Cool Girls aren’t cool or girls.

The Los Angeles Times has an article on the company Cool Girls Skateboards titled No coasting for this skateboard firm. I’ve seen Cool Girls advertised in some magazines and it’s come up on other web sites. I was willing to cut them some slack on their somewhat cheesy and unoriginal graphics that look like they were designed by somebody trying to figure out how to sell stuff to little girls at Target. Why was I cutting them slack? because I assumed they were owned by women who were trying cut out a niche for themselves in a male dominated industry. The web site sure makes it seem that way. Turns out I was pretty much dead wrong. The owner, Frank Davern got into the business by accident from a side venture where he had women reporting on music and trends. I find it kind of creepy, pretending to be a bunch of women in order to sell skateboards to girls, but it’s just business right? It’s not so much unlike when other skateboard companies launch a brand that pretends to be a separate entity. Davern is selling a lot of boards online, but can’t figure out why his boards aren’t flying off the shelves in skate shops nationwide. My guess is that most skate shops don’t see a brisk trade in 8 year old girls. Still, a reported $60,000 in mostly online sales last year means some one is buying them, and more importantly, that I’m doing something wrong here. Also going unsaid, it looks like there is a business opportunity out there for women who might have a better grasp on what girls actually think is cool. Check out the article.