Interview with *AMMO* – Felix Arguelles
Tell us about *AMMO* Skateboards. How did it all get started and who/when?
Thanks for asking, about 7 years ago I came up with the idea and it’s just growing in my head until I decided to share it with everyone on Jan. 1st, 2011 with the launch of the website www.AMMOUSA.com.
Where is *AMMO* based out of?
Currently home base is actually my loft in DTLA, it’s our creative space, offices, wharehouse and home. If your brand is not your home is it really worth grinding for!?!
Who’s currently on the team or “Troop” and are there any plans for expansion?
The expansion has taken place over the last 2 months, Javier Nunez and Manny Santiago have joined me as the first members of the *TROOP*.
3 generations of versatile, diverse skateboarders coming together to make something happen with their gift, their passion.
I feel a team wouldn’t properly encompass what *AMMO* stands for, so I felt the need to call it a *TROOP*. Although a bit of a military term the concept is with photographers, painters, filmers, etc. Being a part of the ARMY we are more like a *TROOP* than a team.
How was the Troop assembled? You guys are all East Coast transplants, right?
Correct, we are originally from the East Coast, I have only worked with my friends my whole life for better or worse. Manny and Javier are 2 of them that have been able to see a lot of the inner workings and what takes place at brands I am associated with and they had an appreciation for my work. So both ask me to be a part of *AMMO*, individually, at different times.
I was extremely flattered and a bit pressured by having to be responsible somewhat for their boards and growth as pro skateboarders. But if we grind side by side then you know I am gonna make stuff happen by all means necessary.
Were you guys at Tampa Pro? How was it?
Yes we were there, I felt there was no place better to announce Javier and Manny joining the *TROOP* than Tampa Pro. That is the realest event in the history of skateboarding, do your homework and you’ll see. So it only felt right to carve a little notch in history while skating at the contest.
What type of products will *AMMO* be offering down the road? Just decks and softgoods or hardware as well?
*AMMO* is a high concept surplus company. Obviously, as a skateboarder, basic skateboarding goods will be offered because you can’t reinvent the wheel you can only rebrand and market it. But you “CAN” introduce new products or twist existing ones that work better.
*AMMO* will also provide non-tangible items such as blog posts, and imagery that will stimulate others to create a better place for us to co-exist.
There will also be non-skateboard related items that just help you in life, you need certain *AMMO* for different tasks in life and I feel good design needs not to be categorized rather utilized.
You see, skateboarders are the most creative people on Earth, and if you do whats done, you’re really just a “taker”. We are gonna give back in every sense of the word.
You have a strong background in art and fashion, how much of that will we see in the *AMMO* lineup?
Thanks for acknowledging that. As the line matures it will remain relevant to our roots but grow far beyond the average skateboarding goods currently offered. There will be technically advanced and specifically designed items with features on apparel to improve function. Bringing the relevance of the brands name to the forefront *AMMO* SURPLUS COMPANY.
What are some of the other plans for *AMMO* in the future? Any videos?
We currently have a series of webisodes coming out introducing the team, there will be a second run of those for this summer and finally a one song promo for the holidays.
In between these video drops there will be other visual stimulus showing the different aspects of the brand and beginning to share some of what differentiates *AMMO* from just a skateboarding brand with a team.
We are a young modern brand and fully understand the need to share content in todays day and age, luckily we have the crew to back it up.
Any last words?
People and things can only stop you temporarily, you are the only thing that can do it permanently, endure and conquer.” Thank you…
