Globe International
Corporate brand
UnclaimedGlobe International is an Australian boardsports and youth-culture company whose activities span proprietary footwear, apparel and skateboard brands, licensed and distributed labels, and skateboard hardware manufacturing.
Last updated August 26, 2026
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Overview
Globe International Limited is an Australian company focused on skateboarding, surfing, snowboarding, streetwear, workwear, footwear, apparel and related equipment. Its roots lie in Hardcore Enterprises, founded in 1985 by Australian skateboarding brothers Peter and Stephen Hill and their brother Matt Hill. The founders initially imported American skate products into Australia after finding that the local market did not adequately serve the needs of serious skateboarders. Through product distribution, event promotion, tours, contests, films, magazine advertising and other forms of cultural marketing, Hardcore became an important force in the development of Australian and New Zealand skateboarding during the 1980s. The business expanded beyond distribution in 1987 when Die Hard Pty Ltd was established as a clothing and accessories division. Die Hard managed licensed youth and streetwear labels, including Vision Street Wear and later brands such as Stüssy, Mossimo, Freshjive, Paul Frank, Ecko Unltd., Counter Culture, Split, Girl Star, Undergirl and World Industries. The Hills also co-founded Mooks. This streetwear operation became a substantial supplier to Australia and New Zealand before being sold to Pacific Brands in 2006. The divestment reflected a strategic shift toward Globe's proprietary labels and international boardsports expansion. Globe established its United States operation in Los Angeles in 1995 and later developed offices or operating locations in Melbourne, Los Angeles, Newport Beach, San Diego, Hossegor and Shenzhen. The company became publicly listed in Australia in 2001. In 2002 it acquired Kubic Marketing, the holding company associated with World Industries and Dwindle Distribution. The transaction expanded Globe's position in skateboarding through brands including Enjoi, Blind, Darkstar and Tensor, and connected the company with the skateboard-industry businesses founded by Rodney Mullen and Steve Rocco. Globe subsequently established a European base in Hossegor, France, in 2003. Globe's business model combines proprietary brands, licensed brands and third-party distribution. Its proprietary portfolio has included Globe, FXD Workwear, Salty Crew, Impala Skate and X/DMG workwear. The company has also distributed or represented a range of outside labels in skateboarding, apparel and accessories. In 2009 it acquired the European skateboard brand Cliché, although the Dwindle portion of the business was later sold in 2019. Globe returned to Australian streetwear distribution in 2010 through 4Front Distribution, which handled brands including Stüssy, Obey and Misfit. Manufacturing is an important part of the company's skateboard operation. Globe operates the DSM Premium Woodshop in Shenzhen, China, producing skateboard decks and trucks. The facility uses maple sourced from Canada's Great Lakes region and has been associated with Rodney Mullen's involvement in production practices. The company has presented vertical integration and specialized board manufacturing as ways to control construction and quality while supporting international distribution. Globe also uses films, athletes, events and collaborations to connect its products with skateboarding, surfing and snowboarding communities. Projects have included the United By Fate skate-film series and the award-winning surf film Strange Rumblings in Shangri La. In later years the company broadened its activities through the acquisition of the swimwear brand It's Now Cool, the launch of MilkBar bikes and the introduction of the dot board electric skateboard. Globe maintains a small number of branded retail locations, including stores in St Kilda, Hossegor and Hong Kong, while continuing to sell through specialist retailers and distributors in international boardsports markets.
History
Globe International developed from Hardcore Enterprises, an Australian skateboarding distribution company founded in 1985 by Peter, Stephen and Matt Hill. The brothers began by importing American skate products into Australia, responding to what they saw as a shortage of suitable equipment for local skateboarders. Their business grew through a combination of distribution, athlete promotion, skate tours, competitions, books, videos and advertising. These activities helped make Hardcore a significant participant in the growth of skateboarding and street culture in Australia and New Zealand. In 1987 the group created Die Hard Pty Ltd to handle clothing and accessories. Die Hard became the company's streetwear arm and secured Australian and New Zealand licenses for several prominent youth labels, including Vision Street Wear, Stüssy, Mossimo, Freshjive, Paul Frank, Ecko Unltd. and World Industries. The Hills also helped establish Mooks. The division eventually became one of the region's largest branded youth-clothing suppliers, but Globe sold it to Pacific Brands in 2006 as part of a decision to concentrate on proprietary brands and international boardsports growth. Globe built an American presence in Los Angeles in 1995 and listed on the Australian Securities Exchange in 2001. In 2002 it acquired Kubic Marketing, associated with World Industries and Dwindle Distribution. This brought a substantial collection of skateboard brands and capabilities into the group, including Enjoi, Blind, Darkstar and Tensor. Globe opened a European headquarters in Hossegor in 2003, allowing it to sell directly into important western European boardsports markets while using distributors elsewhere. The company expanded its operational infrastructure as well as its brand portfolio. Its DSM Premium Woodshop in Shenzhen manufactures skateboard decks and trucks and uses Canadian maple. The facility represented a move toward greater control of board production and was notable because skateboard manufacturing had historically been concentrated in North America. Globe later acquired the European skateboard brand Cliché in 2009. In 2010 it re-entered Australian streetwear distribution through 4Front Distribution, while retaining a broader international focus. Globe marked the thirtieth anniversary of Hardcore in 2015 with the book Unemployable: 30 Years of Hardcore, Skate and Street and associated launches in Melbourne and Los Angeles. In 2017 it acquired American fishing- and surf-influenced brand Salty Crew. The company sold the Dwindle part of its business in 2019 and introduced the dot board electric skateboard around the end of that year. In 2022 it acquired the swimwear label It's Now Cool and launched MilkBar bikes. Marketing and community participation have remained central to Globe's operating approach. The company has sponsored athletes across skateboarding, surfing and snowboarding; staged skate and surf contests; produced films and short-form video; and collaborated with artists, entertainment properties and other brands. Its United By Fate skate series ran from 2007 to 2010, while Strange Rumblings in Shangri La, a surf film filmed across several countries, received the 2014 Surfer Poll Movie of the Year award. As of the available reference material, Globe continues to operate as an active international boardsports group with offices and facilities in Australia, the United States, France and China, and a limited network of branded retail stores.
