Back in 1993, when DC was established, DC co-founders Ken Block and Damon Way agreed upon a mission: to make a significant change in skateboard shoe style and elevate skateboarding performance to the highest level. In 1994, DC introduced protective lace loops into the world of skateboarding. This was a small step for general footwear design but a massive leap for skateboarding footwear.
In following years, DC took this design philosophy and embedded it into everything that the brand stands for. DC built a world-class team of professional skateboarding, snowboarding, surfing, BMX, motocross and rally athletes — with each athlete enhancing the brand’s signature products, and supports its promotional efforts.
DC has expanded into other initiatives such as the DC Artist Projects™, Double Label™ Projects and Remix Series™. As culturally relevant as pro-model skate shoes, these projects showcase design collaborations with prominent and influential street artists and musicians. Featured artists have included Kaws and Phil Frost, while musicians Travis Barker (+44, The Transplants and Blink 182) and Mike Shinoda (Fort Minor and Linkin Park) have also developed the Remix Series™ and Groove Armada.
Ever mindful of its roots as a performance skateboard shoe company, DC continues to invest in the development of skateboarding via grassroots initiatives such as Skate Plazas and its sponsorship of global and regional skateboarders.
Thirteen years later, DC stands as a global brand whose product line has expanded to include men’s, women’s and kids’ skateboarding and lifestyle shoes, apparel, outerwear, and accessories such as bags, keychains, wallets and belts. DC continues to stay true to its original mission—to make a significant change.
PHILIPPINE ROOTS
Having recently opened its 10th store in the Philippines, DC’s latest branch in SM Megamall offers the complete line of exciting possibilities to elevate street fashion. With a variety of styles for both men and women, the American brand has already attracted a loyal following cultivated through local action-sports enthusiasts who recognize the brand for its high quality and
innovative line of apparel and footwear that also boasts of unique innovations to help them perform better in their sport. From skateboarding, BMX, Rally, Motocross, and surfing, DC has elevated action sports performance as its paramount priority.
The brand’s line of graphic-print shirts are perfect for both guys and girls who enjoy comfortable clothes, while other apparel such as hoodies and pullovers come in a variety of colors as well as caps, belts, and bags make for great add-ons to complete your “street” look. And with the brand’s new lifestyle collection
that is out this year, expect more awesome finds from DC such as chinos and board shorts for guys while for girls, there’s a great line of cute dresses, blouses, and jeans for everyday wear or other casual events.
Since launching its kids and toddler footwear line a year ago, DC has been able to enjoy positive feedback from the Philippine market thanks to parents who found the new line very impressive.
MORE IN STORE
In addition to DC’s creative line of footwear styles, the brand also incorporates different technological innovations to elevate the type of shoes that DC has offer. It has recently come out with its Unilite TM technology, for its “Lighter Shoes Weigh Less” campaign. Through the Unilite TM midsole, shoes are more lightweight, and provide better support to the wearer’s feet without the additional weight.
Next up is the “Life Collection,” which is geared towards lifestyle and fashion featuring sneakers and slip-on footwear that have edgy designs which you can wear as your dress sneakers or even when heading out on a surf trip. It also incorporates the DC Pill Pattern which has a trademark sticky rubber outsole that keeps one from slipping. One of the highlights of the Life Collection is the Studio Shoe, a new kind of footwear that makes use of bounce suede – a cool new innovation that keeps your shoes stain-free, like with beer spills. It’s also dust resistant to keep your kicks fresh and clean, especially if you have a planned night out with the ladies.
FREEDOM DOLLY
Another exciting thing to look forward to from DC is Freedom Dolly, a popular brand for skateboards which DC is now offering in its stores. Famous for its handmade and ecologically harvested bamboo longboards and cruiser skateboards, it is a subsidiary brand of Quiksilver, Inc. as well as DC.
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