Diamond Supply Co. joins forces with the estate of Johnny Cash for their capsule collection the country singer’s style and sound. Alongside DSC collaborates with model and skater brand rep Eli Reed as the face of their new Collection lookbook.
Prints range from the singer’s name to recognizable Nashville imagery like rolling dice and crossed pistols, all emblazoned across the front, back and sleeves of the garments. Diamond Supply Co.’s logo appears alongside the thematic graphics, both blended into the imagery and in its classic form.
Read more below from From DSC Founder Nick Diamond and Diamond skater Eli Reed. Words by Aylin Delemen
Tell us a little bit about you and where you’re from?
Nick: I’m originally from San Francisco but I’ve lived in Los Angeles for about 20 years and I am the designer and Founder of Denim Supply Co. which is a skateboard brand.
Tell us more about who Diamond Supply Co is?
Nick: Diamond started up in 1998 as a skateboard, hardware company and we’ve now evolved into full fashion apparel, footwear, and Skateboards you know.
The world of streetwear and its labels are really growing, how does Diamond Supply fit into that?
Nick: I like to think we follow our own lane, we make a vast variety of items and we appeal to a cross spectrum of different people, from music lovers, fashion lovers, and skaters.
Describe Diamond Supply’s aesthetic in three words?
Nick: That’s a hard one…erm… Classic, Clean and Simple.
You’ve obviously now teamed up with Johnny Cash on your new season’s collection, how does he tie into the DSC brand?
Nick: I’ve been a fan of Johnny Cash since I was a kid and this season I just felt drawn to everything about him, his lyrics, lifestyle, his persona feels like a true skateboarder. He has a rebellious streak that really feels true to the skateboarding lifestyle.
Who gives a fuck attitude?
Tell us about DSC in 10 years?
Nick: Well were in our 20th year now so I think the next 10 is about progression and the craft and the making.
Hey, so you’re a skateboarder, designer and creative how do you find balance?
Eli: I don’t think it’s so much about balance but consistency and being true to your way of being. It’s about when and where I want to be putting my energy, but I tend to take moments and separate my time. Rather than having all on my plate at once.
How much does skateboarding influence what you create?
Eli: Pretty much every aspect, It’s the first thing I was into, but I think inspiration comes from different places.
What’s a regular day for Eli?
Eli: It’s always changing, I think the usual day is I pray, meditated and read and once I have that the rest of the day is good. After that, it’ll probably be skating.
So, we know reggae and bashment music is one of your vices since you don’t drink or do drugs, what’s your top three reggae Artists?
Eli: It’s tough, dancehall is always evolving and there is always someone new, but I think as dancehall I’d say Mavado, Vybz Kartel, and Popcaan.
You’re a bit of party goer what’s your favorite city to party in?
Eli: I guess Brooklyn for sure.
We Know DSC is not the only label you work on, tell us more about your own line?
Eli: Right now, Becky’s Factory is something I created with a friend, it’s mainly boards and shirts, not a mainline.We’re just taking it slow and supplying really selective locations.
What’s next for you?
Eli:I just finished working on a Diamond skate video and currently in the making of producing a full-length picture feature for Becky Factory.
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