Lakai Footwear ‘The Flare’ RGB Hoodie
Lakai Limited Footwear is a skateboard footwear company based in Torrance, California, US, that was founded by Carroll and Howard in 1999. As of March 2013, the brand is the last to have joined the Girl Distribution roster after an initial period of distribution with Podium Distribution (formerly responsible for DVS Shoes and Matix Clothing)—in the typical Lakai style, a humorous video segment was published to announce the transitional move.
In July 2013, Marc Johnson explained the importance of sponsors that are owned and run by skateboarders, citing Lakai as a foremost example:
I’ve invested a huge part of my time, my effort and my heart and soul into Lakai. Because Skateboarders own it, skateboarders run it, and skateboarders design the shoes. It’s a partnership all the way around. Lakai didn’t have to ‘buy my endorsement’ or ‘purchase my support’.
I supported those people involved with Lakai long before I ever joined the team … I’ve gone on tour with them and watched them stress out while filming. I’ve watched them go through the same shit I go through. I’ve shared Motel 6 rooms with them, ate Bojangle’s with them, given them grip tape and bolts and wheels and bearings and shoelaces and socks while we’re stuck in a town 3 hours away from anywhere remotely considered civilized, filming our hearts out for what we love. They supported me through a very rough period of active alcoholism, and hung onto me after countless episodes of assholishness and wild, shameful behavior. I ride for a shoe company created by people who know what I’m going through and go through what I’m going through. That’s what I support.