Hot rats! How the illustrated vocabulary of Californian Kustom Kulture informed the subversive and irreverent identity forever associated with skateboard fashion and tastes

This paper was motivated by an enthusiasm and curiosity to investigate the origins of the illustrated visual language associated with skateboarding. The conspicuous displays articulated the adrenalin thrills of the act itself and disseminated a potent visual code to juvenile consumers eager to establish their rebellious, anti-social credentials. This paper sought out the rich visual iconography associated with Californian youth movements (brought to light by Woolfe in his essay The Kandy-Kolored Tangerine-Flake Streamline Baby, 1965) and attempted to establish a clear lineage between the legacy of Hot-rod customisation practices and the graphic heritage of skateboard culture best characterised by popular skateboard brands such as Powell-Peralta and Santa Cruz, which established the resilient visual inheritance that would eventually transform the perception of these counter cultural attitudes and motifs.