Wednesday, January 19, 2011
Rob Dyrdek #2.
For the next eight days, it's going to be DC week. The company has both its share of fans and detractors. I probably fall right in the middle. It's not something that I would wear today, but I can't say I hate them or anything. I've worn DCs before and liked them. They had quite the team back in the 1990s and brought a few new things to skateboarding. That was the spark that made me want to spend a week looking at their old ads.
DC Shoes started out from Droors Clothing. The team was initially Danny Way and Colin McKay. They soon expanded to include Rob Dyrdek and Rudy Johnson. They also gave Rob and Rudy pro models, which was kind of the start of pros having signature shoes.
In the early to mid 1990s, a pro model sneaker was relatively scarce. Steve Caballero and Salman Agah had models with Vans, which was really about it. Natas had a shoe on Etnies, but I don't think those lasted much past 1992. You had to be a big name pro in order to justify having a piece of footwear with your name on it. This of course led to pros taking jabs at other pros in interviews as to whether or not so and so deserved to have their name stitched on the tongue of a shoe. All of this seems rather strange compared to how skateboarding is today, where somebody turns pro and then follows that up with a shoe model.
This ad turned a few heads when it came out because Dyrdek certainly was an established and talented pro, but he wasn't necessarily thought of as being pro shoe worthy. He helped his cause by dropping the nollie nosegrind down a handrail.
Paul "Skin" Phillips took the photo. Atiba Jefferson filmed the trick.
Transworld - November 1995 Volume 13 Number 11