Two weeks ago, I walked out of etnies with 4 pairs of shoes and respect and admiration for a company I had never heard of.  Being that I collect shoes like some people collect stamps or coins, you would think that I’d have some knowledge of one of the leading action sports footwear and apparel companies in the world.  The company was founded (and is still owned) by former world champion skateboarder Pierre Andre Senizergues (oui, he’s French!). But alas, there is always something new to be learned.

Two weeks ago, a group of us from OC Family Magazine had an opportunity to tour the company headquarters (conveniently located about 15 minutes from my house).  I had no idea there was an actual science that went into making shoes that fit properly and provide adequate support.  Apparently, a lot of force is exerted on one’s feet when participating in an activity such as skateboarding.  We received an insider’s look into their Sole Technology Institute, the world’s first and only biomechanics lab dedicated to studying the effects of skateboarding on the body.  We even had a  demonstration from one of the testers (video to come!).

Since my son is only two, I actually found their Grow With Me Fit System particularly relevant.  As a mom to a toddler (and a baby girl due in a few weeks), I find buying shoes a bit challenging.  Because apart from measuring my son’s foot at the mall, I really have no way of knowing if they fit properly.  Are they wide enough?  Do they provide enough support? Are they comfortable?  When should he move to the next size up?  So many questions.  None of which can be answered by him. The Grow With Me line was designed for growing feet (which basically describes babies, toddlers, preschoolers, etc.).  Because there is an insert inside the shoe, children can actually wear the shoe longer than most (and we all know how quickly children grow out of shoes!). One of the features of the baby and tot line is an extra wide construction to accommodate the shape of a child’s feet as he/she is learning to walk.  You’ve probably heard that children who are learning to walk actually fare better from not wearing any shoes at all.  However, that’s somewhat impractical (and unsafe on many surfaces).  The wider base and flexible soles allow children to learn how to walk with as much support and comfort as possible (given the fact that they’re wearing a shoe!).  Here is a short summary of the Grow With Me Fit System (from the site):

• Removable 1.5mm EVA insert creates more room and increases wear time.
• Super soft TPR outsole that allows the flexibility needed for children’s feet.
• Constructed on an extra wide last to accommodate the unique shape of children’s feet.
• Molded EVA footbed to help grab and hold tiny heels in the shoe.

The Grow With Me line offers shoes that retail for approximately $27 (with shoes above and below this price point).

etnies is committed to creating stylish, comfortable shoes that offer the support and protection necessary for a baby learning to walk, a teenager skateboarding on the weekends, or a parent running after their child.

If you live in the Southern California area, check out this promotion (you won’t find it advertised nationally).  Save $10 off of every $40 spent on their site and receive free shipping using the code “ETNIES FAMILY” (valid through December 4, 2009).  And, if you want to visit one one of their retail partners, you’ll receive an etnies tote with the purchase of any pair of shoes.  Here are the stores participating:

Orange County:
Newport Shoe Bootery (Shoe Box)
41041 Newport Center Dr.
(Fashion Island)
Newport Beach, CA
92660

Los Angeles:
Urban Feet

329 W. 6th Street
San Pedro, CA 90731

Inland Empire:
Powder & Sun
16210 Bear Valley Rd.
Victorville, CA. 92392

One last thing that I feel is important to mention about the company.  If you are a regular reader, than you know how passionate I am about the environment.  etnies has taken numerous steps to reduce their carbon footprint.  Some time was spent discussing their efforts which include (but are not limited to) the use of water based inks on their clothing, recycled PET fabric, hang tags printed on recycled paper, and use of water based cements (as opposed to petroleum).  For more info on their efforts, visit their site.

Here are some photos from the event:

Blogging, tweeting, Whrrling all about etnies!

It just wouldn’t be like me not to post a picture of food now would it?

Disclosure:  The company provided me with a gift card to shop in their store.  Consequently, my husband, son, and soon-to-be born baby girl all benefited, leaving this mama without a single  pair of shoes to add to her collection.