Why Would a Skate Company Collaborate on a Lifestyle Shoe?

The Pop Trading Co. might not be a company you’ve heard of before. However, if you live in Belgium, the Netherlands, or Luxembourg, there’s a chance you’ve either purchased or seen some of their stuff. Launching as a distribution company in 2012, Pop came into the market at just the right time, using their connections within the European skate community to secure brands like and Polar for the Benelux market. Establishing these inroads also helped them to fund their own product range.

This year, Pop stunned a few people in the market when they collaborated on a  rather than something more skate-ready. That seemingly unlikely release inspired us to question why a skate company would colab on a product that is potentially not of interest to their core demographic. So, we spoke to Pop Trading Co. to uncover the thinking behind their link-up with NB.