It’s surprising how much we still don’t know about brands that have been around for decades, especially one that significantly shaped the skate shoe industry. We’re talking about Etnies, the company that sponsored countless 90s legends, created the iconic mall rat shoe, and has been a part of skateboarding since before many of us were born. To celebrate their 35th anniversary, we’ve dug up some rare facts that even the most die-hard skate nerd might not be aware of.
John Cardiel skating in 1996, captured by Grant Brittain, showcasing the raw energy and style of the era
Etnies’ Surprising Origins and Evolution
1. Etnies Wasn’t Always Etnies
The brand’s original name was actually “Etnics,” inspired by the idea of a global tribe of skaters. However, due to a cease and desist letter from Etonic footwear, who felt the name was too similar, they had to change it to Etnies. This early legal hurdle didn’t slow them down, setting the stage for the brand’s future success.
2. The Callicut: Etnies’ Unlikely Best Seller
The Etnies Callicut became a cultural phenomenon in the 2000s, fueled by the popularity of the X-Games, Tony Hawk, and even pop stars like Avril Lavigne. Despite being mocked as a “mall rat shoe,” the Callicut’s popularity allowed Etnies to expand its operations, investing in projects like the Etnies skatepark, the STI lab, and various videos.
3. The Natas Shoe: A Controversial Start
Etnies made history by creating the first pro-model skate shoe, the NATAS, named after Natas Kaupas. Interestingly, some skate shops hesitated to stock it, fearing a connection to the devil due to Natas being Satan spelled backward. This shows the cultural and religious sensitivities that the skateboarding world sometimes navigated.
4. Failed Collab Attempts with Nike & Adidas
According to Don Brown, marketing for Sole Technology, Etnies attempted to collaborate with both Nike and Adidas. While the idea was met with enthusiasm by the Nike SB skate division, higher-ups ultimately rejected the proposal. This demonstrates the challenges even established brands face when trying to partner with major players in the industry.
Spike Jonze's photograph of "The Gonz," highlighting the brand's connection to influential figures in skateboarding history
Mold, Movies, and Mayhem
5. Moldy Shoes and Lysol Solutions
Etnies faced a significant problem with their “Rap” model shoes, where an entire shipment became moldy due to moisture. In the early 90s, top pros like Rodney Mullen, Daewon Song, and Richard Mulder received these shoes, which were often hand-brushed, sprayed with Lysol to remove mold, and shipped without shoeboxes.
6. Etnies: Pioneers of the Skate Video
Etnies was the first shoe brand to produce a skate video. Their 1995 release, High 5, featured parts from Marc Johnson, Eric Koston, Jamie Thomas, Peter Smolik, and Tom Penny. The video’s use of classic music by artists like James Brown and David Bowie without licensing agreements makes a re-release impossible.
A photo of the Etnies "Natas" shoe, illustrating its historical significance as the first pro-model skate shoe
7. Tom Penny’s Legendary Rail Session
Tom Penny’s iconic tricks in High 5 came after a night of partying. After initially dismissing a rail at San Dieguito High School, Penny returned after a party, landing a series of impressive kickflips, switch flips, and frontside lipslides in a 45-minute burst of inspiration.
8. Tom Penny’s Canadian Mishaps
On a later tour, Tom Penny set off a fire alarm at an indoor hockey rink in Canada with a large spliff. Later, he threw away his passport and US work visa, leaving him stranded in the country. Fortunately, fans found it in the trash and returned it to him.
A photograph of Tom Penny in 1995, captured by Grant Brittain, demonstrating his effortless style and influence on skateboarding
Etnies’ Impact on the Skate Industry
9. Etnies’ Role in the Creation of DC Shoes
As Etnies’ popularity grew, skaters like Ken Block collaborated with Etnies to launch DC Shoes. Etnies also manufactured the first shoes for Colin McKay and Danny Way under the Droors Clothing brand.
10. Ryan Sheckler’s Early Days at the STI Lab
Etnies’ built the STI lab to study the effects of skateboarding on the body. A young Ryan Sheckler would visit the lab, skating a stair set in a leotard covered with sensors, which led to the discovery that foam cushioning provided better support than air bubbles for skaters.
A visual collage, "16 Things," summarizing key moments in Etnies' history and highlighting the brand's impact
11. Fucking Awesome’s Controversial Collab
Jason Dill’s collaboration with Etnies for his brand, Fucking Awesome, was marked by controversy. To promote his Fucking Awesome shoe, Dill sent Etnies photos of the shoe after jerking off on them twice for an ad, which Vice magazine refused to run.
12. Etnies’ Unique Customer Service
In the early days, Etnies’ warehouse shipping crew consisted of Swedish skateboarders who would watch porn and skate tapes at work. Later, a customer service employee reportedly had sex with a UPS driver in the back of his truck.
A humorous image of an Etnies shoe, poking fun at a past design and the brand's willingness to take risks
13. The “Tough Guy Shot” Initiation
The “Tough Guy Shot,” a mix of tequila, salt, and a lime squeezed into the eye, was created at an Etnies sales meeting. It has since become an initiation ritual for anyone looking to work at the company.
14. Etnies’ Christmas Party for Adidas
In 2008, Etnies responded to Adidas canceling their holiday party by taking out a full-page ad in a Portland newspaper, inviting Adidas employees to a free Christmas party, offering free PBR. Despite warnings from Adidas management, some employees attended.
A photo of Ryan Sheckler, captured by Atiba, showcasing his long-standing relationship with Etnies and his influence on the brand
15. Massive Royalty Checks for Riders
In the late ’90s, riders with popular shoes, like Koston, were making upwards of $100,000 a quarter in royalties, showing the financial success and impact that skateboarding had on the industry.
16. Janoski’s Pre-Nike Success
Before creating the highly successful Nike SB shoe, Stefan Janoski was working on his Etnies pro model, The Faction, which became one of Etnies’ top-selling shoes in the late 2000s. Despite his departure, Etnies continued to sell the shoe without his name.
Conclusion
Etnies has a history full of surprises, controversies, and significant contributions to skateboarding culture. From moldy shoes to innovative labs and unexpected parties, these 16 facts reveal the complex story of a brand that continues to influence skateboarding. Etnies has always been a brand that pushed boundaries, and their journey has shaped the skate shoe industry as we know it.
