Introducing Black Pearl Wheels

It's really rare in our sport to actually see innovation in products, and not just the same designs used over and over with slight modifications. Which is why I'm so stoked that Kevin Demay (Owner of Ethic) has started Black Pearl Wheels. The wheels feature something that no wheel has ever done before, that being double layered urethane. For more information check out the promo below, and stay tuned for all breaking news related to Black Pearl Wheels.

Dissidence Joins Inside-Scooters: The Kevin Demay Interview

I'm sure to most people the only thing that comes to mind when it comes to Dissidence is the Street Jam every year. But there is so much more to the story of this amazing shop and company, and especially the people behind it. I had time to sit down with my good friend Kevin Demay, and ask him some questions regarding Dissidence, and the result is probably my favorite interview on ISB so far. Check it out below.

What’s up Kevin, how’ve you been dude?

 Kevin:  I'm fine (as always), things are going a bit better now for us, so there is more space in my mind to answer peacefully ; )

 Haha good, good. It’s been a long time coming, but it’s good to see Dissidence partnered up with Inside-Scooters. It seems like Dissidence has been around forever, when exactly did the company get started?

 Kevin:  Yes!  Dissidence seems really old, but we started this project only 5 years ago.  For sure, if you compare that to the freestyle scooter history ... it's like prehistoric.

 At this time, I was running FrenchID with Johann Moreau, and I was tired of seeing every FrenchID part sold by CDK in France (that shop was only caring about the profits, and they never tried to take a look at what was really happening on the core side).  At this time scootering was nothing, so they were the only shop selling the JD-Bug in France (the MS-130B, same as the Razor in USA).

 That's why, with Cyrille, we chose to create a simple online shop, just to have a place where a rider can find everything he needs (actually, it looks stupid ... but, at this time, it was like something totally new in Europe).

 Through this, Maxime Legrand, Jean Yves Randriambelson, Lucas Wisdorf, and Shinpei Nakata followed us on this new adventure.  Then, Jeremy Lenfranchis and Balthazar Neveu were added to the team a while after. 

 Team ... for me, it's not really a team, but more like a group of friends (we have been riding almost every day together since 4 years before the beginning of dissidence).   It's like an OG crew from the old age of scootering.  We don't care about level or results ... it's just the good time we share.

 As I was working at K-124 (FrenchID) on the designer office, the boss forced me to sell only FrenchID parts on Dissidence, otherwise he would fire me.  That's why there was only FrenchID stuff in the shop.  (In fact, that was not a really big problem because FrenchID was almost the only brand on the market at this time).

 Then, when we quit FrenchID one year after, to start new future projects (District / Addict) we become free with Dissidence for the first time.

 With the growing of Eagle, and the beginning of District, we chose to become a distributor, to try to find new shops which would be able to sell scooters.  (At the beginning, there was only Dissidence and CDK.  Now, there are around 90 shops in France selling freestyle scooters ... but we are still the only scooter shop selling only freestyle scooters).

 That’s awesome man. Being a true rider-owned company, what are some of the hardest things you deal with to keep the company running?

 Kevin:  Honestly, the most difficult thing is to stay true ... When you run a business, you are on an ocean swimming in the middle of a lot of sharks (mostly when scootering get its first big boom in France 3 years ago).

 We started with only 3000 euros each (Cyrille and I) from a loan I did to finish my school ... I've quit my engineer school to use that money to start Dissidence.  That may look like a lot to kids, but it's just ridiculous if you compare with what you really need.  At the beginning, all of our stock fit in Cyrille’s bedroom.  We had to grow, without any financial help.

 Anyway, it's easy to grow a shop when you don't care about ethic problems.  In fact, the market in France during the boom was really different than what you can see in America ... there were like 3 or 4 times more scooter riders in every skate park than skaters or bmxers.  And most of them were

kids buying shitty complete scooters.

 But, with Dissidence we always choose to sell only "real" brands.... no Madd, no Grit, no Crisp, no Chilly, or every fucking cheap scooter that doesn't bring anything to the sport (and we have a lot of brands like that in France).  Unfortunately, those brands were like 80% of the sales ... and when you have a really big shop here for 20 or 30 years that starts to sell scooters, it's sometimes difficult to make people understand we are really different.

