Brand Focus: DIME

With perhaps the most grassroots backstory in the world of streetwear, Dime's emergence in 2005 brought a level of authenticity to the industry not previously seen, conversely, through their beginnings not as a streetwear brand at all; at the time the label that would become known as Dime was nothing more than a group of friends growing an audience online from sharing skateboarding videos set to iconic 90s hip-hop tracks. In time, an initial run of 100 t-shirts printed at a local business was commissioned purely for distribution within the group but as these were spotted in the local area and curiosity arose, further runs were made and sold within local skate and streetwear outlets - an organic, down-to-earth mindset that remains with the brand today.

Cursive Hoody

The biggest change to this point in the brand's history was to come in 2011 with the appointment of Vince Tsang to the team. Initially coming on board to oversee both e-commerce and design, the strong visual identity he almost single-handedly began to cultivate for the brand quickly saw his role grow to include the responsibilities of creative director and by 2013 Dime had gained something of a cult following online through their distinctive, yet laid back approach to streetwear. A slow, natural growth has followed since with very deliberate collection launches designed to ensure manageability for what is still a relatively small team focused on skateboarding where possible.

Cursive Cloud T-Shirt

Dime's popularity continued to grow and collaborations with stalwart names of the scene such as Vans and DC Shoes followed, along with simultaneous advertising campaigns that caught the eye for their unique concepts. The brand's laidback and relaxed philosophy makes Dime an interesting proposition within the space, often leaning more collaborative than competitive when it comes to similar labels, even stocking third party items in their own stores. While the design identity of the brand certainly creates eye-catching looks, their philosophy and attitude makes them truly unique and inimitable.

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