Dime is an independent Canadian skate brand from Montreal that started somewhat by accident. In 2005, a group of teenage friends launched a website and began posting street clips full of humor and personality under the name "The Dimestore Crew." Later, they shortened it to Dime to avoid being mistaken for a skateshop. Their 2010 debut, The Dime Store Video, marked the beginning of their rise in the skate scene. Since 2015, they’ve been organizing the now-legendary Dime Glory Challenge – a wild, tongue-in-cheek contest unlike anything else. Despite their laid-back approach, Dime has gained global recognition and collaborated with major brands like Vans, DC Shoes, Reebok, adidas, and Arc'teryx – always on their own terms and with their signature sense of humor. Dime isn’t built around a traditional team – it’s more of a loose crew of friends from around the world, with Antoine Asselin and Phil Lavoie at the core. As Phil once said: “It's not like we have a team or anything. If you're down to skate, you're part of the crew. We have friends who don't skate that are part of Dime.”
