What I love about the culture around “street wear” or whatever you choose to call it is the creativity and passion that is behind it. It is not driven by money and big box dreams. Most of the people that get into the culture surrounding street wear, start their own line or open a core boutique do it because they are passionate about it. Believe me there is much more money in mainstream clothing and malls.

The Fresh Yard, in San Diego is a perfect example of a business driven by passion. They have a genuine love for the creativity. Check out their latest video “So Fresh” featuring the Benny Gold brand and all the other great brands that they carry. Our 1 year anniversary collaboration shirt also makes an appearance in the the video. You can pick yours up in our online store here. It is the first time that we did a women’s shirt.

One of the Benny Gold brands biggest supporter TouchScreen Trell is back with a new video! It’s the fans and the supporters like Trell that make everything possible and keeps us pushing forward. Thank you for the support homie!

“New gear I just busted out the plastic, dead fresh like I just hopped up out the casket!”

Travel blog cityseekr stopped by our SF flagship store recently. Check out the spotlight here. Thank you for highlighting us as a destination in SF!

We are still excited about the 49ers win last Saturday over the Saints. If we win this Sunday we are on our way to the Super Bowl! Let’s do this! We have just a few of our 49er colored script logo shirts left in our store – don’t miss out to show your support!

Look around the shop and you will find a lot of red and gold!

Photo by Ezra Shaw/Getty Images

This Dealer in Gold Profile is a very special one because The Fresh Yard in San Diego just celebrated their 1 year shop anniversary. They have been supporting the Benny Gold brand since they opened their doors and we are continuing to grow together!

It’s impressive to see what they have built in just 1 short year. I can’t even imagine what they are going to do from here, but I am really looking forward to it!

Whats going on with the Stay Fresh T-shirt and toy that you keep seeing in these pics?

In honor of The Fresh Yards 1 year anniversary we collaborated with them on this very limited shirt design to commemorate the event. The “Stay Fresh” tees is available 3 color ways for mens and 2 for womens in our online shop right here.

All shirt orders come with a Fresh Yard mix CD by DJ Presto and RBST Toy

Thank you for all the support and happy anniversary! I’m looking forward to many more to come!

Last weeks Beer Friday sponsored by Roughneck and Pabst was awesome! It might have ben the best one yet. Here is recap of the night. Thank you to everyone that made it out!

Limited shirt release

A lot Roughnecks were out.

Packed house!

PBR came through and we killed a ton of cases!

See you next time!

Photos: Derek Macario

Being that today is a holiday I thought it was appropriate to share this feel good promo video that we created for our newly released Golden Cruisers. There is nothing better then being on your board and hitting the streets just for fun — no serious tricks and nowhere you really need to be. I hope you are spending your day off work today doing something fun! Go out, enjoy the day and keep it golden!

Only 50 made and available exclusively in our SF retail store and our online shop.

Skater: Oscar Robles / Music By: Benoit Pioulard – “Kids Are Getting Younger” / Directed By: Fer Santacruz

This Friday, for the first time we are venturing into the world of natural body care. Our all natural bar of soap is shaped like our iconic paper plane and available in Bulgarian Lavender, Peppermint or Lemon Verbena.

The soap is formulated with natural botanicals and essential oils. There is nothing artificial about this soap – It’s vegan and paraben-free with no artificial color or fragrance.

The packaging is made of 100% recyclable materials. It’s the perfect way to stay golden fresh!

Don’t forget to stop by the shop this friday evening for Beer & Bolts Friday brought to you by Roughneck Hardware.

This Beer Friday is a special one brought to you by the guys at Roughneck and PBR. There will be free bolts, beers and a very limited t-shirt release.

Our collab with Real Skateboards is back in a new colorway. Don’t come running to our store for it thou.. it is exclusive to Japan. You are going to have to travel a little further if you want it, but it looks like it is sold out already.

The red and white board is colored for the Japanese flag and black and orange is SF Giants colors! To me it’s all about the top graphics on a board thou. They always make it feel that much more special.

We still have a few US colorways available in our online shop here.