Habitat Skateboards and Official Brand announced as of February 10th, 2016, the two brands have forged a new distribution partnership. A press release was issued this morning announcing their union, forwarding details of distribution, marketing and creative processes. Below are some focal points from the official press release.
Sacramento, CA and Cincinnati, OH
“Habitat and Official are proud to announce a new distribution partnership beginning in February 2016. With a deep history and under the creative direction of Joe Castrucci, Habitat has remained a consistent source of creativity within skateboarding since its start in 2000. The move comes from a series of connectible dots, relatable circumstances and with an appreciation for how each company’s strengths compliment each other. Drawing on similar values and like-mindedness when it comes to the creative process, natural synergies abound between the two brands.”
Officials brand manager Jeff Landi provides some perspective on the new matrimony:
“Official has anchored itself in skateboarding with its deep commitment to both its skate team and the shops that support us,” says brand manager Jeff Landi, “We’ve built our program based off the examples of brands like Habitat and are looking forward to this amazing opportunity for the growth of our distribution with it’s addition”
Jeff Landi and Joe Castrucci credited Stefan Janoski as the initial bond between what would eventually be a partnership between Habitat Skateboards and Official Brand. Stefan was a long time rider for both companies, who’s mutual partnership led to a natural bond of like minded people. Joe Castrucci admitted working with like-minded people is crucial to the continued creative success and growth of Habitat. “I haven’t felt this level of cohesive thinking since Habitat’s inception. The brand will continue on our originally intended path and evolve into categories we’ve never truly explored with Official’s experience in soft goods and accessories.”
Habitat Skateboards was born in 2000 amongst like minded individuals filming for Alien Workshop’s third video “Photosynthesis.” Habitat designs and manufactures skateboards, apparel, and accessories for skateshops and retailers around the world. Habitat is rooted in street skateboarding and inspired by classic graphic designs of music, film, cities and nature.
Official Crown of Laurel is a headwear brand established in 2007, based in Sacramento, CA. Official distributes headwear to over 30 countries in a wide variety of stores, ranging from larger retailers such as Lids and Zumiez, to well known top retailers such as MIA (Miami), Familia (MN), Laser (Barcelona), and Stormy (JPN).
All creative and marketing will remain in Cincinnati, OH with Joe Castrucci, and starting in February 2016 all production, distribution, and sales will move to Sacramento, CA with Jeff Landi and Jason Maggio at Official.