DUB Magazine
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1990 was a curious year for Hip-Hop. While “The Fresh Prince of Bel Air” was serving up easily digestible, saccharine bites of urban attitude, Tupac Shakur was cutting his teeth touring with Digital Underground as a roadie and dancer. It was during this crucial moment in Hip-Hop history—one year before N.W.A.’s ground breaking sophomore effort became the first hardcore rap album to hit no. 1—when Compton’s culture began to infiltrate mainstream America. Meanwhile, a Caucasian skateboarder by the name of Ken Block, influenced by the burgeoning Hip-Hop scene and infused with a personal fixation on action sports, sought to single-handedly combine his passion for urban music with skateboarding culture and start a clothing company.

When he met fellow skater Damon Way at Palomar College, his motivation solidified. The two had a passion for snowboarding, skating, and style. They used their T-shirt silk screening class to start a company called “Eight Ball.” The name referred to a simple formula. As Block defined it, “Young adults with no money = cheap beer.”

Though the name suggests an appreciation for booze-inspired numbness to the outside world, Block and Way were intuitively in touch with their surroundings and the cultural zeitgeist of the moment. In fact, they were so in tune with skateboarding trends that Eightball developed a cult following in spite of the fickle nature of trend-driven, boutique clothing companies. Afraid of falling into the all-style-no-substance trap, the company produced the first ever “snow jean” in 1992, which used water-resistant nylon to withstand the rigors of snowboarding.

By that time, Block and Way had formed the spinoff company Droors (which was a play on the word “drawers”), and they used the company’s fledgling skateboarding team to flaunt their street-savvy style. With Colin McKay and Danny Way (Damon’s younger brother) as unpaid team members, DC found the perfect way to broadcast their homegrown aesthetic. Though their marketing methods were unscientific, the buzz was strong and the company’s cutting edge designs, along with the team’s charismatic energy, paved the way for more spinoff ventures. In 1993, Blunt magazine, which featured rapper Del tha Funkee Homosapien on its first cover, was born. The company also expanded into snowboard manufacturing, launching the Type A brand.

As their business ventures grew, so did the duo’s interest in creating a shoe. Like basketball or running, shoes were an essential component of the skateboarding world, and it seemed inevitable that market share could be claimed from companies like Vans. Dub Outerwear (no relation to the magazine) was created in 1994 as Eightball phased out. Introducing, innovating design details such as hand gaiters built into its snowboarding jackets, Dub continued the company’s trend of marrying street-smart style with functional design.

Blunt was sold to a company that was resold to Larry Flynt Publications, and it eventually folded. “They eliminated the publication because they intended it to be a tame ‘ski’ type of magazine,” explained Block. “Blunt just wasn’t that.” Freed creatively from the distraction of running a publication, but now armed with more publishing and marketing knowledge, Block and Way could now focus on their core idea: producing a skate shoe.

Based on a contraction of “Droors Clothing,” DC Shoes was formed as a style statement that incorporated practical construction based on firsthand skating experience. By outfitting their skate team in the distinctive kicks, DC used professional skateboarding as a venue in which the product could be showboated to its target audience. As the skateboarding team grew so did its exposure; by 1996, it had doubled, and in 1997, DC’s Super Tour assaulted Stockholm, Amsterdam and Frankfurt with its unmistakable style.

Once again bursting with aggressive growth, DC dug into yet another market: snowboarding boots. The DC line included the “Serum,” “Cortex” and “Lupine,” which debuted in 1998 with the newly created DC Snowboarding team. In the winter of that year, the company’s first ever catalogue was published as well. In addition to skating and snowboarding, DC also formed a surfing and a motocross team. Block described the lure of those sports, explaining that, “…individual sports are more approachable and possibly more enjoyable than traditional team or stick-and-ball sports. They also push athletes’ limits more than team sports do. Because both [co-founder] Damon and I grew up here in Southern California doing these sports, it was very natural for us to do a business that manufactures and markets shoes for these activities.”

In order to focus more effectively on the daunting task of catering to several sports, Block and Way sold Dub and Droors, choosing to concentrate on DC instead. “Once DC started taking off, we decided to sell off the other brands to World Industries magnate Steve Rocco so we could focus just on DC ”, Block says. “Looking back, it was one of the best decisions of our lives.” As the focus narrowed yet again, the innovations kept coming; Danny Way engineered the first Super Ramp, on which he set a world record for the highest air, and DC introduced PAL AB2000, a hybrid of polyurethane-coated leather that has the flexibility of leather and the durability of rubber.

