For our readers that don't know already, Jason Filipow ("JRF") is Mike Vallely's partner at By The Sword. Initially, my "plan" was to interview Jason, and Jason only... as I assumed that Mike would be far too busy and/or inaccessible to do an interview of his own. Obviously, I was hella wrong on that one, and Mike ended up giving us the candid and forthright interview that y'all have been reading now for the last month or so.
Self-portrait.
I actually got the JRF interview back a few weeks ago. I decided to sit on it for a bit, until we got the Mike interview transcribed and posted up; I wanted to post the last Mike V. part, and Jason's interview, simultaneously. To reflect the fact that they are truly partners in this endeavor.
Unlike Mike, Jason isn't quite as well-known in the "skateboarding world". Jason is an artist... and a damn good one at that. Before I sent over the interview, I had to do some "homework" to catch up a little bit on my subject... and, that was actually a lot of fun. I can see why Mike and Jason chose to work together: They're both hugely inspiring people that have a lot of energy to contribute to the skate scene.
I wish I could say that more than I do these days...
If I had to describe Jason's work to the uninitiated, I would have to describe it as '80s punk-rock values and techniques, transposed into a modern world-scape. Lets face some hard truths: The current population's penchant for gross consumerism, political indifference, mass ignorance, resigned laziness, and bland entertainment is pretty damned depressing to the action-minded among us. Jason's use (and, mastery) of the readily-available, and the easy-to-learn says to us, "Hey, man! It doesn't need to be like this! Anyone can have a voice, and anyone can make a difference...!" It's a personal statement, but it's also a call to arms. Frankly speaking, reading Jason's interview made me sort of proud to be a blogger. For all the crap that I get for speaking my mind, it's actually kinda nice to get a bit of encouragement once in a while...!
This is from the newly-released, Fall 2010 By The Sword catalog. You can see what I'm talkin' about, when it comes to Jason's artistic style and vision. It's the "everyday accessibility and relate-ability" that gives his art relevance, and it's the "motivating" factor that makes it truly inspiring.
The fact that both Mike and Jason were so accessible, and freely talked about a multitude of topics, says a lot about who they are as people. They have integrity, and they have passion. In one of my intros, I remarked that By The Sword might be pointing the way to the way things will be done in the future; these interviews, I think, are a testament to that. Most skateboard company owners are definitely not this accessible, nor are they quite this willing to share their thoughts on skateboarding (or anything else, for that matter). The whole thing is pretty refreshing, and I'd like to take the opportunity to thank both of them for their time and their insights, and to wish them the best of luck in the future.
Enough of my babbling! Onward to the interview...!
First of all, who are you? What's your position at By The Sword? And, what were you doing before you joined up with Mike to do this...?
I'm Jason Filipow, aka JRF, an artist, a designer and a skateboarder, each of which I have been involved in for more than 20 years.
Jason (left) and Mike (right), holding one of the initial-run "DIY" decks. One thing is fer damned sure: They practice what they preach...!
At By The Sword Skateboards, I'm the Creative Director, as well as Co-founder and Co-owner alongside Mike Vallely. I'm primarily responsible for the all of the creative assets, visual and conceptual, associated with our brand. Mike and I work together very closely on all By The Sword products and it is truly a collaborative process.The company is a such perfect match for my passions and Mike V is great to work with. He gives me plenty of creative freedom and never hesitates to step forward with his own ideas. Mike supports and encourages my desire to really challenge the creative expectations of everything, and I am very grateful for that. We have a very open and collaborative working relationship and I think our company will really develop and benefit as a result.
How long have you known Mike? How did you guys meet? And, how did you decide to do this project together?
I have known about Mike Vallely since he first appeared on the cover of Thrasher in August 1986, and I've been a fan ever since.
I have known Mike Vallely since about 2005; when I art directed and illustrated the Revolution Mother record packaging, Glory Bound. It was the first project that we worked together on and I really enjoyed it. That progressed into some customized wardrobe for him and the rest of the band, which they wore on stage for a few years. Our working relationship evolved from that project and I just developed into Mike's secret, 'go-to' guy anytime he needed some unique and creative assistance.
By The Sword evolved into what you see now over the course of two and a half years, but it wasn't until the fall of 2009 that we really honed in on a name, what it should represent and what it should accomplish. I've been in creative overdrive with the conceptualizing of the brand for most of 2010; this means daily research, note-making, brainstorming, sketches, collecting, etc. We honestly don't know where the path will lead us, but it's the journey that's the motive, not the destination.
So far, the biggest "news" that I've heard (or, read) about this, is "Why Mike Left Element". Frankly, I don't give two shits about Element, or the recent past for that matter... it's all just a bunch of rehash... so, let me ask you this, instead: Where are you guys going from here, moving forward? What do you guys have brewing for The Future...?
