Copious Collaborations at Etnies
Etnies, the skate-inspired company in Lake Forest, Calif., that makes shoes and apparel, will add five new art-inspired collaborations to its Fall 2007 lineup.
First up is a deal to work with Stereo Sound Agency, the Los Angeles skate company started by skater Chris Pastras and skater-turned-actor Jason Lee. The company has partnered with Etnies to launch three sneaker lines for guys and two sneaker lines for girls. Ranging from old-school slip-ons to high-top sneakers and traditional skate shoes, the collection features photos and artwork by Pastras and Lee. Wholesale prices for the lines start at $18.
Then there is a deal with the Phoenix-based tattoo parlor owned by Linkin Park lead singer Chester Bennington. His Club Tattoo provided art for the new Etnies sneaker collection of the same name. The collection includes two vulcanized styles, a lace-up sneaker and a classic slip-on for both men and women. The women’s version features a feminine tattoo-inspired rose-and-bird print, while the men’s version features a dragon. Bennington, who plans to open another tattoo shop in Las Vegas next year, said, “Etnies and Club Tattoo live what we do, love what we do, and together we’ve created a perfect connection between body art and street style.”
On a third front, artist Aaron Kraten was recruited to design a collection of matching hoodies, a canvas tote bag and a canvas slip-on shoe for the Etnies Girl brand. Kraten isn’t the only artist on Etnies’ new collaboration roster. The brand just launched its “Starving Artists” denim collection, which features the artwork of artists Jeff Canham and Scott Campbell. Canham is a surfer and former art director for Surfer magazine. Campbell looks to New York’s tattoo culture for inspiration. Their art can be found on the pockets of slim-fit denim in brown, blue and black washes. Each pair of jeans comes with a sketch pad.
An equal-opportunity collaborator, Etnies rounds out its partnerships with its new “Just Signed” collection of denim. Each season, Etnies will tap several upand- coming indie bands to donate artwork for the back pockets of jeans. It’s a tit-for-tat relationship. The bands will wear their “Just Signed” jeans, and Etnies will help promote the band through branding (the tag will bear the name of the band) by profiling them on the Etnies Web site and streaming their music. For the debut collection, the bands Dropping Daylight, Halifax and Dirtyheads will get the star treatment.
Surf Brands Go Blue
Dakine, Reef, Billabong, Electric and Nixon have pledged support for Project Blue, a new initiative to raise more than $1 million for ocean and beach protection. Each of the five brands will create limited, special-edition goods for Project Blue, which will hit stores in June. Products will include boardshorts, sunglasses, backpacks, watches and sandals. A portion of the proceeds will go to benefit the Surfrider Foundation, which is dedicated to the preservation and protection of the world’s oceans and beaches.
Going “blue” is different than going “green,” organizers said. Going green means using environmentally friendly products and manufacturing processes. Going “blue” is a way of giving funds to “those that are working hard to protect our oceans, waves and beaches,” organizers said.
“Project Blue is not a charity. It is a plan of action. Generating monies to save the very thing that supports not only life but also the spirit of surfing is a sound strategy,” said Vipe Desai, founder of Project Blue.
For more information about the group, visit www.betruetoblue.com.
Crane Joins Nixon
Eric Crane, former senior vice president and creative director of Ocean Pacific, has joined Encinitas, Calif.–based accessories maker Nixon as director of product and design. In the newly created position, Crane will oversee all of Nixon’s global product development and design.
