etnies completely rocked the Tardis Studios in London last week for the exclusive launch of their limited-edition Fall 2004 Plus Collection footwear line. Over 400 guests partied amongst the latest designs from etnies, which also featured shoe collaborations with top musicians and artists.
The monster party went on until the wee hours, with Bacardi cocktails, popcorn and Krispy Kreme doughnuts galore. The place was jammed with the coolest crowd, including pro UK skaters, DJs from all over, retailers and press. Even the President and CEO of etnies, Pierre-Andre Senizergues, couldnt keep himself away. A wide array of press helped rock the party, including Dazed & Confused, Front, Knowledge, Source, X-Ray, Blues & Soul, The Guardian, Document Skate, and websites including wgsn.com and mykindaplace.com. It was a top blend for a great night.
The amazingly talented artists and musicans, including Estelle, Adam Freeland / Marine Parade and Mark Rae / Grand Central Records, who have joined forces with etnies to design and produce their very own limited-edition shoes saw their work previewed for the first time and received very positive feedback!
EstҒelle is a talented hip-hop artist who has won the Best Female Artist award for the last three years at the UK Hip-Hop Awards, and was nominated with Blak Twang for a Mobo award. Adam Freeland, one of the UKs top DJs, owns the Marine Parade record label, which is home to Ils and Evil Nine. Adam also has a residency at Fabric club in London. Grand Central Records is a Manchester-based record label run by Mark Rae, whose second album will be released in September and features a mix of hip-hop, soul vocals and dance beats.
The soundtrack to the evening was buzzing. Live rap was provided courtesy of EstҒelle and her crew, and Grand Central DJs featuring Veba provided the funk. Skate videos and Deanna Templetons Family Album series of etnies employee photos filled the walls, while the Plus Collection sneakers hung from the ceiling. All in all, it was a splendid night to behold.
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