While their newly formed BMX team drew the likes of Dave Mirra, the DC skate squad grew more notorious as Stevie Williams became a part of the action. And though distinctive style was always important in image-conscious action sports circles, so was practicality, resulting in innovations like DC’s patented air bladder system for snowboarding boots, which eliminates heel lift and increases comfort.

Other noteworthy DC design advances include silicone gel “toe jam” pads and Heat Factory foot warmers. Because Block always placed value in obsessive research and development, he fed his passion for creating the best products by purchasing twenty-two acres of mountain property in Park City, UT which became Mountain Lab. Serving as a research and development center, resort, and satellite office, Mtn. Lab proved that DC was serious about snowboarding. “We have focus groups there and invite key retailers to ride our product so they can see for themselves what DC snow product is all about,” said Block, adding that it is “the only one-of-a-kind, private snowboard park in the entire world.”

Featuring obstacles, including 18 rails and boxes, s-rails, c-bows, and ups-and-downs, boarders can access the mountain with a 700 foot long rope tow. Explaining the monumental expense of building his dream snowboarding world, Block said, “in simplest terms, my love of snowboarding and being in the mountains were the reasons I built the Mtn. Lab. Beyond that, it just makes plain sense for myself and DC to have a place to stay in the mountains and test products; you can’t make a better product without testing!” Block’s toys illustrate the intersection of his business and personal life. At Mtn. Lab, for instance, ordinary

snowmobiles just will not do, so five of its Yamahas have been modified by Utah-based Mountain. Performance, Inc., under strict direction from DC, in order to maximize their applicability to snowboarding. Each of the SX Viper Mountain snowmobiles boast over $5,000 worth of upgrades, and are referred to as “shred sleds.” Although the stock snowmobiles offer strong climbing ability and capable suspension systems, the shred sleds’ track has been increased by 11 inches to 156, producing even more climbing power. A transfer enhancement kit reduces overall weight and biases balance towards the rear, aiding maneuverability in deep powder conditions. In addition to various chassis enhancements and a heavy duty clutch, the 700cc engines are souped up with triple pipes coated in aluminum ceramic for additional cooling, and a new engine head produces higher compression and boosts horsepower from 150 to 180. Block cruises downtown Park City in what he considers the ultimate winter mountain vehicle: a tricked out 2002 Mercedes-Benz G500. Sitting on 22s clad with all-weather tires, his full-time four wheel drive G-Wagen features two TV monitors, a Playstation 2 system, and, of course, a roof-mounted snowboard rack. When Block is in the mood for warmer weather, he enjoys his hometown of Encinitas, Calif. from the driver’s seat of a G-Wagen even more tricked out than his Park City ride. Outfitted by Pacific Coast Motoring, his west coast G500 rolls on color-coded 22” GFG wheels with chrome lips and 305mm-width 40-series tires. Upgraded brake calipers are painted red, and all marker lights are upgraded to Mercedes-Benz red Euro specs. Interior amenities include an Alpine A/V system with an integrated switching station, two widescreen headrest monitors, and a widescreen visor monitor. The DVD/CD and Playstation 2 units are flush-mounted in the backseat step-up area, while a hand built fiberglass molded, 10” Kicker subwoofer enclosure gleams in factory tech type Mercedes-Benz paint. Leaving no detail untouched, the paint on the 5-channel Alpine amp was removed, and the unit polished to a pristine chrome finish. In keeping with his Hip-Hop fascination, Block has added to his collection of G-Wagens with the urban car of the moment, a Bentley Continental GT. His lightly

