Dime Jeans

Dime, often referred to as Dime MTL, began in 2005 when Montreal friends Antoine Asselin and Phil Lavoie turned their skate crew into something bigger — first through light‑hearted, ’90s‑hip‑hop‑scored videos, then through a growing creative identity. The shift from filming to retail came naturally; Dime’s physical store quickly became a hub, stocking both its own pieces and a curated mix of other brands. From there, the label secured its place in global skate culture and among fashion‑leaning fans, evolving from a small side project into one of the scene’s most recognisable names.

Across two decades, the Dime brand has stayed true to what made it compelling from the start: humour, creativity and a refusal to chase trends at the expense of personality. Dime men's styles carry that same playful edge — graphics that grab attention, tees that feel like inside jokes and pieces that balance approachability with a touch of chaos.

Sitting between fashion and skate, Dime men's clothing occupies its own lane. Known for its nostalgic ’90s aesthetic, its core categories— jeans, hoodies and t‑shirts — remain favourites within its loyal community.