A Montreal Skate Crew Became a Global Cultural Force

Dime, a skateboarding brand founded by Antoine Asselin and Phil Lavoie, has become one of the most influential names in the skateboarding and streetwear industries. Rooted in Montreal’s vibrant skateboarding scene, Dime started as a humble skate crew and video production company, creating a unique blend of creativity, humor, and skate culture. Over the years, it has grown into a global brand that continues to inspire skaters and fashion enthusiasts alike.

In a recent interview, Asselin and Lavoie reflected on Dime’s origins, its impression on the skateboarding community, and the trends shaping the industry today. Their insights shed light on how Dime evolved from a local project into a cultural phenomenon, all while staying true to its core mission of fun, creativity, and authenticity.

The Origins of Dime: From Skate Crew to Global Brand

Dime’s journey began in the mid-2000s when a group of friends, including Asselin and Lavoie, started filming their skateboarding adventures around Montreal. The group wasn’t focused on creating polished skate videos; instead, they infused their footage with humor, offbeat editing, and a raw energy that resonated with viewers. “It was never supposed to be serious,” recalls Asselin. “We just wanted to have fun, make people laugh, and share our perspective on skateboarding.”

The name “Dime” itself reflects the group’s lighthearted approach. A slang term for something perfect or flawless, “Dime” was chosen as a tongue-in-cheek nod to the imperfections that make skateboarding authentic and relatable. This ethos helped the crew build a cult-like following in Montreal, where their videos became a staple of the local skate scene.

In 2015, Dime made the leap from skate crew to fashion brand. The transition was organic, as the group’s growing popularity made them realize the potential of creating clothing that represented their style and humor. The result was a line of minimalistic yet bold apparel that quickly caught the attention of both skaters and streetwear enthusiasts worldwide.

Dime’s Unique Aesthetic and Philosophy

Dime’s aesthetic combines clean, high-quality designs with a sense of humor that sets it apart from other skate brands. Their products often feature tongue-in-cheek graphics, nostalgic references, and subtle nods to skateboarding culture. This blend of creativity and playfulness has made Dime a favorite among skaters looking for something different.

For Asselin and Lavoie, staying true to skateboarding’s roots is essential. “Skateboarding is about having fun—it’s as simple as that,” says Lavoie. “We’ve always tried to keep that spirit alive in everything we do.” This philosophy is evident not only in their clothing but also in their videos, events, and collaborations, all of which prioritize creativity and authenticity over commercialism.

Contributions to the Skateboarding Community

Dime’s impact on skateboarding goes far beyond apparel. The brand has become a vital part of the skateboarding community through its events, collaborations, and creative projects. One of its most significant contributions is the Dime Glory Challenge, an annual event held in Montreal that has become one of the most anticipated competitions in the skateboarding calendar.

Unlike traditional skateboarding contests that emphasize technical skill, the Dime Glory Challenge is all about creativity, absurdity, and fun. Events like the “Glory Challenge” obstacle course or the “Legend Challenge,” which pits veteran skaters against each other in hilarious formats, capture the essence of what skateboarding is truly about. “We wanted to create an event where people could just enjoy skating and laugh,” says Lavoie. “It’s not about who wins—it’s about the energy.”

Dime has also collaborated with major brands like Vans, Reebok, and DC Shoes, bringing its unique vision to a wider audience. These partnerships often incorporate Dime’s signature humor and creativity, resulting in products that feel fresh and original. Through these collaborations, Dime has managed to stay true to its roots while expanding its influence in the skateboarding and streetwear industries.

Skateboarding Trends and Industry Evolution

As skateboarding continues to grow in popularity, Asselin and Lavoie have observed both positive developments and challenges within the industry. One of the most significant trends is skateboarding’s growing mainstream acceptance, particularly after its debut at the Olympics in 2021. While this newfound visibility has brought opportunities for skaters and brands, it has also sparked debates about maintaining skateboarding’s authenticity.

“Skateboarding is bigger than ever, which is great,” says Asselin. “But it’s important to remember where it came from. It’s not just a sport—it’s a lifestyle, a culture.” For Dime, balancing mainstream success with grassroots authenticity is key. The brand has managed to navigate this tension by embracing new ideas while staying true to its core values.

Another trend shaping the skateboarding world is the rise of independent brands and DIY culture. For Asselin and Lavoie, this resurgence of grassroots creativity is a welcome development. “It’s amazing to see so many people starting their own companies, filming their own videos, and creating their own scenes,” says Asselin. “That’s what skateboarding is all about—doing it your way.”

The Future of Dime

As Dime continues to grow, Asselin and Lavoie remain focused on their original mission: having fun and contributing meaningfully to skateboarding. While they are open to exploring new collaborations and expanding their product line, they are determined to maintain the brand’s authenticity.

“We don’t want to be the biggest brand,” says Asselin. “We just want to keep doing what we love and sharing it with the world.” Looking ahead, Dime hopes to inspire the next generation of skaters to embrace creativity, individuality, and the joy of skating. Whether through their events, videos, or apparel, Dime aims to push boundaries while staying true to the spirit of skateboarding.

Dime’s Legacy

Dime is more than just a skateboarding brand—it’s a cultural force that celebrates creativity, friendship, and the pure joy of skateboarding. Through their humor, authenticity, and commitment to their roots, Asselin and Lavoie have built a brand that resonates with skaters and non-skaters alike. Their ability to balance innovation with tradition has made Dime a vital part of the global skateboarding community.

From their early days as a skate crew filming videos on the streets of Montreal to their current status as a globally recognized brand, Dime’s journey is a testament to the power of staying true to your vision. As skateboarding continues to evolve, Dime’s influence will undoubtedly remain strong, inspiring future generations to skate, create, and have fun.