Thrasher
High Speed Productions · United States
Thrasher is a San Francisco skateboarding media brand, launched as a magazine in January 1981 by Eric Swenson and Fausto Vitello and published by High Speed Productions. It has grown into video, online media and merchandise, and its name is widely worn as a streetwear signifier.
| Founded | 1981 |
|---|---|
| Founders | Eric Swenson and Fausto Vitello |
| Publisher | High Speed Productions |
| Headquarters | San Francisco |
| Segment | Skate media and merchandise |
| Website | thrashermagazine.com |
What is Thrasher?
Thrasher is an American skateboarding media brand. It began as a print magazine and today publishes videos, event coverage and features online, alongside a monthly print edition with a circulation of about 250,000, according to Wikipedia. Its official site carries skate video parts, announcements and how-to content, and partners on events with companies such as Vans.
History
Eric Swenson and Fausto Vitello, who also founded Independent Truck Company, started the magazine in 1981 primarily as a way to promote Independent. After Vitello died in 2006, his son Tony took over as owner. Swenson died in 2011. Long-time editor Jake Phelps died in 2019, and photographer Michael Burnett is listed as editor-in-chief.
- 1989: Cara-Beth Burnside became the first woman on the cover.
- 1990: the Skater of the Year award began, with Tony Hawk as the first recipient.
- 1983 to 1990: the Skate Rock music compilations were released.
- 2003 to 2017: the King of the Road competition ran, with breaks in some years.
- 2017: Thrasher was inducted into the Skateboarding Hall of Fame.
Business model and distribution
Beyond the magazine, the company has expanded into television, video, online media and merchandising, and operates the Double Rock indoor skatepark and the 66 6th skate shop in San Francisco. The sources consulted do not give details of its apparel distribution, so none is stated here.
Why it matters
Thrasher is among the most recognisable names in skate culture, and its media credibility underpins its standing as a lifestyle label. It is a clear case of a niche publication whose brand outgrew its original medium.
Frequently asked questions
Who owns Thrasher?
Thrasher is published by High Speed Productions. After co-founder Fausto Vitello died in 2006, his son Tony Vitello took over as owner, according to Wikipedia.
Where is Thrasher from?
Thrasher is from San Francisco, California, where the magazine was launched in 1981 and where the company is still based.