The Buy a Shoe, Plant a Tree project is a way for etnies to not only celebrate its 25 year anniversary, but to also look toward the future and celebrate what the NEXT 25 years has in store. This partnership will be kicked off with an etnies Plant-A-Tree Party on June 15 at Hotel Erwin’s iconic rooftop High bar. The rooftop setting overlooks the Venice Beach boardwalk, where etnies owner and CEO Pierre-André Senizergues was discovered and began his professional skateboarding career in the United States. There could not be a better location to celebrate the new partnership between etnies and Joie de Vivre than where it all began for Pierre-André. etnies is on track to plant at least 35,000 trees on the Maleku reserve in northern Costa Rica with its Buy a Shoe, Plant a Tree project. One may seem like a small lonely number, but when one brand (etnies), teams up with one tribe (the Maleku), and one foundation (La Reserva) in Costa Rica, a country committed to sustainability, the results can be incredible! The Maleku are an indigenous tribe with a way of life that revolves around the forest, and they are rightfully known as the guardians of the forest. For every pair of Jameson 2 Eco shoes sold, etnies will plant one tree in what will become the new rainforest. Together with La Reserva Forest Foundation and etnies’ Buy a Shoe, Plant a Tree program, the Maleku are helping to replenish the reserve with the trees that once maintained this community.
After doing a BMX 'zine for ten years (1987 - 1996) FATBMX made it on the internet. The year was 1998. Here to stay.