DIME

Participants in the Dime Glory Challenge braved the rain as they skated down Montreal's steepest hill. Put on your raincoat and enjoy the Dime Street Challenge 2022.

We could say that Dime is known worldwide today for its clothing with touches of humor and references of all kinds (from movies, critiques of society, curious events…), but that was not the goal when a group of young people from Montreal (Antoine Asselin, Phil Lavoie, Bob Lasalle, Hugo Balek, Charles Rivard, Eric Riedl, and Alexis Lacroix) created the brand. It wasn't even a brand as such back in 2005 when they started filming 90s-style skate videos; back then, they called themselves Dimestore Crew. They made their first t-shirts for their friends at a local print shop, and years later, they produced another batch of t-shirts but this time under the name Dime, as we know it today. They shortened the name because people thought it was a skate shop, which they didn't want, as they explained in an interview with Quartersnacks.

The brand took a significant leap in 2011 when Vince Tsang, also Canadian, blogger, and photographer (he worked for companies in the industry and had a very viral series called “I wish they made this for girls”), joined the team. Initially, they paid him to improve their website, but everyone quickly realized that their relationship was going to be long-lasting. In 2015, they organized the Dime Glory Challenge, a skateboarding event with contests like the “Wallride Challenge", “Rainbow Challenge", and “Guillotine Challenge”. Since then, the Dime Glory Challenge has become one of the most anticipated events in the skateboarding scene.

As you know, they have their unique touch, as you can see in their new Summer 2024 collection. Now available in physical stores and online.

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