During premieres of shop videos, Theory Skate and Snow fills with the staccato snap of wood against rails and wheels slipping away from asphalt into the air. Alongside a knowledgeable staff, patrons cheer on the store’s team of sponsored snowboarders and skaters, who appear in the clips. Around them, shelves groan beneath all manner of apparel and gear from brands such as Vans, Forum, and DC, and staff circulate, helping shoppers select a suitable deck or figure out how to out-skate their shadows. Dan and Frank, Theory’s owners, also demonstrate their love for skating by raising funds to help build local parks.
