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Nike may not have the underground street cred of skateboarding sneakers like DC or Etnies. But that doesn't matter to Vinny Ponte, the owner of the skate shop Rival, which carries Nike's styles in super-cool color combinations. Pont makes a point of stocking only product lines he actually uses and wears 365 days a year. Apparently his wardrobe is minimal, because there's not a lot of stuff in this very well-edited store. But what apparel there is, is pretty damn hot, plus skateboards from local East Coast companies like Vehicle, Zoo York, and 5Boro. Unlike at other skate stores, where over-thirties have to beg for attention, Rival's customer service is, well, unrivaled. There's no attitude, no blaring thrash metal, and no pressure—just three guys who really like the stuff they sell. New York Magazine