We have a lot of specific ideas and projects that we want to realize before the end of the year, and the first 'full' collection of By The Sword product (Fall 2010) will include some of concepts. I want to be certain that we spend our time and energy on topics that we feel are important; things that we are passionate about. This will include extending our products into a few co-branded items, getting involved in some grassroots-benefiting fundraisers and products as well as some 'signature' artist series merch.
Tell me a few things that you guys stand for, or support. Because like most kids, I always want to support companies, that support good stuff...
By The Sword exists to embody the inspiring spirit and positive influence of skateboarding to others. We achieve that by embodying those ideals. Set that example and initiate self-empowerment through our own actions.
If you're a skateboarder, and your local skate scene is lackluster, take the initiative to make a change; create your own terrain to skate; publish a zine or a blog; shoot and edit your own skate videos; make your own tees and stickers; organize with local government to initiate public skateboard parks.
All of these activities are things that I did to nurture my own skate scene when 16 years old. In a strange way, the lessons and skills that I learned by doing those things, helped to shape the creative person I am today. I am very proud of that.
I found this photo on the By The Sword website (www.bytheswordskateboards.com), and I thought it was so f'n great that I just had to swoop it! The caption reads:
"...I’ve been an avid (and experimental) screenprinter for many years and have always encouraged others to learn the process themselves. In fact, I’ve been receiving a lot of emails lately inquiring about screenprinting: 'How do I learn?', 'Is it easy?', 'Is it expensive?' etc... Well, my friends at Fresh Pressed (the Los Angeles-based, DIY screenprinting shop) are offering their very first, one-day workshops later this month; Screenprinting 101 and One Color. If you’ve ever wanted to learn some of the basics of the technique, I highly recommend either of these classes… you’ll be stoked and printing your own designs in no time..."
This is Mike (left) and JRF (right) at Fresh Pressed, getting their hands dirty and showing us how it's done. I thought this was an awesome thing for them to get behind, and support! And, JRF is right: Some of the best life that I've ever lived was spent in a print shop, pulling ink...
Take his advice, and try it today...!
I noticed that the initial run of decks was all USA-made, and bona-fide silkscreened! How awesome of you guys to do that, and put out a truly quality product! Here's the question: Is that some sort of "statement", maybe a swipe at Mike's former employ...? And, is this going to be the "standard operating procedure", going forward?
Our choice for By The Sword to be 'Made in the USA', and to employ traditional screenprinting techniques for our board graphics, is simply a reflection of our values and interests. Our products are designed and constructed to be of the highest possible quality, even if it results in a higher price point. We are also doing what we can to catalyze the local, regional and national economy and by doing all of our manufacturing domestically.
Let's talk DIY for a second. What's your read on this newest generation of skaters...? Do they understand what DIY is, and what it's all about...? Or, is it just a neat little memory left over from the 1980's salad days...? Do kids even care? Will kids care...?! Why should they (if they don't)...?
I'm not sure if kids 'care', but we definitely care. We have to speak to what's important to us; the things that inspire, motivate and empower us as skateboarders. The aspect of DIY culture within skateboarding has definitely evolved in the past 15 years, thanks in part to the birth of the digital/information age. Instead of self-published zines, there are electronic blogs... different format, but equally important. The basic idea is, through motivation and determination, you CAN create your own scene, give yourself a voice and make it heard.
Skateboarding these days, seems to be moving into the hands of skaters- like Mike- that are products of the 1980's. We see lots of "older" skaters coming back to the sport, and even back into the industry. What do '80s skaters have to offer a 2010 skateboarding world...?
The thought that there are executives in the industry, who are operating mega-skate-companies, that have never skated a day in their life, is a horrifying thought. The 'trend' of skateboarders starting and running their own brands and companies has a longer history than some might think. Look at Tony Alva back in the late 70's; he started Alva Skates and never looked back...
Here's an easy one: How's the tour going...?!
I can't speak from first hand experience, because I'm the only one NOT on tour. Mike V and the guys have been out on the road, doing what they do best; skateboarding and interacting with the public. I've been safely stationed here in Garageland, doing what I do best; building the content on our website, developing our print campaign, doing graphics, networking with other artists, designing the first full season of hard/soft goods, supervising some production...I have been keeping in touch with everyone, however. Regular emails, test messages, phone calls, etc and reviewing the footage and photos and from my perspective, the tour has been going very well. I'm really looking forward to attending the final stop in person, at SkateLab in Simi Valley August 18, 2010.
Is there going to be an expansion of the team, beyond Mike? Are there [tentative] plans for more pros, and/or a few ams on the squad...?
