Etnies is based in Lake Forest, California, and has been renowned for its innovative advances in skateboard footwear technology since its inception in 1986. It was established by former pro freestyle skater Pierre André Sénizergues, and is now owned and distributed by Sole Technology, Inc, a company also owned by Sénizergues and which also distributes brands including Emerica and éS.
Sénizergues was responsible for designing shoe models such as the Senix and the Low-Top Rap when Etnies operated solely in Europe, and went on to introduce the brand to the US where it exploded in popularity in 1994, concentrating primarily on lo-tops. It now produces a number of signature shoe models, including the latest Cairo Foster-endorsed Gilman, featuring a dropped-to-the-floor Pro 2 footbed, stitched cupsole construction and outsole flex grooves.
The company sponsors professional skateboarders including Foster, Ryan Sheckler, Tyler Bledsoe, Willow, David Reyes and Nick Garcia. The latest Etnies rider is Californian Julian ‘Juju’ Davidson, whose timeless style featuring impeccable kick flips on flat and big tricks on rails and stair sets make him a worthy addition to the team. The UK squad includes Taylor Oakley.
Early videos include the 1995 promo High Five and the 2000 documentary Sponsored featuring Mike Vallely, before a number of tour and contest films including Sangria Nights (2009) and We’re Waiting On You, Dude (2011). The latest Etnies release is 2013’s European am video AB&A, featuring Sweden’s Albert Nyberg, Belgium’s Axel Cruysberghs and Barney Page from the UK.