101 Skateboards: A Legend of 90s Street Skating

101 Skateboards was founded in the early 90s by the legendary Natas Kaupas, one of the most influential skaters in the history of modern street skating. At a time when skateboarding was undergoing a radical shift from big ramps to technical urban street skating, 101 immediately stood out thanks to its innovative, raw, and deeply underground style.

The brand was developed alongside Steve Rocco within the World Industries universe, but from the very beginning it maintained its own very strong identity. 101 Skateboards represented a more creative, technical, and realistic approach to skateboarding compared to many other companies of the era, quickly becoming one of the most respected brands on the global scene.

The 101 Team and the Street Skating Revolution

One of the elements that made 101 Skateboards a legendary brand was undoubtedly the team. We’re talking about riders who defined 90s street skating, influencing entire generations of skaters.

The 101 roster included incredible names like Eric Koston, Gino Iannucci, Jason Dill, Kris Markovich, Clyde Singleton, and Gabriel Rodriguez—skaters who helped revolutionize tricks, lines, and the approach to urban skateboarding.

The brand’s videos showcased a more technical, spontaneous, and aggressive style of street skating for the first time. Real spots, urban architecture, technical manuals, fast lines, and innovative tricks immediately made 101 Skateboards an absolute benchmark in the golden era of street skateboarding.

Iconic Graphics and Skateboarding Culture

In addition to the team and videos, 101 Skateboards is still remembered today for its iconic graphics created directly from the artistic vision of Natas Kaupas. Aggressive boards, unconventional artwork, and an extremely recognizable visual style transformed the brand into a true symbol of 90s skateboarding.

Although the company had a relatively short lifespan, its impact on global skate culture remains enormous to this day. Many original 101 boards have become highly sought-after collector’s items and continue to represent one of the most creative and revolutionary periods in the history of modern skateboarding.

101 Skateboards and Pleasures Milano 

At Pleasures Milano, we curate brands that have left a lasting mark on global skateboarding culture, and 101 Skateboards is undoubtedly one of the most influential brands of the 1990s street era. We’re talking about a company born at a historic moment when skateboarding was changing forever, and which directly helped define the modern concept of technical street skating.

The 101 team, graphics, and videos continue to inspire skaters around the world today thanks to an authentic, creative, and deeply underground style. At Pleasures Milano, we continue to support true skate culture by choosing only brands that truly represent the history and evolution of skateboarding.