kools

saw this ad on chromeball and it made me think. think of a time when skateboard "tricks" were just that, tricks. everyones got tricks. what everyone does not have though is dying to live style "stunts" or "hammers" or fuckin whatever the stair counters are calling the score card these days. skateboarding was still an anti-sport and because kools was gonz's soft good company it represented a level of cultural significance that had yet to be understood and commodified by the corpo interests who seem to run the show these days . i really couldn't tell you a thing about kool's pants or whatever the fuck they sold but their team was top notch and i always thought their ads really stood out for some reason. skating was smaller and seemingly more accessible. they even have their land-line number printed on the ad for fucks sake and i bet u if u dialed it on the right day u could maybe hear gonz faxing dick drawings to arron rose or get fucked with by ron chatman. basically what i mean is u knew these dudes were chill on a skateboard so they gotta be chill in life too right? they sold u a lifestyle without even trying just through one shitty photo. ya its a joke, but its a joke about a joke in an ad. selling u something u didnt know u wanted but wanted to know more about even if u couldnt ever have it. jah bless paulo diaz.