The world of skateboarding and streetwear has evolved far beyond its rebellious roots. What started as a subculture driven by youth, music, and self-expression has now become a global industry worth billions, influencing music, fashion, and lifestyle trends around the world. Skate culture thrives on authenticity, creativity, and community, and brands that understand these values continue to shape the industry in exciting ways. In Switzerland, one brand has consistently embodied this spirit, combining skateboarding, music, and street fashion into a unique retail experience. That brand is On y va.
The Early Days of a Vision
The story begins in 1987 with the opening of No Way, one of Switzerland’s first skateboarding and snowboarding stores. Inspired by a three-month journey across the United States, the founders discovered an underground world of grunge music, hardcore bands, and skate culture that captivated them. They could not have imagined that this journey would eventually influence fashion and music trends worldwide. This early exposure shaped the vision for their stores, blending skateboards, music, and fashion into one concept that felt entirely new at the time.
By 2008, On y va was born as a continuation of the No Way legacy. The founders carried forward their passion for skateboarding while introducing a fresh retail concept that merged music and streetwear. A visit to Seattle’s Fallout store provided a model of what they wanted to achieve, combining skateboards and records in one space. The early years of On y va set the tone for its distinctive approach to fashion and culture.
Bringing Global Style to Switzerland
On y va quickly became a pioneer in bringing international streetwear and skate trends to Switzerland. The founders scoured garages and warehouses in California to discover emerging brands before they became mainstream. Paying cash and shipping oversized jeans, hoodies, shirts, and caps back to Zurich, they introduced Swiss customers to the baggy pants trend years before hip hop embraced it. Their intuitive sense for fashion and culture helped the store stand out and attract customers from all over the country.
The store’s early success was not just about the products but also the people behind them. Staff members became local celebrities among skate and streetwear communities, creating a culture-driven shopping experience. By focusing on authenticity, On y va distinguished itself from other retailers, offering a glimpse into the world of global street culture while maintaining a distinctly Swiss identity.
Staying True to Roots While Innovating
Despite years of growth and change, On y va has always stayed true to its skateboarding roots. Old skate decks displayed in the store serve as reminders of the brand’s origins and the passion that drives it. The store’s design concept has received widespread praise for its creativity and originality, reflecting an understanding of both aesthetics and culture. Stylist friends often borrow pieces for fashion shoots, reinforcing the store’s influence beyond retail.
Inspiration for On y va’s collections comes from multiple sources including the streets, the internet, fashion fairs, furniture exhibitions, travel, and everyday life. This approach allows the brand to remain relevant while constantly exploring new ideas and styles. Copying by other retailers only confirms their pioneering role, and On y va continues to balance tradition with innovation, offering a unique experience for customers seeking authenticity and creativity.
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