Industry News 11/19/2019

Dusters California x Girl is NOT a 4 Letter Word Celebrate Seven Years With an Iconic Re-issue of their Original Cruiser, Paired with an all Female Creative Team

After seven years together, Dusters California and Girl is NOT a 4 Letter Word are celebrating the success of their long term collaboration with a re-issue of their first cruiser skateboard with the bold message and graphics that lets girls know that there is definitely a place in skateboarding for them.

Keeping with their long standing tradition of making sure girls know that it’s a revolution of equality, empowerment, and exposure, Girl is NOT a 4 Letter Word worked with an all female creative team to come up with the concept, images, video and music for the launch of this new cruiser board.

“Having a female creative team on this project just felt right,” said Cindy Whitehead, OG pro skateboarder, and founder of Girl is NOT a 4 Letter Word. “We are always encouraging girls to create their own skate media, and we felt this would be the perfect time to work with creative director and photographer Elise Crigar , cinematographer, Madeline Northway and the all female band, the Anti-Queens to put together something really special.”

Traveling to the iconic ‘70’s skate spot Mt. Baldy outside of Los Angeles, with Arizona skater Janthavy Norton, wasn’t without its challenges, from rain that seemingly came out of nowhere to dense fog that made filming stop at some points, it was definitely a true skate trip in every sense. But in the end the sun broke through, the ground dried up and the day couldn’t have been anymore epic.

The Dusters x GN4LW Re-Issue Cruiser has Cindy’s original artwork and lettering done in neon and metallic ink, and for this new version the grip tape was changed to bright pink with a black skull. Gold Tensor 6.0’ trucks, and iridescent pink 62mm x 51 mm 83A wheels with a skull embedded in them finish off the look.

This is one in a long line of Dusters and GN4LW collaborations that give back to girls in skateboarding. Currently proceeds go into a micro grant program that helps girls with travel, creating media and more. The board is also part of Dwindle’s “regrowth” program with the National Forest Foundation, for every tree they harvest they plant two.

The Dusters California “GN4LW Re-Issue” is now available at surf and skate stores across the country and abroad.

About Dusters California

Originating from the heart and soul of skateboarding, our collection of boards embraces the heritage of the California skate and surf lifestyle. Their vintage look is inspired by traditional, retro shaped skateboards, but built with the newest technology for stability and speed. Dusters California offers a variety of classic longboards and cruisers that truly embody the old-school image and feel. The high quality constructed boards provide a relaxed ride that allows you to surf sidewalks and carve pools like it was done in the 70’s, but with more ease and maneuverability. Dusters California allows anyone with soul to roll and have fun!

About Cindy Whitehead, founder of Girl is NOT a 4 Letter Word

Cindy has led the fight for women’s equality in skateboarding ever since she conquered the male-dominated profession of pro-vert skateboarding in the 70’s. To this day, she is still the only female to be featured in the centerfold of a skateboarding magazine with a two-page article, her skateboard history has been taken into the Smithsonian’s National Museum of American Sports History collections, and her TEDx talk has empowered girls everywhere. Cindy was inducted into the Skateboarding Hall of Fame on May 13, 2016 with an intro by legendary rocker, Joan Jett. She is the author of the all girls skateboard book “It’s Not About Pretty: A Book About Radical Skater Girls” published in 2017.

About Elise Crigar – Creative Director and Photographer

As an outspoken female in the action sports industry, Elise believes in breaking social standards, pushing boundaries and enjoys creating content that empowers, inspires and ignites others to gain a new perspective. She currently works as a global social strategist for surf brand, Hurley. Elise is the designer of the all girls skateboard book “It’s Not About Pretty: A Book About Radical Skater Girls” published in 2017. In her free time, Elise enjoys surfing and skateboarding near her home in Dana Point, California.

About Madeline Northway – Cinematographer

Madeline Northway always knew that growing up in the Midwest and being heavily influenced by the ‘60’s and ‘70’s culture she gravitated towards would shape her views behind the lens. Now working in Los Angeles, she enjoys creating stories about female subjects who are effortlessly yet unapologetically confident and strong.

About The Anti-Queens - Song “Worse Than Death” (featured in skate video)

The Anti-Queens is a quartet of high-powered women, ready to take over the world. The band is known for their high-energy, take no prisoners live performances (influenced by The Blackhearts, The Runaways, L7 and The Distillers) and punk as f*ck attitude. The song “Worse Than Death” is the opening single for their just released LP with Stomp Records.