Before winning Transworld Skateboard Magazine's Best Team award, before their critically acclaimed skate videos hit the streets, Cliché was founded in the summer of 1997 with only a franc and a dream in Lyon, France. As American skateboarding was blowing up, Cliché got to work building a European base and bringing it to the forefront. Since the beginning, Cliché was based on two concepts: photography and all around, organic skateboarders.
In French, Cliché literally means picture and serves as the company's vision. This visual direction is captured on a highlight reel of quality boards and apparel, often using photographs of team riders, travel tickets, and locations to give you skateboarding through a European lens. Cliché throws out the negatives to give you a positive deck experience.
With a global perspective on skateboarding, Cliché brings together all around shredders from transition riders to street savvy savants. Lucas Puig, Pete Eldridge, J.B. Gillet, Andrew Brophy, among others, bring a unique view to a unique company.
With 16 years of experience, Cliché's proven success as Europe's top skateboarding brand has been more than just a flash. Say Cheese!