Sole Tech Showroom Visit

Sole Tech recently invited us to its showroom in SoHo to check out the upcoming Fall 2010 gear from Etnies, Emerica, éS and Altamont.


Etnies has really stepped it up recently, featuring design driven silhouettes and innovative updates. Especially rad are the Devine Calloway x Chocolate skateboards collab mid-top, which comes in a royal-red-yellow colorway and features a vulcanized sole and removable, striped ankle strap.


They’re also offering a Sean Malto x Girl collaboration that reps his Kansas City Deuces Wild bicycle gang. It includes a KC skull-king mascot on the outer tongue, the classic Girl logo on the inner, and a secret insole image that shows you what the Deuces Wild dudes are all about.

We were also stoked to see Etnies eco- and foot-friendly Jameson 2, which comes with a recycled rice rubber cupsole, water-based glue and an anti-bacterial lining for those who like to skate sans socks.



We know that cords are coming back strong, and apparently Etnies does too, because the apparel line features this Mikey Taylor signature chocolate brown pair for fall.


Among Sole Tech brands, Emerica has the coolest pro team, a pro team that happens to be wrapping up filming for Stay Gold, currently skateboarding’s most anticipated video. The new Leo Romero 2 shoe is a beefed-up version of his favorite Etnies chiller, the “Laced,” which he apparently destroys in one session alone. These will last longer and they retain their predecessor’s good looks.



Jerry Hsu is the second-most-famous artist on the Emerica roster (check out his photoblog Nazi Gold). Fittingly, this rusty brown and orange “Big Game” sweater brings a touch of thrift-store panache to his pro apparel line.


éS showed us some of the most interesting stuff of the day. This quilted barn coat is an unexpected, if not totally awesome, addition to their apparel line, while these backpacks looked super-clean and durable. The black “Optic” bag is a fully outfitted camera case that kids can pick up for a reasonable price.



Last, we checked out Altamont’s new stuff, where we got a piece-by-piece tour from Andrew Reynolds (no big deal), pictured below in the plaid Brian “Slash” Hansen work coat. This thing is beefy and legit and looks like it used to be your dad’s, if your dad was an epic rancher.


Andrew Reynolds handpicked favorites from the collection, including these periwinkle ocean wash jeans and this Altamont x Fucked Up collabo tee.



We liked this baseball tee too, that according to Mr. Reynolds, is only for “kids under the age of twenty-five.” Perhaps our favorite item was this salt-and-pepper flannel button-front shirt, that seemed very 1950s LA to us.



These friendship-bracelet belts were cool too, and offered a smart update on the classic shoelace belt. Thanks Andrew and thanks to the whole Sole Tech crew!


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