Dwindle Distribution

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.[1] 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.[2]


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."[3]

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.[4] 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.” [5] 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.”[6]

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.[7]

In 2015, Dwindle and Globe launched a book Unemployable: 30 Years of Hardcore, Skate and Street [8] which included a chapter on Dwindle's history [9] and held launches in Melbourne[10] and Los Angeles.,[11][12]

Former brands

Now-defunct companies that have been distributed by Dwindle include, A-Team (founded by Mullen),[13] 101 (cofounded by Natas Kaupas and Steve Rocco),[14] Deca (founded by Daewon Song), Plan B (founded by Mike Ternasky),[15] and City Stars (founded by Kareem Campbell).[16] Dwindle also distributed the World Industries brand until it was sold to i.e. Distribution on June 25, 2007 [17] and Fallen Footwear until it was closed in 2016.[18]


As of August 11, 2016, the company distributes the following 10 skateboard brands:


As of April 2014, Hugh "Bod" Boyle is the president of Dwindle Distribution, and Steve Douglas is the vice president—both are former professional skateboarders.[20][21][22]


  1. Staff (12 January 2005). "Bod Boyle and Steve Douglas to join Dwindle Distribution". Malakye.com. Malakye. Retrieved 25 May 2012.
  2. lloyd (3 June 2012). "The Man Who Souled The World". On-Point. On-Point. Retrieved 14 August 2012.
  3. fasdgrefgagsdasdgasd (22 June 2006). "Rodney Mullen Bio Pt 2" (Video upload). YouTube. Google, Inc. Retrieved 24 December 2012.
  4. 30shot (September 2012). "DSM Video" (Video upload). 30shot on Vimeo. Vimeo LLC. Retrieved 19 September 2013.
  5. Luke Callahan (November 2013). "Tested Development". TransWorld SKATEboarding. Grind Media, LLC. 31 (11): 84–97. ISSN 0748-7401.
  6. "Dwindle Makes Moves". TransWorld Skateboarding. GrindMedia. 27 January 2004. Retrieved 19 September 2013.
  7. Ian Michna (June 2014). "THE FUTURE OF ZERO & FALLEN WITH JAMIE THOMAS". Jenkem. Jenkem. Retrieved 9 July 2014.
  8. Jason Boulter (December 2015). Unemployable: 30 Years of Hardcore, Skate and Street. Port Melbourne: Thames & Hudson Australia Pty Ltd. p. 708. ISBN 9780500500637. Retrieved 9 February 2016.
  9. Eloise Mahoney (4 December 2015). "Unemployable: the story of skating success". Desktop Magazine. Niche Media Pty Ltd. Retrieved 9 February 2016.
  10. Robert Brown (November 2015). "Interview: Rodney Mullen on being unemployable". ACCLAIM. ACCLAIM Magazine Pty Ltd. Retrieved 9 February 2016.
  11. Joe Hammeke (30 October 2015). ""Unemployable" Book Release Party Photos". Thrasher Magazine. High Speed Productions, Inc. Retrieved 9 February 2016.
  12. Jan Kliewer (12 November 2015). "Chris Haslam On The Launch Of Globe's UnEmployable Book". Kingpin Skateboarding. Factory Media. Retrieved 9 February 2016.
  13. skately (2012). "A-Team Skateboards". skately. Skately LLC. Retrieved 14 August 2012.
  14. skately (2012). "101 Skateboards". skately. Skately LLC. Retrieved 14 August 2012.
  15. elskateshop.com (1997–2012). "Plan B Skateboards". elskateshop.com. elskateshop.com. Retrieved 14 August 2012.
  16. toms skateshop (8 May 2009). "City stars back in the game". Toms skateshop Amsterdam. Toms skateshop Amsterdam. Retrieved 14 August 2012.
  17. Chris Oldfield (25 June 2007). "Media and ASX Release Globe announces the sale of World Industries" (PDF). Globe Corporate. Globe International. Retrieved 25 May 2012.
  18. Ian Michna (13 April 2016). "Jamie Thomas on the demise of Fallen Footwear". Jenkem Magazine. Jenkem Magazine. Retrieved 12 August 2016.
  19. "Company site: Brands". Dwindle Distribution. Dwindle Distribution. Retrieved 12 August 2016.
  20. "A Skate Warehouse Day at Dwindle Distribution" (Video upload). Skate Warehouse on YouTube. Google Inc. 22 April 2014. Retrieved 23 October 2014.
  21. "Hugh "Bod" Boyle". Skately. Skately LLC. 2014. Retrieved 23 October 2014.
  22. "Steve Douglas". Skately. Skately LLC. 2014. Retrieved 23 October 2014.

External links

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