Etnies SS21 Skate Shoes

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.

Etnies SS21 Skate Shoes

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.

Etnies SS21 Skate Shoes

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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The Choppy Water GmbH has taken over the distribution of neoprene and surfwear brand Soöruz
Cobra 40th anniversary book
HLC acquires AEND
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HQ of the French Federation). Credit is Photos © FFSurf
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The epic lesft of North Narrabeen will welcome the world's best surfers for the second stop of the upcoming Australian leg of the WSL Championship Tour.
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Mark Held, EOG President, addressing delegates at EOS
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Skateboarding Championships Europe
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Now

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SOURCE says STAY AT HOME!
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Yes

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K2 2022/23 Snowboard Preview

K2

Rider Will Burgess - WRB_2311

NSP

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NSP

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DC

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BIC

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Skateboarding Olympic pictogram
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Yes

ORTOVOX FW20/21 Technical Snow Backpacks
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SIC

Portugal Market Insight
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MUB

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Yearning For Turning vol.9
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Duna Gordillo - Race FSL Inflatable

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Spot to Spot @ Neil Sharp
Jeff Grosso Forever Collection
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Championship Tour is back for 2020
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K2

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Burton Welcomes New Chief Marketing Officer Sarah Crockett
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TSG

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Polartec Shed Less
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Yow 2023 Surf/Skate Preview

Yow

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MDS

MarketIntel AUT
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TSG

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32

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(L-R) Ryan Mahoney @ Surftech International Sales, Hayden Cox Shaper @ Haydenshapes, Gi Poudens, Director @ The Nest Distribution, Kokoro Tomatsum, Int. Brand Manager @ Haydenshapes
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deep rest tour
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DC

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Vans Hi-Standard
Brooke Farris, CEO
WSL HAwaii
Rip Curl Newcastle Pro
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Polo Tornado and Vale Ducourtil came all the way from France
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TSG SS21 Skate Helmets & Protection Preview

TSG

BIC

BIC

Loveletters, LGBT  Series 11
JBP Millican lifestyle (re-home bag)
FSC Shaper awards
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Welcome to Slide
VF Corp
B4BC wellness series
Dragon Fall 2018
Jörg Ludewig
Boards at Colors of Surfing's concept shop
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Polartec Introduces First Fabric Technology Engineered to Reduce Fibre Shedding
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VF Corp
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K2

Screenshot 2024-02-22 at 12.11.30
Vissla athlete Gatien Delahaye (FRA) in Ericeira. Credit WSL_Poullenot
Support Your Local Surf Shop
VF Corp Nicole Otto, North Face GVP
Russell Winfield x Mizu
Caption- The Margaret River Pro has been called off due to safety concerns.  Caption- © WSL    Cestari
@glennleerobinson Aquaglide Kush SUP Yosemite
The Quiksilver and ROXY Pro France comes back in 2021 as a Challenger Series event. Credit_WSL_Poullenot
Arcade Belts Adventure Belt Products
Eurosima
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Db signs @craig__anderson. Photo credit_ @nathan__hensaw
World Rookie Tour 2022 finals
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NSP SS21 SUP Preview

NSP

New to Surf Expo exhibition
Endeavor Sandbox
GRANT BAKER
Vail resorts x Crans-Montana
Portugal Market Insight
K2 2022/23 Snowboard Bindings

K2

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Vans Shop Riot Finals
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Volcom_snowbird_2018_stone-3
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Hotzone.tv Opening Werni Stock and Torstein Horgmo, Hintertux by becknaphoto
World Rookie Tour 2022 dates
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686 mens outerwear

686

turn of mind film
Spinners The Medium Jake Kuzyk K2 Snowboarding Pro Model Snowboard
WRLD Press Release Action Photo op2
ODOR Crunch
I'm The Mountain
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Hotzone Opening
c-monsta header
Sprits were high
Stockholm
Brixton
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JJF by Pyzel
Team Rumble, Graystone Action Sports
Nidecker x Layerise
Owen Wright x Rip Curl
TUR

Tur

Taghzout Surf Expo
VF Corp
POC and MIPS collab on helmet safety
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Julien Durant, Picture CEO
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2021 World rookie snowboard & freeski finals
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Red Bull Paris Conquest 2021
Snow & tourism report 2023
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Abor x Pat Moore
WSL's President of Content, Media and Studios Erik Logan named as WSL CEO
Spektrum eyewear founders
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Lightning Bolt x Gerry Lopez
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K2 x Peter Sutherland
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Tours shop
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Markku Koski and The Vufo - Shot by Harri Tarvainen
BIC-SUP_2019_SUP-AIR_Pierre-Bouras_PBO_3980_HR POST

