THE STORY OF DIKO SULAHIAN

The automobile has been an American institution since Henry Ford first switched on his amazing assembly line. As an extension of our personalities, our cars tell a story about who we are. My grandfather told me when I was young that you can tell everything you need to know about a person, not by what they drive, but rather how they care for it. I believe that’s very true. I don’t care if you’re driving an ’88 Mirage, if it’s clean and running right, that tells you a lot about the owner. That level of refinement translates to all levels of the car game. Whether you’re building a Civic in your dads garage, hitting switches on something low and loud, or ripping Highway 1 through Big Sur in an Aston Martin, you’re writing your page in the book we all love. There are a few titans we can thank for offering a new lane to switch into. Diko Sulahian is one of those titans.

Giovanna Wheels holds a place on the mantle of car customization reserved for the people and brands that changed the game. The brand has become a staple in high-end luxury car modification and a necessary component to any serious ride. Wheels are to cars what shoes are to an outfit. They complete it and make it what it is. Giovanna is a clear statement to lead the first impression of the story you’re trying to tell with your ride, and what a statement it is. With 20 years on the road, we wanted to sit with Diko and get inside his head a bit about all the bumps, twists, and turns that brought him to mark two decades of success.

Read the entire article in our Matt Damon Issue…

Photography by Chris Glenn
Words by Ben Classen