Sal’s back!  Today, etnies announced that Sal Barbier will be the creative director of a newly announced SLB, by etnies line. In the early ‘90s Sal and etnies linked when he skated the etnies Red Rap High in Plan B’sQuestionable. After that he designed his signature etnies Sal 23 pro model shoe, which was released in ‘94. Sal’s influence as a skateboarder, designer and creative director makes him the perfect person for this role with etnies.

“I always designed out of necessity. I have a different point of view than the current marketplace. I am going to unapologetically make a skate shoe, and I need a hardcore skate shoe company to do that. I want to work with etnies to create something so special for skateboarders that makes the outside world take notice again,” said Sal Barbier. “My history with etnies makes this a very honest project, having skateboarders at the top of the company running things matters to me.  I couldn’t find a better partner for these reasons.”

etnies and Sal will kick off the partnership with the relaunch of the iconic Sal 23 for Holiday 2024. Sal is in the process of designing a SLB, by etnies collection that will launch in Spring ‘26.

“Sal's return to etnies isn't just a homecoming; it’s a full circle moment. His passion for skating, design, and aesthetics embodies the very essence of skateboarding; his influence is woven into the fabric of our culture. As a true renaissance man, locking Sal in long term breathes new life in etnies at a time when the brand is rediscovering itself. We are beyond excited to have him back in the driver’s seat for the SLB collection. Pedal to the metal.” Brian Cook, etnies Global Brand Director.

When Sal designed the original etnies Sal 23 he looked back at the high number of holes in the shoes he was wearing.  The thing he tried to address was designing a good-looking shoe, that will stay on his foot and hold up to grip tape. 

As a creative director, Sal will build the etnies SLB line with a focus on style and function from the perspective of a skateboarder.