Santa Cruz
NHS, Inc. · United States
Santa Cruz Skateboards is a California skateboard and apparel brand, produced by NHS, Inc., the company founded in 1973 by three Santa Cruz surfers. It is known for artwork by Jim Phillips, including the Screaming Hand and the red dot logo.
| Founded | 1973 (NHS, Inc.) |
|---|---|
| Founders | Richard Novak, Doug Haut, Jay Shuirman |
| Owner | NHS, Inc. (private) |
| Headquarters | Santa Cruz, California |
| Segment | Skateboards and streetwear |
| Website | santacruzskateboards.com |
What is Santa Cruz?
Santa Cruz is a skateboard brand whose decks, wheels and apparel are made and sold by NHS, Inc., a private company headquartered in Santa Cruz, California. Wikipedia describes it as the oldest continuous skateboard company in the world. The brand's site lists pro and team decks, reissues, completes, cruisers, Slime Balls wheels and apparel for men, women, kids and babies.
History
NHS, Inc. was founded in 1973 by Richard Novak, Doug Haut and Jay Shuirman, surfer friends whose surname initials give the company its name. According to Wikipedia, the business started with surfboards, and a challenge from a friend at a Hawaiian company to produce 500 skateboards from leftover fibreglass led to the first Santa Cruz skateboards. They sold quickly and the brand became a staple of the sport.
Artwork by Jim Phillips shaped the brand's identity. The red dot logo dates from 1978 and the Screaming Hand graphic from 1985, designed by Jim Phillips Sr. In 2013 a dispute arose after designer Jeremy Scott showed clothing with designs resembling the Phillips artwork; it was settled that September, with Scott admitting error and the items being destroyed.
Business model and distribution
NHS, Inc. is a multi-brand company. Alongside Santa Cruz it lists Independent Trucks, Creature Skateboards, OJ Wheels, Ricta Wheels, Mob Grip, Krux Trucks, Bullet and Slime Balls, and its site links to NHS Skate Direct and NHS B2B channels. It formerly held shares of Santa Cruz Bicycles, which it sold to Pon Holdings in 2015.
Why it matters
Santa Cruz is a heritage skate label whose graphics have crossed into mainstream streetwear, and the 2013 case remains a reference point for artwork rights in fashion.
Frequently asked questions
Who owns Santa Cruz Skateboards?
Santa Cruz Skateboards is produced by NHS, Inc., a private company based in Santa Cruz, California, which also owns brands such as Independent Trucks and Creature.
What is the Screaming Hand?
The Screaming Hand is the brand's best-known graphic, designed by Jim Phillips Sr. in 1985.