SLUG: What are some things you’re going to do that’ll make your shop unique compared to the others?
Hondo: I just got my projector so I’m going to try and have monthly video premiers. Weekly games of skate every Friday at 7pm. Hopefully some art shows with local skate-related artists and I want to get a big collection of skate videos to rent like a Blockbuster where you can rent your favorite skate video for three days.
SLUG: How do you think our six months of winter will affect you as a skate shop?
Hondo: If they can do it in Boise, we can do it here. You can pretty much skate here all year round if you really want to. Also, having video premiers in the winter and still doing events that keep people skateboarding. Winter’s going to be a test, but we’ll get to that when it comes.
SLUG: One thing you’ve made a strong point about is that Brick & Mortar is a raw skate shop that doesn’t carry the gimmicky skate goods. What are some of the brands you’ve chosen to bring in that supports that?
Hondo: With all the hard goods, I brought in all my favorite brands: Blueprint, a company out of London; Traffic, ‘cause of how they represent street skating. I’ve always loved Stereo, Death Wish, Krew, Venture and Indy trucks. With the clothes and shoes, it’s a lot of the basic stuff like Elwood, Matix, Lakai, DVS. I don’t carry any of that limited edition stuff. I just want to stay strictly skateboarding. We’re not in LA and we’re not in New York.
SLUG: It’s been short and sweet, but that seems to cover it. Any last words?
Hondo: I just need to get people into the store. I swear kids can’t read anymore––the Utah education system is failing us. I pass out flyers to kids and they can’t find the address written in big numbers and letters at the bottom of the flyers, 561 W 200 S.