If you were skating in the early-to-mid 2000s, Cliché Skateboards was hard to miss. The globe logo, the heavy European squad, and the era of videos like Bon Appétit made the brand a staple of street skating for a long stretch.
Now, out of nowhere, the name just popped back up — and this time, it’s not just a rumor.
A new Instagram account under the handle @clicheskateboards quietly made its first post this week.
No announcement, no rollout — just a single post, the classic globe logo as the profile image, and a bio that reads:
Cliché Skateboards was founded in 1997 by Jérémie Daclin in Lyon, France.
The account also lists Jérémie Daclin directly, making it clear this isn’t just a random fan page.
Photo: Cliché / @clicheskateboards
The Post That Started It
About three weeks before the page went live, JB Gillet posted clips of himself skating — along with a photo of the board he was riding: a Cliché deck.
The caption:
“🤜🤛 @jeremiedaclin”
At the time, it felt like it could go either way. Maybe just an old board. Maybe something more.
Now, with a new Cliché page tied directly to Daclin — and an actual “we’re back” message — that post looks a lot more like an early signal than a coincidence.
The Name Behind the Brand
For anyone newer to the scene, Jérémie Daclin is the original founder of Cliché Skateboards. He started the company in 1997 in Lyon, France, and it quickly became one of the most recognizable European skate brands of the late ‘90s and 2000s.
Cliché helped showcase a distinctly European style of street skating — marble plazas, long ledges, and city spots scattered across places like Lyon, Barcelona, and Paris.
Over the years the team included names like Lucas Puig, Javier Mendizabal, Joey Brezinski, Charles Collet, and Andrew Brophy, and the brand’s video output helped solidify its reputation.
The 2005 full-length Bon Appétit remains the most remembered release, introducing a lot of American skaters to the European scene and delivering standout parts from riders like Puig and Mendizabal.
Photo: Jeremie Daclin / Cliché
When the Brand Went Quiet
After nearly two decades in skateboarding, Cliché shut down in November 2016 when Dwindle Distribution — which had purchased the brand from Salomon in 2009 — announced it would discontinue the company due to worsening market conditions.
Founder Jérémie Daclin later shared a message thanking the skate community — riders, shops, filmers, photographers, artists, and fans — who helped support the brand during its 19-year run.
For a lot of skaters, the shutdown felt like a piece of European skate history quietly disappearing.
What This Actually Looks Like
Now, between JB Gillet skating a Cliché board and tagging Daclin, a new Instagram page clearly tied to Daclin, and a “Cliché is back! Soon” message, this is starting to look like the early stages of a real comeback.
There’s still no official word on team riders, product, or release timing — but at this point, it’s not a question of if something is happening, just what it’s going to look like.
A Different Era, Same Question
If Cliché is really coming back, it won’t be stepping into the same world it left.
The industry now is smaller, faster, and way more direct. Brands don’t need full-length DVDs or big distributors to exist — they can build straight through Instagram and video drops.
Which makes this kind of low-key, social-first rollout feel pretty fitting.
For now though, all we’ve got is a fresh account, one post, a story that says “we’re back,” and a clip from a few weeks ago that suddenly makes a lot more sense.
And in skateboarding, that’s usually how something starts.
Were you a fan of Cliché back in the day?
And are you excited to see their comeback?
Let us know!