Blem x Max Guisse Collaboration: A Fusion of Skate, Art, and Montreal Culture

Blem x Max Guisse Collaboration: A Fusion of Skate, Art, and Montreal Culture

Blem's latest collaboration with Montreal-based skateboarder Max Guisse brings together the world of street fashion and skate culture, creating a fresh synergy that embodies the creative energy of the city. This partnership isn't just about fashion or sport; it’s a celebration of Montreal's vibrant youth culture and the dynamic creative spirit that drives the city's streets.

Why Max Guisse?

Max Guisse wasn't just randomly chosen for this collaboration—his infectious energy and deep-rooted connection to the Montreal skateboarding community made him the perfect fit. Having met the founder of Blem, Paul B. Normil, several times before, the relationship between the two was already grounded in mutual respect and shared interests. Max's skateboarding style—effortless, playful, yet technically impressive—paralleled the creative freedom and edge that Blem is known for.

From a personality perspective, Max exudes a certain charisma that resonates with the youthful, carefree, and rebellious spirit that Blem aims to capture in its designs. His personality is fun, energetic, and authentic—qualities that Paul immediately connected with. As a result, it felt natural to bring Max into the fold for this collaboration, which included showcasing him skating on Blem’s signature Blem Idol Skateboard Deck.

Van Horne Skate Park: The Perfect Backdrop

The collaboration clip was shot at Van Horne Skate Park, one of Montreal's most iconic skateboarding spots. Tucked under the Van Horne Viaduct, this park is not just a popular destination for skaters but also a canvas for urban art. The graffiti-covered walls add a raw, creative vibe that perfectly complemented the aesthetic of the Blem x Max collaboration.

Van Horne is a place where both newcomers and veteran skaters gather, creating a sense of community and shared experience that’s uniquely Montreal. The park's open and welcoming atmosphere made it a natural choice for this shoot, highlighting the gritty, grassroots nature of skate culture in the city. Notably, it’s a space where the city’s creative youth meet, practice, and hone their skills, whether in art, skateboarding, or fashion—just like Max and the Blem team.

Skate Culture in Montreal

Skateboarding is more than just a sport in Montreal—it’s an essential part of the city’s urban identity. With its long, harsh winters, the city's skaters embrace every opportunity to make the most of their time outdoors, and places like Van Horne become second homes to them. The culture is inclusive, with skaters from all backgrounds converging to share their passion and push the boundaries of their sport.

This is where collaborations like Blem’s become so important. By working with young creatives like Max Guisse, Blem taps into the heartbeat of the city’s youth culture. The brand isn’t just about selling clothing or skate decks—it’s about fostering community and supporting the next generation of artists, athletes, and innovators in Montreal.

Why Blem Collaborates with Montreal’s Youth

For Blem, connecting with the youth of Montreal is about more than staying relevant—it’s about investing in the future of the city’s creative landscape. The brand has always had its roots in the intersection of fashion, music, and art, but now it’s extending its reach further by engaging with the skateboarding scene, a subculture that thrives on creativity and innovation.

Collaborating with young skaters like Max Guisse ensures that Blem stays in tune with the pulse of the city. By working with emerging talents, the brand not only amplifies the voices of local youth but also gives them a platform to showcase their skills and ideas to a broader audience. This synergy between Blem and Montreal’s youth culture is what makes the brand more than just a fashion label—it’s a movement that celebrates individuality, freedom of expression, and the power of community.

In short, the Blem x Max Guisse collaboration is a testament to the power of youth, creativity, and culture. It’s not just about a skateboard deck—it’s about the shared energy of a city and the collective pursuit of dreams, passion, and artistry.

[ Creative Director ] Paul Berly Normil (@paulytic) @h7n_media @nancy.syndi
[ Videography ] @h7n_media
[ Photography ] @paulytic 
[ Stylist ] @nancy.syndi
[ Talent ] Max Guisse @maxguisse
[ VHS Assistant ] @blankfacedavey