We’ve been on the DCSHOECOUSA (DC) trainer watch for sometime. Certain that the California based brand has the right features (retro look, unintentionally fashionable logo, bold design, and comfort factor) for fashion market crossover, we’re now seeing the label starting to appeal to more than skaters and action sports enthusiasts. While we can report on some increased sightings of the trainers in downtown New York, it’s our recent visits to London that have confirmed our early prediction for DC. There the label is frequently spotted on skaters, hip-hoppers, and fashionistas alike, and appears to be in a head-to-head competition with some popular brands on the market. In the performance world, the over ten- year-old label is known for wider cuts for enhanced comfort, shock absorption, and general durability. The shoes ooze fashion edge with their avatar, graft, lynx and manteca styles in chic black and tan and gray, black, and white color combinations, fat laces, and a graphic DC logo. The label holds a hard marketing line to sporting activities, not rushing to promote the fashion crossover, which may only serve as a stronger inducement to seek them out. If for some reason you’re interested in DC’s venerable skateboarding and extreme sports legacy, Eric Blehm’s Agents of Change, published last year, gives all the details on the brand’s history.


-James Whitely

Photos: DCSHOECOUSA trainers