 I really think we are different ... scootering is our life, and the final goal, nothing else.  That's why the Dissidence family is really big, we try to help every rider we share time with.  The official team is like 7 guys, but, for me, there are maybe 20 or 30 riders we really support and travel with.  And most of the time we give them much more help and parts than what they receive with their own sponsors.

 We take care of the Flavor team.  In France, we help Julien Perret to grow RAW Scootering because he really deserves it.

 At the end, the most important thing is to have a good time and enjoy your life.

 

Love it man, that’s what it’s all about. Talk to me about Dissidence USA.  I know that Matt McKeen, Hep Greg, and Logan Fuller are running that.  What are your plans with Dissidence USA?

 

Kevin:  Hmm ... one year ago we drove all around the USA: New York, Philly, Toronto, Chicago, Seattle, Portland, San Francisco, Los Angeles, and San Diego in a car (Cyrille and me).   I'm sure you remember it, it was the first time I met you.

That trip was first to have a good trip (hey, hey ^^), but also to meet everybody running the scooter industry in USA.

 We were also looking for a good distributor for the launch of Ethic DTC there.  We got a lot of propositions from big companies on the West Coast, but at the end we chose Mothership, north of the West Coast.  Not because they were big with a really good potential (because it's maybe the opposite ^^), but mostly because we recognized in Jimmy and Kingsley was a similar situation to what we had with Dissidence in France, chill and good spirit.

 But, for us, USA is really big and didn’t get its first scooter boom (as we had 3 years ago in France, and also in Australia).  That's why we wanted to split the distribution (east/west).

 And, at this time, there was like nobody on the East Coast.  And as we really like the East Coast (the way of life, the cities ... the population), we were like: why not try to do it ourselves?

 That's why we've asked Matt (I’ve known him for a while with FrenchID and Addict trips) if he was down to take care of it =).  He told us that it could be great to do it with Hep Greg and Logan, and we started like that.

 Actually it's still really new, which is why it takes time to make it work well and be sure this project can stay alive in the future.  But there is nothing secure.  That's why we try.  And I hope one day we will be strong enough there to make great things, not just as a distributor, but also a company that can bring something to the sport.

 Looking forward to that for sure. The Dissidence Street Jam is one of the most iconic events in our sport today.  What made you guys want to start the event so many years ago?  And how has it changed since then?

 Kevin:  4 years ago there was absolutely no street scooter event.  And we really like street and the concept of a street jam (everybody can try, no need to be a super rider, no pressure, no real competition ... freedom).

 That's why we chose to try one, and it worked well.  Everybody enjoyed it.

 For example, with the sponsors we don't ask them to pay anything, or to give us prices... (We pay everything ourselves ... around 10000 euros), the only thing we ask them is: you have to pay any flight tickets for your riders to come here.

And, for sure, we select the sponsors we want to have ^^.

 Sometimes people ask us: Can you advise me how to make a really good event?  What do we have to plan?  What do we have to ask to the city?   The answer is absolutely nothing.

 Every year we start to really think about it maybe 3 or 4 days before (the spots we will use, if we will bring something to the spot ...), and I think that it's mainly the reason why the Dissidence Street Jam is so particular.

 50 riders sleeping on the floor and shredding all night at the warehouse, that is the real street jam (On the video we can only see the "event", but most of the best part is outside the event, during the night or the session with everybody before and after the Jam).

 Haha with such little planning it’s amazing how it always comes together. The Dissidence Street Jam was so big this year, that it attracted the attention of local authorities.  Do you think this will continue to be a problem in coming years?

 Kevin:  It's not the first time we’ve gotten in trouble with cops ... 2 years ago Cyrille got arrested by them, so he didn’t see the end of the Jam ^^.

 But, this year was particularly intense =).  As the famous Bercy spot will be destroyed next year, I was thinking about creating a rail for the 18 stairs.  We made it one day before the jam with Julien (raw) and Alexis Cuvillier.

 The rail was so perfect that we knew we had to drill the floor of Bercy to fix it very well.  (We really wanted to leave it there, for other skaters or bmxers to ride it after, and to think ... yea the most crazy shit ever done on that spot was made by scooter riders).

