GET FAMILIAR: Dime MTL
The Vans Era got a makeover this week. The 50-year-old skate shoe didn’t go high top or get any new tech; no, it got… three new lace loops. It’s the kind of upgrade that could only come from one place: Canada.
The 8 lace-loop Dime x Vans Era Stub is the newest Vans model and the latest collaboration from Montreal-based skate brand Dime. You’ve likely seen Dime’s name thrown around for a few years now, thanks to an absurd volume and variety of brand partnerships, but if you can’t kickflip, there’s a good chance you don’t know much more. So, how did the brand with the Dior rip-off logo become one of fashion’s most prolific collaborators? Jokes and tricks, that’s how.
What’s Up With Dime?
Dime was founded in 2005 by Montreal skaters Antoine Asselin and Phil Lavoie as Dimestore, a crew that existed to make skate videos in the long tradition of independent skate videos, with no plans for commerce on the horizon. The crew’s first full-length release, 2010’s The Dimestore Video, featured parts from Asselin, Lavoi, along with local Dime contributors and team riders to this day Bob Lasalle, Ryan Decenzo, and more. “The Dimestore Video” had a mix of humor and excellent skate footage that immediately got the attention of the skate community, and the crew became a staple in the industry, releasing dozens of quick clips to Vimeo from anyone who was anyone in Canadian skateboarding.
Dimestore eventually became Dime, and by the release of the 2013 video “Turd Season,” the entire country of Canada was saving footage for the crew, and making t-shirts had evolved to a full-fledged brand. Vincent Tsang was hired to craft a visual language for the tongue-in-cheek skatewear label.
“It started as a shitty website that we never updated. We were fifteen-years-old, just posting shitty web clips. We started making full-lengths and it grew from there.” Asselin told skate website Quartersnacks in 2015.
“We sell some clothes, but it’s not really a clothing brand or a skate video brand. Everything we make is just for fun,” Lavoi added.
2015 was the year Dime hit the big time. The brand opened a retail store in Montreal around the corner from Peace Park, the hub of the local skate scene, and partnered with Vans on The Dime Glory Challenge, an annual invite-only skate contest that brings absurd obstacles and challenges like extendable rails, slam-inducing fastest flip tricks, and sumo-style king of the hill fights. The Jamal Smith meme you all overuse (His hair? Wack! His shoes? Wack!, etc) that was a Dime promo video for the Glory Challenge. It is a yearly celebration of all things skateboarding, friendship, and fun that sees the entire skate world travel north to Montreal for the weekend.
This year, the Glory Challenge celebrated its 10 year anniversary, and Vans not only sponsored the event, but debuted the new Dime Era Stub on-site at the event.
What Other Collaborations Has Dime done?
Too many to count. Seriously, those guys are really busy. We tried to put together every single collaboration that Dime has dropped, but we were certain there were a few missing Half Cab colorways or Club Cs (yes, they’ve made both of those, too), so these are our favorite Dime collaborations from the past decade or so, in no particular order.
Dime x New Balance 860
In 2020, Dime pulled out the crystal ball and connected with New Balance for two pairs of 860v2 in navy/yellow and silver/white long before ALD or thisneverthat got ahold of the silhouette. These are still our favorite versions of the 2011 mesh runner.
Dime x Reebok Kamikaze II
They brought Shawn Kemp to a bowling lane in a Dime sweatsuit, filled the ball rack with Dime-branded basketballs, and added Dime x Reebok logos to the entire alley. Honestly, enough said.
Dime x Asics
Two years ago, while the world was remembering that Asics were more than just high school gym shoes, Dime was already ahead of the pack as always, with a beautiful GT-2160 and as always, a hilarious ad to match.
Dime x DC
The first sneaker made for larping, made for professional skateboard legend and amateur larper Josh Kalis.
Dime x adidas
They got Stan Smith to do commentary for the world’s first and only game of SkateBall.
Seriously, we could keep on going, but it would go on for a very, very long time.
Who skates for Dime?
Everyone.
One of the great things about skateboarding is friendship, and the guys at Dime are very friendly. There is no true Dime team, per se, but there are some people who definitely skate for Dime, so, like the collab list, here are some of our favorite skaters who rep the Dime crew.
Antoine Asselin
Dime founder, forever am on Real Skateboards, pop for days, excellent trick selection explains the brand’s top tier taste.
Bob Lasalle
Laughing all the way to the bank, kickflipping into the bank.
Alexis Lacroix
Ohhhhhhhh Yeahhhhhhhhh!
Jake Johnson
Might be the best skater alive. Definitely the best skater alive without an Instagram account.
The crew is massive, you should just watch all the Dime videos and start there, the laughs never stop, we promise.
Zach Harris is a writer based in Philadelphia. His work has appeared in Rolling Stone, Vice, Complex, High Times, and more. He is obsessed with skateboarding and bowling. He is still looking for his first 300. For tips, reviews, and anything in size 10.5 - zach.h@soleretriever.com
