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About Us

Founded in 1994, DC quickly grew to become a leader in performance skateboarding shoes and a renowned action sports brand. Today DC stands as a global brand whose product line has expanded to include men’s, women’s and kids’ skateboarding and lifestyle shoes, apparel, snowboards, snowboard boots, outerwear, and accessories. As one of the cornerstones of its marketing strategy, DC has built a world-class team of professional skateboarding, snowboarding, and motocross athletes that exemplify and enhance DC’s brand, develop its signature products, and support its promotional efforts.

 

1990:

Ken Block meets Damon Way in a class at a local community college. The two start a clothing brand called Eightball.

 

1991:

Eightball moves from the garage to an office.

 

1992:

Building on Eightball's success, Ken and Damon launch Droors Clothing line. Eightball produces snowboarding's first ever "snow jean" (baggy, water-resistant nylon jeans), based on a pattern of highly successful Eightball jean.

 

1993:

DC launches Blunt magazine; the first issue features Del the Funky Homosapien on the cover and includes the infamous "How to Clip Tickets" article.

 

Also, Block partners with Damon, Damon's brother pro skateboarder Danny Way, and the Plan B skateboards owner/founder Mike Ternasky to launch Type A snowboards. Type A is distributed from Eightball/Droors HQ. Block designs Type A's logo.

 

Eightball outerwear premieres at SIA (Ski Industry Association) trade show.

 

Circus Distribution formed to house Eightball, Droors, Blunt and Type A. Block and Way considers making shoes. Circus makes samples to test the waters. Potential names include Droors Shoes and DC Shoes, for Droors Clothing Shoes.

 

1994:

The Eightball brand is phased out and Dub Outerwear is born. Block, who really likes hip-hop, sees an opportunity for Dub to reflect that style of gear in snowboarding. Among its innovations, Dub is the first outerwear company in snowboarding to use hand gaiters on its jackets. Dub's first ad appears in the October TransWorld SNOWboarding. The team is made up of Daniel Peterka, Russell Winfield, Ian Ruhter, Nathan Yant and Gabe Crane.

 

DC Shoes hits the skateboarding market: the very first Danny Way signature model shoes ship, joined shortly thereafter by Colin McKay's first signature model. First DC Shoes ad, featuring Danny Way, runs in February 95 TransWorld SKATEboarding.

 

1995:

Blunt is sold to World Industries. World Industries later sells the magazine to Larry Flint Publications. After just a few issues, LFP eliminates the publication due to the content because they intended it to be a tame "ski" type of magazine. Blunt just wasn't that.

 

The DC team gains its third and fourth team members: Rob Dyrdek and Rudy Johnson.

 

1996:

The DC team doubles to eight with the addition of Huf, Carl Shipman, Scott Johnston and Caine Gayle.

 

1997:

DC's first Super Tour hits Europe, and visits Stockholm, Amsterdam, and Frankfurt.

 

Work begins on what would be DC's first snowboard boot, the Serum.

 

DC establishes a snow team and prepares first catalog for winter 1998 season. The first DC snow team included Nate Cole, Gabe Crane, Bjorn Leines, JP Walker and Devun Walsh.

 

The DC motocross team is also established, and includes Jeff Emig and Ryan Hughes.

 

The DC surf team is formed, and consists of Shane Dorian and Bruce and Andy Irons.

 

Danny Way engineers the first Super Ramp and sets a new world record for highest air. Josh Kalis joins the team.

 

In order to better focus on DC, Block and Way sell Dub and Droors to Diaxis, a holding company owned in part by World Industries magnate Steve Rocco.

 

1998:

DC introduces PAL AB2000, a revolutionary hybrid of polyurethane-coated leather that flexes like leather but is durable like rubber.

 

The name Circus Distribution is dropped in favor of DC Shoes, Inc.

 

Blunt, Snowboarder and TransWorld SNOW run first DC snowboard team ad. The first DC snow boot line is released, and consists of the Serum, the Cortex and the Lupine.

