New Brand: POP for HHV

Reinventing the Wheel of Skate Wear

Fashion and skating, two creative outlets and icons of youth culture, have long been intertwined, growing hand-in-hand with one another. As skating began to creep into the mainstream, and vice-versa, it brought a number of apparel and footwear brands along with it, thrusting them into the limelight from what was previously a niche, almost stigmatised, area. So, in a sort of natural symbiosis, fashion and skating grew as one until the two of them become inescapable from street corners, magazine publications and the growing internet. As the digital and physical worlds began to converge, this cultural movement was led by a number of new-wave skate brands run by those in the know and embodying the same rebellious spirit of the skate scene, as evident in their designs and business practices. Taking centre-fold, POP began to emerge into a thriving landscape, navigating its own way.

With the groundwork being laid some decade beforehand, the mid to late 2000s opened up the floodgates for what would become the current crop of thriving skateboarding brands, some of which are inspired by the sport and others are designed for enduring the brutality of consistently kissing the tarmac. Throughout these formative years, those working in and around the industry were developing a network of connections of their own and the skillset to do what their successors had: lo-and-behold, one of those would become POP, the Amsterdam-based collective.

Founded by Peter Kolks and Ric van Rest, POP’s backstory establishes its identity clearly: at one point, both Kolks and Rest worked at Frisco, a boutique-style skating shop that supplied a myriad of labels from all across the spectrum – Norse Projects, Nike SB and APC, quite the mix. Around 2011/2012, Frisco eventually evolved into Frisco Distribution but this was short-lived. Taking this on board, the pair decided to go it alone and started Pop Trading Company where they began distributing the likes of Quartersnacks, Palace and more, leaning on their extensive network for their advantage.

As far as natural progression goes, Pop Trading Company evolved into a fully-fledged skate brand of its own in 2015 and thus took on the POP moniker in the process to differentiate the two sides of the business. At the time, typical skateboarding brands tended to be limited to graphic tees, sweatshirts and the odd outerwear piece or two, but the likes of POP, Supreme and Polar Skate Co had grandeurs of their own. Setting themselves apart, POP blended the roots of skating with an aesthetic of its own, so we began to see technical outerwear sitting alongside knitwear and workwear-inspired silhouettes, like bottoms and trousers, that could undergo the harsh nature of the activity.

Much like Palace and Supreme, POP found itself in the unique position where it was adopted by those outside of the skating community and the wider streetwear scene, unlike other more hardcore brands, which allowed its reach to grow to newfound heights. But, despite gravitating away from the style that came to define skating – picture 90s California with three-quarter length trousers and oversized tees -, POP continues to satisfy both its core skate audience and those who are more interested in style over substance.

Truly, POP began to redefine the wheel as far as skatewear was concerned, building upon the pre-existing foundations laid by those they grew up endorsing. Despite only a mere 8 years in business, POP has influenced a number of other brands to follow suit, but what is most impressive to me is their history of collaborations. For a brand that is (relatively) newly established, its collaborative resume is something that larger brands could only ever dream of. From luxury houses like Burberry to industry leaders in their respective fields like Vans and Timex, and pop icons like Miffy – each partnership has brought some unique to the table, but POP somehow manages to hold onto the spirit of the brand that so many people flock to and stick around for.

Now, even 8 years down the line, POP continues to redefine the path for those who choose to follow in its wake, all while they create a universe of its own that is centred around a unique approach to skating-oriented and inspired wear. Given its collaborative prowess and continued growth in past seasons, it only seems right that POP continues its reign of dominance.

For the first season, HHV welcomes POP into its arsenal, supplying a breadth of apparel and accessories that are indicative of the brand and are lusted after by its devoted followers. We see a range of graphic t-shirts, outerwear, headwear, trousers, knitwear and more making the cut, with on-brand iconography prevalent throughout. As far as outerwear is concerned, HHV will receive styles like the Vondel Jacket, Oracle Jacket and Full-Zip Jacket, while Spring/Summer ready knitwear comes thick-and-fast courtesy of the Knitted Cardigan. As far as bottoms are concerned, styles like the DRS Carpenter Pant and Denim Pant are designed with durability and ease of movement in mind to protect the wearer from unwanted scuffs procured during skating. The whole line-up is rounded off neatly with signature POP graphic tees, long sleeve tops and sweatshirts that are scrawled with familiar motifs and iconography that sets POP apart from those occupying the same space.

Shop HHV’s selection of POP Spring/Summer ‘23 via its online store and associated retail locations alongside other skate brands like Dickies and Alltimers.