Brand Profile: World Industries at 35: Legacy, Nostalgia, and a New Chapter
World Industries has been a big name in skateboarding since the late ‘80s. Started by pro skaters Steve Rocco and Rodney Mullen, the brand helped shape what modern skateboarding looks like. We caught up with Brand Director RP Bess to talk about where it all started, what’s happening now, and what’s coming next.
Can you please give us a brief history of World Industries from the very beginning?
World Industries was credited as one of the first skate brands to be owned and operated by professional skateboarders, Steve Rocco and Rodney Mullen. Rocco’s irreverent and edgy no holds barred marketing approach caught the attention of late 80’s teenagers worldwide. World Industries promoted skating as it was really happening. Not just on the vert ramps that were few and far between and not easily accessible, but in the streets where all kids could participate.
In the mid 90’s Rocco created the infamous characters, Devilman, his henchman, Flameboy and their nemesis, Wet Willy. The playful banter and somewhat irreverent graphics appealed to the youth of the day. The lovable cartoons started appearing on not just skateboards, but products of all sorts, apparel, accessories, figures and footwear.
The brand continued to have success and from there it was sought after by corporate America. Rocco eventually sold the company to private equity; it was publicly traded for a bit and then ended up in the hands of John Dickinson and his partners for a decade. It was sold in 2014 to INA in Canada and then back to John Dickinson in Q4 of last year.
Please tell us about World Industries new owners and their thinking behind this move.
John Dickinson’s company, SeaJack llc. are the owners of World Industries. Since John owned it and ran it for over a decade in the early 2000’s and I was with it for 8 of those years it’s like it’s come home again. We’re both very familiar with the brand and the skate industry having over 6 decades of experience between the 2 of us plus the others that work with us like designer, Colin Chestnut who has been with the brand through the INA era and former pro skater, Anthony Shetler who took over to manage marketing when I left at the beginning of 2016.
As one of the first skate brands founded by professional skateboarders, how did the experience of your athletes shape the way the brand was built and products created?
With 2 pros at the helm from its conception, they were always open to hear what the riders wanted and to shift to the current trends of the day. We strived to do that in the past and will continue to do that going forward.
One of World Industries most iconic products is the Flameboy and Wet Willy graphic. What was the inspiration behind these characters?
The characters came out of the need to replace an exodus of riders. In true Rocco fashion he saw this as an opportunity and took on the challenge headfirst, proving he could continue a thriving brand after his roster left. Which he clearly did.
How does the brand differentiate itself in the market?
The characters are now close to 30 years old. Reaching heritage status in our world. We continue to release heritage products as well as create new fun situations for these guys. With the mid 90’s still trending there’s a lot of excitement around the brand and its history. We like to think the brand has an aura of nostalgia that Gen X and early Millennials are attracted to. Who doesn’t like remembering their best years? And we were a part of them.
Kevin Klemme Switch Hippy Jump OC Ramps Shot by Brian Zelandi
Please take us through your product line for 2025
We’re currently focusing on North American Maple decks with old and new graphics. We’re launching completes through our licensee, Rolling Thunder, this Summer and available at various distributors across the EU. Our footwear range has grown considerably since we purchased the brand, adding multiple styles and 2 new outsoles. The footwear and apparel are available at select retailers in the U.S.
How is the brand distributed across Europe?
We’re currently working on the distribution strategy for footwear across Europe. In hardgoods we have the following: Beasty – Lithuania, Blast – Italy, Nineteen 76 Distribution – UK, Hardcore Supplies – The Netherlands , Urban Supplies – Germany Spain and Kousparis – Greece
Kevin Klemme Big Spin Mute Grab Photo by Alex Hancak
What’s next? Are there any exciting new developments or projects we should look forward to?
We’re launching the early era reissues with Sidewalk Distribution and founder, Steve Rocco this fall. If you haven’t seen it check with Sidewalk Distribution or one of their distributors. There’s some character-based things happening with select retailers and brands that are too early to discuss, but we’re sure they will turn some heads. We’re going to continue to create new fun and entertaining art with Devilman, Flameboy and Wet Willy as well as work with our team to come up with concepts that they’re into.
