The Montreal-based skate brand Dime, "officially" launched in 2009 via The Dimestore Video, is really much more than a skate brand. And 2009 is not when it was truly started, as they began to post clips as early as 2005. But apart from being welcomed outside the world of skateboarding, see: Dover Street Market as a stockist, even their skate videos went in a different direction. They focused on messing around and documenting weird things as much as the skating. That made the brand refreshing to a sub-culture going on thirty.