The fourth Brand u must know: Globe International

One of the biggest brands of the world.

Founded in 1984 by Australia's Hill Brothers, Globe International Limited is a global company engaged in the design, marketing and distribution of apparel, footwear and skate hardgoods brands for the action sports and street fashion markets. Globe International products are sold to nearly 100 countries around the world. Globe International runs distribution and manufacturing centres in Melbourne, Australia, Los Angeles, United States (US), Hossegor, France, Lyon, France, London, United Kingdom (UK), China and the Gold Coast, Australia.

Globe International’s proprietary brands include Globe, Enjoi, Blind, Almost, Cliché, Darkstar, Speed Demons, Superior, Tensor and Gallaz. The company is listed on the Australian Stock Exchange and has three operating segments: Australasia, North America and Europe. Globe International brands are also sold by third-party distributors around the world with a number of “Globe” branded retail stores in various territories. Globe International also maintains a leading distribution business of third-party owned brands for the Australian and New Zealand market operating under its Hardcore and 4Front Divisions. Currently Hardcore distributes over thirty brands including Girl, Flip, Chocolate, and Thrasher. Under the 4Front banner distributes Obey, WEsc and Neff.

Globe International was established in the 1980s, born out of Hardcore Enterprises an Australia-based company specializing in products that appealed to the skateboard and youth culture markets. In 1984, former Australian skateboarding champions Peter and Stephen Hill, along with brother and current Globe International CEO Matt Hill, founded Hardcore and it rapidly expanded to become one of the world's largest skateboard distribution companies. The Hills cited that they were unsatisfied with the lack of quality skate products they required, and thus they went into business to import US skate products to Australia.

The Hills continued to promote skateboarding and wrote two successful books on the subject and became prolific skate film producers. Through constant promotions, tours, contests, video and magazine advertising, Hardcore became a driving force behind the skateboarding explosion during the mid 1980s in Australia and New Zealand. Hardcore’s expansion continued and their first diversification company "Die Hard Pty Ltd" was founded in 1987 as the clothing and accessories division of the business. Die Hard's first licensed label was Vision Streetwear.

Die Hard went on to produce premier labels under license for the Australian and New Zealand markets such as Stussy, Mossimo, Freshjive, Paul Frank, Ecko Unltd, Counter Culture, Split, Girl Star, Undergirl and World Industries. The Hills also co-founded iconic streetwear brand Mooks which operated under the Die Hard umbrella. Die Hard became known as Globe International’s Streetwear Division and was one of the largest suppliers of branded youth clothing in Australia and New Zealand when it was sold to Pacific Brands in 2006.

In 1995 Globe International established its USA operation in Los Angeles California, where the Globe brand is now a part of the American boardsports landscape and a key supplier to major retailers of boardsports apparel, footwear and skateboard hardgoods.

In 2001 Globe International listed on the Australian Stock Exchange and achieved the Initial Public Offer goals.

In 2002 Globe International acquired Dwindle Distribution, parent company for brands including enjoi, Almost, Darkstar, Blind, Tensor and Speed Demons. The Dwindle acquisition made Globe International one of the world’s biggest skateboard companies.

In 2003 Globe International established its European operation based in the South West surfcoast of France in Hossegor. Today the European headquarters sells direct in all major boardsports markets including UK, France, Germany, Spain, Portugal, Belgium, Netherlands, and Austria. In addition all other significant markets in Europe are serviced by third party distributors.

Having established a stable of proprietary brands and an international distribution network in 2006 Globe International made the strategic decision to divest of its licensed Australian Streetwear Division to Pacific Brands and focus on further international expansion of the company’s proprietary brands.

In 2009 Globe International added to its brand portfolio by acquiring Europe’s number one skateboard brand Cliché and expanding it through international markets.

In 2010 Globe International re-entered the Australian streetwear market and established a new division, 4Front Distribution, which distributes in Australia brands such as Obey, Keep, WEsc and Neff. Globe also moved its Melbourne headquarters to Port Melbourne in that same year.

FAST FORWARD TO TODAY AND THE SAME CREW OF SKATERS, SURFERS AND SNOWBOARDERS THAT STARTED THE BUSINESS BACK IN THE 80S HAS GROWN TO A GLOBAL NETWORK OF COUNTER CULTURE ARTISANS THAT ARE UNITED BY  BOARD SPORTS, STREET FASHION, MEDIA, DESIGN AND FILM.

For sure a big history, for sure a big Brand.

- Swaggest crew