Cliché Skateboards was established in 1997 by Jeremie Daclin, in Lyon, France. The brand quickly gained popularity by showcasing the talents of the best young skaters from France and Europe. With the likes of Lucas Puig, JJ Rousseaux, JB Gillet, Vincent Bressol and Javier Mendizabel quickly gaining worldwide attention.
And later as the company became more global they recruited Aussies Cale Nuske and Andrew Brophy, as well as US rider Joey Brezinski and later Daniel Espinoza. Another part of their success was the popularity of their video's like Bon Appetite by the brilliant "French" Fred Mortagne.