Bruce Irons Discusses The Rebirth Of DC’s Surf Team
Signs cheque, drinks nostalgic Kool Aid.
Reminisce on the late 90’s/early-naughties when DC’s surf team was a gritty blend of the Irons brothers, Shane Dorian, Dane Reynolds, team DC rings and puffy skate shoes… And when they laid the team on a guillotine and cue’d the executioner. “I never thought I’d be riding for DC again to tell you the truth,” Bruce Irons tells Stab. “I was hearing some rumours about them getting back into surf and didn’t really believe it. But a few months ago we had a meeting and they asked me to come back and ride for them. I’m stoked, I always liked putting that sticker on my board.”
“Back in the day when DC got into surf they sponsored me, my brother and Shane-O,” Bruce says reflecting on the days before Quik acquired the brand in the midst of the surf industry’s rapid decline during the mid-2000’s. It eventually led to the death of DC surf. “They brought Dane on a bit later,” continues Bruce. Granted, the team was a heavy hit of future influence — Mr Reynolds, Andy in his most dominant years, Doz and Bruce.. “People came in from outside the industry, took charge and started clipping programs,” says current team manager Nate Holly. “It’s been three years since we’ve had a surf team. Bringing back Bruce was a no brainer. He was one of DC’s first riders. He’s part of DC surf’s DNA and is a perfect ambassador for the team. We’re excited to have him join Zeke Lau, Kanao Igarashi and Leo Fioravanti. Everyone’s pretty stoked right now; surf needs to be here. It feels right.”
“DC’s into big ideas,” says Bruce. “I like that. They’re down to back anything that pops into our heads. I was hanging out with Robbie Maddison (DC’s motocross rider that gassed into a Chopes bomb on a modified motorcycle). We were talking about the motorbike at Teahupoo. I was telling him he should have pulled in,” he laughs. “Give me that thing, I’ll pull in off the west bowl. I wanna try that. Me and Danny Way have been thinking about some big ideas for surf but I’ll let you know what they are when they come about. I don’t want to give anything away.”
“The team’s sick,” continues Bruce. “It’s kind of funny being the old guy. Zeke fucking rips and is super cool. Kanao and Leo I don’t know as well but they’re both coming up and were destroying waves on the North Shore this year.”
DC remains beneath the Quik umbrella and their team’s three-quarters Quik… While their overarching brand’s taking a sensi approach geared towards elevation and as DC reinstates their surf team, we can’t help but feel nostalgic for the days of Dude Cruise. Doubtful we’ll see Dane come off Vans shoes, but that’d really turn into something wistful – and perhaps it’s time for the return of the puffy skate shoe.
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