Many footwear brands have tried to become something they are not, and failed miserably. Some brands have just not tried hard enough to become loved by millions. Then there is Etnies, a through and through skate brand with only one thing in mind: making good solid shoes. Their inception in 1986 made them the first skater owned and operated global footwear brand with only the mightly Vans as their competition, but people warmed to them, they wanted something more than a plimsol, they wanted protection, they wanted un bruised feet! and Etnies were there making some of the first highly technical skateboarding trainers and being praised because of it.