Dime

Dime, often called Dime MTL, began in 2005 as a crew of Montreal skateboarding friends filming clips around Saint-Laurent Boulevard. Antoine Asselin and Phil Lavoie turned that crew into something bigger, first with light-hearted videos set to '90s hip-hop, then with a shop of their own. The early products were hand printed t-shirts and embroidered caps. Over time these grew, deliberately slowly, into a full cut and sew line of rugby shirts, cable knits, denim and jacquard jackets. Vince Tsang has led creative direction since 2011, and the label has a JJJJound collaboration to its name. Jeans, hoodies and t-shirts remain the favourites, all with a nostalgic '90s feel and a humour-first streak.