In the
final part of our docuseries exploring how DC broke the boundaries of skate in the early ‘90s and
continues
to push the sport forward today, we get a glimpse at what the brand has in store for the future as DC
experiences a
rebirth.

As skateboarding has adapted to the digital age of the last two decades, DC brings its rich skate DNA with it. Today’s insatiable appetite for brands to collaborate means DC’s able to spread its skate expertise to not just
a new
generation of designers, but esteemed DC alumni as well, merging the fashion world’s obsession with the sport
while
being a true skate pioneer.

RETURN TO FORM

When co-founder Damon Way returned to DC in 2016 after after an eight year break from the company, it was a
strategic
maneuver to bring the brand back to its roots and strip away the corporate glitz that appeared during the
wake of his
departure. “I actually kinda like sitting in the background now, working a little bit more from a
distance,” explains
Way. “My role is really to keep the brand authentic to what it was built on.”

THE DC TEAM TODAY

Part of returning DC back to rare form is investing in its global skate team and consistently recruiting some of the
best skate athletes in the world to represent the brand. While OG heavyweights like Josh Kalis, Danny Way, and Wes
Kremer still ride or die for DC, young blood from the likes of fiery 21-year-old Tristan Funkhouser aka T-Funk,
Brazilian sensation Tiago Lemos, and up-and-coming Nordic skater Jaakko Ojanen have reenergized the DC squad.

With fresh talent on the roster who never had a chance to skate some of the iconic sneakers that DC was built on in the
’90s, all the right pieces were in place for a comeback. Thanks to the brand’s gambit of reissuing the bulky yet
much-loved Lynx early this year—the first time in its 20 year existence, the shoes sold out almost instantly and served
as another reminder that the market was ripe for a DC resurrection. Case in point: In 2017 they collaborated with
Montreal skate brand Dime on the Legacy OG, another storied icon in the DC catalogue which also ended up selling out.

Damon Way

A NEW CHAPTER AT DC

With proven demand for DC’s heritage models at an all-time high, the time was right for a new slate of
collaborators to
join the fray that would reinvigorate the brand the way it did when it first came to market. Cult clothing
label FTP
recently collaborated with DC on a capsule collection of both new and OG styles that drove thousands of rabid
fans to
camp out days just for a shot at purchasing.

FORGING AHEAD

For DC alum Sung Choi who’s also working with the brand again, it’s another opportunity to return DC back to
its glory
days. “They invited me back to work on a new shoe that sort of reflects the energy and mindset [from] when I
first came
in,” Choi says. “You want the product to have some sort of emotional response. I want to share a glimpse of
what DC can
be in the future.” Catch chapter one
and two if you
missed out, and watch the final part of our docuseries above to see
what DC has in store for the future of skate.

Words by Daniel So
Branded Content Editor

Not always there when you call, but I'm always online.

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