This shop is the epitome of what's so beautiful about the sport and its enthusiasts. It's independently owned by three skaters in their mid-20s who have put their emphasis squarely on the tools, not the fashion, of skateboarding -- more gear than clothes.

And you won't find snowboarding or, ugh, inline skating paraphernalia. The shop has one focus, skateboarding (well, perhaps two: The motto on its tee shirts reads, "Tonight we drink, Tomorrow we ride").

Freshly reworked so it's not cluttered by racks, Sub Society has found a new aesthetic sensibility inside the front door. It's organized, with one wall of skate decks, one wall of clothing, and a corner dedicated strictly to shoes, plus the requisite couch and TV where skateboarding videos play all day.

The neatness and friendliness of the staff make it parent-friendly, as well. Most representative perhaps is the fact that there's a chess board set up next to the assembly area; these kids are thinking.