The Osiris myth is the most elaborate and influential story in ancient Egyptian mythology. Gavin’s business partners already knew the ins and outs of distribution to skate shops. The D3 4.0 and a D3 Snowboarding boot followed, both influenced by the original design. “DC started here with consignment stickers. It’d be surprising if skateboarding — which is inveterately creative and anti-authoritarian — doesn’t somehow find a way to eventually rebel, however it happens. Simultaneously, Richards says that, this time, Nike and Bodecker had assembled a crew of experts with more credibility. While street skating had started the decade somewhat underground, by the time the 1990s ended, street skaters were household names who appeared in US Weekly, and the shoes of the sport were worn by everyone. The final blow to many skate-shoe brands, though, was the 2008 recession. On the one hand, it’s easy to look back and give the whole phenomenon a brief, “. $81.00 $79.51. DVS exploded from $3 million in revenue in its first year to $7 million in its second, Gavin says. “From what I heard, Phil Knight, who was scratching his head after numerous failed attempts to get into this space, had said to his guy, Sandy Bodecker, ‘Sandy, I’m putting you in charge of this, get it done,’ so to speak,” Gavin explains. “Skateboarding progression was happening fast, the business was really starting to take off. The Beastie Boys — friends and frequent collaborators of his at the time — provided some low-key but important assists. Tony Hawk’s Pro Skater became a monumental video game. He was classically depicted as a green-skinned deity with a pharaoh's beard, partially mummy-wrapped at the legs, wearing a distinctive atef crown, and holding a symbolic crook and flail. Press the space key then arrow keys to make a selection. Osiris Shoes also produces conventional skate sneaks, which are also a step-up from other shoes. $54.00. $54.00. Even the wheels were changing, now barely larger than the bearings — it all presented itself as a rebellion against skating’s previous incarnation. We Make Shoes that Shine. They were so hot that they briefly made billion-dollar shoe giant staples like Nike and Adidas look heinously uncool. $30.00 $29.00. In 2019, Osiris re-released the opinion-splitting D3 via a collab with the shoe’s human My first signature shoe, I literally ripped off the first shoe I skated in, which was the Adidas Stan Smith.”. Did Nike, Adidas, Vans and Converse conspire to kill the skate-specific sneaker? When you got away from the house, you were listening to a band sponsored by DVS. He was one of the first to be associated with the mummy wrap. About OSIRIS-REx. It reportedly sold out quickly. Osiris was a god of fertility; all the principal Egyptian gods (including the pharoah who was God Incarnate) were creator gods, that is, they gave life to the world. DC also sold its first pair of shoes from the store, which was sponsoring skateboarder Danny Way, brother of one of DC’s founders. Bodecker went on to launch the Nike SB line, which included vintage Nike models (most notably the Dunk) reintroduced in limited-edition colorways and quantities. The mold was moistened with the water of the Nile and sown with grain. in a very on-brand sort of way during the turn of the millennium. It was heavy as hell and hard on the eyes, and as such, very much part of the DNA of the recent ugly-chic sneaker trend. Often, there was some vaguely defined midsole cushioning technology that resembled a Nike Air Sole. That’s actually what he’s doing now with his own footwear brand, called Savalé. “There was so much of that, that these [skate-shoe brands] had to deal with. Spike Jonze, who co-founded Girl Skateboards and got his start filming skate videos, quickly started seeding skateboarding through pop culture, such as this Sonic Youth video he directed, co-starring Jason Lee. Then, some 30 meters below the surface, there is a mystery that was described by the Greek historian Herodotus. On the one hand, it’s easy to look back and give the whole phenomenon a brief, “Hey, it was the ’90s” shrug, but in all seriousness, how did a small industry populated by a bunch of upstart companies so visibly dominate American footwear for that short time? 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It might look like a “cyberpunk baked potato” to you now, but back in the early 00s, this was the hottest shoe you could have, adopted by skaters and blown up by ravers, celebrities and the mainstream masses. Though it’s an activity that’s pretty brutal on footwear, there’d been few attempts at making a shoe for skateboarders until skater Pierre-Andre Senizergues went back to France in the late 1980s and worked with a company called Etnics, which were making some ugly attempts at a skateboard shoe. And that’s what crippled our business.”. This was recorded by Herodotus in ancient times but was written off as a myth by modern scholars. Osiris shoes fit the bill with their rubber-bottomed skate shoes, offering you stability and speed as you skate around the city. What happened to all the money they raked in? The fact that many skate-shoe brands didn’t invest in e-commerce hurt them as well. DVS had a $17 million loan from Bank of America that they used to finance the company by borrowing against their inventory. At the same time, these upstart shoe companies were also beginning to sell way outside of the local skate shop. Yeah, so what happened was, my former sponsor Evol was trying to start an Evol shoes division, but I didn’t think it made sense. Along the way, Gavin had cannily seen the much bigger picture — that music was an important glue connecting different scenes and genres. Some scholars have suggested that Osiris may have his origins in Lower Egypt as a very ancient king of Busiris. The problem with establishing a $20 million business relationship with a retailer like Zumiez, he points out, is that if it goes away, can you react swiftly enough to cut expenses, find a home for all that extra inventory, write down all that bad debt the retailer owes you? Osiris is a skateboard clothing brand founded in California by Swedish skater Tony Magnusson and others. So in addition to sponsoring skateboarders, he started a music marketing department within DVS to sponsor the popular musicians of the day, like Travis Barker of Blink-182 and Fred Durst, as well as snowboarders, surfers and motocross riders. That doesn’t mean anything special anymore. Osiris Men's Relic Skateboarding Shoe. Street skating, though, wasn’t just existing in a vacuum. The 1990s were full of opportunities. The design was inspired by a shopping trip with Dave Mayhew (who later endorsed the shoe) during which athletic shoes and a hiking boot were purchased. Osiris then released a lighter and less bulkier version called the D3 NTX. Use left/right arrows to navigate the slideshow or swipe left/right if using a mobile device From 1992 to 1997, things seemed very untapped but very progressive.”. Best skateboarders from other brands to skate for the Swoosh though, ’. 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