June 6, 2011 (Lake Forest, CA) – Summer kicks off a great opportunity for coastal travelers to get a chance to plant a tree while enjoying the surf and sand. etnies and Joie de Vivre Hotels has teamed up to bring the etnies Buy a Shoe, Plant a Tree project to guests visiting Hotel Erwin in Venice Beach, Shorebreak in Huntington Beach and Pacific Edge Hotel in Laguna Beach. Each of these unique hotels embodies the active Southern California lifestyle and culture, thus forming a natural synergy with etnies – the leading action sports brand.
This promotion running from June through September helps the two groups raise awareness about the importance of reforestation in Costa Rica. For every pair of etnies Jameson 2 Eco shoes purchased, one tree will be planted on the guest’s behalf. Guests will receive a special online promotional code to order Jameson 2 Eco shoes for $39.00 at etnies.com, a twenty dollar discount off of normal retail prices, plus free shipping.
Bike tires and used rubber gloves are recycled to create the Jameson 2 Eco shoe’s outsole and plastic bottles are used in the making of their PET shoe laces.
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.
Click here for additional info, video and images on the etnies Buy a Shoe, Plant a Tree project.
Established in 1986, etnies is the first skateboarder-owned and operated global action sports footwear and apparel company. etnies not only pushed the envelope by creating the first pro model skate shoe, but it pioneered technological advances and changed the face of skateboard footwear forever. Today, etnies’ vision, led by owner and skateboarder Pierre-André Senizergues, is to remain the leading action sports company committed to creating innovative products that provide the most style, comfort and protection possible. etnies stays true to its roots by sponsoring world class skateboarding, surfing, snowboarding, moto x, BMX and auto teams and continues its dedication by giving back to each of these communities. For additional information, visit etnies.com.
About Joie de Vivre Hospitality, LLC :
Founded in 1987 by entrepreneur Chip Conley, San Francisco-based Joie de Vivre is known for creating some of the most innovative hospitality services and products and designing one-of-a-kind boutique hotels, restaurants and spas. Geolo Capital, a private equity firm controlled by the family office of John Pritzker, acquired a majority interest in Joie de Vivre in 2010. The firm specializes in hospitality investments and is capitalizing the boutique hotel company’s national expansion. Joie de Vivre currently operates more than 30 boutique hotels.