Dime for Shelflife
Among all the hip skateboarding companies that try to beat each other in terms of who’s the most authentic, Montreal's Dime really stands out as one of the most remarkable upcoming skateboarding brands there is. Its founders Antoine Asselin and Phil Lavoie started Dime as a blog when they were fifteen years old, posting shaky video clips and other fun stuff on a highly irregular basis. 
Taking their Dior-style font, Dime started applying the simple logo to tees and hoodies. Soon pieces began being seen on celebrities like Virgil Abloh. And people knew this was the start of something. The brand has grown its offering since to include crazy graphics, fleeces and even yellow hard hats and toasters. We are super excited to be stocking our first Dime's drop on our online store, with Dime hoodies, crewnecks, field jackets, tees and caps all on offer. We will also be dropping Dime apparel in-store at both our JHB and CPT locations come 2019. 
If you've ever visited their online store, you know how popular they are. Their site is always completely sold out. Despite their success, the initial spirit of its founding days are still very much present. Nearly everyday there are new clips up on their social platforms, chronically their daily crazy antics and activities. Watching them online, you can’t help but like the guys that make up the Dime Crew.
Their output on Instagram really makes you hyped for skateboarding. Through documenting their daily adventures throughout Montreal, the Dime MTL crew shows a massive amount of fun skateboarding, something that is often missed in the skateboarding industry these days. On their web page, Dime even offers an extensive spot list to skate for the Montreal metropolitan area. And their annual Dime Glory Challenge is absolutely crazy. 
Rather than dilute their magic to produce more product, the Dime Crew have continued to place having fun and being skaters first, devoting time to skating Los Angeles, Barcelona, Paris and their native Montreal. It’s a process that can be frustrating at times for us as consumers. Clips posted to Instagram often feature pieces and graphics that won’t be available for months - but that reminds us that Dime is here to have fun; Dime is run by skaters, after all.
Stay tuned for the online only Dime drop at Shelflife very soon! While stock lasts. 