Cliché came to be in 1997 when French skateboarder Jeremie Daclin decided there was a gap in the market for a strong European skateboard company which could represent the interests of the many amazing European skateboarders having to make do with limited distribution sponsorship deals. Cliché went on to sponsor some of the world’s best skateboarders and put the European skate scene on the map. In 2007 US based distributor Dwindle bought Cliché and in November 2016 they made they announced their decision to close the company down. Let's look forward to what's to come from Lucas Puig, JB Gillet, Andrew Brophy, Joey Brezinski, Flo Mirtain, Lem Villemin, Sammy Winter, Max Geronzi, Al Boglio and Jeremy Daclin.