Written by Matt Dolge
How did a small skateboard accessories company turned into a multi-million dollar street wear brand?
It all started in the late nineties when Nick “Diamond” Tershay had the foresight to start a skateboarding hardware company. At the time the only real players in the skate hardware business were Shorty’s and ATM Click who had just started manufacturing their 1″ Wonders. While aesthetically more appealing than their competitors Diamond’s (officially known as Diamond Supply Co.) standard mounting hardware never really became ubiquitous across every mom & pop skate shop because of the higher price-point. Diamond’s signature one silver bolt look was unique but it was competing against Shorty’s Silverados that had two silver bolts and were a dollar cheaper. For years the Diamond brand grew slowly as they improved upon their hardware by adding colored hardware, migrating to Allen hardware, and improving their packaging. Realizing they couldn’t build an empire just upon a single product Diamond added to their product line by offering skateboard wax and risers. The infamous Hella Slick Wax became an instant success because it stood out from all the other square shaped and dully colored skate wax.
A half a decade had passed since founding Diamond Supply Co. and the skateboard accessories business was still steadily growing but Diamond still only appealed to skateboarders. Diamond took another step towards becoming a lifestyle brand by again broadening its product line by introducing t-shirts and sweatshirts. While the screens on tees and hoodies helped improved brand recognition the Diamond brand got a break in 2005. Nike was looking to improve their position in core skateboarding market and asked Nick Tershay to design a special edition color-way for the Nike SB line. The Dunk had been a Nike best seller so Nick’s infamous design was placed on the Dunk. The shoe’s silver, Tiffany (turquoise), and black color-way (snake-like texture) quickly become a hit and a must have for many sneaker heads and skateboarders alike. Nick smartly placed the Diamond Supply Co. logo prominently on the tongue and the Diamond Supply Co. brand popularity exploded.
Less than a year later Diamond’s business was booming thanks to Nick’s shoe design and it was time for them to move out of the Girl distribution house. Now with enough clout to build an empire upon they moved into the historic Fairfax neighborhood in LA, California. This location has been home to exclusive special releases and the shop is no stranger to lines that wrap around the block. It’s not uncommon to spot an un-announced pro-skater, artist, or athlete, stopping by to pick up the latest releases. Diamond is constantly building their brand while helping build the skateboard and street wear lifestyles. They still have plans to open many more stores in other metropolitans but to date has only opened one other store located in SF.
Today Diamond Supply Co. continues to grow their brand with an amazing skate team including Paul Rodriguez, Eric Koston, Stevie Williams, Torey Pudwill, Nyjah Huston, and about a hundred more who all represent the Diamond Life. Diamond Supply Co. is alive & well and is a global brand that has been copied many times over. Thanks to an amazing design, creative, and marketing team the brand is developing logos, prints, and establishing collaborations that are constantly evolving the brand. Diamond now offers tees, shorts, shoes, stickers, boxers, backpacks, grip tape, blankets, hats, skateboards, wax, and has extended their product offering to women and kids. Diamond has never been stronger and is here to stay.