Dwindle distribution, owner of Cliché skateboards, just sent out a press release to inform, and address the rumours around the potential demise of their Cliché skateboards brand. As it turns out what a number of pals on Slap have been reporting via sales reps is in fact true: Dwindle discontinue Cliché:

“This message is to advise that we will no longer be continuing with theCliché brand. Despite the incredible team involved with this company (riders and creative), due to worsening market conditions, we regrettably have had to make this difficult decision.

Massive respect to Al Boglio, Jeremie Daclin, Eric Frenay and the whole team for helping to truly put European skateboarding on the map in a way that no other company had done prior, opening the door for many others over the last 20 years. They leave an amazing legacy in skateboarding and we wish them and the team the best on their future journeys and projects.

Please know that these decisions where not easy or quick to come to. These choices are part of a longer term view regarding what/where we need to be focused on. Opening up bandwidth within the company to explore new opportunities for Dwindle in the coming months / year(s).”

Cliché was founded by Jeremie Daclin in Lyon in the late nineties. By forming a versatile team, traveling the continent and beyond while producing outstanding videos like Europa or Bon Appetit to winning TWS Best Team award in 2006 – Cliché was the first company that really put European skatebaording on the global map and continued to do so for many years. By selling to major skate distribution Dwindle in the 00’s Cliché took a more global approach, yet never fully gave up its Lyon heritage. Thus, todays news can only be described as “grnarly, huh!?“