 So, I drill the spot with a really big driller I had rented.  I was dressed in workmen clothes with a yellow jacket and a helmet to look like a building worker.  The morning of the Jam, we drove 40 miles with the rail on the back of the truck (the truck was 4m long and the rail 7.  It was sketchy driving it in the middle of Paris with 2 guys hidden in the back to handle it).

 We finally arrived on the spot and the security guy arrived just 2 minutes after we'd finished fixing it ... I was like so sad ... it was like the killing of a little baby.

 I hid the driller on the truck before the cops arrived ... I was really lucky to get this reflex decision because when they were there, they were only looking for that to have a real proof of destruction of private property.

 But now I don't care ... I know that next year we will do something crazier and crazier ... that's sure ! ^^

 The only bad thing we think sometimes is that if a rider dies on a spot, we can have a really big problem ... (and when you show riders a spot with like 20 stairs, and you see kids trying it, it's a bit tense ^^) but anyway, if we don't do it, who will ?  ; )

 That was one of the best stories I’ve heard in a long time!  Now, last year, we all saw the “Ethic: The Untold Story” video, you mentioned that Dissidence almost died.  How did you guys bounce back from that, and survive?

 Kevin:  It's just a mix between a lot of work and a lot of luck, and honestly, even though I now know that we have really good products with Ethic, and we choose to keep low margins to make them 50% cheaper than what they have to be, it's difficult ^^.

 We have a lot of work with Dissidence: Ethic, Dissidence Distribution, Dissidence Distribution USA, French Toast, Allis Possible, and others, but we are still really small.

 So, yea, we survived the "Marcel's bullshit" and we successfully brought Ethic DTC on the market, but we had another really stressful time like 2 months ago (just during the Jam).  We have never been so close to dying ... Cyrille didn’t pay his flat for 2 month ^^ we still had to pay $150,000 to factories and other people, and, at the same time, Cyrille and I were only paying ourselves 40% of the minimal salary in France ($600 / month).  During the first 4 years, we didn't get paid at all.  So, if we needed cash, we really had nothing to save us ^^.  No rich family, no security, but time is still alive, so we don't think about it.

 And I think that may be the reason why we try things so easily.  We don't think about the risk ... we’re like kids, and it's good like that, we don't want to be adults.

 In the same time, we've just finished, after 4 years of work, the new Dissidence website (it was really long because we really do everything ourselves with friends).  We don't have $50,000 to pay for a website like that, and we really didn't want to use a "ready-to-use website".  Everything is custom, and created from nothing (It looks really simple, but on the back office page we've made a lot of tools for us to work easier).  I've spent maybe 50 hours just for the "tips" page to design all the images.  And we take all the pictures ourselves on our own Foto Studio.

 www.dissidencescootershop.com

 We have also finished the new 2B2 Distribution website for France: www.dissidencedistribution.com. 

Riders don't see it, it's only made for shops, but when the shop is connected, everything is totally automatic, and easy.  We can now save a lot of time, and it avoids mistakes on the stock ... before we had to run everything by hand with shops. 

 We are actually working on a similar version for Dissidence USA to make everything there also really easier than now.

 So, yea, now we are in a little bit better situation, but as I told you, we still have a lot of money to pay ... and as we don't want any investors, and want to stay totally free, it's really hard to grow and survive ^^.  But, we can try to realize every stupid idea that’s born from our little brain ; ).

 I think that’s the best way to go dude. Where do you see Dissidence in the future?  You now have locations in France and USA. Planning to go anywhere else?  Australia, perhaps?

 Kevin:  Honestly, I really have no idea about where we will be in the future, still here, I hope ^^.  We don't have a global goal, we don't want to become the masters of the scootering world, and we don’t want to have as many shops as we can everywhere in the world.  If we become too big, it will be the same as every other big company: you need a lot of employees, and people don't know each other when they have to build something together ... no spirit.

 We want Dissidence to stay humane ... a family.  And, in Australia, there are already people and companies there to do the right things, like Unfair, Flavor, et al.

 There is enough space for many more real brands here in the scootering world.  That's why we also try to push the riders to set up their own project.  And we will always be here to help projects like this coming from riders, even if we have to do it for free.  The more good brands in this sport, the more our culture will be strong and deep.

