Cliché Skateboards is based in Lyon, France, and owned and distributed by the American company Dwindle Distribution. The company was launched in 1997 by Jeremie Daclin, and since then has worked with some of the world’s best skateboarders, and released several of the most critically acclaimed skateboarding videos ever, many of which have been edited by Fred Mortagne.
From the beginning, Cliché found a niche sponsoring non-US professionals, an ethos that continues to this day – the current team features Daclin, Lucas Puig, JB Gillet, Charles Collet and Flo Mirtain from France, Javier Mendizabal from Spain, Lem Villemin from Germany, and Andrew Brophy and newcomer Sammy Winter from Australia. Americans Joey Brezinski, Peter Eldridge and Daniel Espinoza make up the rest of the squad. In 2006, Cliché won the Best Team prize at the prestigious TransWorld SKATEboarding Awards.
The first Cliché video, which premiered in Paris in 2000, was Europa – filmed and edited by Ben Derenne, it featured the talents of Vincent Bressol, Mendizabal, Pontus Alv, Nicolas Caron, JJ Rousseau, Ricardo Fonseca, Geoff Van Hove and Daclin. It was followed by films including Bon Appetit, directed by Mortagne and featuring stand-out parts from Cale Nuske and Puig, Freedom Fries, featuring Gillet’s blow out introduction part, Hello Jojo with a full-length part from Joey Brezinski, and 2008’s Cle with Mirtain’s debut part.
The company’s latest release is Bon Voyage, which received its worldwide premiere in Los Angeles in April 2013. The video was directed by Boris Proust, and was produced by Daclin, Al Boglio and Eric Frenay.