"Believe in what you do and never give up your dreams, even through the worst of times. Learn from your mistakes and just keep it movin’." Nick 'Diamond' Tershay
Diamond Supply Co. need little in the way of introductions, being literally legends in the world of skateboarding and urban fashion. Since the company's inception in 1998, despite meteoric success, they have stayed remarkably true to their roots, which lie firmly in Californian skateboarding culture; and they continue to thrive and take inspiration from living, what they call, the 'Diamond Life'.
Diamond Supply Co. need little in the way of introductions, being literally legends in the world of skateboarding and urban fashion. Since the company's inception in 1998, despite meteoric success, they have stayed remarkably true to their roots, which lie firmly in Californian skateboarding culture; and they continue to thrive and take inspiration from living, what they call, the 'Diamond Life'.
The Diamond Supply Co. are renowned for creating cutting-edge and innovative fashion, sourcing inspiration from the global skateboarding community to which founder and creative director, Nick Tershay, holds a life-long membership. The company was borne out of his tenacious passion for skateboarding and urban fashion; and after more than 15 years' of trading, Tershay has lost none of that creative fire. So, it's perhaps unsurprising that what started out as a humble skateboarding hardware company, has now grown in to one of the most iconic and sought-after brands in streetwear history.
Nick Tershay, said in 2012 that he owes much of the company's success to the fact that they've managed to stay so in touch with their customer-base. It's a common pitfall that has seen many a streetwear brand stumble in the past; once a certain level of success is reached, the 'cash-machine' takes over and it becomes all too easy to lose sight of the ideals that inspired the brand in the first place.
However, Tershay was damned well certain that he wasn't going to make the same mistake, and so in 2006, the Hypebeast forums were born. This was Tershay's golden opportunity to talk directly to the people that mattered most - the kids that bought his products. This provided him with an insight that few people in his position had, and allowed the company to create a dialogue with their fans, a dialogue that continues to this day.
Fast-forward to 2013, and considering that the brand has had several collaborations with some of the biggest players in streetwear, is a favourite among celebrities including Jay Z and Lil' Wayne, and is renowned for having one of the most talented skateboarding teams in the world, it's difficult to pin-point their single biggest achievement. But, if pushed, I'd say it would have to be the creation of the Diamond "Tiffany" Dunk SB in 2005. Widely considered as the most sought-after shoe in Nike history, this was an absolute game-changer in the world of streetwear, and catapulted Diamond Supply Co. to a level of status and fame that most brands can only ever dream of. Long may their reign continue.
Visit http://www.diamondsupplyco.com/diamondlife/ to find out more about the company, or if you're looking for diamond supply UK, then check out Street Casuals, online UK suppliers of urban streetwear.
Nick Tershay, said in 2012 that he owes much of the company's success to the fact that they've managed to stay so in touch with their customer-base. It's a common pitfall that has seen many a streetwear brand stumble in the past; once a certain level of success is reached, the 'cash-machine' takes over and it becomes all too easy to lose sight of the ideals that inspired the brand in the first place.
However, Tershay was damned well certain that he wasn't going to make the same mistake, and so in 2006, the Hypebeast forums were born. This was Tershay's golden opportunity to talk directly to the people that mattered most - the kids that bought his products. This provided him with an insight that few people in his position had, and allowed the company to create a dialogue with their fans, a dialogue that continues to this day.
Fast-forward to 2013, and considering that the brand has had several collaborations with some of the biggest players in streetwear, is a favourite among celebrities including Jay Z and Lil' Wayne, and is renowned for having one of the most talented skateboarding teams in the world, it's difficult to pin-point their single biggest achievement. But, if pushed, I'd say it would have to be the creation of the Diamond "Tiffany" Dunk SB in 2005. Widely considered as the most sought-after shoe in Nike history, this was an absolute game-changer in the world of streetwear, and catapulted Diamond Supply Co. to a level of status and fame that most brands can only ever dream of. Long may their reign continue.
Visit http://www.diamondsupplyco.com/diamondlife/ to find out more about the company, or if you're looking for diamond supply UK, then check out Street Casuals, online UK suppliers of urban streetwear.
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