 

1999:

AVE and Stevie Williams join the DC skate squad.

 

2000:

The first Stevie Williams pro model shoe is released.

 

The DC BMX team is assembled, and consists of Jerry Bagley, Robbie Morales, Robbie Miranda, Neal Wood, Chris Doyle, Chad Kagy, and Colin Winkelmann. By the end of 2000, Dave Mirra has joined DC.

 

DC introduces patented air bladder system in its snowboard boots, which helps eliminate heel lift and increases comfort and fit.

 

2001:

Dave Mirra designs the first DC Pro model BMX shoe

 

2002:

The DC Mountain Lab opens outside of Park City, UT

 

DC introduces silicone gel "toe jam" pads and Heat Factory foot warmers to snowboard boots.

 

Danny Way invents the Mega Ramp

 

2003:

The DC Video, three years in the making and highly-anticipated as soon as filming started, was one of the most buzz-generating events in the action sports. The June 19 premiere at Grauman's Chinese Theatre brought out skateboarding's celebrities to LA on the red carpet and the retail launch in mid-July translated into stimulated sales at skate shops internationally.

 

Agents of Change book - story of DC Shoes and its Athletes hits shelves in Spring 2003, bringing the 10-year story of DC to the masses.

 

DC announces the Rob Dyrdek/DC Skate Plaza Foundation. With the first plaza to be completed in late 2004, the skate plaza foundation has received generous mentions in USA Today, Time Magazine and its progress has been charted in every endemic skateboarding magazine. DC matches funds up to $250,000 per year for each city planning on building a skate plaza.

 

The Mountain Lab adds a rope tow to its terrain park which has built with jumps and obstacles rivaling that of world-renowned snow resorts. In fact, it was rated one of the top 25 resorts photographed in TransWorld's Exposure-Meter for 2003. A snow cat is bought, too, to make the obstacles more permanent.

 

DC launches its first dedicated Girls Line, which continues to have upward momentum in its footwear, apparel and accessories lines and strategically-placed product appears in teen magazines across the globe.

 

2004:

DC premieres the DC Video Deluxe Edition at January ASR, where 1,000 skate industry members in the audience stand to their feet, shower the room with beer and chant Danny's name after his historic Mega Ramp antics. Danny nails a never been done before frontside heelflip lipslide 80 plus feet in the air on the Rainbow Rail, followed by a BS 270 lipslide and a frontside crooked grind.

 

DC finds a likeminded partner to further its aims and opens up distribution channels across the globe in Quiksilver, who purchases DC in May 2004. DC, whose sales exceed $150 million wholesale, becomes a part of the Quik family and becomes the only brand in action sports with sales exceeding $1 billion.

 

In the Motocross arena, DC rider Ricky Carmichael gets his second perfect season in his career and DC adds high profile rider Travis Pastrana to its roster right before summer X Games in LA.

 

With Guinness Book judges on site, Danny Way earns gold medal in Summer X Games. He also wanted to try to break the world records he set in June of 2003-highest air and longest jump on a skateboard. During warm ups before Big Air on Sunday, Danny shattered his old long jump record of 75 feet, blasting four feet further over the gap to 79 feet.

 

At Summer X Games overall, 16 DC athletes competed in 11 different competitions with the DC crew bringing home 14 medals, proving what a dominant force the DC team continues to be. Furthermore, in final medal counts of Skateboarding, BMX and Moto events, DC was worn and endorsed by more medalists than any other footwear brand.

 

DC adds am Devine Calloway to its skate team.

 

DC adds pro Darrell Stanton to its team, the first pro to join the DC skate team in 6 years.

 

The girls line gains even more speed in 2004 when DC Shoes brought on female skateboarder and X Games medalist Lyn-z Adams Hawkins as the first rider on the DC girls' team roster. Lyn-z represents a big move for DC in that she is the first female skateboarder to ride for the brand.

 

The Mountain Lab hires Chris Gunny Gunnarson to complete a world-class terrain park. He does it by first snowfall of October 2004.

