SKATEYUKON1896 was born in the Yukon as a skate shop to inspire all skateboarders to keep pushing. Our mission is to not only inspire skateboarders to not give up on their passion, but to also educate Yukoners about the importance of our history. One of our logos is a flame which symbolizes inspiration and as a skater you might feel unmotivated because of a trick you keep failing at causing you to lose faith in yourself. We believe if you keep pushing you will get past that feeling of doubt and you will tackle your obstacles. ILL REP is short for ILL REPUTATION because when you wear our brand you're building confidence and an ill reputation for all skaters by showing support of all challenges skaters have achieved.