Flex Appeal, The Changing Face of '70s Skateboard Culture

Flex Appeal – The Changing Face of ’70s Skateboard Culture
Authors: gestalten & Stefan Ytterborn

Flex Appeal – The Changing Face of ’70s Skateboard Culture is a visually rich coffee table book that captures the explosive rise of skateboard culture in California in the late 1970s. During this period, skateboarding evolved from a niche activity into a powerful subculture, driven by technical innovation, a distinctive design language, and a new youthful identity.

Central to the book is Fibreflex, one of the most influential skateboard brands of that era. Through Stefan Ytterborn's unique collection of skateboards from the years 1975–1979, a time capsule of a pivotal moment in skate history unfolds. Iconic decks, trucks, and wheels are combined with vintage advertisements, photography, and graphic design that bring the visual code of the era to life.

With contributions from photographer Jörgen Brennicke and creative input from David Gonzalez, Flex Appeal shows how skateboarding not only changed performance and technique but also permanently influenced fashion, design, and youth culture — long before the sport became mainstream. This photo book is a must-have for skateboard enthusiasts, collectors, design fans, and anyone interested in subcultures and visual history.

What to expect

• A carefully curated archive of original Fibreflex skateboards and components from 1975–1979
• Rare vintage advertisements, photography, and graphic ephemera from the early days of skateboard culture
• Essays on the influence of Californian skate culture on design, performance, and youth identity
• An authentic and nostalgic portrait of a creative, rebellious, and groundbreaking period

About the authors

gestalten is an internationally renowned publishing house from Berlin, founded in 1995. The publisher is known for high-quality coffee table books on design, architecture, fashion, art, and contemporary culture. Gestalten documents visual trends and cultural movements with a strong focus on quality, content, and aesthetics.

Stefan Ytterborn is a visionary entrepreneur and founder of innovative brands such as POC and CAKE. He is known for his ability to connect technology, performance, and lifestyle. With Flex Appeal, he shares his personal passion for skateboard culture and demonstrates how products, design, and stories together form identity and community.