In Depth // Dime

22 Feb, 2023



Dime is a skateboarding brand that was founded in Montreal, Canada, in 2005 by friends Antoine Asselin and Phil Lavoie. What initially started as a small skate crew that would skate and film together, Dime has since grown into one of the most sought after skateboard companies in the world.

Dime's skate videos, including "The Dimestore Video" and "Knowing Mixtape Vol. 2", which feature a mix of skateboarding and dry humor, introduced the brand to the world and helped the brand gain a loyal following among skaters and streetwear connoisseurs alike.

In 2015, Dime hosted the inaugural Dime Glory Challenge, an annual skateboarding event that has since become one of the most highly anticipated events in the skateboarding world.

The lovechild of Dime and Casey McDonald, the Dime Glory Challenge has become an annual event that combines a traditional skateboard competition with unconventional events. Some of the more memorable events include the "Speed Challenge," which tests the skaters' ability to skate as fast as possible through a course, the "Wallride Challenge," which tests the skaters' ability to perform wallrides on a giant, curved wall, and the "Pyramid Challenge," which tests the skaters' ability to perform tricks on a pyramid-shaped obstacle. The absurd events have seen the competition dubbed "the greatest skateboard show on earth" and has helped to cement Dime's reputation as a brand that is committed to pushing the boundaries of what is possible in skateboarding.

Dime's ability to transcend skate culture has seen them collaborate with a formidable collection of brands, including Vans, adidas, DC Shoes, Reebok and most recently with iconic Canadian outerwear brand Kanuk.

Dime has firmly established their position in skateboarding culture, building a globally recognized brand and product range that includes t-shirts, fleece, pants, jackets and accessories.

Shop New Zealand's best range of Dime available online and in Boardertown stores nationwide.

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