Unless you have been living under a rock for the past year, it is no surprise that TumYeto, home to Toy Machine, Foundation, Dekline, and more, is quickly staking its claim as one of the most popular skateboard related distributors. With the addition of Habitat Skateboards last year and recent acquisition of Alien Workshop, Tum Yeto has stepped in to carry on the legacy of core skateboarding. These new additions to the Tum Yeto camp may catch you off guard, but once the dust settles it all makes sense. From the top of the food chain down to the entry-level employee, Tum Yeto is truly owned and operated by skateboarders.
While the staple brands like Toy Machine continue on their path of awesomeness, not more than a couple of years ago Dekline Footwear was hardly even on anyone’s radar. Since then, Dekline has gone through some serious roster changes and emerged as one of the top selling footwear brands not backed by big industry money. We asked Tum Yeto team manager Mike Sinclair, in his opinion, why Dekline has become a household name as of late.
“I think there are a few things that attract skateboarders to Dekline. One is the team, two is the price, and three, it’s an alternative to what is predominantly out there right now… The Dekline team is more a crew of friends than a picked team… We don’t claim to be bigger or better than anyone. We are just doing what we all love and are stoked to still be able to do it.”
We couldn’t agree more. Dekline is core skateboarding. While other brands have teams that resemble All-Star rosters, Dekline’s team gives you an opportunity to relate and imagine yourself out there doing the same thing. Don’t take that wrong, Dekline’s team is jam packed with some heavy hitters, such as Blake Carpenter, Dakota Servold, and Matt Bennett.
Tum Yeto continues to kill it on their social media accounts, like Instagram, Facebook and Twitter. By following @tumyeto people from all over the world get a unique glimpse at what it is like to be in the van and on the session with riders from their favorite Yeto brands. We talked to Tyler Culbertson, Tum Yeto Social Media Manager, about his approach to social media.
“A social media manager’s job cannot be done properly between the hours of 9-5. It is a 24/7 commitment. To connect with as many fans as posisble, I put a huge effort into carving out blocks of time throughout the day and night to reply to fans on Twitter, like/comment on photos through brand specific hashtags on Instagram and reply to direct messages.”
Not only is their performance of relating and responding to their fan base spectacular, but they also raise the bar when it comes to maintaining relationships with the shops that carry their products to help promote local skateboarders that fit the Tum Yeto mold. The most effective way they do this is through a program created by Tyler called the Foundation Secret Society, or FSS.
“The ultimate goal with the Foundation Secret Society is to help grow and celebrate the local skate scene for independently owned skateshops. The FSS promotes unique opportunities for everyone involved with the program, including the shop, local skate scene, FSS members, and their filmers and photographers. They all now have a stronger connection with Foundation. The relationships and friendships created through the Foundation Secret Society are definitely the raddest things to develop from the program.”
A good example of how the FSS works would be our very own Zeke Logan collaboration. He rides for Foundation and through the FSS, we were able to collaborate with Foundation and create an Ambush branded Foundation board.
Check out more Foundation Secret Society radness here.
The underlying theme to Tum Yeto’s recent success can be contributed to the fact that they are real skateboarders, running a skateboard company, that truly cares about skateboarding. This is also makes the latest additions of Alien and Habitat a perfect fit. Tum Yeto has set themselves up for a fail-proof year. According to some sources, 2015 might provide us with a Dakota Servold or James Hardy Dekline pro model shoe, an all inclusive Tum Yeto super tour, and maybe even a new Toy Machine or Foundation video. You’ll just have to wait and see.