Dime is a Canadian skateboarding company founded in 2005 and based in Montreal. What started as a small group of friends has evolved into one of the leading skate brands in the world. Known for its humorous skate videos, skate shop, and unique clothing and accessory collections, Dime has built a reputation for its lighthearted approach to skate culture. The brand’s signature event, the Dime Glory Challenge, is a one-of-a-kind skate competition that emphasizes fun and entertainment over traditional competitive formats, staying true to their motto, “humour first, skating second.”
Dime is celebrated for its clean, fun aesthetic, and its unwavering commitment to supporting the skateboarding subculture. At the same time, it has a broad reach and appeal, with a brand identity that is simple, accessible, and unpretentious yet pioneering and unique. In a highly competitive skate market, this stands as a testament to their status.
The brand was founded by Antoine Asselin, Philippe Lavoie, Bob Lasalle, Hugo Balek, Charles Rivard, Eric Riedl, and Alexis Lacroix, with Vincent Tsang later joining as artistic director and head of marketing. Initially, the primary goal was to create exceptional skate videos showcasing Montreal’s spots. Over time, Dime grew into a global phenomenon, earning recognition beyond the skate community thanks to personalities like Virgil Abloh, Kaytranada, and Lily Rose Depp.
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