brand
Dime
Dime is a Montreal-based skateboarding brand characterized by a minimalist, utilitarian aesthetic influenced by 1990s street culture. The label represents an irreverent, community-focused ethos rooted in DIY video production. Its designs prioritize functional silhouettes and subtle branding, catering to the global skateboarding subculture.
History
Founded in 2005 by Antoine Asselin and Phil Lavoie, Dime originated as a skateboarding crew producing lo-fi videos before expanding into apparel. The brand gained international recognition through the Dime Glory Challenge, an unconventional skate competition that prioritizes humor and creativity over traditional scoring. Through collaborations with established footwear companies like New Balance and Reebok, Dime has influenced the intersection of skate culture and contemporary streetwear while maintaining its local Montreal identity.
