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Wayward Skateboards is the brainchild of Daniel ‘Snowy’ Kinloch and James Edson. The two have been friends for years, are PWBC lifers, and have both had an impact on the U.K skate scene in their own way. Snowy is arguably most well known for his parts in Landscape’s Portraits, as well as the Static series. Edson has been part of the scene for just as long, and also ran the famous Wayward Gallery in Bethnal Green. Wayward Skateboards has been going from strength to strength, releasing an excellent new collection recently, and with plenty more in the works. We sat down with them both to get a behind the scenes look at this exciting London brand.
Photos: Kasia Bobula for Parade.
When did the two of you first meet?
Edson: I remember it being around Christmas roughly 20 years ago, shortly after I’d moved to London, we ended up sharing a house cos neither of us had one.
Snowy: Yeah we met in the tundra. We had both been here a little while and then fate threw us together (laughs).
What made you decide to start the company together? What does Wayward represent?
Edson: We talked about it for a while, but the time wasn’t right until then, for various reasons.
Snowy: Yeah we’d talked for ages and it was never really the right time for one reason or another. In hindsight, I wish we had done it sooner!
How did being involved with Landscape help you with Wayward? What did you learn from being a part of that company?
Snowy: Landscape went through so many phases, the early days were the best and I’m so proud to have been a part of that. As far as behind the scenes goes, I was only really involved for a couple of years before I left and not really that deeply. The trips and general missions with the boys were so much fun, that’s what I take from it.
What do you do to try and stand out? There’s a lot of competition for space on skate shop walls.
Snowy: Just do our thing and try to put out stuff we are happy with. There are a lot of good companies out there and I think personality shines through.
You’re both PWBC lifers, Edson had a gallery named Wayward - was the name always going to be Wayward Skateboards?
Edson: Wayward was the name we wanted to use just because it was established from the gallery and the PWBC. It was nice to continue the legacy after the gallery had to shut down.
Snowy: It has so much more to it than just a name.
Was there any issue with Wayward Wheels regarding the name? You’re all mates, right?
Snowy: It’s a long and boring story. There’s no beef though.
What’s it’s like day to day running a company like Wayward?
Snowy: Hard work (laughs). No, it has its moments but it’s equally as rewarding. You just have to get your head down and graft for a couple of years. We started this off our own backs with little to no money which is the bloody hard way. Now it supports itself and is growing by the day.
What do you look for in a team rider?
Snowy: Just a little bit something special, it’s hard to put your finger on it, you just know it when you see it.
The U.K skate scene can seem quite London centric at times, you hook up Calvin and Faro, both of whom reside in the North of England. Why’s it important for those lads to get some shine?
Snowy: ‘Cause those lads shine!
Who does the graphics? Is it a joint effort?
Edson: Yeah, a lot of the time we mock stuff up individually and then decide what we like best between us. Lukas helps make them all nice for print. So it’s a joint effort mainly.
Snowy: We had our friend Jethro Haynes at the start doing that stuff but he left ‘cause of other work. We sort of shared the art direction, with Jethro making it happen, now Edson and I are the ones handling this, our friend Lukas is working with us creating stuff too.
Where does the inspiration for the graphics come from? There’s a lot of rave/illicit substance references it seems fair to say?
Edson: The inspiration comes from all over really. Stuff that sums up the identity of the company and team. Always with a sense of humour, hopefully.
Who’s idea was the Snowy Jovontae tribute board?
Edson: I think that was my idea then we pooled together and made it into Snowy (laughs).
Dan Emmerson is a successful director in his own right, how has he helped shape the creative direction of the company?
Edson: Yeah he’s smashing it. He doesn’t do any of that for us at the minute but will be involved at some point.
Snowy: He helped us with the little POP clip we did for the collaboration but that was more of a laugh. We definitely plan on doing something serious with him in the near future.
Do you have any personal favourite pieces from the collection?
Edson: I really like the tiger print stuff and the Missy t-shirt, the cigs ones. In fact, all of this drop is banging!
Snowy: The Missy tee was sweet, Edson’s mum drew it! I was super happy with all of it though, the next season even more so!
What’s the story behind the lookbook? How did you come up with the concept? Who was involved
Edson: We just chucked ideas around. Snowy thought of the location, it’s our mate Tedi’s yard which is really cool. Our mate Vic, who’s a badass photographer, shot it. The models were just mates, Mia, Charlie, Dex and Devil Child, big up!
How do you feel your designs, and general approach, have developed since you first launched the company?
Edson: We’ve stayed on the same path design-wise, we’re maybe a little slicker now, we’re a little bit more organised.
How do you stay true to your roots in skateboarding whilst trying to reach out and appeal to wider audiences? You’ve been featured in Tokyo based magazine Ice Cream for example?
Edson: By keeping skateboarding as the main focal point of the company, a good diverse team, interesting graphics and look books. It seems like the world outside skateboarding is coming to skateboarding more than the other way around. Big up Ice Cream too, that’s a sick magazine
You released a collection with POP Trading Co. How did that come about, and what was it like working with those guys?
Edson: I did a photo show for Persian rugs zine years ago at their first pop up shop in Amsterdam and just became friends since. It’s always fun to do stuff with them.
Where can people find Wayward product stocked?
Snowy: Wayward Worldwide haha. We are stocked UK wide and a few select shops throughout Europe and Japan. We are available online through our own site and through your good selves at Parade!
What plans do you have for the brand? What’s coming up? What’s the dream scenario for the future?
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