modified Flying B includes an iPod mount, tinted windows, and staggered 22” HRE rims in a stunning charcoal finish, clad with Michelin Pilot Sport rubber. Stating what is considered to be a universal truth to hardcore car aficionados and wannabe ballers alike, Block asserted, “You can never go wrong sporting the Bentley. That thing is just a work of automotive art.” However, according to Block, his “funnest” ride is his race-prepared rally car; a 2004 Subaru Impreza WRX Sti Group N car prepared by Vermont SportsCar. The race-spec gravel shredder houses a JDM, 2.0L boxer engine pumping out 275 bhp and a staggering 410 lb-ft of torque at 4,000 RPM. Additional enhancements include an anti-lag and launch control-equipped engine management system, a Group N homologated roll cage, Recaro seats, and Carbon Kevlar under floor protection, among other race mods. Although the Subaru lacks the elegant panache of the Bentley GT, it is full of function, not unlike many DC designs. “There’s nothing like having a car that’s custom built to go out and hammer any road, street or gravel, and slide and jump,” Block said. “Being in a car with a full raced out interior is unlike anything out there. It gives me the rawest feeling of wanting to go as fast as I can.” While Block enjoys driving as fast as he can, he has even faster company in motocross champion and X Games gold winner Travis Pastrana, who is DC’s and Subaru’s factory backed rally racer. “We’ve had interest in motor sports for a long time and have sponsored events such as the Gumball 3000 Rally,” Block explained. “So it just made perfect sense to have deeper involvement there.” The co-founders of DC are so passionate about the Gumball Rally that they plan to compete with their wives. So what motivates Block to push his boundaries across a wide variety of individualistic sports and business endeavors? “Just living a good, fun life,” Block responded. “I put 110 percent into everything I do. Luckily for me, I have found a job and life that coexist in great harmony. There is nothing like the satisfaction of the success from something you love.”
2005 Subaru WRX STi GB3000 Engine • 2.5 liter, turbocharged 4-cylinder • Crawford Performance: S2 Motor and CP32 Turbo Kit • Engine Tuning/ECU Programming: I-Speed USA • STi shortblock with forged pistons and STi crankshaft • APS Cold Air Intake • ECUTEC ECU • APS Exhaust: 3-inch turbo back exhaust • Samco Intake Hose • APS Front Mount Intercooler • Walbro high volume Fuel Pump Brakes SYMS Brake Line Kit, Ferodo DS3000 Brake Pads Suspension • STi Bushing Kit • STi Trailing Link Kit • STi Lateral Link Kit • STi Strut Bar Kit • STi Strut Top Mounts • SYMS Dampers – adjustable coilovers • Cusco Sway Bar Kit – 22mm Wheels / Tires • Speedline 2120 Wheels: 8 X 18 Tarmac Rally Wheel • Michelin Pilot Sport 2 Tires: 225/40 ZR18 Body • STi Spec C Body Kit: Japanese market front and rear bumpers • Radiator Screen • STi Rear Differential Guard • Full Size Spare Tire Mount: trunk • Tow strap • Camouflage Wrap graphics Audio / Video / Navi Navigation System: Alpine NVE N099P Processor with IVA-300R/RB Interactive Touch Panel Monitor iPOD Docking Station: DLO Transpod docks and charges iPod, Monster Audio Xfer Cables • Radio for Inter-Car communication: Kenwood • Speakers: MB Quart 5 _ Components, 8 inch subwoofer • Amp: Alpine 5-channel Interior Additions • First Aid Kit • Window Tint • Electrical Power: 750-watt power inverter with three 110V outlets, three additional 12V outlets • Fire Extinguisher: one in passenger footwell and one in the trunk • Maplight: for co-driver

2004 Impreza WRX STi Group N Rally Car

JDM STi 4-cylinder, 2.0 liter boxer engine
IHI twin scroll turbo (w/ Group N mandated 32mm restrictor)
Competition ECU – fully programmable, with Anti-Lag and Launch Control


5-speed dog engagement w/ electronic controlled center differential


MacPherson strut
Adjustable RS&SP Shock Absorbers


11.4” ventilated discs with 4-pot calipers front and 11.4” discs with 2 pot calipers rear


Stainless steel 2.5 inch, quick change


Speedline 2118 , 15” X 7” (gravel wheel) ∑ Michelin Rally Tires


Aluminum skid plate
Carbon Kevlar underfloor protection
Rear suspension guards
Mud Flaps
TIG welded Group N homologated roll cage


Recaro SPG ProRacer


PIAA HID driving lights, w/Carbon light pod


STi Roof vent
Anti-glare coated dashboard

Carbon door panels
Coralba C-Giant Rally Odometer

Onboard Fire System