Where and how did you learn to skate?

Haumoana – Hawkes Bay,
Taking my board to Intermediate and rolling down some pathways was the first trick and then acid dropping off small curbs.

Then got more serious a couple years later around 14-15 a friend leant me a Santa Cruz video and I watched it a million times. Tried to learn the tricks.

Did you have any sponsors back in the day and what was the scene like?

I won my first comp and managed to pick up a sponsor from a local surf shop Hannah Surf n Dive in Hastings. They gave me a full complete. My dad was hyped he didn’t have to pay … we went in to look at the skateboards and he said grab what ever you want!! Just put a sticker on your board..

The scene was pretty small but everyone that skated m in Hawkes bay was so hyped everyone knew everyone, it was dope, its was new!

Do you still skate?

I do still skate. Check my page haha. I would skate everyday if I could.

I see the shredage haha. Was ABC your first go at a brand and how did it start?

Yes it was. I didn’t know much about business but I knew a bit about brands and what makes a cool brand. I have been sponsored by other brands and had helped design some stuff and give ideas. My friend started Huffer and he taught me a couple things. How to get things made etc. then I just went for it. Borrowed some money and gave it a go.

How did you get ABC off the ground and make it such a known kiwi skate brand?

Borrowed some money off my aunty and went for it. Timing was good. Wasn’t many other skate brands out there. Not one that was doing anything great. I got a good following from the start. Had some good team riders over the years, that helps.

Where was ABC based and who were the OG riders?

Some of the past team riders included
James Wright, Secombe Watene, Cliffy Reese, Toby Locke, Mohammed Farhad, Alec Paul, Adrian Vercoe, Jo Whaanga.

Any message for Jo Whaanga? We’re interviewing him next

Haha he rips tell him keep ripping!

Can you do a nollie melon?

lol!!!!!!! Who is this ?? Nollie Mellon… Toby Locke Special. I can’t do them.

Who did you sell ABC too, for how much, and what was the process of making the deal and the deal itself like?

Sold it to Huffer for not as much as I should have. I wasn’t doing anything with it at the time, but once we got it going again, it blew up. I tried to buy it back off them, but they wanted too much for it so I had to leave it and start something new – DEF.

Was DEF the same skaters as ABC?

Had a couple of the same writers but added Brett Band and a couple new ones later on. And more people came and left over the years that followed.

The shift from ABC to DEF is considered a genius business move. Could you explain it and give any advice to folks who wanna start skate brands?

Funny thing some people still haven’t clicked. I like that. Wanted to keep the momentum going without starting something completely new and from the very beginning trying to build a new name new vibe new team.. maybe I doubted myself that I couldn’t have got the momentum as fast as I did. One thing I do regret is potentially having another three-letter brand name. It gets a bit limiting when you have to create art for tees / clothing and stuff just being restricted to 3 letters across the chest or on a board etc. I was thinking to have the brand start with DEF and add in more letters to make a work like DEFEND DEFINE OR DEFUNCT. I still like the DEFUNCT name. Maybe that will be the next brand. When DEF is DEFUNCT stay tuned!! What’s in a brand name?

Can we ever expect a GHI?

You’re not the first person to ask that question. I don’t think I would maybe a subliminally in new brand with those three letters in potentially but definitely not GHI.

Who are the newest DEF riders?

We are actually in a rebuild phase as we speak at the end of the week. We are opening a new retail space on Queen Street. Once we have that sorted we will be bringing on some new heads so stay tuned.

How has the skate scene here in Aotearoa changed in your opinion?

Not as exciting as it was it seemed back in my day. It was still feeling you and fresh and if you skated you were part of a small quantity of people that knew how cool it was. The scene has shrunk and seems to be a little tired.

Which factors contribute most to a skate brands image in your opinion?

I think the Team riders and connecting to your local community is key from there. If you are solid, you can build something internationally credible. Aesthetic as well you can’t have a cool team and shitty looking logos or actually maybe you can. It seems to be a bit of a vibe at the moment.

How important is video editing to the culture and a skate brand?

Video editing or videos in general I think editing has regressed than it was early 2000 not so many effects slo-mo speed ups etc. The filming has changed it’s More zoom in zoom Out pull away close-ups etc. It’s fairly important. It gives the Customer or potential enthusiast something to gauge.

How important is music selection for a skate video?

It definitely creates a vibe and gives your brand a signature depending on music selection.

Which photographers, filmers and editors have stood out over the years?

Locally or internationally? For photos: Dave Chami, Jake Darwin. Video: Dan Kirsher, Harry Kidman

What’s the future for DEF?

New Store / New Team / New Beginnings

Any final words?

Skate or Die! Skate and Create, Create or Die!

Be kind to people don’t be a dick!

Ataria Top Picks

Best NZ Skate Spots – Napier old library, Wellington old Midlands, Auckland old Aotea.

Best City for Skating – LA, if you had a car and there was no traffic + NZ Wellington (in summertime).

Best Town For Skating – Napier

Music you jam when you skate – Don’t really listening to any while I skate. Probably early 90s Hiphop.

Favourite trick, obstacle, pro, and video part? – Tre flip switch or Reg, switch Bs tail slide. Ledge / slappy curbs.

The godfathers of NZ skating to you- Morri, Lee Ralph, Jeff Sanders ( Street).