Etnies SS21 Skate Shoes Preview

Brand: Etnies
Interviewee: Rick Marmolijo, Director of Design & Bas Janssen, SR Sales and Marketing Manager EMEA

MARKET

How is the overall health of the European skate shoes market right now?
It’s obviously been a turbulent first half of the year with Covid-19 hitting Europe, March especially was a tough month but going into April and May business started to pick up for retailers again, the retailers with a good online presence have even been growing rapidly in May and June. Besides that, we hear a lot of good news regarding hardgood sales and new completes hitting the market as people were looking for something to do outside & alone during lockdown, obviously our and our retailers hopes are that more new avid skateboarders will stay skating and need shoes!

How has coronavirus impacted sales expectations in this segment?
As we mainly work with pre books the first half of the year wasn’t as badly affected as we delivered early in the year and business started to pick up in April again. But during lockdown period we had our Holiday season where a lot of retailers lowered their orders or didn’t book at all in order to take a break at the end of the year with regards to pre books. So, the end of our year will be more challenging.

How has Covid affected your SS21 sell in plans in terms of delays/ range cancellations and carry over etc?
For SS21 we have a very strong collection laid out and our catalog and graphic design in general also got a revamp. Besides some sampling delays we are fully up and running with a full collection. Selling wise we are working on a lot more digital assets of course to support our salesforce and retailers. Digital catalogs, video, multi angle photography are a few examples.

MARKETING

What is your collection theme and which stories are you telling to get customers stoked on skate shoes this season?
The theme for this season is past/present/future. With the introduction of the Windrow Vulc we are pushing the stylized E logo that was prominent in the early 90’s Etnies shoes like the Lo-Cut. Normally this logo is used in our lifestyle collection, but for SS21 it will be worn by many of our skate team. For instance, we’ve added that logo on Trevor McClung’s Veer and Barney Page’s Marana Slip XLT colourway.

How are you serving the needs of retailers as more marketing shifts to digital channels?
We are putting more and more emphasis on digital assets, making sure our image database is filled with fresh imagery and video for our retailers so they are set. But engagement through our social media is also key here, not just to support own ecommerce and consumer, but making sure we send the consumer to our retailers.

What general trends are you noticing in Europe right now?
Trends seem to be all over the place at the moment. I think skaters are looking to have a little more individuality and uniqueness like how it was in the 90s and how people skate definitely reflects that. Etnies is in a position to be that brand that has authenticity, not only in our product but as a company.

DESIGN

What is THE skate shoe style retailers need to stock this season?
I think there are a few depending on the skater’s budget and personal preference. The new Windrow Vulc is a solid price point vulcanized model that is re-introducing the stylized E like I mentioned earlier. There is also the new Marana Slip XLT that has the very first Michelin vulcanized construction that is 3x more durable and is also used on the Joslin Vulc that just hit the stores. It has the Evertoe rubber toe cap and the extra thick Pro Foam 2 footbed. There is also the Marana, Joslin 2, Joslin and Veer that all have the 3x more durable Michelin compound cupsole construction that has become the staple of our line.

Which technical features are you the most proud of?
I’m very proud of the Michelin vulcanized outsole that we have developed. When it came to designing the Joslin Vulc, we met with the Michelin team and wanted to see if they can develop this construction, which is the first time they’ve done it. After giving them the specific features we were looking for and providing them with the specs from the vulcanized factory, we achieved the final production.

What are the cuts, silhouettes and materials for this season?
We understand that skaters have different foot shapes and shoe volume preferences depending on how they skate and what outfits they wear. The Marana and the Joslin are probably our most padded shoe which requires a wider last. With having more padding on the upper and midsole, it definitely protects the foot from impact when jumping down stairs and gaps. The Veer is a silhouette that is a lever slimmer than the Marana and all our vulcanized shoes use our slimmest last to keep the upper and midsole close to the foot for better board feel. All our shoes use suede as it is the best for skating. However, for SS21 we are using a synthetic suede for the Windrow Vulc x Sheep colorway for our vegan friends.

BEST SELLERS

Please name your 3 highlight pieces and items that retailers should definitely order.

Marana Slip XLT
Windrown Vulc
Marana

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Directors and members of the Jury of the 16th edition of the International Surf Film Festival Anglet, with Bruno Delaye, the Festival Organiser.

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From left: D/CAL co-founders Ryan Maconochie, Jared Prindle, Tony Hawk and Adam Wilson with Katherine Huber, director of client services, atop the Guardian Building in downtown Detroit, where they have an office for their new agency.

