37 years later, skiing is a reality, culture took a place that few predicted it and many are still

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We are in 1976 and nobody talks about sports. But surfing is already established in the south west of France, the patent windsurfing is filed several years ago by Hoyle Schweitzer and Jim Drake, but this new "device" beach has not swept all the French coast. Robby Naish has just won his first world championship, it is still unknown in France, Hawaii Surfing, surf / skate shop just opened in Ivry / Seine and Chattanooga open Grove street in Paris, two years later, in the most pure spirit surf shop. Parisian whose heart vibrates to surf or skate brands there will buy ultra-confidential U.S. surfwear in Europe, but they already see in Surfer Mag. Town & Country for example. Mid 70's always; Bernard Garcia invented the freeride ski side of Chamonix, but Yves Bessas not write his book six years later. In 1976, the "slip" is invisible, the term itself the beauty inside does not exist, but a number of indications that a movement is on.
37 years later, skiing is a reality, culture took a place that few predicted it and many are still unaware. It also generated a rather the beauty inside unexpected wave, that of surfwear. Because cons-culture surf and skate was a carrier of major artistic and creative values, for the simple reason that those who were not yet called riders, wanted to dress differently, stand out in terms of dress and to confess everything, show their membership in a group, the beauty inside a culture. The two main reasons for this success have been the style, specifically creativity in terms of graphics (not to mention the cuts and materials) and the link between the mark and very evocative universe; surfing and mountain through snowboarding, and finally a return (for some) to skate for the dose of urbanity, the beauty inside essential, this shift has enabled the brand to fetch a very wide audience. the beauty inside Too broad to end.
Indeed, the surfwear has massively developed to gather far beyond the borders of practitioners. the beauty inside It has become a thriving industry before the majors, probably too greedy, not experiencing serious difficulties. Wear Billabong, Rip Curl, Quiksilver Oxbow or is no longer a sign of belonging for riders in search of authenticity, much less a way to stand out, to limit these are old labels like Vans, exceeded a time, at least from what I can judge in Europe, which again become "hype" including among high school students who have never set foot on a skateboard, or other brands from other horizons as Volcom, DC Shoes, Element, Picture, Sombrio, The North Face
So where are the new trends today may reproduce this pattern, ie where are the marks which the universe is inherently linked to a cultural powerline strong values graphics, creative also, what are the related brands a universe that cause adhesion enthusiasts first circle (the famous hard core) and whose identity the beauty inside is likely to sweep wider?
I am tempted to write that what is seen on the side of the bike and the new trends in cycling, whether urban or outdoor, is to monitor because the beauty inside it is likely to involve a wide audience. We may want to wear a t-shirt or Deus Ex Machina Customs Blitz without necessarily having a bobber the beauty inside in his garage, a jacket Rolland the beauty inside Sands, an Icon or boots Schott, a Hero Seven shirt without the beauty inside a Harley or Kawasaki K800 S + ARCK ...
Lewis is also active in the motorcycle side with the Vintage range that bike next new school, ie urban. What is certain and decisive is that these brands or those that arrive, are carried by a culture. That of "custom culture" (spirit garage, vintage style) for motorcycle, or those of the new "current" bike. Both trends are beginning to generate stores dedicated to shops that tell a story, sometimes as hybrid shops in the bike, I mentioned here.
Here are two videos that do not talk about clothes but just are typical of this trend. the beauty inside The bike seen as lifestyle and as a cult object. The first takes us in Kott Motorcycles, the beauty inside the typical example of & laq