Etnies

Etnies

Etnies was not the original name of the brand, rather the original was 'Etnics', derived from the word 'Ethnics' which seemed like an appropriate name for the skateboarding lifestyle where boarders frequently travel around in 'small tribes' and 'create their own subculture'. Although the name 'Etnies' was born in 1987, the history of the company trails back a little further.

Etnies credits Frenchman Pierre Andre Senizergues, founder and CEO of sole technology the parent company of etnies, as the real drive behind the company's success as global leader in skateboarding footwear and clothing. He is officially the world's first professional skateboarder to own and run a footwear brand, and continues to nurture and encourage the sport, and this brand on an international level. It was two years after the inception of Etnies in 1986 that Senizergues began riding and designing shoes that would change the way in which footwear would 'work' for this active sport. His eye for aesthetics and his desire for ergonomics eventually saw him given full rights to Etnies as well as causing a buzz in shoe design, as he set about creating a shoe that respected the impacts and movements of skateboarding on the human body.

The rest, as they say, is history. Etnies continues to thrive and is still strongly associated with the world of skateboarding, but it can also now boast of having invested in surfing, snow sports, BMX, Motor Cross. It also has its own sense of 'Culture' which includes strong associations with a variety of musicians and artists; there really is a strong sense of 'community' about Etnies that separates it from other 'rider brands' and it truly seems to embrace an image that seems popular yet unique.

The Etnies emblem, the trademark arrow, is recognisable worldwide and is worn with pride by those who aspire to the lifestyle and culture that Etnies embraces. It is particularly prominent on most of the footwear, in the men's, women's, kids and infants ranges (yes, they actually have ranges for toddlers and infants too!) and it is frequently incorporated into the designs of the clothing and accessories also.

The men's footwear range is vast in terms of choice; from style to colour to qualifying extras that give them that added ingredient that makes them more than just comfortable, but technically 'perfect' for skateboarders alike. A quick browse through the range of casual sneakers, and it is possible to see the level of detail that goes into making each one. Etnies 'CINCH' for example incorporates a foam cushioning foot-bed with heal support, and a '400 NBS rubber outsole with internal EVA midsole' which essentially means that they can guarantee durability and strength but has flexibility and is lightweight. The classic 'low cut' was a design that Etnies ran with in 1993 in response to feedback they received from the skateboarders of the time, and the design seems just as popular as ever.

Whilst Etnies certainly specializes in footwear, there is also a clothing range which is in keeping with the casual and almost grungy style. The range is extensive including shorts, trousers, hats, jackets, tops, sweaters and accessories, though the range of men's t- shirts is particularly exceptional.

Again, all products are tried and tested by the Etnies riders, and in most cases the riders will even mention what their personal favourite items are. For example, Morgan Wade, a real innovator on the BMX circuit, is a big fan of the 'ROOTS': a 100% cotton ring spun organic t-shirt. The design incorporates the Etnies arrow and is available in both black and natural, and as with all other Etnies clothes, is available in a wide range of sizes from extra small to extra large.

Consideration is given to those outdoor sportsmen who may find themselves in cooler climates too; the men's range also includes a series of waterproof jackets. Etnies 'DROUGHT BREAKER' is a 100% polyester hooded windbreaker with mesh lining for increased insulation and there is a kids version of it too.

The women's range of footwear and clothing is just as sophisticated in terms of choice, and remains faithful to Etnies overall casual image. The range of dresses are feminine but also practical; the 'VIOLA DRESS' is particularly popular with fans including Etnies surfer Mary Osbourne, and several members of the Etnies music division including the Pippettes.

Though the volume in choice makes it seem quite unlikely, in the event that anyone doesn't find exactly what they are looking for in terms of footwear, Etnies has a unique service in that it will actually allow customers to design their own. With a series of basic shapes to choose from, the colour schemes can be designed by the customer themselves; viewed from several angles as they design a bespoke shoe and even get to give it its own name too. The cost of the service is surprisingly lower than you might expect. How often do you get the chance to collaborate with a big brand to design your own footwear? Etnies has certainly set a standard for other brands to compete with, though it's definitely going to be very difficult indeed.

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