Aug 17, 2017 | By WGSN Insider
Oct 19, 2010
The crew over at Sole Technology have certainly been busy! This past week, a handful of cool happenings went down at Sole Tech’s New York City showroom…
The Stylesight team was invited down to check out Etnies new 2011 Spring/Summer assortments, and in addition to seeing fresh goods, we also attended a super rad snowboarding film soirée thrown by Sole Tech’s 32 Boots.
We mentioned it before when we first saw this current season’s Fall/Winter 2010 collection, but must say again how impressed we are with Etnies’ push to step up to the plate in terms of style evolution and direction. Also worth mentioning, Sole Tech plans to have all its brands carbon neutral by 2020. Pretty impressive! “The brand has already made these steps in the right direction: installing 616 solar panels that provide clean power to its headquarters, converting to water-based cement footwear manufacturing, company-wide recycling, and converting to waterless urinals that save 250,000 gallons of water a year.”
Immediately we were drawn to the clean look of both the Jameson 2 Mid Ego and Taylor LS. Both styles are Eco-Friendly, created from old bike tires, used rubber gloves and recycled PET (from post-consumer water bottles) laces. Etnies believes that Eco Friendly footwear and apparel doesn’t have to be made of an earthy palette, hence the full-on blown out neon pink colorway.
Jameson 2 Mid Ego
Who doesn’t like a collaboration between two of skateboarding’s best companies? We certainly do…Etnies and Fourstar teamed up to release team rider Sean Malto’s new shoe. We really liked the hidden Fourstar logo on the shoe’s footbed.
Malto x Fourstar
Malto x Fourstar
The Lancaster and all of Etnies Plus Collection – which will only be sold at the boutique level – certainly caught our eye. The camo upper of the Lancaster and the subtle street-inspired details incorporated into the Lifestyle looks are right on trend.
Califas x Mighty Healthy
Guild x Mighty Healthy
The Bondi, in both black and olive, is the perfect balance of fashion and function – we have a feeling that every “Alexander Wang” girl will agree with our theory.
Last, but certainly not least, we wanted to share a few images from the snowboarding bash – a triple header at that! Bon Voyage, Cheers and Right Brain, Left Brain were all shown back-to-back in the basement space. Props go out to all that made to the party, considering there was a torrential downpour outside AND some sort of video shoot with movie star Jared Leto out front. Nothing can stop snowboarding.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.