High profile athletes Devine Calloway and MTV mega-star Rob Dyrdek of the hit reality series “Rob & Big,” along with what seemed like everybody whose somebody (almost) in the skate world, turned out for DC’s store-warming party Wednesday, Feb. 27 at the board sport brand’s newest LA location, 8025 Melrose Ave.

Transworld Business caught up with the DC staff just in time to rock out with the DJ (we didn’t get his name but his iTunes selection was excellent) and check out the men’s and women’s collection for Fall 2008, which was on display for the mass turnout of party-goers. And, just when we figured the night couldn’t get any better, catering brought by some delicious mini-cupcakes. Better believe we snagged some of those while we were at it.

Renee Renee grabs an interview with Devine Calloway and Rob Dyrdek for the Fuel TV cameras.

DC’s marketing mavens Sherrie-Anne STacy and Ashley Roberts were outside, checking in guests.

The Grey Goose and Monster were flowing freely.

A look at the merch inside the store.

The packed main hall of the DC store.

DC’s models were working the party, sporting the Fall ‘08 line.

The lovely ladies of DC’s PR team: Kim Dresser and Cristina Kown.

Don’t let the free drinks and pretty girls fool you, DC has a business to run! The cash register stayed open all night long.

Transworld sales rep Haydee Sentianin with Ian Votteri of Berkela Films.

Haydee again, with Ilana Taub of Red Bull and Monica Campana, newly appointed associate publisher of Foam magazine.

Transworld Business web editor Kailee Bradstreet got some face time with Rob Dyrdek.

DC dedicated agood portion of the store to its women’s line - with good reason!

Tags: clothing, DC, Devine Calloway, grey goose, monster, renee renee, rob dyrdek, shoes, skate, skateboard

This entry was posted on Thursday, February 28th, 2008 at 6:30 pm and is filed under FEATURES. You can leave a response, or trackback from your own site.