X Games

Buzz Brands

7 of 10

Hella Cool

Photograph By William Philpott

At the beginning of the 1990s, the scene at Embarcadero in San Francisco was the epicenter of street skating, trend-setting, music and all things cool in the world of skating. The unofficial mayor of this revolution was professional skateboarder James Kelch. After moving back to Cincinnati, Kelch got the itch to bring back the vibe and fun of those yesteryears with Hella Cool Skateboards. The Midwest has always been a hot spot for skateboarding's elite underground, and Hella Cool is at the forefront.