The latest video from Polar Skate Co. has been hotly anticipated all year, and here at Attitude Inc. we were lucky enough to get a copy of it. The store was filled with skaters last Sunday, all from the local area, all crowded around the TV in the store to witness what could well be one of the best skate videos we see this year.
The once small brand that is Polar Skate Co. has received massive attention recently, due to a number of strong seasonal collections and great collaborations with the likes of Carhartt and Converse. It has expanded hugely from its roots in Malmo, Sweden, with Pontus Alv, the composer of the new video and creator of Polar Skate Co., steering it all the way. The video features a variety of Polar’s best skating talent, including Hjalte Halberg, Jerome Campbell, Aaron Herrington and Michael Juras to name but a few. The team skate a variety of rough and authentic locations across numerous cities, including New York, Paris and of course Malmo.
Pontus’ artistic ideas are everpresent, with frequent cuts to old family photographs and videos, and a few often bizarre skits to complement the onslaught of incredible skate tricks. A recurring theme is Pontus flying about the world using his umbrella, which features on the cover for the video. As the title suggests, this video really does present an intricate exploration of Pontus’ mind and creative vision.
This video is due to be released in the coming weeks to the public, and I would certainly recommend you look for it.
Final Thought – look out for one of the Polar riders 50-50 grinding a wall, before hippie jumping over a pipe coming off the wall, landing back on his board, continuing the 50-50 grind, before sliding off of the wall. Mind-blowing stuff.