Little Ruler was founded in September 2004 by ‘80s skateboard legend Jeff Kendall and his wife Maureen and was inspired in part by Jeff’s former profession and in part by the birth of their two sons. With Jeff’s senior marketing position with NHS (Northern California skateboard, snowboard and surfboard manufacturer) he was able to custom-print some one-pieces and toddler t-shirts with cool brand logos. Maureen recalls, “When our kids wore this stuff, the reactions from people made us realize that skaters and skate fans of our generation may have become parents, but they haven’t lost their passion. So we founded Little Ruler to share that passion with the little ones in their lives.” Today Little Ruler offers a range of tees, onesies, jackets, shoes, and headwear for infants and toddlers. True to its skater-punk roots Little Ruler clothing features logo gear from Santa Cruz, Independent, Creature, and Nor Cal. Born. Skateboarding.