The Emerica brand is part of the Sole Technology family run by French former pro skateboarder Pierre-André Senizergues, along with etnies, etnies Plus, éS Footwear, ThirtyTwo, Altamont and STI Lab. Since 1996, Emerica has provided no-nonsense skaters everywhere with some of the toughest and most functional skateboarding footwear and apparel around, designed to withstand serious skateboarding abuse.
Emerica sponsors a team of skateboarders featuring Andrew Reynolds, Leo Romero, Bryan Herman, Brandon Westgate, Collin Provost, Jerry Hsu, Justin ‘Figgy’ Figueroa, Ed Templeton, Jeremy Leabres, Aaron Suski and Kevin ‘Spanky’ Long. There are also two Emerica Europe team riders Rob Maatman and Eniz Fazliov, plus a UK team which includes London’s Casper Brooker.
The company has produced a succession of great videos, beginning with 1997’s Yellow. This was followed in 2003 by the full-length This Is Skateboarding directed by Mike Manzoori and Jon Miner, which documented two years on the road with the Emerica team. Then came films including Kids in Emerica (2004), Wild in the Streets (2008), Stay Gold (2010), and MADE: Chapter One (2013), which featured a surprise part from new am Leabres, and which was offered to consumers at a price of their choosing.
While filming for MADE, Westgate was road testing his new ultra-light signature shoe, the Westgate G6, which has since proved particularly popular. In 2013, the brand also released its Reynolds-endorsed ‘Workwear’ line, featuring slim and straight versions of the classic skater’s jeans, with embroidered rivets and high quality 99% cotton 1% stretch denim.