Located in Santa Cruz California, established in 1973. Santa Cruz Skateboards has not only survived over the years but contributed to the innovation and modernisation of skateboards and skateboarding. THE BIRTH OF AN INDUSTRY "We were interested in setting the foundation of an actual skateboard industry, not reliant on anyone but ourselves. We wanted to support pro riders, promotion and advancement in technology. Before that, it was just a fad. After we set it all up, it was an actual industry. And here we are today – NHS is still rolling 40+ years later, always innovating and always having fun.” – Richard Novak.