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Portuguese Deeply Team Rider Vasco Ribeiro at the 2018 Pro Anglet

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1 Jacket Required, located at the Old Truman's brewery on Brick Lane in the middle of Shoreditch, one of the world's leading fashion districts

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Adam Ellis has worked at Zumiez – the American action sports retailer and owner of Blue Tomato since 2012

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French (speaking) SOURCE cover hall of fame. Pacome Allouis, Thierry Kunz and Etienne Pinon. But who wore it best?

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Kevin Casillo - Sr. Global Marketing Manager, Surf & Snow. Photo HMT.

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Photo Credit Michael Lehmann, Rider Thomas Kigle

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Jeff Kendall Former Skateboarder NHS Vice President Promoted Chief Marketing Officer President

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Graphic render of The Wave Bristol. Scheduled for opening October 2019.

Stance

JONES

DC

Pupils at Rosendale Primary School during the #itsgreatoutthere and ReimaGO project

Forward

ROXY

Flow

K2

Microfibre Cooling, adult, Arcadian Blue

Burton

Naish

Goodboards

Takiyama

Dragon

DC Shoes

Orca

Burton

DB

Gotcha

KINC Appointed as UK Communications Agency for Sole Technology

2019_Brand_RowleyVs_Sturt_5050Grind_Scan

Indiana

GA Kites

Gul

Picture Organic Clothing

AEROSIZE

Nidecker

Norden

Smith

Oakley

Red Paddle Co

MOTORCYCLING + SKATEBOARDING THROUGH UNITED STATES AND EUROPE

Amplifi

Rojo

Slingshot

Giro

Fishing Lines

686

29354180_6094627555007_241489904926720000_n

Red Bull SPECT

Drake

Mindless

Cabianca Surfboards

Rome

Verdad

Nitro

Gramici

Vimana

Hyperlite Wake

Rossignol

Lib Tech

Bollé

Sharps donate 9,000 to Cornish lifesaving

JONES

Northwave

Picture Organic Clothing

Vimana

Aphex

Horsefeathers

Liquid Force

Gara Split

Salomon

Element

Sector 9

Attika

Osiris

CHPO

Lyndsay McLaren and Eunjoo Kim Brixton women's

ABS

World Industries

XION

Eleveight

Liquid Force

Gladiator Paddleboards

BBCo

Lightning Bolt

Vans

Picture S/S 2022 Women's Swimwear Preview

Picture Organic Clothing

Naish

1 - La Clusaz. Getting busy as the clouds clear on day 1

Saint Jacques

GIN Kites

Indiana

Ryan Longboards s/s 2023 Longboards Preview

Rayne

Dakine

Mistral

West

Salty Crew

London Surf Film Festival Vans LS/FF Line up Announced

Amplid

Backcountry Access

Tahe Factory SUP credit Emmanuel Berthier

Head

Softech

Storm

Horsefeathers

Salomon

Karakoram

The partnership uplifts the importance of rallying around community and youth, fostering a kinder world and equality for all

Yunika

SHRED

The Wave x British Corner Shop We Care campaign

Rehall

Gaastra

Burton

GNU

F - ONE

LINE UP GALICIA, STORM LINE (crÃ©dit photo,Pierre Bouras)

All-In

JONES

dryrobe

Saxx

Deeluxe

K2

JONES

Oakley

VonZipper Sunglasses

Ripcurl

West

Hurley

Oxbow First shooting Vincent Duvignac @ Oxbow - Greg RABEJAC

Von Zipper

0.7-Entrance-into-the-show-nlm8w4zpl3n12ppvle85x5xlcc5oiu9qzrizxb1w74

Picture Organic Clothing

F-ONE

Photo credit Julien « BINCH » Binet https- www.instagram.com accounts login ?hl=fr&next=%2Fjulienbinchbinet%2F&source=follow

NSP

Sooruz

Academy

Head

Hobie

Capita

Florian Fischer (RIP) in Finland by Keke Leppala

SIMS

Earthwell

SINNER

Union

Vimana

Select

Pyzel

Nidecker

GNU

Iriedaily

Dragon

Burton

Origin Distribution

Boardworks

Nitro

Quiksilver

Women in Action Sports membership program

Gaastra

Wave Hawaii

JONES

Nobile

Hoff Flying Wheels

Clew

Picture Organic Clothing

Jim Frazier, Senior Vice President, Global Marketing at PrimaLoft

JONES

Brandit

Yes

Aquaglide

Chilli

ROXY

RRD

Dakine

Saxx

Gerry Lopez

wip

Brixton

Florence Marine X

Curator_Vol1_FW_231118_StefanGoetschl-7938

Maui and Sons

PATAGONIA

Evoc

S1 Lifer Skateboard Helmet Eric Dressen FS Grind

S1 Helmets

ROXY

Vans Shop Riot series is back for its 11th consecutive year.

