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In 1991, 101 Skateboards was started when Steve Rocco, after starting World Industries skateboards, approached Natas Kaupas about creating a board company. Natas agreed and left his sponsor SMA skateboards to work on 101 which allowed him to explore his artistic talents that since became crucial to the brands identity and art direction. 101 became known for their influential video parts and having a team that consisted of big names such as Eric Koston, Jason Dill and Gino Iannucci. Today the brand is produced under Dwindle Distribution who produces reissues of classic deck graphics and apparel that are highly sort after by a core following of skateboarders.