The History of Zero Skate Decks & The Company
History of Zero Skateboards by TheDeckHouse
When you think of a skateboard brand with history, Zero Skateboards would be at the top of the list. Forming in 1996, Zero Skateboards celebrates 30 years of operation in 2026! This dark aesthetic is one-of-a-kind and created for skaters who are unapologetically themselves through their sport. The takeoff of Zero Skateboards begins by following the unique story of founder and professional skateboarder, Jamie Thomas.
The Beginnings of Zero Skateboards: What began as a clothing brand back in 1996 has now transformed itself to one of the most influential skateboard brands of its generation. To understand Zero Skateboards you’ll have to understand Jamie Thomas’ influence on the skating scene as a whole. We take great pride in offering Zero Skate Decks.
Jamie Thomas Before Zero Skateboards
Before the startup of his own company, Jamie Thomas was a professional skateboarder riding for an abundance of companies. A part of that was his work with Toy Machine, which later on became the blueprint to his future successions.
Thomas began riding at age 11 and by 18 had moved out to San Francisco to fulfill his lifelong dream. His early beginnings of filming videos with Toy Machine launched his interest in the behind the scenes creative process.
The skate industry was rapidly changing by the 90s. In Thomas’ mind skateboarding had become too one dimensional and it was time to revert it back to its original ways. This was the beginning of one of the most iconic skateboard companies, Zero Skateboards. We still remember those times and it's allowed us to curate an amazing selection of Skate Decks.
Early Stages of Zero Skateboards Startup: The initial idea of Zero was to keep it just a clothing brand. Thomas had approached Tod Swank, who was running the distribution company for Toy Machine, with an idea to keep investments low for his brand. Although his initial expectations weren’t high the skateboarding community took hold of his creation and the takeoff of Zero was immediate.
The name was inspired from Thomas’ past company he rode for, Zero Sophisto. After receiving permission to use half of the name he dove completely into the darker imagery that filled his creation. By the year 2000 he craved bigger and proved better by separating from his original distribution company and creating Black Box Distribution. The measures of Thomas’ success travels far and wide and only has more to come.
Zero Skateboards: Reaching Success
Riders for Zero Skateboard are chosen based on personality and passion. Amongst the early riders, Adrian Lopez in particular was chosen off of his skating style and exhilarating personality that the brand was all about. Chris Cole, another professional skateboarder who rode for Zero, redefined early 2000s skating. While riding with Zero, Cole won Thrasher Skater of the Year twice, only done by four total skateboarders in history.
A lot of the company's marketing strategy was releasing full length skate videos that established the brand identity. Videos like Thrill of It All and Misled Youth featured team riders like Erik Ellington, Jim Greco, etc. At this point the company's success was reaching highs they’ve never imagined, including winning Thrasher King of the Road championships three years consecutively.
Not only this, but Jamie Thomas won the 2006 Ernst & Young Entrepreneur of the Year award. Now nearly reaching its 30th year, Zero Skateboards is still up and selling, an accomplishment in and of itself.
Where Is Zero Skateboards 2026
After moving to Dwindle Distribution in 2014, by the year 2017 Zero Skateboards was reclaimed and operated by Jamie Thomas. Thomas remains skating for Zero at 51 years of age and continues to adjust store strategy to treat his new fans as well as his loyal customers that crave that nostalgic beginning. Read about Jamie Thomas here.
The identity of Zero remains darker aesthetics that promote being unapologetically yourself. You’d be interested to know that the logo of Zero is inspired from the Skull on Syd’s, the character from the 1995 film Toy Story’s, shirt. Independence, aggressive graphics, and underground styles are all what makes Zero Skateboards what it is today.
Being able to maintain success through the highs and the lows of the skateboard movement is exactly what Jamie Thomas does best. Zero Skateboards is here for the long run. Durability, longevity, it’s all promised through their years of commitment to skaters. TheDeckHouse.com stands by all the brands that they sell as being top-of-the-line quality. Our unbiased opinions are here to educate aspiring skaters where to look and how to start!