Dime MTL: How a Montreal Skate Crew Built Canada’s Most Important Skateboarding Brand

At Gallery Streetwear, we don’t chase trends or hype cycles. We focus on brands that genuinely shape culture and stand the test of time. When it comes to Canadian skateboarding, few brands have had the impact, credibility, and longevity of Dime MTL. What started in Montreal as a tight-knit skate crew has grown into one of the most influential skateboard clothing brands in the world, without losing its authenticity along the way.

Dime MTL clothing represents the creative, unfiltered energy that defines modern skateboarding in Canada. From the streets of Montreal to skate spots across the globe, Dime clothing has earned its place by staying rooted in skate culture rather than chasing fashion moments.

From Skate Videos to a Real Brand

Dime was founded in Montreal by Antoine Asselin and Phil Lavoie, long before ideas like content strategy or brand positioning mattered in skateboarding. Their early videos weren’t polished or aspirational. They were funny, awkward, unpredictable, and very real.

That honesty mattered.

Instead of copying what was already working in skateboarding or streetwear, Dime leaned into humor, imperfection, and personality. Their videos spread organically online, building a following not because they were selling clothing, but because they were entertaining skateboarders.

As the brand evolved, the addition of art director Vincent Tsang helped define what Dime would become visually. Drawing inspiration from fine art, graffiti, hip-hop, and skate culture, Tsang created a graphic identity that felt intelligent without being pretentious and playful without being disposable. That balance still defines Dime MTL clothing today.

Why Dime Changed Canadian Skateboarding

For decades, Canadian skateboarding produced world-class talent but rarely controlled its own narrative. Dime changed that by making Montreal the center of its universe and refusing to imitate American or European skate brands.

Their approach felt closer to a 90s hip-hop crew than a traditional skate company. It was self-contained, culturally confident, and uninterested in fitting into industry expectations. That confidence resonated. Dime became proof that Canadian skateboarding didn’t need outside validation to matter.

The Dime Glory Challenge and Skateboarding Without a Safety Net

The Dime Glory Challenge captures the spirit of the brand better than anything else. Often described as the wildest skate contest on earth, it rejects traditional competition formats in favor of creativity, chaos, and real risk.

After a landmark 10th anniversary event in 2025, the Dime Glory Challenge returns again in early 2026, with a highly anticipated stop at SPoT, the Skatepark of Tampa. Known for unpredictable obstacles and unconventional formats, the event continues to showcase skateboarding in its rawest form.

Coverage from outlets like Quartersnacks, Thrasher Magazine, Monster Children, and Red Bull has amplified its reach, but the core remains the same. It is skateboarding made by skateboarders, for skateboarders.

From Skate Brand to Global Influence

As Dime gained global attention, the brand showed restraint. Collaborations with major names like Vans and New Balance felt earned rather than forced, and skateboarding always remained the foundation.

In a world where many skateboard clothing brands lose their identity chasing scale, Dime stayed disciplined. That discipline is why the brand continues to matter, both in skateboarding and in fashion-adjacent spaces.

Why Dime MTL Clothing Still Works Today

Dime MTL clothing works because it doesn’t try to do everything. The fits are intentional, the graphics are clever without being loud, and the materials feel substantial. Most importantly, the brand still speaks to skateboarders first, even as its audience expands.

At Gallery Streetwear, Dime remains one of our most trusted and best-performing skateboard clothing brands because customers understand what it represents and return to it season after season.

Dime Spring Is Coming Soon

Dime Spring is arriving very soon at Gallery Streetwear.

The upcoming delivery will include new Dime MTL hoodies, tees, and seasonal staples designed for skateboarding and everyday wear. Spring has always been one of Dime’s strongest seasons, and this release continues that tradition with a clean, wearable approach rooted in skate culture.

If you’re looking for Dime MTL clothing in Canada, this is a drop worth paying attention to.

Gallery Streetwear and Skateboard Clothing in Canada

Dime sits at the center of our skateboard offering, but it’s part of a larger ecosystem of brands that genuinely contribute to skateboarding culture.

Our skateboard clothing brands include Dime MTL, Butter Goods, Cash Only, Carpet Company, Evisen, Magenta, Fucking Awesome, Hélas, Rassvet (PACCBET), Polar Skate Co., Color Bars, Victoria HK, Bronze 56K, and Last Resort AB footwear.

Each brand brings a different perspective, but all are grounded in real skate roots and community.

Why We Protect Skateboarding at Gallery

Skateboarding has always thrived on independence and creativity. At Gallery Streetwear Canada, we believe protecting that culture means supporting brands that grow with intention and respect the communities that built them.

Dime MTL is one of the most important skateboarding brands to come out of Canada because it proves you can grow globally without losing your roots. That’s why we continue to support it and why we’re excited for what’s coming next.