About the way we work, it's simple: every time we start something, it's just like a surprise.  We think “that could be cool to try this”, and, the day after, we try it.

Actually, we have a lot of other projects already ready to be started ... the only thing we don't have is enough money to realize them ^^.  But, I think that a few of those projects will probably be born when it is the right time.

 

Kevin, it is always a pleasure to hear from you, dude.  I hope the partnership between ISB and Dissidence is a long one.  If you have any shout outs, or last words, let them go now man.

Kevin:  First, thanks for this small interview (it's a long one, but I would need 50 pages to explain everything ^^).  We are not focused on massive advertising; that's why there are not a lot of people who know us. And I hope this thread will help a few of them to understand who we really are and what we try to realize.

I would also like to thank every friend and rider that supports us.  Dissidence is not just Cyrille and me, but so many other people, stories, memories, adventures ... and without them, Dissidence’s heart would have been really less colorful.

See ya "really" soon ; )

Dissidence in Denmark

Some of you might not know, but JD has been living in Denmark for quite some time now. So Balthazar and Kevin Demay recently made the trip to hang out with the homies in Denmark, and they got some sick footage. Kevin's line was way too stylish. Definitely check this out.

RAW Handlebar Cam Promo Vid from Dissidence

The homies at Dissidence made this promo to promote the handle cam that is now available at Dissidence. All the guys are shredding on Ethics, and Kevin Demay of Ethic is featured in the video as well, along with a bunch of other top French riders. Bomb clips back to back in this thing. Check it out below.

"Ethic The Untold Story" The Truth about District and Addict. Also the Birth of Ethic.

Seems strange to think that you might be riding a Deck, that you think is from one company.. when in reality, it was designed for a completely different company, doesn't it??




Well, I will say there are very very few people that will understand the video posted below. No, not because it's in French, but because you guys just won't understand how Marcel (Owner of Eagle-Sport, District, Addict) is. Though I think some of his former "employees" and riders might. Kevin Demay breaks it all down in a very professional manner. From his start in the sport, to starting District and Addict, to the very end. Finally onto the beginning of Ethic.

It's a lengthy video, but I don't think anyone will be turning it off until it's done. You really get a sense of what District is all about. Of what happened with the Owner behind the scenes, and more.

Also enjoy a sneak peek of the Ethic products hopefully set to drop before the end of 2012.

Scooter Flow Video

Some of the homies in France got this footage in a couple days of filming. Riders are Kevin Demay, Frank Sarcy, and Martin Andre. Edit is by Frank Sarcy. Just good old street riding in here. Check it.

Interview with Johann and Kevin from Addict (You want to read this)

In a sport that's filled to the brim of young riders, and cookie cutter companies, it's sometimes forgotten that there is an adult scene of riders who see things a bit different than most.

Even more so unnoticed that some of these riders have banned together to form a company that will be unlike anything our sport has in it today. That company is going to be Addict. We have all heard of Addict in the past couple of years, but true information slowly became nothing more than rumors. We found ourselves clinging to the "He saids" and not having any concrete information about this company that our sport needs so badly.

Well the answers are here, and this time, there coming straight from the source, in this interview that I was recently able to do with Johann Moreau and Kevin Demay. Get the full interview below.


These answers are both answered by Johann and Kevin, I will refer to them in the interview as “Addict”.



Steven: Well guys...it's been quite some time since we last got to talk, first off, how have you guys been?

Johann M. :Yes it's been a while, but no worry we are still alive haha for my part i'm back from surgery, i had some problems with my shoulders so now i have some axels in it, so it's recovering time..


Kevin D. : I still work alot on dissidence developpment which take me alot of my time. We also started French Toast all together..So i dont have alot of time to ride and film and ride as much as before. But i really hope it'll change soon ! when all the logistic part will be set up perfectly, i'll be back and ride harder than before !

Steven: Damn, well it definitely seems like you guys have been busy. So why have things been so quiet regarding Addict? For a while it seemed like Addict just disappeared.


