Back in 1993, when DC was established, DC co-founders Ken Block and Damon Way agreed upon a mission: to make a significant change in skateboard shoe style and elevate skateboarding performance to the highest level. In 1994, DC introduced protective lace loops into the world of skateboarding. This was a small step for general footwear design but a massive leap for skateboarding footwear.

In following years, DC took this design philosophy and embedded it into everything that the brand stands for. DC built a world-class team of professional skateboarding, snowboarding, surfing, BMX, motocross and rally athletes — with each athlete enhancing the brand’s signature products, and supports its promotional efforts.


 DC has expanded into other initiatives such as the DC Artist Projects™, Double Label™ Projects and Remix Series™. As culturally relevant as pro-model skate shoes, these projects showcase design collaborations with prominent and influential street artists and musicians. Featured artists have included Kaws and Phil Frost, while musicians Travis Barker (+44, The Transplants and Blink 182) and Mike Shinoda (Fort Minor and Linkin Park) have also developed the Remix Series™ and Groove Armada.


Ever mindful of its roots as a performance skateboard shoe company, DC continues to invest in the development of skateboarding via grassroots initiatives such as Skate Plazas and its sponsorship of global and regional skateboarders.


Thirteen years later, DC stands as a global brand whose product line has expanded to include men’s, women’s and kids’ skateboarding and lifestyle shoes, apparel, outerwear, and accessories such as bags, keychains, wallets and belts. DC continues to stay true to its original mission—to make a significant change.


PHILIPPINE ROOTS

Having recently opened its 10th store in the Philippines, DC’s latest branch in SM Megamall offers the complete line of exciting possibilities to elevate street fashion. With a variety of styles for both men and women, the American brand has already attracted a loyal following cultivated through local action-sports enthusiasts who recognize the brand for its high quality andinnovative line of apparel and footwear that also boasts of unique innovations to help them perform better in their sport. From skateboarding, BMX, Rally, Motocross, and surfing, DC has elevated action sports performance as its paramount priority.


The brand’s line of graphic-print shirts are perfect for both guys and girls who enjoy comfortable clothes, while other apparel such as hoodies and pullovers come in a variety of colors as well as caps, belts, and bags make for great add-ons to complete your “street” look. And with the brand’s new lifestyle collection that is out this year, expect more awesome finds from DC such as chinos and board shorts for guys while for girls, there’s a great line of cute dresses, blouses, and jeans for everyday wear or other casual events.


Since launching its kids and toddler footwear line a year ago, DC has been able to enjoy positive feedback from the Philippine market thanks to parents who found the new line very impressive.


MORE IN STORE

In addition to DC’s creative line of footwear styles, the brand also incorporates different technological innovations to elevate the type of shoes that DC has offer. It has recently come out with its Unilite TM technology, for its “Lighter Shoes Weigh Less” campaign. Through the Unilite TM midsole, shoes are more lightweight, and provide better support to the wearer’s feet without the additional weight.


Next up is the “Life Collection,” which is geared towards lifestyle and fashion featuring sneakers and slip-on footwear that have edgy designs which you can wear as your dress sneakers or even when heading out on a surf trip. It also incorporates the DC Pill Pattern which has a trademark sticky rubber outsole that keeps one from slipping. One of the highlights of the Life Collection is the Studio Shoe, a new kind of footwear that makes use of bounce suede – a cool new innovation that keeps your shoes stain-free, like with beer spills. It’s also dust resistant to keep your kicks fresh and clean, especially if you have a planned night out with the ladies.


FREEDOM DOLLY

Another exciting thing to look forward to from DC is Freedom Dolly, a popular brand for skateboards which DC is now offering in its stores. Famous for its handmade and ecologically harvested bamboo longboards and cruiser skateboards, it is a subsidiary brand of Quiksilver, Inc. as well as DC.


DC x VISIONERI LANDSKATE

Locally, DC has been very active in also teaming up with local action-sports enthusiasts like Eugene Neri, considered as the father of skateboarding in Cebu and owner of the DC x VisioNeri Landskate. Neri is a dentist by profession and skateboard rider by passion. The VisioNeri Landskate is Neri’s brainchild, roots grounded from his vision of cultivating the local skateboarding community and giving these athletes a healthy environment to excel in their sport. DC holds quarterly skateboarding competitions at VisioNeri, with Neri’s guidance.


ATOY LLAVE

A partnership which started through friendship back then, A-toy Llave is the guy behind A-Toy Body Kits, and is also a DC ambassador, which led to several collaborations for auto shows and drift events. Atoy has designed numerous DC autos which are brought to DC drift events, and Atoy himself has the brand logo in his drifting vehicles. Atoy, also a drifter, has garnered the champion title for the Lateral Drift 2011 competition, also participated in by DC.


With such a dynamic action sports brand in the Philippines, everyone can expect more surprises from DC. “We are expanding to 13 stores by the end of the year, along with a handful of collaborations with the best brands and artists,” exclaimed DC Brand Associate Edilyn Yu, citing collaborations with DC athlete Chris Cole, artist Bwana Spoons, Skull Candy earphones and Skateboard rider Steve Berra, “the brand is growing fast, and our inspiration comes from the youth. We won’t stop innovating items for the sports we all love. You can definitely expect the best stuff from DC.”


About DC

Founded by Ken Block and Damon Way in 1993, DC quickly grew to become a leader in performance skateboarding shoes and renowned action sports brand. Today DC stands as a global brand whose product line has expanded to include men’s, women’s and kids’ skateboarding and lifestyle shoes, apparel, snowboards, snowboard boots, outerwear, and accessories.

As one of the cornerstones of its marketing strategy, DC has built a world-class team of professional skateboarding, snowboarding, surfing, BMX, motocross and rally athletes that exemplify and enhance DC’s brand, develop its signature products, and support its promotional efforts. DC is a subsidiary of Quiksilver, Inc.

DC Megamall is located near the Julia Vargas entrance of the Upper Ground Level of Megamall A.

DC is available at SM Megamall, Trinoma, Eastwood Citywalk 2, Gateway Mall, Robinsons Galleria, Festival Mall, Nuvali Solenad 2, Abreeza Mall Davao, SM Cebu and Ayala Cebu. DC is also available at  Res|Toe|Run, Bratpack, The Travel Club, R.O.X. Bonifacio High Street and Marquee Mall, Shoe Salon, Toby’s Mall Of Asia and Shangrila, Olympic Village Alabang Town Center, Urban Athletics Greenbelt 3, Duty Free Philippines, NAIA Terminal 3, and Rustan’s Tower. The brand is exclusively distributed by Primer Group of Companies and is a subsidiary brand of Quiksilver Inc.

To know more about DC, check out www.dcshoes.com and www.facebook.com/dcshoes.ph.


About Primer Group of Companies

The Primer Group's network of companies is multiplying in a pace never achieved before. The company is now realizing its vision to become the LEADER in the global distribution and innovation of premium goods and services across the Asian region namely Hong Kong, Indonesia, Japan, Malaysia, Singapore and Thailand. After 25 years of continuous and steady growth, its retail authority has grown to over 50 premium brands, 100 free-standing concept stores and over 600 consignment doors in the Asian region. The company is set to reach greater heights through its numerous milestones and marketing commendations locally and abroad. The Primer Group of Companies is also proud to have expanded its business portfolio in the area of industrial products and services. Most recently, the company also opened its first professional retail and merchandising academy. For more information about Primer Group, visit www.primergrp.com.