Before the hypebeast. Before Instagram streetwear pages. Before sneaker apps told you exactly when something was dropping. Before people stood in digital lines to buy limited sneakers… there was a turquoise-and-black Nike SB Dunk that helped turn a small skateboard company into one of the biggest streetwear brands of its era. You probably know the shoe. The Diamond Supply Co. x Nike SB Dunk Low. Most people just called it the Tiffany Dunk.
When it dropped in August 2005, the reaction was ridiculous. Pictures had already spread across early sneaker forums. People camped outside skate shops. Resale prices exploded. And according to Nike SB, the Tiffany Dunks was perhaps the first Dunk to truly go viral. But here’s the part people sometimes forget.
Diamond Supply wasn’t created to make sneakers. It wasn’t even originally created to make clothing. It started with skateboard hardware. And somehow that tiny operation would eventually become part of the same streetwear conversation as Supreme, The Hundreds, HUF, Crooks & Castles, Stüssy and dozens of brands that defined an entire generation. So how did skateboard bolts turn into a fashion empire?
How did one Nike SB collaboration completely change the company’s trajectory? And what happens when an underground brand became almost too successful? Let’s find out.