With the recent announcement of skateboarding joining the Tokyo 2020 Olympics, skateboarding culture has grown since 1950s California surfers wanted something to ride when the waves were flat. A new wave called “sidewalk surfing” evolved and people were shredding on clay wheels paving the way for the sport and taking it to a global phenomenon.
There are few cultural products more opposed than the fashion realm and skateboarding streetwear. One is a gritty counter-culture that evolved in the streets and the other was dreamt up by glitz-and-glamour designers looking to charter new stylistic terrain. But this combination of cultures hasn’t stopped the far-fetched marriage from reaching an apex.
This is why 29-year-old founder and CEO of Lucre, Matthew Ricci, has brought his love of streetwear fashion and skateboard culture to the people of Pompano Beach. Located at 2306 E. Atlantic Blvd., Lucre is a skate couture boutique that features eccentric streetwear fashions such as graphic T-shirts. The shop gets its name from the idea of being lucrative. It also offers comic books and vintage toys of the 1980s through the ’90s.
“Even my fiancée, who I met at 14, says even when she met me all I ever talked about was having my own store,” Ricci said.
He has dreamt about having his retail store since he was 16 and he’s always had a love of fashion, skating and shoes. Leaving chiropractic school, Ricci became a merchandise manager for J. Crew. While there, he learned about the importance of store design, laying out products and customer service.
Unlike so many other stores, Lucre isn’t about just picking clothes off a rack or from a pile. It’s about showcasing a variety of selections that hardcore skateboarding fans will recognize for quality and being genuine, while casuals will appreciate styling comfort, Ricci said.
“Places like Zumiez or Tillys carry sellouts,” he said. “When you go into a Zumiez, it’s dark in there, it’s not well lit, it’s run by teenagers, it’s stack them high and let them fly, and it’s not for the upscale individual who wants to be themselves.”
However, Ricci said he believes some items have gone mainstream for their own good.
“It’s for those who just now want to follow the trends like wearing Thrasher hoodies,” he said. “I’m here for the hands-on treatment, those who want quality and the welcoming factor. If you make it into a place like Zumiez, good for you. But you sold it to the mainstream not to make it artistic and not to stay true to the skateboarding culture.”
Skateboards are not only prized for their smooth rides, the heights they may soar and the velocity at which they swift. Though skateboarding culture has often been thought of as the home of unruly, unlawful and anti-establishment youth, these rebels on wheels wear bold artistic graphics and brands with a meaning behind them.
Some of the brands that Lucre carries include Babylon L.A., Butter Goods, Carrots, Chinatown Market, Pass~Port, Hélas – Paris, Quasi and X–Large.
Ricci described how these brands come from all over the country and world. One example would be Hélas, a brand inspired by the polo and tennis brands of the 1990s combined with Lacoste. Easily recognizable by the famous umbrella logo or polo player stitch, Hélas has managed to become one of the fastest-growing skate brands of the last decade. Hélas is also known for its streetwear collection that matches blends of golf club style, tracksuit fashion and gold chain chic.
Or when noticing the Butter Goods chenille patch “JAZZ” verbiage T-shirt, admirers will see an illustration of a saxophone player. The player is balanced by an all-over print of the Lion of Judah, snatched straight off the Ethiopian flag.
Some of these prints are meant to bring awareness to social issues or social commentary. It’s about being a voice with a message and style rather than just a repeated echo in the fashion world.
It isn’t by surprise that skateboarding spawned during the same era as punk rock and hip-hop. The ethos of the anti-establishment inside of the music crafted the perfect soundtrack and style to the rise of the skateboarding culture.
“It’s punk rock with a physical presentation,” Ricci said.
Lucre’s Julian Barnes wants visitors to the shop to know that its style is more than just for skaters.
“It’s a self-expression of individuality,” he said. “Being yourself, not really caring about what other people think about you; we have items that’ll have people wanting to speak to their individuality because we don’t see a lot of that these days.”
The most popular item at Lucre is Carrots. Launched in 2005, Carrots was founded by the “Martha Stewart of Streetwear” Anwar “Carrots” Washington after the success of his successful clothing brand Peas & Carrots.
“I’ve been here for three months and I’m almost sold out of these shirts,” Ricci said.
The Los Angeles brand is finding popularity in Pompano Beach. Carrots is known for its bunny logo with bold oranges in its line of T-shirts and accessories.
“People love Carrots,” Ricci said. “They love it for high-quality goods and the materials they use; people know they put love into that.”
At the store’s ribbon-cutting ceremony, Kyle Klaus brushed his fingertips against a pair of fuzzy suede shorts. He then held up a black crewneck sweater, asked for his size and smiled.
“The store is well-organized and well set up and it offers a different variety,” Klaus said. “I think the people of Pompano will like all of it.”
He said he’d like to see Lucre get shoes soon and he likes the fancy throwback styles.
From butterfly clips to polka dots, the ’80s and ’90s trends have also been making a fashion comeback in the skate culture and streetwear fashion world as well.
“I’m an old school streetwear cat and it’s what I want to create here, that feeling of classics meeting now,” Ricci said. “People like nostalgia because it’s something that’ll never leave and classics never die.”
When Ricci isn’t watching his favorite movies such as “The Shining” or “Silence of the Lambs,” Ricci adds these pop culture figures to his store collection. Vintage and collectible Bart Simpson and the rest of The Simpsons dolls along with Power Rangers, Back to the Future and more decorate the shelf case.
Transformers, Ghostbusters and Teenage Mutant Ninja Turtles are also available along with toys of today with an ’80s or ’90s vibe such as WWE action figures, NECA and Funko Pops.
“It adds a sense of whimsy to the boutique’s clean style,” Ricci said.
Pull an orange soda out of your neon fanny pack and relax on Ricci’s couch. Guests are greeted by Bruce “The Shining” Bear. Listen to music such as Mac Miller or Big L while taking a look at some classic colorful pages from the comic books.
“I have little skate kids that come in here that are very mindful and respectful,” Ricci said. “They’ll come in here and watch cartoons on the couch and it’s that welcoming factor that you don’t get at other skate shops.”
Visit lucreindustries.com.
