Theories was launched as a small blog site know as Theories of Atlantis in circa 2005, which went on the make a bunch of tees at 20 bucks each for the Static III movie premier in NY 2007. Apparently not one tee was sold ! The Theories of Atlantis site was started to showcase the progress of the Static III project as well as to help shed light on underground skateboarding and the indie skate video scene around the world.

At the time of it's start, the indie scene was indeed quite underground, and the mainstream media options were giving that side of skateboarding very little attention. It might be hard to believe, but there were only a few underground brands at the time, including Ricky Oyola's Traffic Skateboards, Coda Skateboards, Danny Montoya's Listen Skateboards and a tiny brand just started by Jahmal Williams, called Hopps.

The TOA website slowly developed into a community of skaters from around the world.
Well over a decade later they continue with their good work and also produce top quality hardware and soft goods to a very high standard.