In less than a decade, DC shoes has become an action sports icon. In 1994, Ken Block, Damon Way, and Clay Blehm, the cofounders of DC shoes, revolutionized skateboarding shoes and clothing by incorporating innovative technology and style into their designs.
They ignored industry trends and held true to a vision that changed action sports products and marketing forever. The three built DC shoes one T-shirt -- and eventually two shoes -- at a time from the ground up, creating in the process an international name.
DC's pioneering attitude was sought out and shared by like-minded athletes, and the DC Shoes team was formed. These once-overlooked and misunderstood superstars are among the most talented and driven professionals and amateurs in their fields. In this photographic tribute, DC salutes its team members and their achievements, a new generation of sports with such athletes as: Skateboarding: Danny Way, Colin McKay, Rob Dyrdek, Josh Kalis, Stevie Williams, Anthony Van Engelen; BMX: Dave Mirra, Colin Winkelmann; Snowboarding: Todd Richards, Scotty Wittlake; Surfing: Andy and Bruce Irons; Motorcross: Ricky Carmichael, Jeff Emig, Mike Cinqmars.
This is the story of a garage company that initially couldn't even afford a garage. It celebrates the DC athletes who risk life and limb as the ultimate culminationof team talent in the action sports community. It's DC's salute to the passion that drives people to push their personal limits -- in the business, in sports, and in life.