The company was established in 1997 by French professional skateboarder Jeremie Daclin and initially found a niche sponsoring European professional skateboarders. Already a well known local skater in Lyon, Daclin decided to produce equipment to suit the styles of his friends and fellow Lyonnais. Daclin explained in 2012 that he had been travelling a lot as a professional skateboarder and, after filming a video with the American company New Deal, he moved to the Deathbox team (now Flip Skateboards) to be involved with a brand that was more local. However, Deathbox then relocated to the US and Daclin declined the invitation to join the move, stating that he would try to develop his own brand in France.

Daclin’s vision for Cliché was based on three elements: photography, Europe and all types of skateboarding.