DC Shoes is proud to present the NVRBRKN. concept collection for SPRING ’12.
A head-to-toe product line with a design philosophy to boost confidence when
facing opposition. Never compromising on comfort for the sake of fashion. And
instead innovating with fashion utilizing premium and technical materials to make
a functional statement.
Never Broken is a metaphor about overcoming adversity, mentally and physically.
The primary word mark logo is a stylized short name consisting of the consonants
taken from the two words “never broken” combined into one seven-letter word
designed to support the DCSHOES 7-point DNA. The broken star logo mark is a
reinterpretation of the 7 point star within the DC logo. A visual representation of
a competitive attitude maintaining its original form despite the fracture of one of
its points. Skateboarders are a testament to this spirit, since they are known for
their ability to adapt to obstacles on the street using an unorthodox approach.
Their mentality is to get back on the board despite injuries and being overlooked.
Skaters pave their own way in society with a mindset that allows them to succeed
on and off the board.
“Never Disrespect What You Don’t Understand”.
Check out the NVRBRKN. SPRING 2012 COLLECTION.