How DIME became DIME (The Real Story) 2019
ฝัง
- เผยแพร่เมื่อ 10 ก.พ. 2025
- _IN PROCESS
EP. 5 | DIME MTL
Welcome to the world of Dime, where everything kicks ass.
For this episode of __In Process, we’re taking a look at Dime. They’re a skate company that originally started out as a ragtag group of friends from Montreal, Canada. The brand currently exists as a store, clothing + accessory line, and event curator. But most of all, Dime is just a company that makes and promotes skateboarding.
Dime is currently one of the most pure and fun brands out. They are 100% committed to supporting the core skateboarding culture, yet they have an incredibly broad appeal. They are unpretentious, groundbreaking, and unique. With all the competition in the action sports realm, that’s saying a lot.
Dime was founded by Antoine Asselin, Philippe Lavoie, Bob Lasalle, Hugo Balek, Charles Rivard, Eric Riedl and Alexis Lacroix. Vincent Tsang was brought on later as the art director and head of marketing. The goal was simple: Make some cool and entertaining videos that showed off their hometown of Montreal. However, dude to VIncent’s efforts, the brand became more creatively focused. Soon, Dime hit the radar of influencers just outside the skate community, like Virgil Abloh, Kaytranada, and Lily Rose Depp.
Most importantly however, through collaborations with Thrasher, Vans, and eventually DC; thet put together the greatest skateboarding event to exist. THE GLORY CHALLENGE.
Dime’s Glory Challenge is the best skate competition because it’s a spectacle. There are several events that occur within The Glory Challenge; each one is hilariously inventive. Skaters must wear speed enhancing sunglasses, fight in gladiator duels, and overcome comically bizarre obstacles.
With The Glory Challenge, Dime opens up skateboarding culture to a wider audience, while still maintaining integrity. Similar brands like Supreme and Palace are experimental and extremely sought after, but Dime stands out on it’s own. Even though they make items that are of limited quantity, they do to embrace the small market.
Dime is often compared to the boutique giants, but they really seem more at home with other fun artistic brands like Bronze 56K, Polar, Krooked, Skatemental, or Girl. These brands are all about friends and being different. And even though Dime is as pure skateboarding as you can get, they are VERY different from core brands like Emerica, Baker, or Zero.
Dime perfectly balances the niche market and mass audience. They work with large brands like DC, but not to go after big money and exposure. They bring their own flavor to these large collaborations, and always appeal to the individualist.
Dime is capable of all of this, because they are based on one absolute principle: Skateboarding.
Dime understands the meaning of skate culture, but doesn’t try too hard. They will never fall victim to fashion trends, or lose their artistic credibility. Dime teaches us to always have fun and experiment. They want you to challenge yourself, and feel the rush of doing something you thought was dangerously impossible.
Dime is proof that growing up isn’t about becoming mature or reserved. It’s about finding new and refined ways to express your craziness.
That’s what it means to Push Product.
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Patreon Link:
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soo underrated. First non skater channel that explains skateboarding properly. Subscribed :)
Never heard skateboarding described so intellectually..Very dope, informative, quality content..Good shit fellas.👊🏾
Growing up is about finding new way to express the craziness , I love your channel absolutely, it’s gonna be one of the best in TH-cam
Damn this channel underrated as hell yall keep making dope content
You should have credited lurknyc for their video parts.
Underrated channel...great content guys. 👌🏽
this was incredibly done, you earned a sub from me. you represented skating hella well as a non skate channel
8:30 Frontier Psychiatrist by The Avalanches! Thanks for that Nostalgia.
They’re the real gamechanger. No one can ever match dime’s approach to the culture, not even supreme.
Montreal represent! :)))
Le qc est chaud
Huixtocihuatl binkinnn
I’m very happy that you know east coast and Europeans skaters have more style.* subscribes
Super video guys
I found this channel today and Idk why u still not hot like million sub while other stpd channels did? U deserve it better for all this knowledge 🙏 thank u
only seeing this now but this is well crafted. great video
Skating is definetly the thing that had made the most impact in my life. I hate how it is viewed by most and im glad people are starting to see the creativity and art involved.
I’m a skater and this is really good if you don’t skate
Ah store opening was awsome mtl local here!
hell yeah. suscribed.
yo you did you some really good research on this. great content
I just wanted to say I'm here to support your channel and it's array of good quality content.
Dope video it would be great to see a bronze one next
Dude this video is perfect
This channel is so great.
nice vids bro, just keep doing tumbs up, Brazil here
Enzzo Ruaro Canal Irado!
Amazing video 🙏
Please do a video on Heron Preston
The editing on these videos are insane
Solid video 👏
Great skateboarding description!
I'm from Montreal city!
Respect
Same
Where my montrealers at ?
Im from ON, we neighbors doe
As a skater and an guy from mtl this is sick
Glory challenge gets me more pumped than anything else in mainstream skate
Besides theater Halloween hellride
Damn not gonna lie this open my minded even more to skateboarding and now I shall challenge myself even more
Genius marketing, love this video
Very underrated channel awesome content
Love your videos! Always informative!!!
Not gonna lie hope one day you do a video on our brand, once we've put the proper work in of course
Can we get this on bronze56k and alltimers now😼
is vincent tsang cantonese based in mtl?
