Tell us about how you got into skateboarding?
I was 10 years old when I first got into skateboarding. Being the youngest in my family, both of my older brothers had already tried and grown out of it. I saw an old beat-up Zoo York deck laying around in my garage, dug up some trucks and wheels in some dusty drawers and put together a shifty complete. Next thing I knew, I was in love with the culture, studying all of the brands in the industry and keeping up with all of the skaters coming out of the scene. From then on I knew for sure I wanted to be apart of it.
How did you come up with the name Limitless Culture?
Growing up I witnessed all of the best brands grow into what they are now, paving the way for the skate culture. With new brands emerging almost every day, I saw a lack of variety. Hundreds of companies trying to do the same thing in the same industry. I founded Limitless Culture Company to fill that void, to bring back the authentic feel that skateboarding was founded on. I chose the name Limitless Culture because it speaks to the skaters who want to be rebellious and take risks. It speaks to the daredevil inside and encourages the inner youth to come out and chase for whatever it is that they want. Nowadays brands are too fake and are often afraid to speak out against what they do and don’t believe in. Limitless Culture stays true to its beliefs, to the roots of skateboarding, and to the community.
Is it hard to build a team? What does it take to be part of your team?
Yes. Having a unique team that fits well together while also fitting perfectly with the brand is hard to do. In my opinion, it will make or break the brand.
We don’t just bring on any random shredder who wants to rep the brand. Most often times we don’t bring on anyone that doesn’t get down with the immediate crew. It’s all part of keeping the brand authentic, keeping the team close and making sure the message is clear.
With the industry being flooded with new pros that we never heard of from smaller brands. What’s your opinion on that?
I think it’s epic to see that skateboarding has made it to the point where more and more young skateboarders are getting noticed and put up on the map but it definitely makes the industry more competitive. With all of these crazy young rippers coming out of bumble-fuck, Idaho, you never know which brand is gonna cop the next skater to change the game. That being said, everyone is looking and jumping around looking all over for the next pro-to-be. If you ask me I would rather keep my crew tight and let the wave take us where we wanna go.
What makes Limitless Culture different than other brands out there?
Other than the fact that Limitless Culture was founded on being different from the other 10,000 upcoming brands in the industry, what makes us different is that we aren’t a brand. We are a culture; an authentic culture just doing what we love for the community that we love. It’s about making it better for everyone, not being better than one another; It’s about progressing skateboarding as a culture and showing everyone else in the world that this is our playground too. We understand what most brands don’t. Limitless Culture is different because we were those “different” kids at school that didn’t play sports, or do what other normal fucking kids did. We are different because we want to be.
Do you or do you have someone come up with the graphics for Limitless Culture?
Most graphics and designs are children of my own but the crew contributes their fair share of art to the brand as well. Having the crew apart of the design team ties it all together. When you all have the same vision and similar aesthetics, it’s easy to help each other out on projects.
Do you think it’s hard from being from New York to get your brand out-there compared to some brand from Cali?
It definitely puts us at a disadvantage to the brands who are stationed out there but it works both ways. It all really depends on how good of a job you do and how much work you are willing to put it. Being near the city allows me to have access to dozens of well-known skate shops along with some of the best skateboarders in the world. While it’s definitely a difficult task trying to get skaters down with our brand from across the country, we make it work by being who we are. Were not in it for the money or the popularity contest, we just simply want to be reckless and have fun just like any other skaters in the scene. Were in it for the culture and I think that is enough to get our brand where it needs to be.
Let’s say: I’m a shop owner, you come to my shop & you want me to carry your brand. How would you get me to carry Limitless Culture in my store?
I would start with a friendly conversation asking you about the history of the shop and how it came to be. Then I would bring up my brand, relating my passion to yours, while also explaining the goals as well as how we are different from other brands. While doing so, I would have my official catalog ready to show all of the products offered with their specific price-points. I would also bring some free clothing/board samples to show the quality of the brand.
What is Will Angiulo’s day like?
Depends on the day and the season. At the time of writing this, I have been sitting on my computer for 4 hours doing designs graphics and branding at my house in Montauk. I’m probably gonna burn some trees down, eat some food and continue churning content until around 5 PM. As the day turns to night I will most likely pop open a cold brew and meet up with some friends and go out. Usually, I would skate or surf for a couple of hours but it’s raining today and the swell is absolute shit. In the Fall, Winter and Spring months, I am down in Savannah as a full-time student, working on the brand every hour I get while squeezing in time to skate and be a 20-year-old.
Thank you for talking with us & wish you the best of luck with Limitless Culture. Is there anything you want to say to someone that wants to start their own brand?
Don’t be stupid, Have everything figured out before you do. Playing catch up is shitty. Make your life easy and plan it out! – TZ
