Watching this video you can’t help but get the feeling that the (once) big DC shoes are entering limbo. About two years ago they decided to scrap a plethora of big-name riders and started to focus more on a nostalgia led movement based on the east coast.
Some people from the Philly based Sabotage crew and NYC based John Shanahan got pushed to the forefront, while at the same time, Josh Kalis got elevated to ICON status. The rekindled interest in his older shoe designs is an authentic movement but let us not forget that DC also sponsor: Thaynan Costa, Evan Smith, Tristan Funkhouser and to some extent Wes and Tiago who somehow represent a bridge between the old and the “new” identity of the brand.
Still, DC seems to be somewhat torn between the multiple lanes it tries to occupy leading with “Street Sweeper” to a somewhat eclectic video that somehow manages to balance all these different facets of the “game”. But the question remains what is next and how will they keep reinventing themselves to stay relevant.
Maybe you “the viewer” can deduct an early answer from this video. Enjoy!