The Instagram explore page has become a cesspool for angsty skaters to launch the next Supreme using their moms credit card and a few stock images.
So when I first found EC Melodi’s page, I expected them to have run their course in a few weeks and the hype would move on to the next brand. But this hasn’t happened because Melodi is different.
They didn’t just buy some screen printing materials from Amazon and plaster everything in sight with their logo. They’ve taken the challenge of running a skate brand seriously and have come up with strong clothing designs and taken their time to slowly build a cult following with the help of some of the best up-and-coming skaters from across the country. The lack of effort that has plagued so many other young brands clearly hasn’t been a problem for Melodi.
Building off the success of their previous two videos, EC III showcases the crew’s unique styles over a perfect mix of recognizable east coast spots, and a slew of fresh ones, all cut together with b-roll and music choices that give the video a sense of playful eeriness.
It’s filled with cameos from pros, like Andrew Reynolds and Stephen Ostrowski, and stars some familiar Melodi faces like Efron Danzig, Toby Bennett, Kyota Umeki, Akobi Williams, Coles Bailey, and more.
PLOTTING THE LIFECYCLE OF A TRENDY TRICK
"Pressure flips are cool again. Actually, their second act has lasted longer than their first did."
WILL TIKTOK BE THE NEW HOME FOR SKATEBOARDING ON THE INTERNET?
We called up some "skate TikTokers" to find out what they've learned and seen so far.
WHAT THE HELL IS GOING ON WITH ILLEGAL CIV?
The Illegal Civ stuff feels like an ongoing soap opera, so to air out any confusion we talked to a few key characters.
CHECKING OUT A HIDDEN DIY FINGERBOARD PARK IN QUEENS
When we heard about a mysterious concrete fingerboard park hiding in Brooklyn, we knew we had to go find it.
INSIDE THE 20 YEAR ANNIVERSARY PARTY OF EMERICA’S “THIS IS SKATEBOARDING”
We stopped by to pay our respects and see if we could squeeze a few stories out of the crew.