Flip

Flip is one of the most deeply European-rooted brands in all of modern skateboarding. It grew out of Deathbox, the British company of the late eighties, and went on to become one of the most influential names in the global scene. That dual identity, European by origin and Californian by adoption, shapes much of its character: a roster of hard, technical skaters, an instantly recognisable look, and a video legacy that has shaped entire generations.

History

Flip’s roots lie in Deathbox Skateboards, founded in the United Kingdom in 1987 by Graham McEachran, Jeremy Fox and Duncan Houlton. That first incarnation already carried names who would become pivotal, among them Tom Penny, Rune Glifberg, Andy Scott and Geoff Rowley. In the early nineties the brand was renamed Flip, and in July 1994 it took the decisive step of relocating from the UK to California. Jeremy Fox, Ian Deacon and Geoff Rowley arrived in the United States first, soon followed by Penny and Glifberg. At that point the professional team was made up of four European riders.

The move to the States was not smooth, but Flip found support from figures like Ed Templeton and his Toy Machine, who opened doors within the new scene. From there the brand climbed to the very top: as many as five of its riders have been named Skater of the Year by Thrasher, including Rowley, Arto Saari, Mark Appleyard and David González. Distribution has shifted over the years, and since 2017 the company HLC has handled logistics in Europe and, more recently, on a global scale. Today Flip still operates with Jeremy Fox and Ian Deacon as co-owners.

Riders and video legacy

Flip’s all-time roster reads like a masterclass in skateboarding: Tom Penny, Geoff Rowley, Rune Glifberg, Arto Saari, Mark Appleyard, Bastien Salabanzi, Ali Boulala, PJ Ladd and Louie Lopez have all worn the colours. The current line-up blends legendary veterans like Penny, Saari, Glifberg and Bob Burnquist with a young, international crop that includes Japanese and Brazilian riders. Its filmography is just as heavyweight: the trilogy that began in the early 2000s is widely regarded as some of the finest video work of its era and remains essential viewing for anyone trying to understand the technical skating of that moment.

Boards and who they are for

Flip presses Canadian maple boards with classic seven-ply constructions and a balanced concave, built to hold up to the pace of street skating and bigger obstacles. Tom Penny’s signature graphics, first released in the mid-nineties, have become icons that the brand still reissues. This is a company for anyone drawn to a marque with pedigree, European roots and an identity forged over decades. If that side of skateboarding appeals to you, it is worth exploring other names in the European skate brands guide.