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Dec 15, 2011


On December 8th, 2011 DC Shoes and Conveyor at Fred Segal partnered up to celebrate the NVRBRKN. pop up shop located at 420 Broadway Street, Santa Monica, CA. The installation consists of several large shards of glass in juxtaposition showcasing the Holiday ‘11 NVRBRKN. concept collection. Glass was chosen as the seasonal material muse metaphorically symbolizing that we are just as fragile yet very strong at the same time by design. Yes, we are fragile by nature and susceptible to break, but quitting is not part of our DNA!
Visit the pop up shop now thru January 8th, 2012.
Conveyor at Fred Segal
420 Broadway Street
Santa Monica, CA 90401

DC Shoes is proud to present the NVRBRKN. concept collection for HOLIDAY ’11.  A head-to-toe product line with a design philosophy to boost confidence when facing opposition.  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 Compromise and Never Quit”.