Flip Skateboards: From England to California, the story of a skateboarding legend

The story of Flip Skateboards began in 1987 in England under the original name Deathbox Skateboards. At a time when the European skate scene was still far from American dominance, a group of British skaters decided to create something completely different—more aggressive and much more connected to the real street skating that was exploding in the late 1980s.

The brand’s founders were Graham McEachran, Jeremy Fox, and Duncan Houlton. From its earliest years, Deathbox quickly became one of the most important brands on the European skate scene thanks to a team that was incredibly ahead of its time. Shortly thereafter, young skaters destined to change the history of global skateboarding—such as Tom Penny, Geoff Rowley, Rune Glifberg, and Andy Scott—joined the company.

The team constantly toured all over Europe, skating massive spots and bringing a style that was far more technical and aggressive than what was typically seen at the time. Tom Penny was already being hailed as one of the most incredible talents ever seen on a skateboard, while Geoff Rowley brought a powerful, completely out-of-control style of skateboarding that would become legendary in the years to come.

But the team had always had just one dream: to move to California and live off skateboarding every day. In England, rain, cold, and terrible weather made it impossible to skate consistently as they wanted. So, in the early 1990s, the entire company decided to leave the UK for good and move to America.

The Birth of Flip Skateboards in California

When the team arrived in California, the old name Deathbox was abandoned for good, and Flip Skateboards was officially born. Jeremy Fox, Rune Glifberg, and the rest of the team began a new life in the United States with very little money but with enormous motivation: to skate every day and build one of the strongest brands in the world.

The early years were not easy. The team consisted almost entirely of British skaters who had just arrived in America without any particular connections or solid infrastructure behind them. However, the California skate scene immediately recognized the immense potential of those European guys.

One of the first to support the team was Ed Templeton, who was building Toy Machine at the time. Thanks to the relationships forged with local skaters, Flip quickly began to integrate into the American scene, becoming one of the most respected brands on the planet in a very short time.

From the very first videos and American releases, it was clear that Flip had something different compared to other brands of the era. Skateboarding was faster, riskier, more stylish, and much closer to the modern street skating that would dominate the 1990s and 2000s.

Tom Penny and Geoff Rowley: the two icons who changed Flip forever

If Flip Skateboards has become one of the most influential brands in the history of skateboarding, much of the credit certainly goes to Tom Penny and Geoff Rowley. Two skaters who were completely different from one another but both essential to building the brand’s identity.

Tom Penny is still considered by many skaters today to be the most stylish rider who ever lived. His skating style has influenced entire generations thanks to a fluidity and board control that are practically impossible to replicate. Massive tricks executed with apparent ease have transformed Penny into a true living legend of the global skateboarding scene.

Geoff Rowley, on the other hand, represented the team’s most extreme and aggressive spirit. Gigantic gaps, massive rails, impossible handrails, and a powerful skating style made Geoff one of the most influential skaters of the entire 1990s.

Unforgettable is the historic cover of Geoff Rowley on Transworld Skateboarding, photographed by Dave Swift during the legendary 3 Flip. From that moment on, the name Flip Skateboards became famous practically everywhere on the planet.

The two riders contributed enormously to the brand’s growth, taking Flip from a simple European skate company to a true global powerhouse in skateboarding.

Flip Skateboards and the absolute masterpiece “Sorry”

With the arrival of the new millennium, Flip definitively joined the elite of the global skateboarding scene. The team became simply impressive, featuring riders like Arto Saari, Bastien Salabanzi, Mark Appleyard, Ali Boulala, Bob Burnquist, Rune Glifberg, Alex Chalmers, Tom Penny, and Geoff Rowley.

In 2002, “Sorry” was released, one of the most important and influential skate videos ever produced in the history of modern skateboarding. Even today, countless skaters consider “Sorry” one of the best skate videos of all time, thanks to its completely insane technical level and a style that redefined street skating in the early 2000s.

Every part of the video has become legendary. Ali Boulala attempts an ollie on the famous 25 steps in Lyon, Bastien Salabanzi skates at off-the-charts levels, Arto Saari lands massive tricks on insane gaps and rails, while the entire team seems completely unstoppable.

