Founder of Polar Skate
Polar is a fitting name for a company that so refreshingly opposes the paradigm. In an age where skateboarding is fetishized as an ‘action sport’ – worse, a marketing lane – Pontus Alv’s hardgoods company has made aggressive strides to preserve the street-level authenticity of skating. Through Polar, Alv has played the torchbearer in skateboarding’s transitional phase; leading collaborations with Converse and Carhartt WIP; conceiving and editing a steady stream of promotional videos; all the while continuing to pioneer a DIY construction movement in his home city of Malmö, Sweden and abroad. With such passionate output in 2014, the next year looks ripe for Alv to build on his actions.