The iconic U.S. skate brand DC Shoes recently announced a major new addition to its team, I’m talking about Lucien Clarke.
The Jamaican-born but London-based adopted pro-skater and creative joins not only the DC Shoes pro team along with Josh Kalis, Evan Smith, Wes Kremer and others, but also takes on the role of the brand’s creative director so that he can lead the American brand’s expansion especially in the Asian market, where skate culture has entered a collision course with the streetwear and luxury worlds.
In addition to DC, Clarke collaborates or has collaborated with brands on the level of Palace, Reup Wheels, C.P. Company, etc.
“Before, it was skateboarding to luxury. Now, it’s luxury to skateboarding. I’m excited to keep pushing the envelope and narrative… all in the name of V”, Clarke said.
In July 2020, Lucien Clarke became the first ever pro-skater to sign a contract with a French fashion house, joining Louis Vuitton‘s creative team under the late Virgil Abloh. It was during this period that the two worked together to create the first pro-skater shoe signed by Louis Vuitton, the project then gave rise to an ongoing creative collaboration that continued until the untimely death of the American designer while also managing to go further. Indeed, since that time, Clarke has continued his collaboration with LV going so far as to show for Spring 2022-23 presented during Paris Fashion Week.
“Lucien represents a compelling connection between skateboarding and fashion. He is a truly unique talent and we look forward to his creativity, both on and off-board, becoming a great asset to the Brand. His undeniable style comfortably links DC’s heritage to DC’s future. It’s just a great fit”, Michael Minter commented, Global head of marketing for DC Shoes.