ABC was established by legendary buddhist and street skater Chey Ataria around the turn of the century. From humble beginnings in a small room in Grey Lynn and then a garage studio in Avondale, ABC has now grown to become an iconic skate and street brand from the shores, north of the bridge.

Born and raised in Haumoana, a sleepy little beach village in the Bay of the Hawke, Chey is to New Zealand Skateboarding what Michael Jordan is to NBA Basketball. The big brand Nike helped make Jordan but Chey made ABC from nothing, nada. and he has given back so much to the sport that has gained him a reputation as one of the most respected and liked skateboarders in Aotearoa. Throughout the late 80's and 90's Chey won 5 NZ street skating titles, taking his first title at the age of 17.

I grew up in Hastings and was in to skating hard. At this time i used to see Chey and peeps like P diggs on my street ventures and when you are in the presence of greatness you simply stop, put down your board and think, damn! I'm just going to chill and take it all in, watch and try to learn something. I remember being at one skate comp in Havelock North in the late 80's and it was maybe Chey's first comp and guess what, he ripped shit and left the other competitors in his wake. You would think the prestige would go to his head but Chey remains one of the most humble people you could ever know and if you do know him you know what i'm talking about. You never hear anyone talk bad about the brother and that is testimony to the nature of Chey.

ABC is now part of the Huffer family and produces street apparel basics for the everyday. Punching out hits like Gladys Knight and the Pips, Chey has produced some of the most iconic and fashionable tees to date. Hits like "Money Shoes and Clothes" and "Cray Bay" have been number one releases which proves that Chey knows what is takes to produce bangers. Never content, Chey continues to push ABC into unchartered territory. FYI, Legend has it that Lupe Fiasco and Chingy are ABC customers and fans.

I recently caught up with the Haumoana Hori and got to ask him a few fings about life, business and family.

Aroha:
Is ABC as easy as 1, 2, 3?

Chey:
HA HA. yeah, it's about as easy as 1,2,3 in the early mornings a few nights a week for the first few years ! As I'm sure you would know bro, but when it’s your own thing and its creating cool things that you are into, the late hours don’t mater so I guess that makes it’s easier ....

Aroha:
When did you start ABC and what made you want to start a skate company?

Chey:
About 8-9 years maybe, ages ago ! A Skate Co. because that was pretty much the largest % of my life at the time and a bunch of other reasons. Mainly I just wanted to create something – true –and try do it to give NZ skaters a chance to shine here and overseas – at the time no one was really doing a good enough job.

Aroha:
It must be pretty tough running your own label and constantly putting together ranges. how do you deal with the pressure of having to come up with killer collections all the time!!?

Chey:
Yeah bro it’s hard. especially when you have design blocks! And your number 1 man hasn’t had time to do anything too ! Ha ha !!!
I should be trying to get something sorted right now but this questioner looks kinda interesting

Aroha:
Do you collaborate with other designers? (not trying to intentionally get my name mentioned...)

Chey:
ha ha. yeah, there's this one guy he’s really good! you might know him. His name is you ! Ha ha. Yeah I get guys hitting me up a bit, but i do most of it myself now, hopefully one day I could get someone full time to work on the graphics/design and I can help out and feed them ideas ! It takes a long time sometimes to come up with a banger but then sometimes the best ones are the ones that took 5 mins! But yeah, I’m keen on some overseas big names getting down with ABC -

Aroha:
Music, and specifically Hip Hop seems to be an integral element to ABC. how does it influence what you do?

Chey:
Yeah I guess that’s probably what I listen to the most ! But when I was younger I listened to a bunch of different stuff ! Reggae from my old man, at school it was punk, metal, little bit of goth I guess going to school in Havelock North kinda influenced all that – I do like the odd old school metal track now and again. I must admit, I think that does have a bit of an influence in such prints like the Big skull and some of the later stuff i've been doing. but yes, a lot of abc is based around HIP HOP!

If anyone can guess the next big print I do with a head shot of someone- I’ll give you a complete ABC out fit !!! Clue. he's the furthest dude from hip hop you could think of ? Email me at chey@huffer.co.nz

Aroha:
Do you collaborate with other musicians/DJ's

Chey:
Yeah most of them are friends and friends of friends . I’d like to do more stuff in the future maybe make another DVD and have all NZ artist soundtrack maybe even a CD soundtrack.

