Rust Belt Mallwalker

  Photo from the Swatch collection of skateboarder Jürgen Blümlein. Found online. Swatch watches were all the rage in the late eighties. And it felt like they came out of nowhere, too. It's like one day, you're reading a pile of magazines, and in every one of them- from Sassy to Thrasher-there was an ad for Swatch. Swatch watches were fairly cheap, usually around $30-$35. They were colorful plastic, you could switch the bands, and they were waterproof. They provided a nice alternative to the standard Timex watches all the nerds would wear. They caused Beanie Baby-levels of hysteria in some markets. It was no surprise that these tough little watches crossed over perfectly into skate culture, where bold prints and individuality were celebrated. Around 1987, Swatch started to sponsor skateboarders, who they would then send out on skate demos at malls around the United States. One of their featured skaters was Rodney Mullen, who is now known (and rightfully so) as the godfather of ...

I have a pretty extensive collection of various news clippings that I've collected over the past couple years, mostly focusing on Akron area malls. This article from The Ashtabula Town Beacon in 2007 is the early call: malls are dying. Most of the malls in this article have turned into Amazon fulfillment centers. Ashtabula Mall is owned by the same company who owns Akron's very dead Chapel Hill Mall, and is very much dead. Millcreek is the only mall that I think is still doing ok. "Hopefully there won't come a time when we buy everything either online or at Wal-Mart" makes me wonder if the writer of this is still around. I'd love to hear what he thinks now. COVID has kicked the collapse of the American shopping mall into high gear, but this has been happening for years now. We're seeing the American dream die in real time, both literally (the American Dream Mall is the most cursed mall in America), and figuratively (hi, I haven't been out of m...