Addict: We worked alot on district for a year, to make sure addict will be at its best. Solve all the problem that'll possibly happen for the addict production.
Well, riding, filming, working, travelling.. We both went in FSP factory in china to handle and manage the last Addict Prototype production and to set up the final production. But also to set up the District DK2 (v3) Production that kevin designed.
So yeah, lots of things to do haha but we're still here !!



Steven: That's awesome to hear that you have been so involved. So before we go any further...Who is currently on the Addict Team right now?


Addict: Well addict team is Michael Cajas, Matt McKeen, Alex Peasley Jean Yves "JD" Randriambelson, Maxime "Le Baron" Legrand, and Johann Moreau.
But never forget Kevin Demay !! he's not on the team but he shred in his own way haha




Steven: Team of complete shredders. A while ago, there was a LOT of hype about the "Addict SO WHAT" Dvd...please tell me that Dvd is still happening..

Addict: yeah it is bro !! We filmed alot of stuff, but we all increased our riding so much so we have alot of left over haha Cajas still have a broken foot because of his frontflip over 13 stairs, Alex is stuck in canada, but will still manage travelling and filming ! even more since we all ride full addict set up.



Steven: Yeah I can imagine it would be kinda tough to get the Team together for filming. So how much of the Dvd is done?


Addict: I cannot tell you, it's a hard one.. Street is definitly harder to film than park tho, security, random things that happen, wind, rain.. and good spot are always hard to find haha but that's a funny part of the game !

Steven: Ahh the many joys and struggles of street riding haha. Personally, who do you guys think has been throwing down the hardest filming for the Dvd?

Addict: Depend what " hardest " means for you haha
Matt and Maxime are the most productiv haha they throw down trick fast and pretty much everywhere, so they have a lot of clips. And JD is simply the most crazy, each clip of him is a banger.



Steven: I figured Matt and Maxime would def. be named haha. Can you guys estimate on a release date?

Addict: DVD should be released in november, i mean we do our best !


Steven: How about the actual Addict products? It seems like you guys are all on District stuff? Whats up with that?


Addict: It was the case for a moment, because we were waiting for all our parts so we all rode district, JD was riding an ambush and maxime a TSI.
But now it's the end, we all have our own set up and that's amazing, we all love it so much haha simply the best scooter everrrrrr !



Steven: Damn...thats gotta feel good to all be on Addict set ups now. So is there any estimated time when the public might be able to get their hands on some Addict parts?


Addict: It Should be on shop in september, we try too. We hate giving dates because people are shouting on delay after, but before christmas for sure !

Steven: Completely understandable about the dates thing. Now this is something a lot of people probably want... Do you guys have ANY plans for a USA trip?


Addict: You got it. yeah we're coming in cali this summer, so we'll travel arround from SF to SD with a stop in LA, i'm still planing it.. Some passport problem and things to fix haha


Steven: I think a lot of people just got really stoked to hear that haha. Well all I can say is that I'm glad to have been able to catch up with you guys, and get some of these questions answered. Do you guys got any last words or shout outs?

Addict: Naah, Just keep it REAL and RAW. that's all we are about.
Thanks alot for all dudes, riders, homies, kids who support us, and big cheers to all the haters, we love you haha
Just Shred, Chill, have fun, enjoy life and riding. That's What Addict is all about. Life Addicted.
And for shout out : for all the kids : Stop fly out !!! ride reaaaal thinnngs and never forget to respect the OGs.


Majority of pictures used in this interview were taken by:

Roots Boy Production



So now that most of those questions have answers. It's time to actually check out the Addict products!..and Inisde-Scooters has all those pictures for you below.




Grips

JD Signature Bars

Addict Decks

JD Signature Deck

Johann Signature Deck

Michael Cajas Signature Deck

Alex Peasley Signature Deck



But what would an Addict interview be without some unreleased footage? Below you can check out the first AA Rehab Promos from JD and Matt McKeen, two of Addict's best.

AA : Matt McKeen from Addict Scootering on Vimeo.

AA : Jean Yves " JD " Randriambelson from Addict Scootering on Vimeo.

So there we go. Addict isn't only back, but it would seem like they never even really left. Taking time to perfect your products before release is something these guys have stepped up to do, and hopefully something other companies will follow. I couldn't be more excited about a company like Addict being in our sport, I think it's just what we need.