DC Shoes, a unit of Quiksilver, has launched its Girls division with a 44-page catalog, titled "I Have a Secret," from advertising/design agency 72andSunny. The book, available at retailers and polybagged with fashion and lifestyle magazines, features the DC Girls snowboard/skateboard team modeling the new footwear and outerwear line, with photographs by Lars Topelmann and illustrations by artist/snowboarder Alison Casson. Spreads from the catalog have also been adapted as print ads. "DC has some of the best riders in the world, women with great personality," says 72 CD John Boiler. "We wanted to bring a greater dimension to the riders and the product while wrapping it all up in a DC Girls point of view." The website, dcgirls.com, which features a "Secrets" section, "is a great opportunity to extend the idea and connect the fans and the riders."
Client: DC Shoes Agency: 72andSunny, El Segundo, Calif. CDs: John Boiler, Glenn Cole CW: Betsy Decker AD: Jeff Beberman AD/Designer: Stephan Baik Producer: Floyd Rocker Illustrator: Alison Casson Photographer: Lars Topelmann