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You often see DC on hats. That DC is the logo of DC Shoes which was designed by Ken Block in 1993. The official story is that D and C were the first names of the first skaters sponsored by the company, Danny Way and Colin McKay. This is because Droors Clothing, now defunct, was spun out of DC Shoes and they had to cut any ties with the old company.
If you are not aware of DC Shoes, you might assume they just sell shoes, but they have a wide range of apparel including shoes, t-shirts, sweaters, and even winter jackets. They pioneered some technical innovation on the shoes and coats, but most of the value that they offer their customers is the self-expression and self-actualization that DC’s customers feel when they wear a piece of ...
If the lifestyle wains in popularity, the brand’s sales will too. For example, DC Shoes sells less merchandise when skateboarding is less prevalent. (Read our article about the history of DC Shoes.) Consumer tastes change. Fads die off, and lifestyles change. If a brand’s demand is tied to one of these, then sales may go down if tastes change.
We wrote a case study on the success of DC Shoes. Ken Block and Damon Way, the founders of DC Shoes, had only mild success in the skateboard movement until they started combining the impact absorbing rubbers used in running shoes with the flat bottom sneakers that borders needed to perform tricks.
From community college classroom $100 M in sales; DC Shoes’ grind to become one of the most iconic lifestyle brands. DC Shoes is a brand with deep associations to the skateboarder lifestyle. If you are not aware of DC Shoes, you might assume they just sell shoes, but they have a wide range of apparel […]
The “DC” in DC Shoes stands for Droors Clothing. The official story is that D and C were the first names of the first skaters sponsored by the company, Danny Way and Colin McKay. This is because Droors Clothing, now defunct, was spun out of DC Shoes and they had to cut any ties with…
From community college classroom $100 M in sales; DC Shoes’ grind to become one of the most iconic lifestyle brands. DC Shoes is a brand with deep associations to the skateboarder lifestyle. If you are not aware of DC Shoes, you might assume they just sell shoes, but they have a wide range of apparel…
Arc'teryx's shared values with outdoor enthusiasts attract other niches and the broader market. How being true to values can build a successful brand.
From community college classroom $100 M in sales; DC Shoes’ grind to become one of the most iconic lifestyle brands. DC Shoes is a brand with deep associations to the skateboarder lifestyle. If you are not aware of DC Shoes, you might assume they just sell shoes, but they have a wide range of apparel…
Eleven examples of brands with a clear, unique and powerful Brand Essence. I often get subtle eye roles from the decision makers for the brands I work with when I ask questions like: “if your brand were a car, what make would it be?” The men and women in my office are probably thinking: “dude, […]