Back in 1998 Nick Tershay aka Nicki Diamond started Diamond Supply as a small, Southern Californian based high quality skateboard reseller of hardwear products, components and later on apparel. Today Diamond is among the most progressive and top streetwear/street fashion/skate fashion brands with a full clothing line with everything from jackets, denim, tees, sweats and a footwear collection.
Tershay obtained worldwide acknowledgement and celeb stardom for his leading t-shirt designs and the sneaker partnership with Nike SB. In truth this might be seen as the turning point – once generating the Diamond Supply Co x Nike Tiffany Dunk shoe, Nick Tershay never looked back.
The Diamond “Tiffany” Dunk SB was the hottest sneaker launch in 2005 which had substantial quantities of sneakerheads around the world tenting out in front of stores for nights before the shoe was released. It is said that this shoe was the most hyped and sought after shoe in Nike history. The Diamond Dunk SB had such an extensive affect on the sneaker community “good & bad” that it has altered the sneaker game forever.
Diamond Supply Co is also known for having among the strongest skateboarding teams in the world. Skaters such as Eric Koston, Paul Rodriguez, Stevie Williams, Terry Kennedy and loads far more of skateboarding’s top elite support the brand.
Rap artists like Lil Wayne, Wiz Khalifa, Tony Yayo, Curren$y, Jay Z and Odd Future (OFWGKTA) have been witnessed wearing and reppin the products -you can easily say that Diamond Supply has something fantastic in the making.
The Spring Summer 2012 range sees the brand go from strength to strength with a particular nod to the biggest watch brand in the world, Rolex, with a playful reworking of the emblem on snapback hats and t-shirts. The design, named Rollie, showcases this emblem placed on snapback hats and t-shirts designs – Nick is an enormous fan and collector of these classic watches.
Core classics like the O.G. emblem are reworked onto a new crewneck sweatshirt and snapback and the Brilliant snapback, recently witnessed being worn by Jay Z, are in again for Spg Summer 2012.
DMND is a new logo working which is released on a snapback complete with the Diamond custom snap fastenings.