How skating went from a subculture to a billion-dollar industry

Aries, Stüssy, Palace and Supreme. These are just a few of the biggest brands in fashion right now and they all have their roots in the countercultural sport of skateboarding. Skating, and the culture around it, has never been bigger — officially hitting the mainstream when it became an Olympic sport at the 2021 Tokyo Games. But how has it kept its edge, the authenticity which is so important to its place within the cultural lexicon of today? Read more at i.D.