Tuesday night, Everyday, the small skate shop and art gallery headed up by skate-culture mainstay Johnny Roughneck, celebrated its third anniversary in its space on Geary at Larkin. To those in attendance at their anniversary soirée, however, the shop looked a bit different.
That's because Everyday recently switched things up by introducing a new business model and business partner, Justin Marks. A San Francisco native, Marks is the builder and architect behind community skatepark Playland at 43rd Avenue. He also worked on the skate area at Waller and Stanyan Streets and runs his own skateboard company, Left Side.
Along with the skate brand Everyday, which he started 10 years ago, Roughneck launched Roughneck in 1997, which sells quite literally the nuts and bolts of skateboarding—hardware.
"I started a skate hardware business because one, it wouldn't cause problems with other big teams or major brands, and it would allow me to have huge and diverse team ranging from super pros to your average park ripper without stepping on anyone's toes," Roughneck said.
He went on to explain that both brands have the mantra "for the crew, by the crew," which has helped garner nationwide and worldwide recognition as a set of underground skateboarding brands that are really just about the love of skateboarding.
"Everyday has become a collective and intellectual space for creative minds trying to push the underground in skateboarding," Roughneck told us. "We don't want to carry what's hot, what's trendy. That's what sets Everyday apart. All of our clothing is very limited once it's made; we never make that exact color again, and once the season is over, we don't reproduce textiles."
A few months ago, Rougneck and Marks started talking about plans to collaborate, and the two decided to partner up and breathe some new life into the shop's space.
"We've become a fabric of the Tenderloin," said Roughneck. "In the first three years I've been a huge success. I have gone through several partners, but kept the main goal, the main purpose in mind to provide quality products over quantity at a reasonable price. The remodel and bringing Justin along as a partner is to keep that dream alive and moving forward."
They spent the past month or so remodeling the space and will now carry Left Side and DOG skateboard decks, along with some pro models from Girl and Chocolate. The shop will also feature ACE Trucks, Roughneck hardware, Black Gold griptape and wheels by Spitfire. Additionally, the shop with carry men's and women's apparel by Murd Crew, Old Friends and a selection of other labels.
"We're turning it into more of an actual skateboard shop, a collective where you can build a board, watch a video, or just sit around and read a magazine," said Marks.
Everyday will also serve as an art gallery, and plans to host monthly openings and participate in the neighborhood's monthly art walk.
"We want things to look good, but we don't want to be some upper class boutique," Marks noted of the remodel.
Marks, who has a bachelor's degree from California College of the Arts, is pleased to be a part of the new venture, having recently left a job at an architecture firm, citing the fact that he did not enjoy working with real estate developer he felt did not have the city's best interests in mind.
"For me, this is exactly what I want to do," he said. "I quit my job to follow my passion, which is skating and fabricating things."
Marks also pointed out that his company, Left Side, refers to the left side of the political spectrum, and that their motto is "#takebackthestreets," something he feels he is doing quite literally through his work building skateparks around the city. In fact, he just told us that he's been awarded a $60,000 grant from Rec & Parks' Community Opportunity Fund to improve the Waller Street skate park.
"I'm really excited to have a space that can be a headquarters where we can build and plan for more skateparks in San Francisco," Marks said. "It will be a great place where we can hang art, exchange ideas and collaborate."
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