In4mation and DC Shoes Come Together on Volcano Shoe
Fall 2008 brings a DC Double Label(TM) Retailer Project with In4mation, a shoe inspired by the fragmented volcanic remnants of the windward shield of the Hawaiian Island of O`ahu. The ancient Ko`olau volcano created massive fragments that rise nearly 100 miles out of the ocean floor; the range encompasses three distinct climate zones with winding ravines, breathtaking views of waterfalls, and one of the toughest golf courses in the nation.
This spectacular, peaceful landscape on the eastside of O`ahu was brought into every element of the shoe: the volcanic terrain translated to the upper’s browns, the golf course greens found home on the footbed and as accents, and, quite fittingly, the DC Volcano model was chosen as the canvas.
DC Shoe Company: Founded by Ken Block and Damon Way in 1993, DC quickly grew to a leader in performance skateboarding shoes and renowned action sports brand. Today DC stands as a global brand whose product line has expanded to include men’s, women’s and kids’ skateboarding and lifestyle shoes, apparel, snowboard boots, outerwear, snowboards and accessories.
As one of the cornerstones of its marketing strategy, DC has built a world-class team of professional skateboarding, snowboarding, surfing, BMX, motocross and rally athletes that exemplify and enhance DC’s brand, develop its signature products, and support its promotional efforts. DC is a subsidiary of Quiksilver, Inc.
In4mation: In4mation is island raised and city situated; equal parts remote forest and urban jungle. Respecting our roots, while being committed to diversity and broadening horizons is the In4mation way of life. Exploring everything life has to offer!
With distinctive style, a strong aesthetic and adaptive nature, In4mation pledges to create unique and innovative top-quality mens and womens apparel, accessories and hardgoods. We seek not to pander to the masses, but instead inspire those with a discerning eye.
In4mation stays true to our family, both those we were born to and the ohana that has grown through our adventures in the world. We remain loyal to our friends, family, reps, retailers, athletes and customers. We believe in following our loves & passions and support the dreams of our ohana.
The In4mation motto “I SHALL PROCEED…AND CONTINUE” is a phrase taken from an influential hip-hop band. Our motto serves as a reminder: follow your chosen path and keep moving forward!
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