In all honesty, we’ve been hoarding the idea of an all-Alexis Dime Comp for years — ultimately to accompany an interview with the OHHHHH YYYYYEAAAAAHHHH spokesman that we never ended up getting around to. (Pro tip to all aspiring content creators: The Dime Glory Challenge is not the most optimal event to try and accomplish #skate #journalism at.) Then, Skate Jawn beat us to it.
Now is as good a time as any to remind you that speed is an illusion.
Dime’s affluence over the past year has given rise to several developments. 1) They’re opening a store in Montreal on Saturday (depicted above.) They’ll carry their line, in addition to hardgoods, Quartersnacks merch and chill stuff from other chill companies. Proud of you boys. 2) They command a wider-reaching influence that has catapulted Jamal Smith into internet infamy yet again, made bowling edge out tennis as skaters’ peripheral sporting obsession, and the #dimechallenge to be undertaken in regions far outside French Canadia. 3) When you catch checks, you catch flights, and those flights have resulted in side-eyes from Swedish filmmakers.
Phil only carries the VX around for exercise, so here’s everything from the past year or so that was just for Instagram ;)
It has been a long three years since the release of Turd Season. In that time, the minds behind Dime have created an unprecedented beast of brilliance — thanks in no small part to an ability to stuff sublime moments spent on skateboards into fifteen second IG videos better than any of their peers. With this week’s announcement that their upcoming project would be premiering at the end of April (no doubt overshadowing the other piece of awaited Canadian culture set to drop that weekend), we condensed the past ten months worth of Dime Instagram videos (everything since the controversial release of “Dime Comp Volume 2”) into a 14-minute compilation.
We’ve never traveled further than the skate from Tompkins to Sunshine for a video premiere before, let alone booked airfare to one. Hope to see everyone at this one. Flyer here. Video plays at 2:59 A.M.
There are many unsung heroes in skateboarding. Local legends who never made it outside of their towns, skatepark builders who cede individual credit for the greater good, rogue bartenders who turn a blind eye to underage drinking at #skate #events are among them. But there’s one member of the skateboard family who truly never receives any credit: the warehouse guy. Where would Nyjah Houston be if not for the guy who physically takes his skateboards and Monster Energy memorabilia, and ships the box to him? Looking for a plank to drill eight holes into?
To give a glimpse of the skateboard-brand stock world, we hit up our Canadian friends at Dime, so they could grant us access to their always reliable and always smiling warehouse manager, Bryan.
Tell us a bit about yourself Bryan. Where are you from? What was your upbringing like?
Hi, my name is Bryan. As Dime’s warehouse manager, I am a vital part of their supply chain process. I manage people, systems and make sure productivity targets are met. My goal is to make our customers happy. I love going out of my way to please strangers! I grew up in a small town called Kitchener, in Ontario, on a farm, as the only son of two very loving parents. My parents raised me to be a productive & happy person.
Did you always have a passion for stock? When did you first fall in love with packing boxes?
Growing up on a farm, I was always surrounded by little animals — cats, dogs, little chickens, & other meat products. Putting them in boxes really was a great source of pleasure for a young packer. Later, my love of packing evolved into packing more important things.
I believe the experience your customer receives when they order product from you should be flawless. If they ordered a size medium Dime Classic Tee, they should receive a medium size Dime Classic Tee. That is why I have developed the Dime Packaging Best Practices guide, as a tool that my team and I use to establish consistent packaging standards. By following these practices, I minimize cost and prevent delays, errors and damages. Failure to follow carton weight, size, or corrugated requirements could result in lost or damaged merchandise, delays, or additional charges and we’re not having any of that bullshit at Dime.
When did you move to Montreal? How did you come to work at Dime?
It was 2014, I was at a point in my life where I had to make some changes. Kitchener, being the hate crime capital of Canada, was a really negative environment and it forced me to make a choice. I moved to Montreal with my friend Jim, with hopes of a new beginning. We found our answer in the church [of Scientology]. I cannot overstate the value of Scientology’s teachings. We met the Dime guys at a “Cause of Suppression” class. They gave us a chance and hooked us up with entry level warehouse jobs at Dime. Through hard work and dedication, I climbed the corporate ladder and landed the warehouse manager position. Unfortunately, I had to fire Jim due to his alcoholism.
This originally appeared in Dank Skate Mag issue number 8. We felt this was worth sharing online, given the slim chance that you have difficulty obtaining Norwegian skateboard magazines where you live.
Dime is one of the greatest “things” in skateboarding. I say “things” because even they don’t exactly know what they are. A brand, a crew, a series of videos, something? Being funny is hard enough, but being a funny skate crew — without falling into the same overused tropes of weed and dick humor as every other skater on Instagram — is impossible. These dudes somehow figured it out, all while embracing the relative invisibility of Canadians in skateboarding.
What is Dime?
Phil: It’s a bit different than what it started out as. Now, it’s a brand, but it became one accidentally. At first it was a crew, and we just skated together and made videos.
Antoine: It started as a shitty website that we never updated. We were fifteen-years-old, just posting shitty web clips. We started making full-lengths and it grew from there.
P: We sell some clothes, but it’s not really a clothing brand or a skate video brand. Everything we make is just for fun.
It’s kind of a good era with the internet and all to have the luxury of not knowing what you’re doing.
A: We’re not too sure what it is ourselves. We’re just going with the flow. I think people like not knowing what it is.
P: It’s nice being able to do whatever you want whenever you want. Whenever we have a good idea, we do it. Real clothing companies have timed fall drops, and we’re completely lost on that. We’re trying to learn everything as we go along.
Alexis Lacroix in the back: No definition, no limits.
P: Our goal is to skate. Anything to keep us around skateboarding. That’s what we like to do. I’m never going to become a professional skateboarder, so I might as well make something I want to do in skateboarding. Antoine makes money off his sponsors and all, but I quit my job to focus on Dime.
So, the goal of Dime is to keep you dudes from having real jobs for as long as possible?
A: To us, it’s not work. Now, we have clothing in stores, so we have to be more on point, but it doesn’t feel like work. We want to do this.