World Industries wasn’t just another skateboard company — it was a rebellion against everything the skate industry was supposed to be.

Founded by professional skateboarder Steve Rocco in the late 1980s, World Industries emerged during a turbulent period in American skateboarding. While established companies controlled much of the industry, Rocco built a brand that challenged the old system with provocative graphics, controversial advertising, outrageous humor, and a completely different approach to sponsoring skateboarders.

Along the way, World Industries became one of the most influential names in ’90s skate culture. Its impact stretched far beyond skateboard decks, helping reshape skateboarding’s business model, marketing, street culture, and attitude. The company also became closely associated with iconic characters such as Wet Willy and Flameboy, images that would become instantly recognizable to an entire generation of young skaters.

But behind the rebellious artwork and controversy was a remarkable business story — one filled with rivalries, legendary skateboarders, rapid expansion, and decisions that permanently changed the industry.

In this documentary, we explore the story of World Industries: how Steve Rocco turned an outsider skate company into an American skateboarding empire, why the brand became so controversial, how it challenged skateboarding’s establishment, and the legacy it left behind.

This is the story of the skate brand that refused to follow the rules — and helped change skateboarding forever.

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