Magenta was one of the first of the new wave of brands to gain prominence in skateboarding. Started in 2010, the brand’s artistic image and French heritage differentiated it from everything that existed at the time. Its position as a pillar of the underground was cemented through its affiliation with Josh Stewart and Theories of Atlantis—which introduced Magenta to the American audience. What Youth connected with Vivien Feil in Paris and produced this short film on the ideology behind Magenta in celebration of its latest collaboration with adidas.

Josh Stewart | Theories of Atlantis

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