DC's first flagship store grew from the desire to bring DC to life in retail with
our own design and brand ID. The store needed to challenge expectations and convey
the mentality of DC as a brand. In skateboarding, DC has always been known as a
company that progressed skateboarding footwear through technical and aesthetic innovations
and we wanted the store to embrace that mindset that launched DC in the first place.
We try to push the expectations of what a skateboarding shoe can be and we've tried
to do the same with the store, from the design to the fixtures to the layout.
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