Preduce
Thai’s International Board Co.
June 2022
Can you tell us something about Thailand people would not know?
In Thai language, calling someone a heel or pointing at someone with your heel is an insult. But an asshole has no bad connotation. I always thought that was funny.
You are from Switzerland and here you are the co-founder of the most reputable skateboard brand in Asia? Is it as exciting as it sounds for you personally?
It’s definitely been a wild ride and something I had not planned at all. I feel blessed to be able to still be in skateboarding, travel and skate with my friends at 42.
I have read that your interest in Thailand originated from Erik Koston’s segment in Menikmati. What was it specifically that attracted you?
I’ve always wanted to travel trough Asia. One of my best friend I skated with came to Bangkok in 2000 and kept telling us that the scene here was sick and that there was tons of spots. Then Menikmati came out and we saw the intro of Koston’s part. Me and my homies booked a flight to Bangkok right after that came out.
What triggered to have your own skate brand in Thailand?
On that first trip I met some of the OG dudes that ended up being the first pros on Preduce later, like Geng Jakkarin, Lert Saeri and Tao Kitpullap. I really liked it here and kept coming back to hang out and skate with those guys. Them and other Thai skaters were super talented but at the time there was no way to have a future in skateboarding in Thailand. There was no support from local skate distributors and no way to make a living from skating. We were looking for ways to change that and we decided that we should try to do it ourselves and start the first legit Thai skate company.
From the start we always wanted Preduce to be a good brand on par with international ones, not a “good brand for Thailand”.
Simon Pellaux
Co-Founder
The original founders are Rthit Phannikul, Guillaume Wyss and yourself. How did you guys meet?
I’ve met Rthit on that first trip and ended up staying at his place for a while. He was super involved in the Thai skate scene, started the first and only Thai skateboard mag back then, SSM, and was a super skate nerd. He’s the one who first started Preduce and designed the logo. When we were looking at ways to help push skateboarding in Thailand and support local skaters he asked me one day if I wanted to partner up with him and turn Preduce into a legit brand. I’ve known Guillaume since we were kids and have been friends forever. We’re from the same hometown, Vevey. He came to visit while I was in Thailand and was down to be involved with Preduce as well.
How difficult is it as a foreigner to open up a business in Thailand? From what I heard it is extremely painful.
It wasn’t easy. But I think it had more to do with us being super young and having no idea on how to set up and run a proper company than the fact that we were opening it in Thailand. The horror stories you hear from foreigners opening businesses here and getting ripped off are mostly people doing shady businesses or just being naive. They would fail anywhere. I have plenty of foreign friends that started successful businesses here.
What does Preduce stand for?
Preduce is a word play in Thai. It means “Smooth”.
What makes Preduce so successful?
From the start we always wanted Preduce to be a good brand on par with international ones, not a “good brand for Thailand”. In terms of the content we’re putting out, our designs or our products quality we’ve always strived to be the best we can. We’ve also known each other forever and even if it’s a cliché in skateboarding we are a family. We love to skate, travel together and have a good time. I think it shows in our videos and vibe.
Preduce reflects the deep history and culture of Thailand, how do you achieve this as a non-Thai?
I’m not Thai but Preduce is a Thai brand. As such we always wanted to show Thai influences in what we put out. I’ve also been living here for close to 20 years so Thailand is my home. And besides me, Guillaume and some of the international riders everyone else at Preduce is Thai.
Which skate brand(s) do you look up to in Asia and why?
I like what Evisen is doing. They are our friends and like Preduce they show their Japanese roots in their designs and aesthetic. Plus they rip!
Which brand is it outside Asia?
I’ve always been a fan of Girl and Chocolate. And the early stuff from the World Industries camp.
What is the biggest challenge selling boards outside Thailand?
I think it’s hard for Asian brands to make it outside of Asia. The Asian scene is still being overlooked in the skate industry. But it’s starting to change.
Are any of your team riders pros? Can any of them make a living being a professional skateboarder?
Yes we have 7 pros at Preduce. We pay them a monthly salary and they get board royalties. Some of them are getting paid from other sponsors as well or have side hustles. They are able to make a living.
What are you looking for in a skater to be part of the Preduce Team?
It usually happens organically. They have to rip obviously but also be down and get along with everyone on the team. I never make the decision myself but it’s always a team decision when we put someone on. It’s usually skaters we know and been skating with already.
He was super involved in the Thai skate scene, started the first and only Thai skateboard mag back then, SSM, and was a super skate nerd. He’s the one who first started Preduce and designed the logo.
What advice would you give to a talented skater that wants to realise the ultimate dream of being sponsored by a board company?
My advice to any kids is to not worry too much about being sponsored. Just skate, have fun with your friends and try to travel and open your horizon. If you obsess over getting sponsored you might miss out on what make skateboarding so great. If you keep at it and it’s meant to be it will eventually happen.
What is the biggest challenge as the owner of Preduce at the moment?
The business side can be stressful at times. But I get to do what I love with the people I love so I can’t complain much.
If there is one thing you could change about skateboarding, what would it be?
Nothing needs to be changed about skateboarding. It’s always changing and evolving and I’ve loved every minute of it.
Last question. If you could interview one person, who would it be and why?
Alexander the Great. I love ancient history. It would be amazing to pick the brain of such an important historical figure and to hear a first hand account on how it was to live in those times.
I think it’s hard for Asian brands to make it outside of Asia. The Asian scene is still being overlooked in the skate industry. But it’s starting to change.
