journeys
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In 1993, DC Co-Founders Ken Block and Damon Way decided to create a line of shoes specifically for skateboarders. Thus, they agreed upon a mission: to make a significant change in skateboard shoe style and elevate skateboarding performance to the highest level. Block and Way sat down with Way’s brother, professional skateboarder Danny Way, to create the first DC shoe model. In 1994, the Danny Way signature model hit the skateboarding market. Shortly thereafter DC released its second shoe— pro skateboarder Colin McKay’s signature model. In February 1995, DC ran its first advertisement featuring Danny Way in the issue of TransWorld SKATEboarding—officially solidifying the skateboarding footwear brand. In 1995, street skateboarder Rob Dyrdek was added to the pro DC Skate Team. During the conceptual stages of his first pro model shoe, Dyrdek and Block sat down to develop a technology to create a durable shoe that could handle the stresses of wear and tear while skateboarding. The answer— nylon lace loops that protect laces in contact areas—the first technical footwear feature adapted specifically for skateboarding. These loops marked the beginning of a long list of DC-pioneered trademarked skateboarding footwear technologies that include Super SuedeTM, DGTTM Dynamic Grip Technology, Drop-In Cushion SystemTM, and DC’s trademarked Pill Pattern sole just to name a few. 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. DC continues to stay true to its original mission—to make a significant change.
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