ISPO | BRANDNEW Skateboarding Innovation Brand WESC Debuts at ISPO Shanghai This Summer

A symbol of Swedish skateboarding—WeSC captivates with its revolutionary headphones and apparel.

"The skateboarding community is deeply connected," "skaters are always right," and "skateboarding is the coolest." In 1999, five young Swedes infused these ideals into their brand—WeSC: "We Are the Superlative Conspiracy." This phrase captures the emotions of skateboarders. So, what’s their latest creation? What’s driving WeSC’s success?

"We are a street fashion brand. We combine streetwear, fashion, and skateboarding, striving to create a brand that elevates them to new heights," said Greger Hagelin, one of WeSC’s founders.

Since standing out in the sportswear category of the "ISPO Global Innovation Award" in 2002, this group of Nordics has stayed true to this promise. "Functionality, high-tech snowboard jackets, and an active, fashionable street style—these are the unique hallmarks of WeSC," commented judge Reinhard Pascher.

Life After Skateboarding

Hagelin was frustrated with the monotony of skateboarding clothing. For him and his partners, skatewear shouldn’t just be limited to the skatepark—it should influence life beyond it. Skaters, both male and female, should have clothing and accessories suitable for any time of year and any occasion.

"Since the early 1990s, skateboarding has been disconnected from art and fashion," said Jason Lee. "Remember when skate style used to mean super baggy pants and T-shirts several sizes too big? WeSC changed that."

The American comedian is one of WeSC’s so-called die-hard fans. He started wearing WeSC head-to-toe early on, and his fame helped make the brand globally recognized. Beyond Lee, many artists and skateboard pros are devoted to WeSC and spare no effort in promoting the brand, making it increasingly well-known.

In 2015, WeSC’s collaboration with the Andy Warhol Foundation caused quite a stir, resulting in highly popular skateboards, accessories, and apparel.

Rapper RZA Serves as Brand Ambassador

WeSC abandoned traditional marketing strategies and instead focused on cultivating its so-called die-hard fans, who not only promote the brand but also bring their own ideas into the design process. As a result, world-renowned artist RZA not only has a product line named after him but also deeply participates in the production process.

"Remember when you were drunk, lying in the backseat of a car doing nothing, just staring at the radio lights? Why not do the same with headphones?" RZA thought. So he designed detachable ear cups with built-in LED lights—just to look cooler.

Headphones Become Iconic

It’s this innovative, laid-back style that has brought success to WeSC. The eye-catching headphones designed by these Swedes created a new trend, replacing traditional in-ear models. If you weren’t wearing WeSC headphones by the late 2000s, you weren’t cool. But WeSC’s headphones aren’t just visually striking—streamlined, colorful, casual, and urban—they also deliver perfect sound quality.

Just like when they won the "ISPO Global Innovation Award," every WeSC product is a perfect blend of function, fashion, and high quality. Their innovations are endless. This summer of 2018, WeSC will launch an unisex collection suitable for both men and women.

"We feel that both men and women are interested in our products. We’ve previously launched unisex accessories and shoes, and now it’s time for a full unisex product line. WeSC is constantly evolving," said new CEO Joseph Janus.

WeSC headphones created a design revolution. Image: WeSC

WeSC stores are located in 22 countries

Fifteen years ago, this forward-thinking approach was a key reason WeSC won the "ISPO Global Innovation Award" and became one of Sweden’s fastest-growing companies. "I think focusing on startups is a great idea," said Greger Hagelin, who fully agrees with the philosophy of the "ISPO Global Innovation Award." In 2015, he even joined the judging panel.

Today, WeSC is a publicly listed company with stores in 22 countries, an online shop, and an annual revenue of €300 million. Its "conspiracy" has truly "succeeded."

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