The DC Blog Post or, Finding Yourself and Redefining Success After Your Parent Seeks Protection from Creditors

Like a healthily scuffed Lynx arcing across a sunny SoCal sky following an AVE post-bail heaving, the erstwhile DC Shoe Co USA is in transition. Gone are Street Leaguers Nyjah Huston, Mikey Taylor, Felipe Ortiz and Chris Cole, on whose backs DC once sought to build a contest-circuit machine to rival the likes of Nike and Adidas. The flag logo that once represented the action-sporting nation DC once aimed to forge — a more perfect union of skateboarders, BMX bicylclists, motorcross motorcyclers, surf-riders and assorted well-wishers. It’s a smaller tent now, refocused on that seven-pointed star and the normal/extra-boldface/bold typeface pattern that crowded an older generation’s heads with highly motivational and semi-coherent calls to action.

It’s been a long time for DC in skateboarding’s lonely wilderness of what is not so cool, a foggy landscape of mall stores, mail-order warehouses and board shorts with flames on the side. Few find their way to the other side. Like Es shoes, DC remained in thrall to the tech shoe’s hoary bulk as Nike found its simpler, streamlined toehold in the Dunk and set about directing the conversation in the post-9/11 years. DC gained its own corporate firepower following its roll-up by surf log manufacturer Quiksilver, and outfitting Rob Dyrdek and other lords of MTV reality provided cushion enough for DC to maintain its industry position through the vulc-sole wars of attrition, if not necessarily retaining space on shop walls. A succession of designers proceeded to bastardize the Lynx into steadily less-recognizable forms, Euro SuperTour jerseys mouldered away somewhere, and Danny Way and Colin McKay didn’t show for the Plan B vid. But, DC shoes still was there.

For skateboarders of a certain age it’s odd to think of DC, which did so much to shift skate shoes from relatively simplistic Vans and Jims toward sportier stylings and techish accoutrements in the late 1990s, as a legacy act. But here we are: The seeds of DC’s attempted return to its late 90s/early 00s vitality were sown by the retro-minded Pennsylvanians behind the Sabotage vids and #skateshoewars, copping online vintage Lynxes, Kalises and various others as they simultaneously reclaimed Love Park from the authorities. Unlike Alien Workshop, DC recognized a new generation preparing to don swishy pants and opened its East Coast flow spigots, and now spot-searching Droors-endorser John Shanahan helps DC find a path after long years of wandering.

Against this backdrop arrives the winkingly named ‘The DC Promo’, feeling more vital than any DC video project in years. DC seems focused on capturing the world-conquering prowess that drove its inaugural full-length, a quest made easier by the fact that after the LA schoolyard groundwork laid by the Girl and Plan B camps, DC convincingly placed longhaired sweathogs like AVE and Ryan Smith alongside ledge grimers such as Brian Wenning and Stevie Williams, also with some vert ramps and Mega RampsTM. ‘The DC Promo’ is not so different, proffering perpetually adolescent Tristan Funkhauser as an olive branch toward the flood-panted deities of wallies and body varials — his incredible wallie frontside 360 is well-served by Chris Ray’s incorporation of the after-black hammer. Carlos Iqui and the too-long overlooked Tommy Fynn spin some wild handrail tricks, noted clotheshorse John Shanahan cracks an immense fakie shove-it over a bar and be still our hearts, for about 30 seconds, Colin McKay and Danny Way get busy on ramp coping. Wes Kremer and Evan Smith, who made a convincing enough odd couple in Thrasher’s recent interview issue, turn in a fairly blistering tag-teamer with Evan Smith inventing a new approach to an aged Philly spot and Wes Kremer further proving out 2014’s SOTY nod with a mindbender of a last trick. But the moment really is Tiago Lemos’, a time when switch backside tailsliding the Mission District 3-up-3-down can be goofed as a warm-up clip, irksome physics get brushed aside by waist-high kickflip smith grinds (both ways), and Marcus McBride’s block hops get Xeroxed for one of the more memorable lines down the SF pier in a while. This dude is operating on a whole different wavelength right now, and it’s a privilege to watch it unfold.

How much of DC’s turn away from prime time action sporting and podium-climbing pros, and refocus on skater-run events, pumping out videos and re-outfitting team riders in glossy jerseys, was forced by Quiksilver’s bankruptcy and resulting belt-tightening? Does the existence of new Danny Way and Colin McKay footage render the question moot? Yall saw these right? How much of the recently departed riders’ salaries have been redirected toward Tiago Lemos’ bank account as a preemptive hedge against the inevitable swoop by Nike or Adidas? How frantically are DC’s marketing overlords looking for ways to get him booked on a Thrasher trip before this year’s SOTY race winds down?

Advertisements

Tags: , , , , , , , , , , , , , , , , , ,

5 Responses to “The DC Blog Post or, Finding Yourself and Redefining Success After Your Parent Seeks Protection from Creditors”

  1. Anonymous Says:

    just realized that with a handful of clips and one weekend in montreal, danny way just came out ahead of the burnquist helicopter part

  2. The the Says:

    DC shoes are everything I hate in a skate shoe. And I mean the shoes, not the company. I don’t care about hi-tech shoes. I don’t need advanced fabrics (Super suede!). I don’t need airbags in the heel (helium infused!). And add to that, the shoe is as big as a cinder block and felt like it too. Shoes like that take way too long to break in. And eS was doing that for a while too. They had a line of super tech shoes for a while in the early 2000s that included Burnquist’s pro shoe, and all those models were $90 and up.

  3. Anonymous Says:

    Dc was cool. Clocker and Howard’s were sweet. Now they dog doo. But I still have a pair, from Marshalls that I beat on.

  4. Anonymous Says:

    I am down for anything not Nike or Adidas. Dime contest looked rad as hell. Team changes make since. DC Promo video was 20 minutes of thunder. I like that DC is getting away from Vulc and bringing back the Legacy with Dime.

  5. Skate Scholar, PhD Says:

    DCs are why every skater in the 1990s was put out 3 months a year with a rolled ankle. The shoes just ‘looked’ tech, in reality they were like skating in Sketchers.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: