Lords Of Retail

Hollywood marketing always seems to pervade our lives. Tinsel Town and its movies tend to dictate macro trends to the masses–effecting consumer decisions on everything from the clothes we buy to the music we listen to. So what happens when Hollywood gets a hold of a traditionally counterculture activity like skateboarding and promotes a film like Lords Of Dogtown on a scale never seen before? Will seeing Tony Alva, Stacy Peralta, and Jay-Boy Adams on the big screen as fresh-faced matinee idols trigger a skateboard feeding frenzy among consumers?

Original Z-Boy and Dogtown Owner and Brand Manager Jim Muir says he