Founder and skateboard icon Chey Ataria has carefully curated this stunning collection. Inside you’ll find a museum of delights from the brand’s archives, unseen images from a swag of contributors and special behind-the-scenes stories.
From what I’ve seen, this book will sit perfectly with my FTC book and other similar coffee table greats. Wanting to know more, I popped into the DEF store in Ponsonby to fire a few questions at Chey Ataría.
What is the significance of the title of the book?
It has mana! Tekau is ten in Te Reo Maori. I feel it’s a strong but straight-up title and represents our journey so far.
What can people expect to see within its pages?
Describe the process of getting such a vast body of work together in a few words.
I felt like I needed someone else to put it together, as I hate writing about myself or having to choose what switch crooks photo to use. (Laughs) The problem is that only I know everything about the brand’s journey. Ace (Eisei Toyota) was a key person, though. I wouldn’t have been able to put it together without him.
That’s the process?
Throw it all together and then fine-tune it for too many hours!
Would you do it all again?
(Laughs) It was a good learning experience. Let’s say that! Being ruthless is key, as there’s so much I had to leave out. I felt like it could be another 40 pages. It was a weeding-out process to find the best stuff.
When’s the book launch?
I’m pushing for sooner rather than later. More pre-orders will really speed things up (hint!). We are 1/3 of the way there.
Get your slice of Aotearoa skateboarding and streetwear history and pre-order your copy today at defstore.co.nz