BIC

Shops 1st Try 2023, Welcome back!
Portugal
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wip

DC FW20/21 Men's Outerwear Preview

DC

Longboard GooseChase vol 1
ISA World Junior Surfing 2022
Jaime-Mateu-indy-to-fakie-over-the-ladder
L1008428Tony Hawk Signature Line
Hang Ten_apparel
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Polartec management
Wavy earplugs
Market Intel Germany
Dakine Wetsuits, Termal Hex
Captain Fin Europe
C-Skins x Surf Pistols
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MarketIntelFrance
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Alt 138 team
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Columbia Sportwear Company
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RRD-1

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Rock a Rail
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NSP

Screenshot 2025-05-01 at 19.58.30
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T&C Original storefront
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WSL's President of Content, Media and Studios Erik Logan named as WSL CEO
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Sheico building
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HotzoneOpening 2020 MetalBattle Markus Olimstad by @becknaphoto
The GKA awards presented by Lewis Crathern and Jo Ciastula
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Royal Wedding Surfers Against Sewage
TAHE METEOR, credit Swen-Rilhac
Looking Sideways vol1 first page
1 - La Clusaz. Getting busy as the clouds clear on day 1
Carissa Moore -4980-RoxyProFrance17Poullenot
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PPC

HOV_SN2018_1920x1080_FB2
Scott Keating & Craig Smith Mizu
Amplid header with PB Big Wig
Head
Swiss Flag
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NSP

NSP

International Report on Snow & Mountain Tourism report 2021
Boardport Pic Sice
Hike With Board + Clicker system. Mt. Hood with OMalley
Lightning Bolt #FW21 Lifestyle Pic
Distribution change_Germany & Austria
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MarketIntelFrance
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MarketIntelUK
Screenshot 2025-01-05 at 12.44.25
DSC06049

NSP

SIC SS21 SUP Preview

SIC

Brandwave
EssilorLuxottica
VPS 2019 Vans Park Series Americas Regional Championships
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Airblaster
Supra x Chad Muska
Dickies Italian Riviera Tour
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Mick Fanning torn ACL
Gustavo Ribeiro
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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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Alberto Rondina Photo by James_Boulding
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Market intel UK Flag
Hotzone.tv Opening 2020
Rip Curl Italy
MarketIntelSwiss
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Oakley skatepark films KNOX_BETONG_BWYA_
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DC

Follow S/S 22 Water helmets

TSG

NASS 2020 Poster
Foamlife header
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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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Alright, Ok Vans Signature Team Rider Elijah Berle
Vans Michael February
Treeline Patagonia
Stutgart 2022 Garden Experience @valerie.friederike
Polyola Photo credit- ThouronJulien, Anglet_11 SurfPix
MarketIntelSwiss
NSP 2021 Surfboards Preview

NSP

Screenshot 2024-08-09 at 12.00.27
MarketIntelFrance
WSL new season
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9th Beach Party
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Line Josh
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Snow Camp recieves award from HRH Princess Royal
Market Intel Germany
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New Environmental Action and Initiatives Director, EMEA, Patagonia, Beth Thoren
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Vans Duct Tape Invitational And Festival
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POC

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Next Summer 2023
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Lephyr
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Simple Shoes
Nils Gebbers
EssilorLuxottica
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Market Intel Germany
New 2021 schedule
Screenshot 2025-02-14 at 10.06.58

POC

Reigning World Champions Carissa Moore (HAW) and Italo Ferreira (BRA), winners of the Rip Curl Newcastle Cup pres. by Corona. Credit @WSL_Dunbar
SIGB
Pineapple Island store header
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Lovely France
James North. Photographer, model.
Inside Surfing color
Screenshot 2024-08-22 at 09.37.52
TSG 2022/23 Snow Helmets Preview

TSG

TSG FW20/21 Goggles

TSG

FIS Games
Danny and Dennis from Bataleon
FIS LAAX open
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SIGB snow test
FLA
Sustainability Boot Camp: Committing to a responsible industry
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Shannan North - SIMA - SOURCE
L1 Premium Goods New Winter Collection 2019 2020 20K Standard Snowboarding
MarketIntelUK
Jack Freestone x Creatures
YES-2020

Yes

Market Intel Germany
The Skate Witches
COVID Update
Unbenannt1
Rose Marcario
Ion 2023 Water Helmets Preview