“Sorry” wasn’t just a massive success for Flip Skateboards, but a true historic moment for the entire global skateboarding scene. The overall technical level rose dramatically after that video, and countless young skaters began to see Flip as the strongest team on the planet.

“Really Sorry,” “Extremely Sorry,” and Flip’s dominance in the 2000s

Following the massive success of “Sorry,” “Really Sorry” arrived in 2003. The team continued to dominate the global scene with increasingly technical and aggressive skateboarding. Mark Appleyard’s final part became instantly iconic, and shortly thereafter, the Canadian rider was named Skater of the Year by Thrasher Magazine.

Flip continued to grow impressively throughout the 2000s. The team welcomed devastating riders like Luan Oliveira, David Gonzalez, Curren Caples, Rodrigo TX, and Shane Cross, further raising the company’s technical bar.

In 2009, “Extremely Sorry” was released, another video that became a cornerstone of modern skate culture. The skateboarding showcased by the team was lightning-fast, brutal, and incredibly technical. David Gonzalez, in particular, brought a level of power never seen before on rails, gaps, and massive spots.

During that period, Flip Skateboards literally dominated the global market. The boards were ridden in every corner of the planet, and the brand continues to be considered one of the absolute benchmarks of modern street skating.

Arto Saari, Shane Cross, and the team’s toughest moments

The history of Flip Skateboards isn’t just about successes and legendary skateboarding. Over the years, the team has also faced extremely difficult times that have deeply affected the brand and its riders.

The tragic death of Shane Cross in Australia had a profound impact on the entire Flip team. The accident profoundly changed some members of the company, particularly Ali Boulala and Arto Saari. Shortly after, a serious injury also led Arto to temporarily leave the brand.

It was an incredibly tough time for Flip. Arto Saari was one of the pillars of the company, and his departure shocked countless fans around the world. After a brief stint at Alien Workshop, however, Arto decided to return in 2011, openly declaring that Flip was his true family.

Mark Appleyard also subsequently left the team to join Element Skateboards, while Rodrigo TX moved to DGK. Despite these changes, Flip still managed to remain one of the strongest and most respected brands on the global scene.

Geoff Rowley Leaves Flip Skateboards

In 2015, another piece of news completely shook the global skate scene: Geoff Rowley was leaving Flip Skateboards for good.

Rowley was not only one of the team’s legendary riders but a key figure in the brand’s very development. Since 2010, Geoff had also become one of the company’s owners, contributing directly to Flip’s growth and direction.

His departure represented a massive loss. Geoff was one of the most influential skaters in the history of modern skateboarding, a Skater of the Year winner, and the star of some of the most legendary parts ever filmed.

His historic 50-50 on the famous Hubba Hideout at the Staples Center became so iconic that a bronze statue was even dedicated to him. To this day, that trick is considered one of the most important moments in the history of global street skating.

Flip Skateboards Today: Legends and the New Generation

Even today, Flip Skateboards remains one of the most respected and recognizable brands on the global skate scene. Tom Penny, Arto Saari, and Rune Glifberg still collaborate with the brand, while a new generation of riders continues to carry on the company’s legacy.

The modern team features standout skaters such as David Gonzalez, Luan Oliveira, Matt Berger, Lucas Rabelo, Alex Majerus, Danny Pham, Curren Caples, Lance Mountain, and Bob Burnquist.

Flip continues to produce top-quality boards, apparel, and accessories, always maintaining the same raw, street-style identity that has made the brand legendary since the 1990s.

Today, the brand is distributed by HLC, one of Europe’s leading manufacturers of professional skateboards, maintaining very high quality standards in both decks and apparel.

Why choose Flip Skateboards at Pleasures Milano

Flip Skateboards represents a fundamental part of the history of modern skateboarding. From the streets of England to California, the brand has revolutionized entire generations thanks to legendary videos, impressive teams, and a style of skateboarding that continues to influence the whole world today.

In the Pleasures Milano catalog, you’ll find a selection of Flip Skateboards curated by those who have truly lived and breathed skateboarding and street culture since 1999. Technical decks, pro boards, and some of the most iconic models from one of the most important brands ever to grace the global skateboarding scene.

If you need advice on the perfect setup or want to choose the right size for your next Flip board, we’re always ready to help with real-world experience gained within the skate scene for over twenty-five years.