to me mash is the closest thing to a skate brand cycling has, it genuinely has some good history/ cultural significance to it, and at one point, was somewhat countercultural in its aesthetic.
i just find it funny, like most skate brands, as they've grown they've not grown through being relevant to the culture that is now, they've grown by being a nostalgic reference to their userbase who now has a larger pool of disposable income, their pockets getting deeper etc, their style of riding changing.
the brand has the energy of the old guy at the premier, bops around, is chill, and everyone is whispering telling you what a big deal they once were. but alas all you can see is a 40 year old dude, wearing a brown baker tee and a long grey hoodie, crusty ass DCs taking half a filming day kickflipping a 5, meanwhile you have 30 up and comers dm'ing you on insta landing a tre down a 20 set to the sound of pop smoke
this is without touching on how they seem to have been absorbed into "bike marketing" at large and no longer hold a cool outsider perspective, again, like an aging skate-brand. them releasing/prototyping a gravel bike which looks straight out of 2015, dripped in SRAM product placement and chas looking like he's any random insta discover sponsored rider is strangely fitting for where they're at
to me mash is the closest thing to a skate brand cycling has, it genuinely has some good history/ cultural significance to it, and at one point, was somewhat countercultural in its aesthetic.
i just find it funny, like most skate brands, as they've grown they've not grown through being relevant to the culture that is now, they've grown by being a nostalgic reference to their userbase who now has a larger pool of disposable income, their pockets getting deeper etc, their style of riding changing.
the brand has the energy of the old guy at the premier, bops around, is chill, and everyone is whispering telling you what a big deal they once were. but alas all you can see is a 40 year old dude, wearing a brown baker tee and a long grey hoodie, crusty ass DCs taking half a filming day kickflipping a 5, meanwhile you have 30 up and comers dm'ing you on insta landing a tre down a 20 set to the sound of pop smoke
this is without touching on how they seem to have been absorbed into "bike marketing" at large and no longer hold a cool outsider perspective, again, like an aging skate-brand. them releasing/prototyping a gravel bike which looks straight out of 2015, dripped in SRAM product placement and chas looking like he's any random insta discover sponsored rider is strangely fitting for where they're at