Aroha:
What was the defining moment that made you want to start skateboarding

Chey:
It was an old suicidal tendencies music video called possessed to skate! that my dad had recorded off Radio With Pictures! It had some pool skating in it and these guys destroyed the house it was RADICAL MAN! Until I paused it on one part where you could see the graphic of the dudes skate board – while I tried to draw the same picture on my deck !!!! After an hour or so on pause I went to play it and I had wrecked the tape. ha ha. No more suicidal's for me !!

Aroha:
Growing up, who was your skate hero/most influential skater that inspired you or pushed you to take your skating to the next level?

Chey:
Um – Kareem Campbell , Guy Mariano and Natas
Natas was they guy who made me want to be a pro skater - the first video I saw (Wheels of Fire) he was the best dude in it – I still remember that day down at this crappy square block of concrete next to pump house in Haumoana learning how to ollie and saying to myself I want to be like natas when I grow up ha ha!

Aroha:
In the Aotearoa skate community who do you admire or respect and why?

Chey:
Aotearoa – Morri and Lee are the two biggest names for me growing up seeing them in the mags and then meeting them and then becoming their friends! I guess they put us on the map for skating and they both had/have killa style! That’s what made them, them, there style was so clean and effortless and both still have mad respect today worldwide!
I’m going to be doing guest pro models for them pretty soon too, just working on the graphics now !

Aroha:
Skateboarding seems to produce a lot of talented peeps that from skating go on to do cool shit. What is it about the DIY attitude that make skaters so productive, talented and successful?

Chey:
It teaches and shows you other options, basically its the mags, DVD's the music in the DVD's - shit. I know so many skaters that are graphic designers. It’s because of skateboard graphics and t-shirts. They get into them and buy them look at them in mags then they want to make their own so they learn and booya, they are working as a graphic designers somewhere – others get into bands because they like such and such in that videos part, they start collecting all there music and before you know it they are in a band - I guess the DIY attitude could be related to the same thing as starting skating and then ending up being good at skating . Seeing the process of learning something and going through it – maybe that teaches you that all things are possible if you try and practice heaps

Aroha
It seems that such a misfit and underground sport has created a subculture that a lot of corporations want to cash in on. What makes skating appeal to the corporates and what do you think about this?

Chey:
Yeah I think a lot of the trends start from skaters, its usually the good guys too! The big companies like Nike, Adidas and Billabong see it, so they have to jump on it to keep themselves in the cool. For me I don’t care to much about it I’m not like. hey, it’s ours leave it alone! I think if it means there's going to be more Parks, more Pros making good money off it then that's all good! It’s funny that a rugby player gets mad cash and there's not too much skill involved there? Usually they are a fit athlete and they can run fast, pass the ball and a few other things. But with skateboarding you have to have more skill and coordination than most plus you can look good at the same time while you do it, no short ass shorts and sprigs and things - that’s how come the kids get creative with there outfits and care about what they wear and how they look! And that’s when a trend gets started

Aroha:
How are you finding working within the huffer family?

Chey:
Yeah it’s good there – there's always something going on, it’s pretty hectic – I would like to do a day at another venue and 4 days there, just to catch a breath and a change of scenery.
Or even a day at home and 4 days at huffer. Maybe soon, but they are a good bunch, I got love for them.

Aroha:
I know a lot of people are too shy to ask and i know you're a peaceful guy and buddhist but, who would win a fight between you and Brooke Howard Smith?

Chey:
Ha ha I like this one! Hmmm. I heard he's a boxer and whipped a warrior's ass at his Club a while back, but I think I’d probably give him a run for his money.
He would be too busy talking or scared to mess up his wacky hair doo or something like that ... That’s if I did fight that was, aye?

Aroha:
What is the future of ABC?

Chey:
Get the skate team totally dialed - maybe some how split it into skate and clothing as a separate thing not to sure yet?
Hit OZ then Japan then USA!

Aroha:
What is your motto in life that gets you by when the going gets tough?

Chey:
As long I got my family and kid, soon to be kids, I’m happy!