4:08, Kaytranada is from Montreal
great video!!
interesting and informative video. I'm assuming the narrator is intentionally being a little too-on-the-nose and douchey-business-major-y about it (if not, that's hilarious). Though I wouldn't call zero, emerica and baker corporate (I'm sure they're more corpo than when they started, but I would just call them middle-of-the-road between the Nyjah/Olympics/Monster world and the Bronze/Dime/Quartesnacks world).
Thanks for clarifying. Didnt think it need to be clarified. Am I second guessing myself. Or what Dime is now. Hmmm. This video left me confused.
Dude this was so cool!
God this is so on point
Their new vid is damn good too, always makes me feel like skating
great quality content
This channel fye
Do Aime Leon Dore next!
Do one on POLAR PLZZZZ
East coast / European style of skating has been gaining popularity for a decade??? Bro I was skating from 1992 and this style of skating made up half the 411 videos and is and always has been a part of skateboarding 🛹
thanks
You should talk about Copenhagen Open
🙏
that was bangin
I'm loving you vids
Do FA next
Id like to see that but ion wanna have non skaters that arent interested in skatimg at all to start taking it over trying to be "cool"
name of the instrumental plz
east and west coast style isnt even a thing. In the internet age theres no such thing as east and west coast styles, just different spots and skaters
on god
What is the brand at 6:30
Bronze56k
These videos r very mid-late 2010’s … the fashion markets have drastically changed. I’m glad this time period is over.
🔥
make how raf simons became raf simons pls!!!!!
Got here from supreme P2
merci pour la vidéo
I love dime.
Hey could you do a video
On illegal civ
They do shoes and decks
Dime is just awesome
5:46 fucking awesome?!
If u wear Dime and u don’t skate ur officially a narc
My neighbor works there
what is argue anyways?
I !!!
FUCKING!!!!
KNOOWWWWWW!!!!!!!!!!!!!!!!
Do a video on Wknd
its like @1001skateshop in National City
tf r u saying all they're doing is skating and you are writing a research paper
Alexis is my homie
Québec!
Do fucking awesome please
They explained skating in a complicated way well, but could have explained it like this:
Fun
good content, but the use of your logo is way too much.. stopped watching halfway through because of it.
SALUTE
I mean if it’s geared and totally for “skateboarding” who the hell thinks skateboarders are wealthy enough to wear $50 t shirts and $120 pants and $100 sweaters..... I mean Jesus Christ i get it they want to compete with Supreme and Palace but don’t pretend like they do it for core skateboarding because core skateboarding isn’t about expensive clothing and apparel. I mean I definitely myself buy and search for their clothes on great clearance deals. I have quite a. Few different shorts, pants, hats and tees but It’s definitely not geared towards core skate. It’s geared towards skaters who want to wear the Dior of skating rather than Nike Sb or even less CCS brand. Basically it’s the cool kids club of skateboarding. The kids with parents that bought them a new mustang in high school vs the cats in high school that has to ride the bus or walk or simply skate to and from school. I’m the one who had to walk and skate to and from school. I rocked Vans and CCS clothes and any other brands that went on sale or clearance. My parents never In a million years would bought me a t shirt that cost $40-$60. Or pants that range from $90-$120. Or hats that cost $35-$50. But now that I make my own money and I’m conscious about how I spend it I absolutely love brands like this.... brands like this are different. And that’s what I love about it.
I dont even skateboard but I still wear their stuff lol
You’re wack. Start skating.
*_How quarter became quarter_*
Yo Issac 😂
What even is dime
VIDEOS
Great video but, as a Montrealer, I just want to point out something. The skating scene and society in general here in Montreal is very different from the rest of Canada. Quebec is basically a distinct society within Canada. It's probably why Montreal doesn't fit in any existing skateboarding style. Its the same for Québec city.
dont fuck it up if u dont know
Bruh stop saying montreal like that
"He designed a Dior-esqe logo"
Oh is that what were calling using a font now
Matt Emery using a font? Really??? He’s not suggesting he thinks that’s what he did... that’s what they did. There are over 200,00+ fonts .... so yea... I guess that’s called using a font 🤦🏻♂️🤦🏻♂️🤦🏻♂️🤦🏻♂️🤦🏻♂️ anyone that knows Dime knows this 🤦🏻♂️🤦🏻♂️🤦🏻♂️🤦🏻♂️🤦🏻♂️
@@raymondrodriguez4625 I'm not disagreeing with that? They just used a font?
Matt Emery ohhhhh in super confused .... It just sounded like you didn’t think that they designed a Dior- esqe logo... that they just simply used a font. Oooohhhh you’re saying that they ripped it off??? 😅😅😅 oh shit my bad 🤦🏻♂️🤦🏻♂️🤦🏻♂️ i read that totally ass backwards 😅😅😅😅
Bunch of broke skaters make funny video, broke skaters need money so turn street skating lolz into brand, doesnt get simpler than that
“pReTenTiouS”
Weird hearing shit like this from a non skater, maybe he knows to much :/
Pretty weird right? Except I’ve been skating since Fulfill the Dream
I think RipNDip is doing something similar, great vid
no
Wtf
Rip n dip is wack now
cringe
dime is so wack