There’s so much to say about THEM Skates that it’s hard to know where to begin, what to highlight, and what to assume you already know. This article can be read as something of a love letter—an attempt to express the strange, almost inexplicable connection that a brand has sparked within me. A brand with which I have no direct ties, yet one I feel very connected to.
As of now, there are at least 15 significant boot brands in aggressive skating, a number that has almost doubled in the last 3-5 years. And yet, THEM Skates continues to stand out. They seem to approach things differently. We get asked more questions about them, and they seem to be doing more than other brands. But why?
- Representation
Every skater on the THEM team is exceptional, but Alex Broskow, in particular, carries an immense and significant historical weight. Watching Broskow skate, it’s almost impossible not to feel the urge to try to emulate his style. His skating showcases incredible control, athleticism, a deep understanding of physics, and a masterful selection of tricks. When considering THEM Skates, there’s a common saying here at Loco: “If it’s good enough for Broskow, it’s good enough for me.”
- Culture
THEM Skates have significantly shaped contemporary aggressive skating culture. By collaborating with brands like Clarks Originals, ski liner manufacturer Intuition, skateboard companies such as WKND, fashion labels like Braindead, and innovative inline skate brands like Wizard Skating, THEM has continually pushed the boundaries of what’s possible and exciting, all on an independent budget. They are true pioneers, generating interest in skating beyond its usual audience, reshaping how skating is presented, and setting standards for how they compensate their riders. Almost everyone else is following their lead.
- Independence
THEM Skates were built from the ground up. Starting with a budget OEM 90's boot mould, THEM Skates gained traction through waves of community support for founder Jon Julio. Over time, the products and components improved, and they accumulated enough funding to develop their own fully independent, in-house designs. While other brands have done this as well, it's usually with some kind of corporate or financial backing (or, at least, other brands products were developed during a time where the industry was more favourable / affluent). THEM went further though by expanding their shell size lineup to offer six unique sizes, compared to the standard four shell sizes used by most brands, making THEM skates more adaptable and better fitting than most.
There’s something undeniably special about THEM Skates, something that cuts through the usual noise of marketing and turns my cold heart warm. As a 30 (cough) something-year-old who’s seen enough to be jaded by trends and flashy branding, it's rare for a brand to stir something genuine inside me. But THEM? They do. It’s more than the products or the iconic skaters—it's the raw, unpolished passion that appears to fuel everything they create. Every boot, every collaboration feels like a piece of the culture, a love letter back to us all, even. There’s no agenda, no hollow promises—just dedication and authenticity which hits me on a personal level.
In this spirit, I should address the elephant in the room: this article is primarily for SEO purposes. THEM Skates has consistently been one of the top search terms on our website for the past five years, so it makes sense to have an article that addresses that. I’ve tried to be honest and objective. The truth is, there’s no real need for this article, just as there’s no essential need for THEM Skates or their products. But ask yourself—where would skating be without THEM? Without Jon Julio? Maybe there would still be 15 significant brands in the industry, but I’d argue that THEM has raised the bar for all of them, setting a new standard and giving us all a lot more to be part of and enjoy. THEM Skates feels like, in some strange, unspoken way, it understands me and I’m totally cool with that. Long may it continue.
- Harry