Nationwide — Latosha Stone-Keagy, the founder and CEO of Proper Gnar, the first Black woman-owned skateboard company, is marking a new chapter defined by intentional design, creative independence, and a renewed commitment to its original mission.
Since its founding in 2011, her company has been recognized for challenging the norms of a traditionally male-dominated skate industry. Built from the ground up, initially out of a spare bedroom, the brand quickly gained national attention, earning features with major platforms and retailers while cultivating a dedicated community of women and girls in skateboarding.
After over a decade of growth, including viral success and large-scale collaborations, she made the decision to step back from the brand to focus on her health, creative direction, and long-term sustainability.
“I started Proper Gnar because I loved skating and I loved making art,” says Latosha. “At a certain point, the business grew faster than I was prepared for, and I found myself doing everything at once. I needed time to reset and reconnect with why I started in the first place.”
Over the years, she has focused on her fine art practice and expanded her professional experience, including working as a marketing director. This period allowed her to refine her creative voice and approach the brand with a clearer, more sustainable vision.
Now, Proper Gnar has released limited-edition skateboard decks and limited print apparel. Moving away from large-scale production and extensive product categories, the relaunch emphasizes smaller, more intentional releases, as well as creative collaborations with other artists.
“This time, it’s about creating what feels right,” she explains. “Less pressure, more intention. I want every release to feel like something you really connect with—not just something you buy.”
While the structure of the brand has evolved, its mission remains unchanged. Proper Gnar continues to center and uplift women, especially women of color, in skateboarding, fostering a space where creativity, individuality, and community intersect.
Her newest release signals the beginning of this new era, blending her signature art style with the energy of contemporary skate culture.
For more information, updates, and release details, visit ProperGnar.com
For press inquiries, contact info@propergnar.com