentially examines the ideas that there are particular items, fashions etc. that are an integral part of the culture. The commodification of skateboarding has been an issue since the Zephyr boys came to fame in the 1970s.
VANS ad from the 1970s:
VANS ad from the 1980s:
VANS ad from now:
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