In the 1990s, the World Industries camp had three shoe companies running at once: Axion, Duffs, and Dukes. Each brand was inspiring and each had its place in the skate market. Dukes stood out for two simple reasons: the designs of the shoes were simple and clean, and Jeremy Wray was ruling with a great skate fan base. That's pretty much all you need to keep the lights on in skateboarding.