Dwindle
| Founders | |
|---|---|
| Headquarters | El Segundo, California, United States |
| Parent | Globe International |
Dwindle Distribution, based in El Segundo, California, United States, was, as of January 2005, the world's largest skateboard company and is a component of Globe International Limited. The company was founded by Steve Rocco and Rodney Mullen. Its formation is recognized as a key event in the creation of a skateboard industry owned by people actively involved in the skateboarding lifestyle.
While professional skateboarder Rodney Mullen was still a sponsored rider for the renowned Powell-Peralta "Bones Brigade" team, Rocco, under the original name, "World Industries", convinced Mullen to join him in the further development of what would become the first skater-owned skateboard company. Mullen was forced to leave his place at Powell-Peralta as a result. Mullen was also persuaded to continue professional skateboarding in the face of the declining popularity of his foundational discipline, freestyle skateboarding. Rocco has stated in an online documentary: "To me a business partner was anybody that, you know, just had excess cash, gullibility, and, ah, absenteeism—Rodney had all of those, and, ah, he bought out John Lucero for six thousand dollars and became a partner."
Globe operates its own factory to manufacture the skateboards and trucks that it distributes under Dwindle. The DSM (Douglas Street Manufacturing) Premium Woodshop is located in Shenzhen, China, with Rodney Mullen closely involved in its production practices from its inception. DSM imports maple logs from Canada’s Great Lakes region for the production of wooden skate decks. A 2013 TransWorld SKATEboarding article likened DSM’s approach to the sourcing and treatment of wood; “as the sandwich shop that prepares all of their meat from the whole animal versus others who order their cuts from a wholesaler. DSM has the in-house butcher.” DSM was first publicly announced in 2003 and caused a widespread surprised reaction in the skateboard industry, as production had previously been solely based in North America and concern was raised about job losses. Globe CEO Matt Hill, stated at the time: "When you get down to the labor issues, if we sell a lot more boards, then we’ll create jobs here (in the U.S.A.), it’ll open a lot more doors.”
In a June 2014 interview with the Jenkem online publication, Thomas explained that Dwindle will take over "the sales, finance, production and distribution aspects" of the Zero Skateboards and Fallen Footwear brands. Thomas further explained that the brands' employees will remain independent and will focus on "the team, marketing and creative aspects" of the brands.
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