Bildschirmfoto 2024-09-16 um 09.08.05 (1)

JONES

Dakine

Soöruz Ocean Project 2nd Life Program Wetsuit Neoprene Recycle Black Is Green BIG Naturalprene Yulex

Cariuma

Backcountry Access

Ice Breaker

Oakley

Slingshot

Salomon

Head

Dirty Dog

Volcom

Fallen

Globe

Cariuma

Amplid

Flying Wheels

Vans

Mellow Sea

FW

Mistral

Rossignol

Etnies

PAG

Mike Michael Akira West Westwell 686 Westlife distribution belts digital

Ride

Rome

Town & Country Surf Designs

ENFUSE

Bern

Melon Optics

SA1NT

Aphex

BradenHoban_BsNoseblunt_BaltimoreMD_KyleSeidler

EMERICA

MowMow

Ari'Nui

Salomon

NOW Bindings

686

Loaded

G-Form

JONES

Pukas

Black Diamond

Zeal Optics

Norden

Jucker Hawaii

Aquamarina

Picture Organic Clothing

Slingshot

Torq

FoamLife

ORTOVOX

Red Paddle Co

BIC

Airblaster

Ride

K2

wip

Osiris

CHARGERHELMET-BLACK-10004183-BLACK-LIFESTYLE02

Dakine

Jobe

Elliot Brown

MATTAshapes

Yes

Roark Revival

The press, one of the Lab's custom machines - Credit_ MVD Media

Flux

Giro

ROXY

Lightning Bolt

Anon

K2

Prolimit

Sooruz

Dupraz

Mundaka

Salty Crew

Borealis

Spy+

Reef

Protest

XION

JA23299 Cory Signature Series Vest Putty 11

Jet Pilot

O'Neill

Head

SIC

Follow

OTIS Eyewear

Oakley skatepark films KNOX_BETONG_BWYA_

sweet protection

Polartec

Haydenshapes

Jobe

EQ

Dakine

Helloid

Juho-Laine-50-50_BS180-YES-Kuopio-1550-Photo_AlexRoberts-LO

Yes

Prolimit

Zeal Optics

DC

FW

JM_20240310_SPECT_WINTER_0866_RUSH-15BL3

Red Bull SPECT

Salty Crew

Konvoi

International Report on Snow & Mountain Tourism report 2022

TSG

Aqua Marina

Stranda Snowboards

Indiana

Iriedaily

Quiksilver

Globe

HQ of the French Federation). Credit is Photos © FFSurf

Picture Organic Clothing

1 Orange county convention centre, Orlando, home of Surf Expo

Melon

Ocean Rodeo

Surf for Tomorrow, episode 7, It's more than surf

Roark

Telos

Alder

DC

Vans taps the creative mind of one of Malaysia’s up-and-coming artists for a vibrant new capsule.

Head

Deeluxe

Quiksilver & Roxy

Telos

MIZU

XION

Melon Optics

AIPA

Sandy Shapes

Madrid

Oakley

Karakoram

Elevated Surfcraft

Alpha Industries

Nuura

Nivia

ROXY

LAKAI

Brixton

Fjell

Lokahi

Short Series Co

Elho

JP Australia

Coal

Ocean & Earth

Element

SP Bindings

Rip Curl

Circa

FAM

Starboard SUP

Hyperlite Wake

Jet Pilot

Bent Metal Binding Works

Airblaster

Never Summer

Woolf Merino

Oakley

Bote

Salomon

Rojo

Gerry Lopez

Fanatic

Evoc

Oosc

DC

QS_2019_S1_Product_rider_Bali_Heywood_L1004297

Quiksilver & Roxy

Carver

BrendonGlenwright_Logger19_20_Westvail18

WESTON

No Normal Coffee

Naish

Zeal Optics

C-Skins

REKD

Ensis

Horsefeathers

Ride Engine

Anon

Rossignol

Etnies

ROXY

Cool Shoe Corp.

Bataleon

Smith Optics

Spinera

Tur

Town & Country Surf Designs

The Wave and Rip Curl announce Partnership

Northwave

Nidecker

Nidecker

Fjell

Picture Organic Clothing

SPY New Launch MARAUDER Damasso Goggle Winter 20-21

Bliz

Pyzel

Airboard

Island Tribe

Gorilla

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