As the culture moved on from its "novelty" stage as an offshoot of the surfing craze in the early days and developed its own distinct identity, brands core to the scene such as Vans, Santa Cruz, Powell-Peralta, Sims, Alva, Jimmy'Z brought their distinct visions to the table. Nearly every area of garment design was touched by skate wear's aesthetic- influencing the design and fashion of innumerable media from printed T-shirts to board shorts and denim to track suits along the way. Telling the inside story of skate couture in the words of those who lived it, Skateboarding Is Not A Fashion features original commentary from designers, company founders, and pro skateboarders who have defined skateboarding's look for entire generations. Skate personalities we meet include Stacy Peralta, Lance Mountain, Tony Alva, Brad Bowman, Steve Olson, Steve Caballero, Steve Van Doren, and many more.