Created and run by a Montreal-based skater collective, Dime MTL uses graphic design and humor to approach fashion with an irreverent twist.
This unmistakable combination has propelled Dime from a local skater group to a globally recognized brand.
The origins of Dime MTL
Dime MTL existed long before it was established as a brand. In 2005, a group of friends (Antoine Asselin, Phil Lavoie, Bob Lasalle, Hugo Balek, Charles Rivard, Eric Riedl, and Alexis Lacroix) started publishing skate videos with limited resources, a lot of humor, and music from the 1990s. They dubbed themselves Dime Crew, and their first t-shirts served as a symbol of their membership and quickly became desirable items.
The name “Dime” debuted in their second t-shirt collection, but the brand’s true structure emerged with the arrival of Vincent Tsang, the artistic director. Tsang has successfully preserved Dime’s skateboarding roots while leading its evolution. The Dime name, along with the Cochin typeface also used by Dior, reflects the brand’s quirky personality- a combination of luxury and jokes, as a dime is the smallest coin in the US.
Dime MTL: Crew and Brand
Dime is both a group of skaters without an official crew and a brand- two sides of the same coin. They share references and a sense of humour that extends beyond the garments, which bear the iconic Dior typography. This dual identity has influenced the brand’s expansion beyond traditional skate lines, which now includes collaborations with other genres and brands. Dime, for example, has worked with New Balance and ASICS on running shoes, Merrell on outdoor footwear, and Reebok on retro basketball. But their most surprising collaborations have gone much further: without leaving skateboarding, they worked with Alltime on a board featuring Ryan Gosling’s silhouette. In 2018, they created a toaster that made toast with the Dime logo and the Ecce Mono meme, which was inspired by failed restoration of Ecce Homo.
The distinctive style of Dime MTL
Dime’s collection of trousers, shorts, jackets, polo shirts and T-shirts maintains a uniform style that avoids current trends while retaining the irreverent energy of its origins. This core aesthetic has enabled Dime to create a distinct universe, into which they have incorporated technical outerwear and accessories such as bags, wallets, and backpacks.
Dime’s fashion philosophy is rooted in skateboarding, but it also embraces a broader cultural impact. The brand’s collaborations and innovative designs demonstrate a dedication to quality and creativity, which resonates with a wide range of audiences. Dime has created a distinct concept in the fashion world by combining sense of humor, fashion, and street sensibilities, which can be found at FOOTDISTRICT.
