Route One

Route One, skate and streetwear shop since 1989

Route One is a British retailer specialising in skateboarding and streetwear that presents itself as the UK's number one skate shop since 1989. Its catalogue combines technical skate footwear, streetwear garments and skate components, and the company itself states that its products are designed for skaters and built to last.

The brand operates a network of ten stores across the UK and also runs an online shop with delivery to numerous European countries, including Spain, France, Germany, Italy, Portugal and the Netherlands, as well as Ireland, Guernsey and the Isle of Man.

Skate footwear

The shoe section is one of the cornerstones of the business. The shop organises footwear into categories such as high and mid-top models, vegan-friendly options, cupsole, vulcanised, slip-ons, kids' sizes, insoles and shoe care products. Footwear brands it stocks include Nike SB, New Balance Numeric, adidas, Vans Skate, DC, Etnies, Converse, Lakai and Globe.

Within Nike SB, lines such as Dunk, Heritage Vulc, Force 58, Chron and PS8 stand out; in New Balance Numeric, the 272, 306, 440 and 933 models appear; and from adidas, the Busenitz, Gazelle and Samba silhouettes are mentioned.

Streetwear clothing and accessories

The clothing range covers T-shirts, jeans, trousers, jackets, hoodies and sweatshirts, shirts, fleeces, jorts, shorts and underwear. The own-brand Route One carries particular weight, with its Super Baggy jeans line available in various washes and sizes, presented as a garment designed for skateboarding and for general wear.

Alongside the own brand are streetwear labels such as Butter Goods, Columbia, Dime, Obey, Pop Trading Co, Stan Ray, Carhartt WIP, Dickies, HUF, The North Face, Patagonia, Santa Cruz, Thrasher, Welcome, New Era and Stance. Accessories include socks, bags, belts, boxer shorts, gifts, jewellery, sunglasses, wallets, watches, caps, beanies and bucket hats.

Skateboard hardware

The technical area brings together decks, complete skateboards, wheels, trucks, undercarriage kits, bearings, grip tape, bolts, cruisers, longboards, helmets, pads, bushings, deck rails, tools, riser pads and wax. The skate brands it stocks include Spitfire, Independent, Enjoi, Zero, Santa Cruz, Heroin, Girl and Death, as well as Route One itself.

The site includes buying guides on complete skateboards, choosing a deck, skate shoes and jeans, as well as a beginner's guide to skateboarding, which reinforces its focus on audiences new to the discipline.

Promotions and purchase conditions

At the time of analysis, the shop indicated free delivery over £89.95 and the accumulation of more than 80,000 five-star reviews. The catalogue showed volume offers, such as three socks for two, five pairs for £12.95, two T-shirts for £45, two jeans or shorts for £60, two jorts or shirts for £70, two hoodies or sweatshirts for £80 and two hoodies and jeans for £90.

Rider team and editorial content

Route One maintains its own team of skaters, the Route One Riders, and publishes a blog with news about skateboarding, events and product launches. Content includes event reports such as the Big Three Jam at the Lloyds Amphitheatre in Bristol or Ramp Antics in Corsham, as well as trick tutorials such as the kickflip, the 50-50 and the rock 'n' roll.