Iconic Skate brand DC is serious about the Casual look

With an attention to detail and eyes on the road ahead, Eric Obre recently came over to DC to rework their lifestyle
business, fresh off his success at Sole Technology. He found a quiet corner at DC headquarters in Vista, California to share his vision with us.

What is your main focus at DC?
I’m the director for a category called Life, which is the higher end, top of the pyramid category. Life caters exclusively to boutiques and higher-end chain stores. Performance is always on our mind because of our heritage, and because we are using similar tooling, but the design aesthetic operates more on pure looks and comfort and performance.

What is the current direction for Life?
The idea is to apply our design sensibility to the different tiers that we have in that category: Dress, Casual and Sneaker. Dress is a more refined and slimmed down look. Casual would be something along the lines of a Clarks Wallabee. Sneaker is where we look at our heritage of skateboarding and the focus
is on the sneaker culture and we want to be next to iconic shoes in that world. My focus is to rebalance the line, since I felt that it was a little bit too skewed in one direction.

Read more in our upcoming 7th Annual Sneaker Edition coming soon…