 

Andy Howell's highly anticipated shoe hits retail late 2004.

 

2005:

DC releases Michael Leon's shoe to retail in January 2005.

 

DC partners up with Quiksilver for a unique gold sponsorship of Winter X games.

 

In late February 2005, DC announces the creation of a new category of sport, DC Rally, the first new sports category for DC in six years.

 

DC sponsors the Gumball 3000 Rally. DC Cofounders Ken Block and Damon Way rally across Europe for the extravagant race and are joined by DC Pro Skateboarder Rob Dyrdek and DC Personality Big Black.

 

Danny is named "Skateboarder of the Year" in the May 2005 issue of Thrasher Magazine. The 28-page article featured an interview, photos, and a complete list of Danny's videography.

 

DC pairs up with Arkitip to create the Andre shoe and hipsack - the latest edition to its Artist Projects Series.

 

On June 11th, the Rob Dyrdek/DC Shoes Skate Plaza Foundation opens its first Skate Plaza in Rob Dyrdek's hometown Kettering, Ohio. The Grand Opening included the RedBull Hammers vs Bangers contest where skateboarder Chris Cole received a grand prize of $10,000.

 

Danny successfully jumps the Great Wall of China. Danny's jump is featured in newspapers across the nation including USA Today, as well as in every major skate magazine. Footage of Danny's jump is also shown on The Daily Show with Jon Stewart.

 

At Summer X Games 11, DC athletes compete in 12 different competitions, taking home 14 medals altogether. Once again, DC is worn and endorsed at the games by more medalists than any other footwear brand.

 

DC pairs up with Russian artist Ruslan Karablin to create the SSUR shoe as its latest edition in the Artist Projects series.

 

DC releases the DC Mtn.Lab DVD. This is the first snowboarding DVD by DC and features footage from DC riders Travis Parker, Todd Richards, Eddie Wall, Bjorn Leines and special appearances from Renee Renee and Big Black. The DVD premieres at the Egyptian Theatre in Salt Lake City and at the House of Blues during the September ASR Trade Show.

 

DC collaborates with Transplants and former Blink 182 drummer Travis Barker to create the Trainer Remix, which is Travis' second shoe design in The Remix Series.

 

DC releases Groundbreaking, a 20-minute DVD that documents the building of the Kettering, Ohio Skate Plaza. The DVD provides great skate footage as well as resources on how to build a skate plaza.

 

Ken Block and Travis Pastrana finish 4th and 5th overall in the Rally America Final Standings. Ken Block is awarded the Rookie of the Year award by Rally America.

 

2006:

DC signs Edwin Delarosa to its Professional BMX Team. Edwin is the first Professional BMXer to be signed in over a year and a half, and is the only strictly street rider on the BMX team.

 

Ry Craike joins the DC Surf Team. Ry is the third professional surfer, to be added onto the current team, and is the first Australian surfer to join the team.

 

DC opens the doors of its first Flagship store located in the SoHo District of New York City.

 

Danny Way bomb drops off the giant Stratocaster Guitar at the Hard Rock Hotel in Vegas. Danny's 28-foot bomb drop set a new world record for highest bomb drop on a skateboard.

 

13 DC Athletes competed at X Games 12 in Los Angeles, Calif. DC's team of athletes took home 13 medals-7 Gold, 4 Silver and 2 Bronze. Considered one of the most action-packed X Games ever, some highlights included Travis Pastrana's double backflip, Danny Way's 3 -peat win in the Skateboard Big Air event, and the DC Rally Team finish that took home the Gold and the Bronze at the first-ever X Games rally event.

 

Rob & Big premieres on MTV. The show chronicles the everyday lives of DC skateboarder Rob Dyrdek and his best friend/roommate/security guard Big Black.

 

DC pairs up with Arkitip and Michael Leon in the creation of the latest edition to DC's Artist Projects™ series-the Arkleon.

