SMALL TALK | #01 with EMENTA SB IS NOW OUT!

Ementa SB is a Portuguese streetwear and skate‑inspired brand known for clothing and accessories such as T‑shirts, hoodies, jackets, trousers, bags and caps, as well as skate products, all drawing from a strong urban and skate culture identity. The brand was founded in 2007 in Amadora (Lisbon, Portugal) by a group of skateboarder friends: Emídio Silva, Nikita Gorev and Raphael Castilho. 

Initially starting from local skate culture creations, Ementa SB expanded into a fully‑fledged brand with several physical stores in Portugal (Lisbon and Porto) and international retail presence. 

This interview was made with Emídio Silva and Ruben Morais Claudino.

 

How did your collaboration with Ementa begin?

Ruben: The collaboration started through previous creative projects and mutual interests. The first time we collaborate was in 2014, for Thousand Words Campaign. At first, it involved specific campaigns and creative collaborations, but over time it became a full-time job. 

 

The title S'atira is quite interesting. Why that name?

The title came from something that Zé used to say to cheer up his mates. We used to say "S'ATIRA men", witch means "throw yourself". It’s about “less talk, more action” and about applying that mindset when you are trying a new tricks If you try it, you might do it. You can also apply that to different areas like music, art, work, life. The name works like a symbol or an arrow, guiding the viewer rather than explaining everything.

 

The project took a long time to develop. Why was that important?

Time was essential because the project was built through process. It took around two years, involving filming, photography, editing, writing, sound, animation, and constant experimentation. 

 

What were some of the biggest challenges during production?

Time and energy were constant challenges. Many filming sessions happened late at night, sometimes starting after midnight. But at the same time, there was a strong sense of commitment from everyone involved. The challenges became part of the story, and that intensity is reflected in the final result.

 

The project goes beyond film and includes photography and an event. Why was that important?

From the beginning, the idea was never just to create a film. The project needed to exist as an experience. The event combined film screening, photography exhibition, music, food, and social interaction. It was important that people didn’t just watch something passively, but felt part of a collective moment. The photography exhibition, in particular, added another layer, connecting the visual narrative to physical space.

 

The photography exhibition seems to have had a strong conceptual role. Can you talk about that?

The exhibition was a real challenge, especially because there were limitations on how the space could be used. Custom structures had to be created from scratch. Conceptually, the photography aimed to highlight process, collaboration, and the people behind the work. One of the key ideas was to include not only the artists but also suppliers, artisans, and collaborators, reinforcing the idea of collective creation and belonging. Therefore we created a embroidered photography that took over 2 days to be complete.

 

Music and animation also play a role in the project. Why include those elements?

Animation helped enrich the visual language. Animation elements, symbols, and movement were carefully designed to have meaning and coherence with the skaters in each part. From Madu's animation, that really shows who he is, to Sarreira's drawings on top of some footage and finally Castanheira playing live for his part, all this elements made our video OUR. It was about putting out the best of each skater, not only related to skate but also about their personalities and hobbies.

 

What kind of feedback did you receive after the premiere?

Emídio: The feedback was diverse. People liked it but said it lacked some of the animations I usually use, scenes that were more playful. However, this time we wanted to stay true to the real skate video, without distractions.

 

Finally, what does Sátira represent for you going forward?

S'ATIRA represents freedom, collaboration, and the value of process. It shows that meaningful work can come from collective effort, patience, and trust. It also opens the door to future projects, encouraging experimentation and pushing creative boundaries even further. The desire is to keep building, learning, and creating.