Lol, turns out it was just a shill for selling shoes. Under these circumstances their about page seems especially obnoxious and cringy:
Something is happening. We don’t know exactly what shape it will take, but it’s been brewing for a while. It feels like an attitude, but it's more of a movement. It caught our attention, so we brought together some of the best from roller skating and action sports to create Lazo, and capture it in the design of our products.
Ridiculous.