Today we’d like to introduce you to John Marruffo.
Hi John, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Back in 1989, revamped 2008, City Skate Project started as more than just a clothing brand — it was a way to represent the skateboarding community we grew up in. Skateboarding has always been bigger than tricks to me. It’s culture, identity, art, music, community, and resilience all mixed together.
Growing up around Chicano and Latino culture in Texas, I didn’t really see many skate brands reflecting the people I skated with every day. Most brands focused on mainstream skate culture, but not necessarily the neighborhoods, families, music, artwork, and stories we came from. City Skate Project became my way of blending those worlds together.
What started with small shirt runs, DIY graphics, and local support slowly evolved into a long-term creative project centered around skateboarding and representation. Over the years I experimented with screen printing, photography, design, blogging, e-commerce, events, and community-focused projects — learning everything hands-on while balancing work, life, and growing responsibilities outside the brand.
A lot of the inspiration behind CSP comes from skateboarding itself: getting back up after failing, trying again tomorrow, and continuing to push forward even when things don’t work immediately. That mindset shaped both the brand and my own path.
Today, City Skate Project continues to focus on culturally-driven skatewear, heritage-inspired graphics, and storytelling rooted in skateboarding, street culture, art, and community. The goal has never been to become a giant corporate brand — it’s always been about building something authentic that people connect with and feel represented by.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all. There have been a lot of struggles along the way, honestly. City Skate Project has always been a grassroots, independent brand built while balancing real life, work, financial pressure, and everything else that comes with trying to create something long term without outside funding or a big team behind you.
One of the biggest challenges has been consistency. When you’re a small independent brand, you’re not just the designer — you’re also customer service, shipping, marketing, photography, social media, website management, product development, and creative director all at once. There were periods where life or work responsibilities had to take priority, and that naturally slowed the momentum of the brand.
Another challenge has been figuring out how to stay authentic while also learning the business side of things. It’s easy to make designs, but building something sustainable is completely different. Over the years I had to teach myself e-commerce, SEO, branding, fulfillment, advertising, email marketing, and content creation mostly through trial and error.
The skate industry itself has changed a lot too. Social media algorithms, fast fashion, trends, and the rise of massive online brands made it harder for smaller independent skate companies to stay visible. At times it felt like independent culture was getting buried under mass-produced content and short attention spans.
But honestly, skateboarding teaches you resilience. You fall, adjust, and keep trying. That mindset carried over into City Skate Project. Some designs failed completely. Some drops did better than expected. Some years were quiet. Other moments reminded me why I started in the first place.
What kept the project alive was the community aspect — hearing from people who connected with the designs, the culture, or the message behind the brand. That always meant more to me than chasing hype.
Can you tell our readers more about what you do and what you think sets you apart from others?
City Skate Project sits at the intersection of skateboarding, culture, art, and storytelling. A lot of what I do revolves around building designs and content that feel authentic to the communities and experiences I grew up around rather than just following trends.
I specialize in culturally-driven skatewear and visual storytelling — blending skateboarding with Chicano/Latino influences, street art, music, heritage graphics, DIY aesthetics, and independent skate culture. Over the years I’ve worked across graphic design, screen printing concepts, photography, branding, e-commerce, blogging, and digital marketing, all while trying to keep the identity of the brand consistent and genuine.
I think what people know City Skate Project for most is that it feels personal and independent. The designs aren’t coming from a corporate boardroom trying to imitate skate culture — they come from someone who actually skates, grew up around this culture, and understands the connection between identity, community, and skateboarding. A lot of the graphics pull inspiration from old skate zines, protest art, mural culture, lowrider aesthetics, underground music scenes, and the raw DIY energy that made skateboarding special in the first place.
What I’m most proud of is simply keeping it alive and evolving over time without losing the original spirit behind it. The brand started in 2008 and has gone through different eras, experiments, and setbacks, but it still exists because it was built from genuine passion rather than hype. Seeing people connect with designs like the Zapata-inspired graphics, the OG logo pieces, or the culture-focused collections reminds me that there’s still room for independent voices in skateboarding.
I also take pride in being hands-on with almost every part of the process. I’ve learned how to adapt creatively and technically — from designing graphics and building product concepts to running the website, improving SEO, creating content, organizing drops, and learning how to market independently as the industry changes.
What sets City Skate Project apart is that it’s not trying to be everything for everyone. It’s rooted in identity, culture, skateboarding, and representation. The goal has always been to create something that people feel connected to, not just something they wear once and forget about.
What matters most to you? Why?
What matters most to me is authenticity, community, and creating something that actually means something to people. Skateboarding has always been bigger than just a sport or hobby to me — it’s a form of expression, creativity, resilience, and connection. A lot of that same mindset shaped City Skate Project from the beginning.
I care a lot about representation and storytelling. Growing up, I didn’t always see the cultures, neighborhoods, or people around me reflected in skateboarding the way I experienced it in real life. City Skate Project became a way to bridge that gap — combining skateboarding with Chicano/Latino influences, art, music, history, and everyday experiences that felt familiar and real.
Community also matters a lot to me because skateboarding naturally creates connections between people from completely different backgrounds. Some of my best memories and strongest friendships came from skating, creating things together, traveling, filming, or just spending hours trying to land one trick. That shared experience is something I’ve always wanted the brand to reflect.
I also value perseverance. Skateboarding teaches you patience in a very honest way — you fail over and over, adjust, and keep trying until something finally clicks. That mentality carried into every part of my life and the brand itself. Building something independently over many years without shortcuts teaches you a lot about consistency, adaptability, and staying grounded in why you started in the first place.
At the end of the day, what matters most is creating work that feels genuine and leaves a real connection with people instead of just chasing trends or attention.
Contact Info:
- Website: https://Www.cityskateproject.com
- Instagram: Cityskateproject
- Facebook: Cityskateproject
- Twitter: Cspskater
- Youtube: Cityskateproject.com
- Other: https://Tiktok.com/Cityskateproject
