Old Forty Catches Eyes At Truckee Thursdays

July 31, 2014

Old Forty Catches Eyes At Truckee Thursdays

by Stacey A.

Before Truckee Thursdays, Truckee born and raised Joey Brennan, founder of Old Forty Skate Apparel Co., was mostly selling his pieces to friends and family. His skate-themed apparel ranges from $15 to $40 and is making a name for itself at the event both because of its affordability and its sleek design. 

"Not everyone has money for a $70 hoodie. I'd rather sell to kids who are actually into it, not just who can afford it." 


Grennan with friend and apparel photographer Ikaika

Grennan became interested in both building skateboards and silk screening while in college in Santa Barbara in 2011. He lived close to campus and rode his skateboard to class every day. By the end of his first year, he built a press to make his own skateboards out of wood from Truckee. He studied art, mostly with pieces on paper, but was always more interested in clothing design. He moved back to Truckee with a plan to pursue this interest, and the idea of Old Forty was born. 
 
Grennan immediately got hired at W&T Graphix, a screen printing company in Truckee. He approached his bosses about printing his own designs, and they were supportive. Grennan started printing pieces here and there for friends, but this summer was his first time going public with his work. Working full-time at W&T provides him with opportunities he wouldn't otherwise have to advance his brand, which is self-designed, printed, and funded. Brennan gets wholesale pricing on clothing and does all the labor himself, so he can personally attest to the quality of each individual item.
 
Brennan's Truckee roots are visible in all of his products, but the name has special meaning to him.  He used to test his first skateboards on the stretch of Old Highway 40 between Rainbow Bridge and Donner Lake, sometimes at speeds as high as 60 mph. 
 

Ladies' Tanks $15
 
 

All hats $20
 

T-shirts $15-20

Grennan plans on making some changes this fall after Truckee Thursdays is over. He wants to expand his inventory and offer products on his website, oldforty.com, which currently only shows samples. He also wants to create one-of-a-kind and limited edition items. Grennan hopes to press on 100% organic cotton in the near future but isn't sure how to make the transition at the moment with his limited resources. He also wants to focus more on making boards again, shifting from skateboards to longboards. If the momentum continues, Grennan wants a team of employees who can help him turn Old Forty into a full-time job, not just a side project.

 

Our intern, Stacey Alonzo, is an outdoor enthusiast, yoga instructor, aspiring journalist, Burner, and lover of food, drinks, live music, and travel.

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