Cliché Skateboards, founded in 1997 by Lyon based Jérémie Daclin, was mostly born out of frustration. After several not too succesfull experiences with American brands, where he often felt sidelined as a European skater, Daclin decided to do what felt crazy to most at the time, and created his own skateboard company. Cliché became a direct response to that marginalization, with the goal of highlighting European talent and building a credible skate scene outside the United States. With a strong identity, a tight-knit team and impactful videos (the first one, « Europa » blew everybody’s mind in 2000), Cliché quickly earned respect within the industry. Daclin proved that it was possible to succeed without conforming to American standards, paving the way for other European initiatives. His journey embodies a vision of skateboarding that is independent, authentic, and community-driven. His role as a curb skating magician will feed his motivation for the new Cliché skateboards.