🎨 Call Me 917: A Skateboarding Brand with Style and Soul

In the ever-evolving world of skateboarding, few brands have managed to blend street culture, high fashion, and raw skate talent quite like Call Me 917. Founded by pro skater and creative polymath Alex Olson, this New York-based company carved out a unique identity that resonated far beyond the skatepark.

🌆 Origins: From Area Code to Icon

Call Me 917—often stylized as Nine One Seven—was born out of Olson’s desire to separate his fashion-forward brand Bianca Chandon from his skateboarding roots. After launching Bianca Chandon in 2014, Olson realized the need for a more skate-centric label. Thus, Call Me 917 emerged as its gritty sibling, named after the 917 area code of New York City, where Olson had relocated from California to immerse himself in the city’s vibrant skate and art scene.

Olson, son of legendary skater Steve Olson, had already made waves in the industry with sponsorships from Girl Skateboards, Vans, Nike SB, and even Louis Vuitton. His eclectic interests—from meditation and veganism to DJing and fashion—infused Call Me 917 with a distinct personality that set it apart from traditional skate brands.

🛹 What Made 917 Stand Out?

Call Me 917 quickly gained a reputation for:

• Bold, vintage-inspired graphics on decks and apparel

• Crossover appeal between skateboarding and streetwear

• Creative video projects, including full-length skate films like The 917 Video and The 917 Video 2

• Collaborations, such as the NOSLOS sunglasses with AKILA, blending skate aesthetics with high-end design

The brand wasn’t just about selling boards—it was about cultivating a vibe. Olson once described skateboarding as closer to dance than sport, and that philosophy echoed through the brand’s visual language and team dynamics.

🧢 Sponsored Riders & Team Culture

Call Me 917 built a formidable team of skaters who embodied its stylish, rebellious ethos. Notable riders included:

• Cyrus Bennett

• Max Palmer

• Jesse Alba

• Vincent Touzery

• Sean Pablo

• Genesis Evans

These skaters weren’t just talented—they had flair. The team’s video parts often featured unexpected music choices, fashion-forward styling, and a raw, DIY energy that made them cult favorites.

📉 The Fall of the Team

Despite its creative highs, Call Me 917 faced internal challenges. In 2021, Olson confirmed the dissolution of the team, citing financial strains and creative disagreements. The COVID-19 pandemic exacerbated tensions, leading to pay cuts and a domino effect of departures. Olson admitted to being less present as a leader, and the lack of direction ultimately led to the team’s collapse.

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