- 2022
It's Now Cool acquisition and MilkBar launch
[1]Globe acquires It's Now Cool swimwear and launches MilkBar bikes.
- 2019
Dwindle business sold and dot board launched
[1]Globe sells the Dwindle portion of its operations and introduces an electric skateboard product.
- 2017
Salty Crew acquired
[1]Globe acquires the American brand Salty Crew.
- 2015
Thirty-year history commemorated
[1]The company publishes a book documenting three decades of Hardcore, skateboarding and street culture.
- 2009
Cliché acquired
[1]Globe adds the European skateboard brand Cliché to its portfolio.
- 2006
Streetwear division divested
[1]Globe sells its licensed Australian streetwear division to Pacific Brands and refocuses on proprietary brands.
- 2003
European headquarters established
[1]Globe opens its European headquarters in Hossegor, France.
- 2002
Kubic Marketing acquisition
[1]Globe acquires Kubic Marketing, expanding its skateboard brand and distribution holdings.
- 2001
Australian public listing
[1]Globe International lists on the Australian Securities Exchange.
- 1995
United States operation opens
[1]Globe establishes its US operation in Los Angeles.
Products and positioning
A vertically integrated, culture-led boardsports group combining proprietary brands, specialist manufacturing, athlete teams, media production, events and international distribution. Globe's identity is rooted in skateboarding while extending into surfing, snowboarding, streetwear, workwear, swimwear and mobility products.
Skateboarding footwear, apparel and hardware
Globe
Globe is the group's principal boardsports brand, covering skate shoes, apparel, complete skateboards, decks and related equipment. It is positioned around skateboarding and broader surf, snow and street culture, supported by athlete teams, specialist retail and media projects.
Workwear
FXD Workwear
FXD Workwear is a proprietary workwear label within Globe International's portfolio. It extends the company's apparel expertise into durable clothing designed for work environments rather than purely recreational boardsports use.
Surf and coastal lifestyle apparel
Salty Crew
Salty Crew is an American brand acquired by Globe in 2017. Its identity is associated with fishing, surfing and coastal outdoor culture, giving Globe a lifestyle label that complements its skateboarding and surf activities.
Roller skates and skate lifestyle products
Impala Skate
Impala Skate is listed among Globe International's proprietary brands. The label broadens the group's skating offer beyond traditional skateboard hardware and footwear into roller-skating and related lifestyle products.
Swimwear
It's Now Cool
It's Now Cool is a swimwear brand acquired by Globe in 2022, marking a later expansion into beachwear and women's swim-focused products.
Electric skateboard · 2019
dot board
The dot board is an electric skateboard product launched by Globe around the end of 2019, extending the company's board expertise into powered personal mobility.
Bicycles · 2022
MilkBar bikes
MilkBar bikes were launched by Globe in 2022 as a bicycle-related product line, adding another form of wheeled mobility to the group's skate and boardsports portfolio.
Skateboard manufacturing · 2003
DSM Premium Woodshop
DSM is Globe's Shenzhen-based manufacturing facility for skateboard decks and trucks. It processes Canadian maple and provides in-house control over important stages of board production.
Marketing campaigns
- 2015Unemployable: 30 Years of Hardcore, Skate and Street
Australia · United States
Globe marked the thirtieth anniversary of its Hardcore origins with a historical book and launch events in Melbourne and Los Angeles.
Outcome. The project documented the company's development within skateboarding and street culture.
- 2013Strange Rumblings in Shangri La
International
Globe and director Joe Guglielmino began producing a surf film featuring Globe surfers and international locations including Iceland, Brazil, France, Mozambique and Indonesia.
Outcome. The film won the 2014 Surfer Poll Movie of the Year award.
- 2007United By Fate
International
Globe released the first instalments of United By Fate, a six-part skateboarding film series directed by Joe Guglielmino and built around the company's skate team.
Outcome. The series became a substantial branded skate-media project, with episodes released through 2010.
Brand decisions
2022
Acquisition of It's Now CoolM&ABackground
Globe expanded beyond its traditional skate and surf categories into swimwear.
Action taken
The company acquired the swimwear brand It's Now Cool.
Aftermath
The acquisition added a beachwear-focused label to Globe's proprietary brand portfolio.
2019
Launch of the dot boardProduct launchBackground
Globe explored new forms of wheeled mobility alongside its established skateboard business.
Action taken
The company introduced the dot board electric skateboard.
Aftermath
The launch broadened Globe's product scope into powered board mobility.
2006
Divestment of the licensed streetwear divisionStrategyBackground
Globe had developed a large Australian and New Zealand licensed streetwear operation through Die Hard, but sought to concentrate resources on proprietary brands and international boardsports.
Action taken
The company sold the division to Pacific Brands and redirected its strategic focus toward internationally distributed proprietary labels.
Aftermath
Globe continued its international expansion while later returning to Australian streetwear distribution through 4Front Distribution.
2002
Acquisition of Kubic MarketingM&ABackground
Globe sought to expand its position in the global skateboarding market through ownership of established brands and distribution capabilities.
Action taken
Globe acquired Kubic Marketing, associated with World Industries and Dwindle Distribution.
Aftermath
The transaction made Globe one of the larger international skateboard companies and added brands such as Enjoi, Blind, Darkstar and Tensor.
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