Montreal's finest export merging deadpan Canadian humor with legitimate street skating credentials, creating apparel that bridges core skateboarding authenticity with deliberate fashion-world absurdity.
Dime emerged from Montreal's distinctive skateboarding ecosystem in 2010 when Phil Lavoie and Antoine Asselin transformed their local crew into one of skating's most refreshing brands. What began as a series of brilliantly absurdist web clips featuring their tight-knit squad evolved into a full-fledged company whose approach to skateboarding prioritizes fun and creativity over the industry's typical seriousness. Their video releases—from the early "Dime Glory Challenge" clips to full-length productions like "KNOWING MIXTAPE" and "SABOTAGE"—juxtapose legitimate technical skating with intentionally ridiculous obstacles and commentary that mock skateboarding's competitive posturing. The brand's genius lies in this balance—creating genuinely good products while maintaining an ironic distance from hype culture they simultaneously participate in. Their collaborations with adidas delivered some of the most sought-after skateboarding footwear releases of recent years, embracing nostalgic silhouettes while adding subtle Dime touches that elevated them beyond standard corporate partnerships. Team riders like Alexis Lacroix, Tiago Lemos, and Leon Chapdelaine embody this duality—capable of mind-boggling technical skating but presenting it without the affected image cultivation that plagues much of skating's current landscape. Dime's seasonal collections consistently sell out within hours, merging skateboarding's utilitarian needs with higher-quality materials and subtle design touches that appeal beyond core skate circles. Whether releasing intentionally tacky logo tees or meticulously crafted outerwear, Dime's output reflects skateboarding's inherent contradiction as both underground subculture and influential style source—all delivered with a uniquely Canadian reluctance to take themselves too seriously.
