Sweet is a Swedish skateboard company founded in 1999, and based in the small town of Trollhättan, just north of Gothenburg. It started as a hobby project, with the aim of simply making boards and have fun while using them, but from those humble beginnings has grown into the biggest skateboard brand in Scandinavia.
Amongst its distinctive decks are a signature line from artist Albin Holmqvist which features typical Swedish sayings directly translated into English (‘when the cat is away … the rats dance on the table’). There is also a popular clothing line for men and women, featuring chinos and denim, tees and tanks, longsleeves, knits, fleeces, jackets, shirts, headwear and accessories.
Sweet has a more than decent company team featuring the talents of Anton Myhrvold, Björn Holmenäs, Erik J Pettersson, Koffe Hallgren, Martin Pennlowe, Jonas Skröder and Nisse Ingemarsson. However, perhaps the star names in the squad are the fast, powerful and stylish Stockholmer Daniel Spängs, and Josef Scott Jatta, a young Swede now based in Barcelona.
Many of the team featured in 2013’s completely crazy, full-length Stee (‘skateboarding to every extent’) which was made in collaboration with SK8MAFIA. Stee is thought to be the first video collaboration between board brands from Europe and the USA, and also featured SK8MAFIA’s Javier Sarmiento, Brandon Turner, Larelle Gray, Jamie Palmore, Jimmy Cao, Marshall Heath, Wes Kremer and Tyler Surrey. Other full-length Sweet videos include Sweets (2008), Sweet ‘n Sour (2010), and Sour (2011).