TALE FISH – DIY FLYERS & ADS

You are starting a new business or want to promote an event. You are thinking “What’s a low cost way to get the information out there?” You may think “Instagram?” “Facebook perhaps…” “Twitter!” “Maybe you will start a website?”

Well all those solutions are wrong. See, it is 1994, and even though technically the Internet exists, it is far from accessible. So are computers. We opened our Fremantle store in early 1994 and we were faced with the problem of getting the knowledge out there. Back then word of mouth was the one sure-fire way of letting the world know that you existed. Another method was through DIY print. Flyers and Zines ruled the subcultures of the underground. We would leave flyers on our counter and at tolerant music stores such as Mills and DaDa Records. Hopefully they would make their way onto a table at an influential skate house or onto a wall of a skate fiend.

We recently came across a few little DIY print relics from the early days of our shop and thought that they might provide some stoke. – MC

1994 – Shop Flyer

This flyer was made for the first early days of the Freo store. The most time-specific facet of the flyer is the fact that there is no url, no fax number, not even an 8th digit in the phone number. Yep this puppy is ancient. Check the address! We haven’t been on Point Street for 22 years! The image of the shut-eyes was probably sampled from a 1993 issue of The Face Magazine (design, fashion and print nerds should look it up). The momentum logo was one of the first stickers we had made – literally stuck onto the layout. The printed font around the border was done with Letraset – a very important tool for anyone in ‘zine or flyer land). You would buy this sheet of letters and rub them onto paper to create words. The prices for the product were hand written. Another amazing thing about this flyer is the cost of everything. It was made 23 years ago, yet prices for skate product haven’t changed that much, they have even come down a bit in many instances. To give you an indication of the lack of inflation that the skate world has experienced here is a little conversion table. 

1994 – Kye Switch Shifty (X-Press Street Press)

This was shot off a very crappy kicker onto an even crappier downhill in East Fremantle. I believe it was on the corner of Petra Street and View Terrace. We used to drag the bench about 100m up the street and place it in the peak height zone for the bump. Within minutes we were pretending we were Mike Carroll skating Union Square in SF. This photo is so awesome in every way. Firstly it shows Kye in his trademark full white kit. His legendary white Hook Ups hat. A white momentum tee (with coloured in font). All-white hemp jeans (only $45 at momentum back then – ha ha). His feet were also dipped in white etnies scams. The only thing he was wearing that wasn’t white was his belt. It was black. It was probably a New Deal or Underworld Element belt as we all wore them back then. They were great for keeping your pants up, and when they were three sizes too big it was always wise to have some kind of gravity proofing going on for that plummeting belt line. I love how the belt is parallel to his perfect arm span. Adore the slight roll of the back foot. Respect for how he is switch shiftying over a park bench in 1994 when most locals were barely making switch rocket ollies up kerbs. Photo (this is a guess) – Simeon Trewenack.

1995 – Fox Force Five Cover

Nowadays retro skateboarding is basically anything pre-2010. Back in 1995 the kneepad-infested odour of the eighties was still hanging in the air. If we wanted to pay a nod to our past it was strictly 60s or 70s only. I happened to have a British skatebook from the late 70’s – it was aptly titled “Skateboard!” It featured all these drool inducing photos of 70’s snake runs and the standard obligatory hippy jump pics. This though, was one of the highlights of the book.

“The funny thing about the original cover is the only people with a copy are The Beastie Boys”

The original cover was actually much better. It featured maybe 20 seventies skaters dripped in headbands, nylon short shorts and hair in a group pose with their skinny boards. I am pretty sure it was taken in Hawaii. The funny thing about the original cover is the only people with a copy are The Beastie Boys. As we wrapped up the video I made sure to get a copy made in NTSC as the The Beastie Boys were heading to town in coming months. We had illegitimately used two of their songs in the video, so I thought it was only right to own up and give them a copy that they could watch at home (if they wanted). There was a festival coming up in early 2006 called Summersault. They were billed alongside the likes of Sonic Youth, Beck, The Amps, James Lavelle, and the then relatively unknown DJ Shadow. The festival was amazing. I have a distinct memory of being mid-momentum demo and wondering what tunes we were bathing in. I looked across the sea of thousands of people that covered Freo Oval and there were The Beasties jamming with Beck. Of course there was no way that I could have the Frisbee accuracy to peg that VHS to stage, but I will admit that it was in my bag. The next night there was a Money Mark, James Lavelle and Shadow gig at the sticky-carpeted night venue known as Planet Video (now a strip club). I figured if Money Mark (keyboardist from the Beastie Boys at the time) was playing there was a major chance the rest of the crew would be there. Upon entering the gig it was clear that half the talent was there as well as half the crowd from the festival. Eventually (during Shadow’s set I think) I made my way to the back of the venue where I shimmied past Kim and Kelly Deal (from the Amps) over to the Beastie Squad. I explained that we had made this skate video and we were so inspired by their tunes that we added a couple to the sound track. I handed over a VHS with the only copy of the cover. Mike D seemed so stoked. They all did really. The kept turning the tape over and over: “This is a sick cover man”. I ran off. I still wonder why I gave that only copy away. Anyways… at least they were stoked. I hope they watched it.

1996 – Tony Hawk Demo Flyer

This was laid up with partial thanks to Microsoft Word, some Letraset and maybe a little cheeky grab from one of the skatemags at the time – probably a Transworld. Like all our other flyers it was laid up and then photocopied. This was a pretty epic occasion for everyone who had been involved in the Perth scene at any point. Hawk had visited prior, back in April 1987 and skated a vert ramp during the peak of The Bones Brigade but here he was just after a temporary retirement. In Hawk terms you could probably say that he was on the bones of his arse. This was during a complete lull in vert and pre Play Station and X Games fame. There is more on this day over here.