 

Travis Pastrana and Ken Block finish in the 1st and 2nd place positions in the Rally America National Championship. This is only second year both DC Rally Team athletes had raced full time in the rally championship series.

 

DC releases its 15th Artist Project™ with artist Methamphibian.

 

2007:

Iikka Baackstrom and Lauri Heiskari join the DC Snow Team. Each will wear DC head to toe, and will ride DC snowboards.

 

DC announces its plans for a line of Snowboards. Devun Walsh, Lauri Heiskari, Ikka Backstrom and Aaron Biitner sign as DC's first head to toe snowboarders. DC's Snowboard line is set to be released winter 2008 / 2009.

 

DC's first ever Life Collection hits retail boutiques across the world. Based off the success of DC's special projects, the Life Collection is a full line of fashion, art and music inspired footwear. The Life Collection also includes the release of retail collaboration that includes both Situationormal and Mighty Healthy.

 

Brian Wenning's first pro-model, the Wenning hits retail stores worldwide.

 

DC releases the Pro Spec 1.0-DC's first rally driving shoe.

 

DC launches "30 Years of Radness," a celebration of the past 30 years of BMX, and unveils its P.K. Ripper collaboration with SE Racing. The collaboration includes a limited edition P.K. Ripper bike and the P.K. Gatsby shoe.

 

Eight DC athletes earn a combined total of nine medals at Summer X Games 13, held in Los Angeles, Calif. DC earned four Gold medals, two Silver medals, and three Bronze medals. X Games highlights include Ricky Carmichael's Gold in the Moto X Racing event, and Ken Block's tight battle to the finish line in the Rally Racing event, which earned him the Silver medal.

 

DC premieres MTN.LAB 1.5, DC's second snowboard film. The film features the entire DC Snow Team at DC's private MTN.LAB, as well as footage outside the Lab's iron gates at spots in Chile, Finland, B.C. Canada, Sweden and New Zealand.

 

Josh Kalis' seventh pro model skate shoe, the JK7, hits skate shops worldwide.

 

DC opens its second and third flagship stores in Los Angeles and Park City, Utah. Dubbed DC Melrose Store, the Los Angeles store is located on Melrose, a famous street for shopping in LA. The third store is located in the middle of Park City, near DC Mtn.Lab.

 

DC releases the SSUR II This is the second Artist Projects™ collaboration with SSUR. The collaboration featured a shoe, sweatshirt, denim, and fitted New Era cap.

 

DC pairs up with JB Classics for DC Double Label™Projects. This is the first time two footwear companies have collaborated together to create footwear. DC and JB Classic created a shoe, fleece, and fitted New Era cap.

 

2008:

DC skateboarder, Ryan Gallant's first DC pro model shoe, the Gallant, hits retail shops worldwide.

 

DC welcomes its newest skate team pro, PJ Ladd.

 

DC launches dcskateboarding.tv, a content based website dedicated strictly to skateboarding filled with blogs, exclusive photos, video and team info.

Ken Block releases Gymkhana Practice

Travis Rice joins DC Snow Team

 

2009:

DC x Ken Block release Gymkhana Bonus Edit

 

DC opens the Moto TF (Training Facility) at Pala Raceway in Pala, CA

 

2010:

DC debuts the Dyrdek Collection

 

DC x Ken Block release Gymkhana THREE Part 1

 

DC x Ken Block release Gymkhana THREE Part 2

 

DC Partners with Rob Dyrdek to create the 1st Street League Skateboarding DC Pro Tour

 

2011:

DC signs pro skateboarder Chris Cole

 

DC signs pro skateboarder Mikey Taylor

 

DC x Ken Block release Gymkhana FOUR

 

2012:

DC introduces the Rediscover campaign and signs MikeMo Capaldi and Nyjah Huston

 

Introduction of DC Women’s Collection logo

 

DC x Ken Block release Gymkhana FIVE

 

Trey Canard joins the DC Moto Team

 

2013:

DC x Robbie Maddison release Robbie Maddison’s Air.Craft