Behind the Lines: etnies’ Jeff Taylor on 2010 Streetwear

Steven Hemphill

• September 11 2009
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Since dropping in 1986, etnies has focused on footwear and apparel with an emphasis on innovation, style, and comfort. More than two decades later the company continues to do just that. New signature apparel collections, NYC stylist infused pieces, and more make up its 2010 spring apparel line, and etnies Brand Marketing Manager Jeff Taylor gave us the inside scoop on what’s coming down the etnies pipeline.

What are the key design elements going into your Spring 2010 line?

This season’s etnies’ apparel styles focus on team rider-inspired collections  - Sheckler, Taylor and Calloway - and collaborations.  Comfortable fits and materials in the men’s denim program really set the brand apart and add a distinctive edge true to the Brand’s core roots in skateboarding.

What are the biggest changes that you’re making from last year for both men and women?After 24 years, etnies apparel remains timeless. The brand’s apparel offering continues to offer style, comfort and durability. One of the biggest changes in the men’s collection is adding signature apparel collections from Devine Calloway, Mikey Taylor and Ryan Sheckler. A larger array of tees featuring modernized vintage graphics and hand-sketched drawings will be a part of the girl’s spring collection.

What colors, cuts, fabrics will we be seeing more of for men and women?

The first etnies Calloway collection is made up of pieces with vintage and American modern styles giving it a traditional, clean and stylish look. Taylor’s first signature collection is consistent with the washed and broken-in feel. This season’s girl’s styles take comfortable fashion up a notch with zip hoodies of inspired etnies artwork that pop against bright colors of purple, green, turquoise and coral.

What influences and inspirations have gone into the coming line?

etnies continues to work with inspiring and creative artists for their Spring 2010 collections and have teamed up with fashion designer and stylist to the stars, Kit Scarbo. After studying design in New York and Italy, Kit became a fan favorite on 2007’s hit fashion show Project Runway. An admitted fashion fanatic, Kit brings together bold prints with her plaid print coloring, hand sketched inspired artwork and a touch of her eclectic style.

Before computers dominated art and design, Dave Kinsey was making art the old fashioned way and out doing graffiti on the streets.  As a result, his work is inherently hands-on as he captures the universal essence of the human condition mainly through an energetic portrayal of urban figures. Now he’s working with etnies for a second season on these special pieces:

• Miguel:

Dave Kinsey created a unique interpretation of etnies team rider Mikey Taylor’s portrait for this piece of art on a t-shirt.

• Anvil:

This Kinsey artwork is inspired by the industrial era with a coal worker on the cover with the slogan “etnies United Work Force.”

What direction are pricepoints and retailer margins heading in for you?

It’s important for us to be good partners with our retailers and that means healthy margins and price points that fit the needs of all of accounts.  We have worked hard to provide retailers with both on-trend silhouettes and competitive pricing to ensure that our accounts can maintain a healthy business with us.

What changes are you seeing on the business side?

We are challenged as is every company in this tough economy, orders are tighter and retailers are looking more to companies to take a firm stance on inventories.  The relationship that we have with our retailers is key and although the account base is tighter it is no less important or less impactful, we see strength and opportunity in these tough times.

Is the number of SKU’s in your line expanding or contracting?

The number of SKU’s in the etnies line is about the same as the last season. etnies is focusing more on strength categories in our Spring 2010 line, updating our key silhouettes and adding more novelty touches for our consumers. So far, we have had a positive response from our accounts.