Is World Industries Still in Business? A Deep Dive into Skateboarding’s Enduring Legacy

Yes, World Industries is still in business, though perhaps not in the exact form many remember from its late 80s and 90s heyday. While the company has evolved, been bought and sold, and shifted its focus over the years, the brand name and some product lines continue to exist. The story of World Industries is a fascinating case study in the cyclical nature of the skateboarding industry, marked by innovation, controversy, and adaptation.

The Rise and Reign of World Industries

Founded in 1987 by Steve Rocco, a figure known for his disruptive and often confrontational approach to skateboarding, World Industries quickly became a dominant force. Rocco, alongside skateboarders like Mark Gonzales, Jesse Martinez, and later, Rodney Mullen, revolutionized the industry. They challenged established brands, fostered a new wave of street skating, and injected a rebellious, anti-establishment attitude into the culture.

The Era of Innovation and Disruption

World Industries wasn’t just about skating; it was about marketing and image. They used edgy graphics, controversial advertising, and a DIY ethos to connect with a younger generation of skateboarders. The iconic devil logo, the Flameboy and Wet Willy characters, and the overall aesthetic were instantly recognizable and highly desirable. Their videos, such as Rubbish Heap and Video Days, became cult classics, showcasing innovative skating and further cementing their brand identity.

Beyond branding, World Industries was instrumental in promoting technical street skating. Rodney Mullen’s influence cannot be overstated. His groundbreaking freestyle skills, combined with his business acumen as a partner in the company, helped shape the direction of both the brand and the sport. The company’s commitment to pushing boundaries resonated with skaters who were eager to break away from the constraints of vert skating and embrace the freedom of the streets.

Acquisition and Transformation

Despite its success, the original iteration of World Industries was relatively short-lived. In the early 2000s, the company was acquired by Globe International, a move that signaled a shift in direction. The acquisition marked the end of the Rocco era and the beginning of a new chapter for the brand. While Globe continued to produce World Industries products, including skateboards, apparel, and accessories, the company’s focus shifted towards a more mainstream market. This move alienated some of the brand’s original fans, who felt that the company had lost its edge and authenticity.

Current Status: World Industries Today

Today, World Industries operates under the umbrella of Dwindle Distribution, a company that also owns other well-known skateboarding brands. The brand still produces skateboards, apparel, and accessories, but its presence in the skateboarding world is less prominent than it once was. While the brand still leverages its iconic imagery and logo, it is primarily focused on the entry-level and mass-market segments.

The company’s current strategy is to provide affordable skateboarding equipment to a wider audience. This means that you are more likely to find World Industries products in department stores and online retailers than in core skate shops. While this approach has allowed the brand to maintain a presence in the market, it has also distanced it from its roots in the counter-cultural skateboarding scene.

World Industries: Frequently Asked Questions (FAQs)

Here are some frequently asked questions about World Industries, providing additional information and clarifying some common misconceptions:

1. Who founded World Industries?

Steve Rocco founded World Industries in 1987. He was a controversial figure in the skateboarding industry, known for his disruptive marketing tactics and anti-establishment attitude.

2. What were some of the most iconic World Industries products?

Some of the most iconic World Industries products include their skateboard decks featuring the Flameboy and Wet Willy characters, their apparel with the distinctive World Industries logo, and their skate videos like Rubbish Heap and Video Days.

3. What made World Industries so influential in skateboarding?

World Industries was influential because it challenged the status quo, promoted technical street skating, and injected a rebellious attitude into the sport. They used edgy graphics, controversial advertising, and a DIY ethos to connect with a younger generation of skateboarders.

4. Who were some of the key skateboarders associated with World Industries?

Key skateboarders associated with World Industries included Mark Gonzales, Jesse Martinez, Rodney Mullen, Daewon Song, and Chris Haslam.

5. When was World Industries acquired by Globe International?

World Industries was acquired by Globe International in the early 2000s. This marked a significant shift in the company’s direction.

6. What is Dwindle Distribution’s relationship to World Industries?

World Industries is currently owned and operated under the Dwindle Distribution umbrella, which also owns other skateboarding brands.

7. Where can I buy World Industries products today?

Today, World Industries products are primarily found in department stores, online retailers, and some smaller skate shops. They target the entry-level and mass-market segments.

8. Has World Industries lost its original skate culture relevance?

Many believe that World Industries has distanced itself from its original skate culture relevance due to its focus on the mass market and affordable products. However, the brand’s legacy and impact on skateboarding history are undeniable.

9. What is the legacy of Steve Rocco in the skateboarding industry?

Steve Rocco’s legacy is complex and controversial. He is credited with disrupting the established skateboarding industry and empowering independent brands. However, he is also criticized for his confrontational tactics and controversial advertising.

10. Are the iconic Flameboy and Wet Willy characters still used by World Industries?

Yes, the iconic Flameboy and Wet Willy characters are still used by World Industries on some of their products, though not as prominently as in the past. They serve as a reminder of the brand’s history and visual identity.

11. Did World Industries contribute to the rise of street skateboarding?

Yes, World Industries played a significant role in the rise of street skateboarding. Their videos, their team riders, and their overall aesthetic helped to popularize street skating and make it the dominant form of skateboarding.

12. Is World Industries considered a “core” skateboarding brand today?

While World Industries has a rich history in core skateboarding, its current focus on the mass market means it is no longer widely considered a “core” brand in the same vein as companies like Anti Hero, Baker, or Real. However, its legacy and contributions to skateboarding history remain significant.

Conclusion: The Enduring Echo of World Industries

The story of World Industries is a testament to the ever-evolving nature of the skateboarding industry. While the brand may not be the cultural force it once was, its impact on skateboarding history is undeniable. From its disruptive beginnings to its current presence in the mass market, World Industries has left an indelible mark on the sport and continues to resonate with skaters of all ages. The brand’s story serves as a reminder that even in a constantly changing landscape, innovation, attitude, and a commitment to pushing boundaries can leave a lasting legacy. The echo of Flameboy and Wet Willy continues to reverberate through the skateboarding world.