Are Deathwish and Baker the Same?
As siblings under the Baker Boys distribution umbrella, Deathwish and Baker share common DNA through their owners, manufacturing process and loyalty to family. But they ultimately cater to different styles and demographics within skateboarding culture.
From Birdhouse Defectors to Building an Empire
Andrew Reynolds and Jay Strickland shocked the industry when they left industry giant Tony Hawk‘s Birdhouse skateboards brand in 2000. As respected pros frustrated by the corporate dynamic, they aimed to give riders more creative input and ownership in Baker Skateboards.
The skating community at the turn of the millennium had become saturated with big brands lacking authenticity. Reynolds said in Thrasher, "Skateboarding is so fucking corporate it‘s horrible. Skate companies have managers, people ride for money, it‘s stupid." Baker resonated as an antidote – a raw, irreverent and fluid family that put loyalty over contracts.
Erik Ellington joined by 2001, attracted by Reynolds‘ unmatched work ethic and shared vision. Known for technical ledge and handrail tricks in seminal videos like Baker 2G, Ellington pushed creative boundaries and embodied Baker‘s brand of chaotic, burn-it-down energy.
Erik Ellington‘s technical ledge trick from seminal 2000 video Baker 2G showcased the brand‘s technical street style.
As Baker Boys distribution expanded over the 2000s to encompass brands like Heroin Skateboards, Shake Junt and Volcom under one roof, Ellington and Reynolds saw an opportunity. They sought to diversify further from Baker‘s technical flip trick style towards something more raw and aggressive.
Deathwish‘s Dark Alternative Vision
Deathwish Skateboards launched in 2008 as Baker‘s edgier sibling company, giving an official platform to the underground movement Ellington represented. Early team rider Lizard King, covered in face tattoos, personified the menacing aesthetic and appetite for destruction. Where Baker pushed progression through wunderkids like Theotis Beasley, this new brand set out to preserve what Ellington described as "the other side of skateboarding."
Graphic designer Sean Mortimer translated Deathwish‘s rebellious vision using stark black-and-white color schemes marked by Gothic crosses and inverted spades. deck shapes moved away from Baker‘s progressive popsicle concaves optimized for technical flip tricks. Instead, Deathwish embraced the wider transitions-friendly shapes of early 1990‘s skating for better speed control.
As a smaller operation under the Baker Boys umbrella, Deathwish could take risks on unsigned misfit riders and collaborations with avant garde fashion like John Geiger Co and ASSK. Harsher graphics and limited production runs attracted collectors and built underground hype.
An example of the darker Deathwish style, with the brand‘s iconic dagger logo.
Different Offerings, Equal devotion
After over 15 years, Baker and Deathwish now operate sizable hardgoods businesses that share manufacturing infrastructure yet retain distinct styles.
| Brand | Approx. Decks Sold (2022) | Best-Selling Pro Models |
|---|---|---|
| Baker | 115,000 | Reynolds Polka Dot deck; Figgy Homer deck |
| Deathwish | 63,000 | Joey Guevara Gang Frog deck; Jamie Foy Artist deck |
Baker decks utilize modern popsicle, kicktail and tapered shapes optimized stability when flipping and grinding. Their collaboration with composite material engineers Antix pushes technical limits further. Deathwish offers more variety, with standard 7-ply decks alongside downhill options, reissues of early 90s shapes, and wide retro cruiser shapes from affiliated brands like Heroin.
Yet whether you ride a skull, panther, or inverted cross, both companies inspire loyalty matched only by top brands like Real Skateboards. No contracts, just devotion earned by supporting riders over decades and allowing creative freedom.
Brothers Bonded by Blood
With over 20 team riders each, Baker and Deathwish continue growing while sharing select pros. Figgy skates for Baker, while Jamie Foy and Joey Guevara rep Deathwish by upholding its predicessors‘ fiery style. Yet whether cheering legends like Theotis Beasley or newcomers like Kevin Kowalski, the Baker Boys family acknowledges its shared roots.
As Reynolds contends, the original vision remains: “Skateboarding isn‘t meant to be a career or come with contract. This is our family and you know who has your back." Deathwish preserves the most hardcore incarnation of that ethos, even as both companies drive innovation for the future.
In closing, Deathwish and Baker stem from the same rebellious source, but have diverged in look, attitude and riders while upholding loyalty above all else. As Ellington summed up, "We‘re kind of the same, but different." United yet distinct after all these years.
