In 1991 fellow pro skater Steve Rocco who founded world industries Skateboards approached Natas Kaupus about starting his own brand. Natas left SMA and began 101 Skateboards. The company would become an outlet for Natas to employ his graphic and artistic talents. 101 was known for its influential videos in the early 1990's. During the 6 to 7 years that 101 was around for, the team was comprised of heavy hitters including Natas Kaupus, Gabriel Rodriguez, Eric Koston, Adam Mcnatt, Clyde Singleton, Gino Iannucci, Jason Dill, Marcus Mcbride, Kris Markovich, Andy Stone and Leigh Peterson.