It's happening! DC has just checked in at HotelShops and is here to make a stand. The first arrivals are already here and we love them, but not everyone is familiar with the name and the brand's history. So what exactly is DC?





The company was founded in June 1994 by Damon Way and Ken Block and was originally based in Carlsbad, CA, but is now located in Huntington Beach, California, after its acquisition by Quicksilver in 2004.. DC originally stood for "Droors Clothing", but since the sale of Droors Clothing (which is now defunct), DC no longer has ties to Droors and is simply DC Shoes, Inc.

The DC Culture

DC is admittedly driven by the skateboarding culture and sponsors their own team that made its early appearances in 2010 with Marquise Henry, Matt Miller, Wes Kremer, Evan Smith, and Greg Myers. Apart from Myers and Henry, all of the skateboarders remain sponsored by the company and have since attained professional status.




The Rebirth

In 2011, the brand underwent a rejuvenation process that included the design of a new flag logo. As part of this process, new skateboard team announcements were progressively made and a series of advertisements, under the direction of new team member Steve Berra, were released online. 

A further progression of the brand relaunch was the "Rediscover" campaign that commenced in December 2011, following the addition of Capaldi and Huston to the skateboard team. The campaign is entitled "Rediscover DC" and the launch signified the first time that the entire DC team had been brought together in nearly a decade. 

So here we are. This year we are welcoming DC to HotelShops, a brand by the people for the people, that offers top quality and awesome street style in affordable prices! Take a look at the early entries HERE and stay tuned for more arrivals soon!