DC Shoes

DC just released a podcast vid where P.J. himself highlights the features and concept behind the top-of-the-line PJ S LX.

Much like the commercials that are featured on the P.J. Ladd mini-site, the video has a smooth look to it with the same slick production. It’s also really nice to see P.J. talking about “perfomatlie midsoles” and “full-grain leathers” and explaining what the heck they’re doing in these shoes. I guess if you’re ponying up $130 for a pair, you want to know exactly what you’re paying for!

Since Twitter seems to be nearing its apex in the mainstream media, why not? Here’s the current round-up (with more added daily):

Brands
Supra – @suprashoes
DVS – @dvsshoecompany
Ipath – @IPATHfootwear
éS – @eSFootwear
Globe Shoes – @GLOBEskate
DC Shoes – @dcskateboarding
Emerica – @emerica_skate
Etnies – @etnieskate
Osiris – @OsirisSkate

Skaters
Tony Hawk – @tonyhawk
Jereme Rogers – @jeremerogers
Shaun White – @Shaun_White
Rob Dyrdek – @robdyrdek
Brandon Biebel – @BBiebel
Mike-Mo Capaldi – @Mikemo327
Ryan Gallant – @ryangallant420
Stevie Williams – @dgkstevie
Keith Hufnagel – @hufone
Steve Berra – @steve_berra
Terry Kennedy – @terrykennedyfs

And of course, don’t forget to follow us @sdkicks either!

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DC Shoes launched the DC Life collection back in 2007 and today we’re covering their update for Spring 2009. As you can see, the shoes in the Life line-up are generally more fashion/art inspired than regular DC skate shoes. They are produced in limited quantities and only being sold in select retailers. Construction on new styles like the Admiral and Dress Sneaker (pictured below) remain simple and generally include more leather than their skate shoe cousins. Check out the full line-up here.

Thanks to Vapors for the tip.

Transworld Biz is reporting on a rumor that Quicksilver might be selling DC Shoes to conglomerate VFC (owner of Vans, Reef, The North Face, etc.). According to the article:

Citi group reiterated a buy recommendation on Quiksilver (ZQK) saying “VFC may be close to acquiring skate brand DC Shoes from Quiksilver (NYSE: ZQK), according to WWD reports on Friday. We think this could be a positive acquisition for four reasons: 1). The brand fits well within VFC’s newly created Action Sports Americas coalition, and we think there are opptys to create synergies w/ its Vans & Reef brands; 2). VFC will leverage its global sourcing and distribution to further grow the brand like previous acquisitions; 3). VFC is likely to get an attractive price as a result of market valuations and ZQK’s balance sheet, and; 4). We think the deal would be slightly accretive, w/out impacting VFC’s dividend or our est. of ~$200M in repurchases for FY09.”

“Short-Term Potential Positive for ZQK, But Long-Term Impact Uncertain — The possible cash infusion for ZQK is important as the company needs to refinance its short-term debt, including $167 million which is uncommitted, and a $72 million facility due to mature in March 2009. However, with the possible sale of DC, we think Quiksilver could be losing its growth crown jewel.”

Our opinion on this one is pretty simple. Quicksilver is clearly hurting and desperate times call for desperate measures. Selling what is arguably the crown jewel of their current business isn’t an easy decision, but they might not have much choice if they want to survive. A weak market combined with the disastrous 2005 purchase of ski maker Rossignol have weighed heavily on Quicksilver. On the other hand, VFC is a well managed company with a decent cash position. At today’s prices they can’t afford to sit on the sidelines, so when a skate industry staple like DC comes on the market, you can be sure they’ll be in the hunt.

The other half of this story is a bit more vague, but slightly more juicy. According to the OCBJ, there’s a rumor that Quicksilver already turned down an offer from Nike for all or part of DC Shoes. Personally, I’m not really buying this one. Maybe a few years ago, but not today. Why would Nike feel the need to purchase DC? They already have (albiet after a few attempts) a high-performing skate unit (Nike SB) plus a successful presence in action sports (Nike 6.0). Therefore, unlike the Hurley acquisition of a few years back, buying DC doesn’t get them anything new.

On the other hand, one could argue that the Converse acquisition in 2003 didn’t get them anything new either. What it did get Nike however was another unmistakable brand, so maybe that’s what they were looking for by going after DC…