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Santa Cruz skateboarding and apparel brand was founded by Richard Novak, Doug Haut, and Jay Shuirman, three surfer friends from Santa Cruz, California In 1973. They teamed up to start NHS Inc., the parent company of Santa Cruz, Independent Trucks Co., Slime Balls, and more. Ever since, NHS has become a symbol of skateboarding culture, and is at the pinnacle of skateboarding evolution.