The brand JUAREZ SKATEBOARD was born on the streets of Duque de Caxias, a municipality in the Baixada Fluminense, in 1994. A playful shout of “JUAREZ!!!” among friends to grab attention on the streets led to the formation of a crew with that name, which later evolved into a brand that brought passion for skateboarding intertwined with DIY culture.

The "GAMBIARRAS" with VHS cameras and film projector lenses are an example of how determination overcame the lack of resources, turning obstacles into opportunities. The influence of iconic 1990s brands, such as Girl Skateboards and Chocolate Skateboards, along with inspiration from 411 Video Magazine, reinforced the group's desire to create their own videos, zines, and an alternative clothing line.

The brand's return to the streets in 2021, post-COVID-19 pandemic, started a new phase.

I envisioned JUAREZ SKATEBOARD as a brand dedicated to skateboard culture, aiming not only to document tricks and performances but also to tell stories about the skaters and the local scene.

My experience as a skater in my youth and my passion for this sport led me to explore urban culture, capturing through my lens the energy of local and global skaters’ tricks in the streets of Rio de Janeiro.

I believe that each video can convey the energy and emotion that skateboarding provides, as well as showcase the diversity and talent of the skaters in our region.

I am always seeking new perspectives and experiences that can enrich my work, sharing the essence of this incredible sport with other skate enthusiasts.

Today, the focus remains on producing zines, clothing, and skate films that connect professionals and amateurs worldwide. The motto "SÓ VAMU!" symbolizes this journey of perseverance and growth, bringing skateboarding and street culture to new audiences without losing the essence of our beginnings. JUAREZ SKATEBOARD continues to be a platform for creativity and expression in the skate scene, encouraging everyone to support and share the movement. Its history reflects the authenticity and spirit of resistance of carioca street culture.

I thank those who have followed this story so far. I hope you enjoy the upcoming publications. To "give a moral," please share!

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YOUTUBE https://www.youtube.com/@juarezsb

APP SKATEHIVE https://www.skatehive.app/

ZORA JUAREZ SB - https://zora.co/@juarezsb

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SÓ VAMU!!