“I don’t like seeing kids trying to learn on a crappy board, that just hurts my soul.”
Robert Aguirre, an ex-professional skateboarder, is the founder of Deviant Skateboards, a Calgary based skateboard company. Formed eight years ago in June of 2014, Deviant describes itself as a “raw skateboard company doing what we want, while supplying the best quality skateboards and apparel”.
A deviant is a person who “differs markedly, as in social adjustment or behavior, from what is considered normal or acceptable”. Aguirre does his best to espouse these values.
A scroll through the company’s social media feeds brings a visual assault of vulgarity, blood, and skin. The first board the brand ever designed came in three variants: one depicting the grim reaper, the next of a masked woman holding a gun to her lips, and the third featuring the pope juxtaposed over a pentagram.
Eight years later the brand is still making similar designs, but are now often collaborating with local artists.
In 2021, Deviant teamed up with Calgary tattooist Nathan Harker to create the “Pig Stopper” graphic, depicting a decapitated pig wearing a police officer’s hat.
In 2018 they hired local model Alanna Pearson to create a four-year anniversary deck design, issuing a run of skateboards featuring the mostly nude Pearson. She was also featured heavily in the brands social media campaigns in a run of advertisements that might stupefy even the staunchest libertine.
When Deviant welcomed team rider Derrick Timoshenko into the fold, they did so by issuing a deck featuring a grade school era picture of Timoshenko along with the tagline “Fucking Derrick Timoshenko”.
Aguirre certainly produces provocative designs for his decks, but he says that isn’t his priority.
“I want the best of the best,” said Aguirre, “I want my stock to be printed on the same stuff as my favorite brands, like Antihero and Supreme, and it has to be the same [quality] or I don’t want to do it.”
“I refuse to do anything budget.”
The other facet of Deviant is apparel. Unlike some other skateboard brands, Aguirre doesn’t see clothing as playing second fiddle to skateboards.
“High fashion is in skateboarding right now and fashion is a big part of skateboarding,” said Aguirre.
Aguirre says he has an eye for trends, and that a season or two ahead he “already knows the colours” that will sell.
Aguirre has also taken advantage of his new job with fashion giant Gucci to secure a partnership with an Italian wholesaler, from where Deviant will produce luxury products.
The first will be a Deviant branded cashmere toque, and will retail approximately C$200.
“You’re going to get cashmere with the label saying “Made in Italy, Florence””, said Aguirre, “and no other place is doing that.”
Aguirre is confident that his savviness in spotting trends will benefit the brand.
“[By] the end of the year, everyone should know what Deviant is.”
Lemon Fresh Media 