The Roots Of A Brand.
Inspired by the raw, formative energy of 1990's downtown skate culture, Onto was launched in 2015 under the vision of designer Jilleen Liao. With an extensive background in the shoe industry and a commitment to responsible production, Onto forged partnerships with like-minded factories, suppliers, and retailers who all shared Liao’s enthusiasm for covetable footwear produced with exacting standards, precision craftsmanship, and care. Early on, establishing a robust visual identity and clear messaging across every brand interaction was essential.
Season After Season.
Collaborating with select artists, we honed and elevated storytelling, graphic design, color schemes, and technical product knowledge. Translating the brand's energy across touch points was a continual process - whether it was curating a photo exhibit to tinkering with unexpected building materials for an installation or display. Every detail helped build a brand presence that people were naturally drawn to be a part of.
Onto not only succeeded in providing a diverse range of elevated, high-quality products for walk in customers, but also began expanding into panel discussions within progressively immersive retail spaces. From boutiques to skateshops, activating this social side of the brand unveiled a truly vibrant and supportive community.
Performa 17.
Onto x Heavy Discussion's third panel @ Performa 17 signaled a significant milestone for the brand, presenting an opportunity to lead larger public discussions through the lens of skateboarding. The opportunity to bridge people, language, and broader social issues created avenues of emotional connection, curiosity and reflection. Through empathetic collaboration, new opportunities to explore brand purpose and identity remained a continuous journey.
The Barbara Kruger Art Installation at Coleman Skatepark was created in partnership with NYC Parks and skate park designer Steve Rodriguez, Barbara Kruger employs her signature effects and strategies to broadcast messages that engage ideas about power, desire, adoration, contempt, and capital, at New York’s most popular skate park underneath the Manhattan Bridge.
Heavy Discussion 3 Features Skateboarders: Alexis Sablone, Kea Duarte, Jaime Reyes, Sara Kay, Leo Baker, and Elissa Steamer. Panel moderated by Jilleen Liao. As Performa 17 examines the sociopolitical context informing contemporary art today, with work examining immediate and critical concerns confronting our urban centers, the shifting political and cultural currents of our world today, and the role of the arts and of artists in supporting afflicted communities, Heavy Discussion v.3 examines skateboarding through a female perspective, reflecting on skateboarding as an art and women in skateboarding as the afflicted community. Due to major political and cultural shifts within that community, including the recent induction of skateboarding in the upcoming Tokyo 2020 Olympic games, increased normalization of skateboarding in popular culture increasing female participation, and expanding corporate interest, now is a perfect time to foster dialogue. Here, a panel of intergenerational skaters will share their views on the political and cultural currents.
The Future.
After a six year run, Onto was met with the unforeseen global health challenges and movement restrictions of the Covid-19 pandemic. In 2022, Former Pro Skater Lee Smith linked up with California Jacob and Channel 66 for an episode with fellow San Francisco native, Pier 7 alumnus and shoe designer, Jilleen Liao, for the finale of the Mission Statement Live saga. A timeless conversation among old friends provided an opportunity to chat about Onto specifically, memories past, share lessons from the present, and hopes for the future.
