Paul Van Doren, James Van Doren, and Gordon C. Lee opened the first shop at 704 East Broadway, manufacturing deck shoes (now known as the Authentic) and selling them directly to the public. Skateboarders in Southern California quickly adopted the shoes for their thick waffle-grip rubber soles and durability.  Rooted deeply in action sports (skateboarding, surfing, snowboarding, BMX) as well as art, music, and youth self-expression.