February 11, 2014 BY Aaron Kr. / 4
In a weekend that saw the surprise quickstrike release of the “Red October” Yeezy 2, it seemed like the hottest topic in the sneaker world on Monday was still the high-top return of the revered Diamond Supply Co. “Tiffany” Dunks. In a lot of ways, this past weekend’s release of the Diamond Dunk High was like a nostalgic trip back to 2005. Not only did it effectively recapture the design magic of the original Low edition, but the mayhem around the retail launch also catapulted the SB Dunk back into the spotlight in a way that it has seldom seen in recent years. Despite the wider distribution this time around, which even included NikeStore, trying to get a pair of the Diamond Dunk Highs on Saturday morning proved just as difficult as it was with the legendary Low, if not more.
When the Low cleared out from shelves all those years ago, it was because it was a great-looking shoe. By the time the sequel came around, it had built-in classic status before a single pair was sold, and all sorts of drop day war stories have poured in recounting the long lines, retailer mark-ups, and immediate resale frenzy that accompanied the most high-profile SB Dunk release in recent memory. Diamond themselves even acknowledged the struggle, graciously giving away 100 pairs to dedicated line-goers with the purchase of a hoodie and t-shirt. And why not? Diamond has a lot to celebrate. Nike collabs don’t come along very often, and they know better than most that the global notoriety they can create for a brand is a gift that keeps on giving.
When the “Tiffany” Dunk Low released almost a decade ago, the SB Dunk craze was absolutely exploding and the opportunity to contribute a shoe to the Team Manager series couldn’t have come at a better time for Diamond Supply Co. Although already well known in the skate world for their skateboard hardware and some dabblings in apparel, the Diamond Dunk Low almost instantly established the brand as one of the hottest names in their market and beyond. In the nine years since, Diamond has not only grown into a major force in skateboarding, but their apparel has crossed over into more mainstream success and made them one of the biggest names in the streetwear realm as well.
The popularity of Diamond Supply Co. as a brand has steadily grown since the release of their iconic Dunk Low, while the trajectory of SB Dunks has been generally headed in the opposite direction as of late. The release of the Diamond Dunk High will be another high-point for the brand, but also a defining moment for the SB Dunk legacy as it sits at a crucial crossroads. From here, only time will tell if this shoe breathes some much-needed life back into the Dunk game or serves as the last gasp of greatness from the glory days of the genre. We connected with Diamond Supply Co. founder, Nick Tershay, better known as Nicky Diamonds, to get his thoughts on the Diamond Dunk High, the Tiffany nickname, and the future of Diamond footwear endeavors, so continue on for the full interview and more photos ahead.