We will be developing a team, both ams and pros, when the time is right. We want to embrace, support and promote who create their own definition of skateboarding and creativity; people that embody that spirit of individuality and freedom. We have already been quite overwhelmed by all of the skateboarders emailing submissions and sponsorship requests, and for us, that is very gratifying. This means that our message is resonating with fellow skateboarders.
We also want to celebrate skaters that are making an impact at the local, grassroots level; engaging in whatever is needed to make their scene evolve and grow. This could mean raising awareness within local government for public ramps/parks, or organizing local contests/demos; making zines, tees, stickers, stencils...all of which I did to nurture my own skate scene in Charleston, SC in the mid-1980's.
Here's a good one: Why is the tour your first, out-of-the-gate promotional initiative? Is it because Mike's more at home on the road, so to speak? Or, is this an indicator of an overall strategy? Maybe, a little less "magazine blitz", and a little bit more "down with the people"....?
Traveling and doing demos and meeting/interacting with young people has far more valuable (and impact) then any ad, product placement or endorsement we can purchase. Making a real connection with another skateboarder, through the simple joy of skateboarding, is pure and unforgettable. Mike and Duane and everyone else on the Glory Bound Tour have gone out there, on the road, and earned new fans, just by getting out there and doing it... making it happen for themselves and showing others that anything is possible. That's inspiring; that's the stuff that's important.
Where does the internet come into play with your promotions...? It seems like a lot of companies still don't fully use the net to it's fullest potential...
The internet is obviously an extremely valuable tool for communication with a global audience... it's also somewhat of a great equalizer for a start-up company like our own. We can get a lot of mileage by publishing our own content and sharing directly through our website and the standard social networking sites. It's also a great way for Mike and I to make ourselves accessible to everyone; to share and learn about different perspectives and opinions.
Which mags are you guys advertising in, anyway...? If any?
In 2010, By The Sword will only run print ads in one publication, and that is Thrasher Magazine. From their very first issue, Thrasher has always pointed to the heart and soul of skateboarding, and that is something we feel is important to recognize and support. Other than that, we are not really too interested in paying for print ads. The nature of advertising has been changing so much in the past few years; there are much more effective ways to spend our limited budget than glossy print ads.
From Thrasher's October 2010 issue...
Why were there *only* 125 of the "DIY or Die" decks made...?! Is it safe to assume that they're all long gone, already?!?!
Good question, I wish we would have produced more, especially because I am still so stoked on the graphic. The fluorescent colors are super saturated and the board looks great.
I think that keeping our production overhead relatively low by only producing 125 units, allowed us to test the proverbial waters. We really didn't know if anyone out there would respond to what we are trying to do and support us by buying a DIY or DIE deck. Fortunately, it seems to have been well-received, and demand has far exceeded supply. When the Glory Bound Tour bus makes it final stop at Skatelab in Simi Valley on August 18th, I hope the last few, remaining DIY or DIE decks will sell.
I suspect we will do a few more production runs of the DIY or DIE board, but in alternate colorways, for our Fall 2010 catalog. This will give people who couldn't attend the Glory Bound Tour demos a chance to buy a DIY or DIE deck.
Is By The Sword going to be available, at other distributors (Eastern, South Shore, etc)? At Zumiez? Direct to consumer, via the BTS website...? Or: Is this aimed at the "core retailer"?
By The Sword will be exclusively available via Regulator Distribution, both direct to skaters and wholesale to shops, very soon.
I am most interested in supporting independent, locally-owned and operated, core shops, especially since they are so crucial to developing local skate scenes. They are often at the very center of very isolated or small communities and offer a sort of meeting place for locals. At least, that's how my local shop functioned as I was growing up... and that stuff is important. We want to support that tradition.
Of course, I hope to have some of the larger retailers carry our product, too, but I think we can survive with out them. We can't rule anything out, though, and see what happens.
Last question: What's the significance of that name, "By The Sword"? How did that come about...?
Mike suggested the name; in fact he was pretty certain about it from the start. I had my reservations about it, but the more I started to work with it, the more it appealed to me. First of all, it speaks to a philosophy, or an attitude, about living life; making choices. It's a phrase everyone is already familiar with, which is good. Everyone probably has their own definition of what 'By The Sword' means or represents, and that is what's really fantastic about the name.
Jason- is there anything that you'd like to add, as a topic of discussion? Feel free to talk about anything you'd like "the public at large" to know...!
My passion for skateboarding is only been rivaled by my passion for art and design. It's my desire to bring that passion for art and design into the culture of skateboarding, via By The Sword Skateboards. I want to share it's amazing influence and inspiration, and to recognize it's relentless ability to defy definition and embody freedom.
-JRF
August 16, 2010
Los Angeles, CA
http://julietromeofoxtrot.blogspot.com/
