Behind the Brand: Paris Trucks
|Based||Culver City, CA|
|Disciplines||Downhill/Freeride, Dancing/Freestyle, Cruising/Commuting|
When you envision one of the largest longboard truck companies in the game, you might not think it was actually a street skater who conceived the idea for a game changing new truck. However, that was exactly the case when Joey Pulsifer created Paris Truck Co. in 2006.
In essence, the Paris story began with a trip to a skate shop when Pulsifer and a few friends saw a group of kids buying longboards off the rack. In an epiphanic moment, he and the crew resolved to start their own company, Riviera Skateboards. After going fleshing out initial ideas for the company, the question soon came: what trucks should be used for these boards? Discontent with the available options a the time, Pulsifer decided to take matters into his own hands.
Flipping back the history books, the small handful of trucks that existed in the market at this time included Randal, Alpine, Bear and Gullwing. In response, the Paris V1 filled a gap in quality with a completely reimagined design. With what would go on to be recognized as the new standard for reverse kingpin (RKP) longboard trucks, the V1’s introduced a smoother and cleaner looking creation than the primitive designs in existence. In addition to a more polished feel, the V1’s not only stood out in terms of appearance but also in performance. Featuring a new open bushing seat, these trucks allowed a greater turning radius that opened the door to surf-like levels of flow unlike anything most longboarders had ever felt.
As the V1’s made their way around the longboarding community, they ran their course over the next six years. By that point, Caliber Trucks had infiltrated the market in 2010 and was well received for their provocative ads and appeal to the growing freeride community. Though the two truck-manufacturers were never in direct competition, due to their divergent interests in marketing, team riders and content production, Paris acted on an update that had long been in the works with the drop of their V2 trucks in late 2012. As a cleaner version of the original, these new trucks appeared even more refined on the outside and included technical revisions on the inside that, included hangers that were more resistant to bending.
Over the past several years since their release, the Paris V2’s still remain the standard for a colorful RKP Truck with a diving turn. Though this has been their best known truck over the years, they have taken things on other directions along the way: specifically with the 2014 release of the Savants.
With the demands of the downhill racing and freeriding communities in mind, these trucks feature a forged hanger for high-grade strength. Also, unlike other Paris Trucks, the Savants feature a tighter bushing seat to guarantee increased stability and more predictable turns. Add this to the enhanced washers, speed rings and pivot cups and you’ll see how the Savants are a perfect reminder of Paris Trucks’ ability to innovate even on one of the most successful trucks on the market.
Another important pillar to the Paris Truck Co. brand has been their support for an international team of riders to get skaters involved worldwide. Speaking on the importance of an international sphere of influence, Team Manager, Ryan Ricker said,
“Paris is a global brand. We like to reach all corners of the world since we have shops and distributors all over the world as well as an amazing team of riders.”
Going on, Ricker spoke on the emphasis of enabling their team to collaborate by saying, “Getting them together is one of our favorite things to do. We like to get as many of our riders as we can together to show what the brand is all about and promote team camaraderie through trips and events that really showcase everyone’s unique talents.” In the process of promoting these values, Paris Trucks has made it a point to go beyond simple product flow and actively maintain a presence at local events. Whether it be at a Dock Session meet-up in Venice Beach or in Paris itself, Paris Trucks places a thorough effort on making sure their team riders are there in full force, teaching tricks and spreading the stoke.
All things considered, it seems as though Paris Truck Co. has their work cut out for them as they prepare for a future of continued success. After a recent switch in distributors from their friends at Arbor, the Paris crew has found a new home in Culver City under the Loaded/Orangatang umbrella. Still 100% independently-owned, Paris Trucks has plans for continued innovation when the timing is right. By the nature of truck development, their plans for improvement is slated to be slow and subtle but ultimately long lasting. Plus, aside from the R&D end of the operation, the Paris team will continue their attempts at fostering inclusive riding environments for longboarders whether it be here in LA or anywhere else their trucks carry them.
All photos authorized to use by Ryan Ricker.