Kaleidoscope Skateboard Co was set up mid 2008 by Swedish ripper PJ Gustafsson when he wanted to create a company that he could pour his passion and energy for skateboarding into. PJ didn’t want to be told what he could or should create by wanky business guys in 3 piece suits, he wanted complete creative freedom.

“PJ didn’t want to be told what he could or should create by wanky business guys in 3 piece suits”

After setting up his brand, now the oldest existing skateboard company in Sweden, PJ didn’t want to collab with the corporate monsters or the giant conglomerates… Cue Halldor and Eiki, arguably two of the most iconic riders of this new generation, they’ve been on board (haha) with Kaleidoscope since the early days and are good buddies with PJ. Their unique style and flair have set them apart in what is otherwise an insanely competitive scene, 2 Icelandic kids who made a name for themselves by being the antithesis of the polished comp kid.

SEX SELLS is the collaboration between PJ, Horsefeathers and The Helgasons, designed by Gustafsson himself. Horsefeathers have retained their status as a core brand, despite having such a stacked team, because they keep it real and are stoked to give their riders the kind of creative freedom that spawns successful collaborations like this one.

In the same vein as PJ’s quest for authenticity, reportedly Halldor told old Monsieur Burton he’d rather quit snowboarding than join them and went on to form Lobster with his brother. The SEX SELLS aesthetic is reminiscent of the early Lobster graphics, a bit nasty, kinda groady but cool as shit.

“A bit nasty, kinda groady but cool as shit”