ION

Iconix Brand Group
Cestari, Maui 2018
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Brands Family Testival 2022
PrimaLoft Product Engineer Robert Dempsey with the first bale of fine denier high performance PrimaLoft biodegradable fibre
Vincent
Screenshot 2019-02-17 at 18.38.53
Hanuš Salz and Pavel Kubíček (HF owners) and Heida Birgisdottir with the HF design department
SI8_4379 (1)

SIC

Igloo Coolers logo (U.S)
Screenshot 2024-10-18 at 11.33.52
Nitro x Swiss Press Release Image
2021 Championship Tour Update
107-multi-device
ANTONY-LOPEZ-BS-FLIP
Graystone skateboard coach Gabriel Njie. Photo: @eckersphoto
Screenshot 2025-04-09 at 14.12.48
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Nike logo BSS
L1

L1

An #itsgreatoutthere activity with Hej främling - Hey stranger - Sweden_Credit_Bjorn Arnemo
Pierre Rollet portrait  photo©surflogic
Stinky series ep 1
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[From L_R] Carissa Moore, John John Florence, Italo Ferreira, Tyler Wright, and Ryan Collinnan at Newcastle Cup pres by Corona press conference_Credit WSL_Dunbar
Hunter Jones x OTIS
Volcom Abandoned Playground Collection 2 Skate Urban 90s Fashion Military Sportswear
2022 International Report on Snow & Mountain Toursim
Sanbox Endavor
Julien Durant. Picture ©NolanMiton
Vans Foot The Bill
Screenshot 2025-02-13 at 11.25.14
Nick Brown_Nikwax_ Founder
unnamed
Justin Henry x Vans
In this photo taken on May 21, 2019 shows shoppers at an outlet mall exit a Nike store in Los Angeles. AFP GETTY IMAGES
Omni - Elements - Action 01

NSP

Burton x Run DMC
The Mighty Coe
Gul 2023 S/S Wetsuits Preview

Gul

MarketIntelSwiss
Surftown art render
EOG General Secretary Arne Strate opens the Outdoor Industry Breakfast at ISPO Munich 2020
Watershed Brush With Death
Festivals article
Outdoor Trade Show Winter
Surf Ranch Pro
Z-Flex Black Hex skateboard
Mike Vavak
Scotland banked slalom. 2022
Slide Jan 2021
Skateistan, Phnom Penh skatepark
DC 20233/2024 Men's Outerwear Preview

DC

Borealis skateboard nose header
GNU 20240313_stell_ccummins_0688

GNU

JONES-SNOWBOARDS-CREDIT-_-ANDREW-MILLER
Sector 9 Adrian
Bolle Brands logo
Mike Vavak Martha Headwear
EssilorLuxottica
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MarketIntelAustria
Polartec Apex Awards 2019 Product
And Feelings header
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Yes Snowboards 2023/24 Preview

Yes

NilsArvidsson_CH_FirstLayer_2Z7A5117_MattGEORGES_MattGEORGES
Paddleexpo
GUL1

Gul

Typhoon-Mens-Wetsuits-FW-1920
World Surf League Surf de Nuit Deeply Pro Anglet Red Bull Airborne Qualifier
Commissioner Kieren Perrow
Longboard Classic book front
This is HLC header
wheel and waves
Namuk specialise in high-quality outdoor clothing for kids
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From Day One Spark R&D
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Shiner x Arbor
NeilSlingerMelon
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The men's 2021 season fronted by World Champ Italo Ferreira is set to kick off December 8th with the Billabong Pipe Masters presented by Hydro Flask. Photo credit WSL  KELLY CESTARI
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Custom Insole contest
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DC FW22 Skate Footwear Preview

DC

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K2

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BOB

French Flag
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Bright
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jones snowboard bindings
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Retailer brand wants web copy
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UK
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IMG_3993small
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Gog

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Ryan climbs the West Ridge of Denali on a 2013 Alaska expedition. Photo - Max Lowe
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DC

Polartec factory
RECCO Be searchable
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ABS

Enzo Cavallini, photo credit_Wavegarden Alaia By
Surf Out Portugal FIARTIL Estoril Surf Talks
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SIC

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Black Friday could unleash a £8.49bn monster creating major delivery bottlenecks, says ParcelHero
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Freeride World Tour
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[108] Pyzel by Steve Sherman
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FW 2023/2024 Women's Outerwear Preview

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Yes

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01-Cover
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DB

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