Ethika

Ethika – QUALITY UNDERWEAR DRIVEN BY PERSONAL IDENTITY

That’s what the label says about itself. But one thing is certain: Ethika is one of the leading underwear brands in the U.S. Based in beautiful San Clemente, California, the team led by founder Malcom McCassy and CEO Matt Cook is situated right between the two major cities of Los Angeles and San Diego—places known for their vibrant motocross, skateboarding, and surfing scenes.

 

From the Ethika Idea to the Brand—and Back Again

 Ethika was founded back in 2001 by Malcom McCassy—THE motocross guy who has been passionate about this high-speed sport on two wheels since he was five years old and who is simply an integral part of the scene in the U.S., among other things as a busy host of various motocross events and shows. Mims (as Malcom McCassy is also known) noticed a gap in the men’s underwear market: there was no multifunctional product that could hold its own in action while also being stylish and casual. And that was about to change! So he immediately set out to collect and test different styles and fabrics. Although THE flagship product—aka The Staple Fit—was developed as early as 2005, sales from Malcom’s garage didn’t begin until late 2009 with the launch of an official website. Until then, Ethika was anything but an underwear company; rather, it was a group of friends who got creative, exchanged ideas, and then enthusiastically shared them with other friends. The brand name, however, had been a fixture in action sports from the very beginning.

 

The Ethika Sticker Invasion

  To draw attention to his brand, the American with Irish roots initially just diligently stuck stickers—but not just anywhere; he stuck them on his friends, especially those in the motocross and skateboarding scenes. Among his earliest supporters were Travis Pastrana—the exceptional motocross talent known to many from his show *Nitro Circus*—and skateboarder Ryan Sheckler. When Sheckler was crowned the youngest gold medalist on the X Games street course in 2003, his helmet already sported a bold Ethika sticker.

 

From the Ethika Logo to the Company

  Gradually, more motocross riders, skateboarders, snowboarders, and BMX riders joined the team, and as distribution began, the brand was spotted more and more often among celebrities and in the music scene. In 2012, Matt Cook was finally hired as CEO; he invested in the company and took the brand to a new level. Staff were hired, new distribution channels were opened up, and innovative product lines were developed and expanded. For example, with its Performance Line, Ethika suddenly reached well-known NBA and NFL players. In general, the company has continued to expand ever since, particularly into the lifestyle and music sectors. The hip-hop scene, in particular, has embraced Ethika; the connection is now so strong that the label even released a mixtape featuring twelve artists in 2017. This is complemented by corresponding signature collections and collaborations.

 

The Ethika Family and Lifestyle

When Malcom McCassy founded Ethika, his stated goal was to make underwear cooler than anyone’s favorite T-shirt. At the same time, however, he also wanted to develop an innovative product that would prove itself in action sports—one with which the wearer could not only identify but also use to highlight their own personality. All of this is grounded in a thoroughly life-affirming, positive brand philosophy and a sense of unity that transcends everything else. Accordingly, the name Ethika stands for Ethnicity, Ethics, and Athletics. Mims himself says: “Ethika is a family I built where no one judges, but uplifts and supports each other, regardless of their ethnicity, ethics, or beliefs.” – Without exception, everyone associated with the brand refers to the team as “family.” This includes not only their employees but also the athletes, artists, influencers, and friends with whom Ethika collaborates—as well as their customers. So as soon as you wear a piece from Ethika, you become part of a group of successful individualists who stand out from the crowd. The company also defines itself through the high quality of its products, its originality, the relationships it has built and nurtured—not only within its “family”—and its (life) style. Ethika Shorts at Titus It was only a matter of time. Ethika is deeply rooted in skateboarding; in addition to the aforementioned Ryan Sheckler, the following skaters belong to the “family”: Nyjah Huston, Chris Joslin, Theotis Beasley, Paul Rodriguez, Chaz Ortiz, Torey Pudwill, Ryan Decenzo, Elliot Sloan, Boo Johnson, Tom Erik Ryen, Carlos Lastra, Christian Sereika, Tyson Bowerbank, Greg Lutzka, Felipe Gustavo, Chase Webb, Bucky Lasek, Pierre Luc Gagnon, and Mike Smith, as well as Lyn-Z Adams Pastrana—Travis Pastrana’s wife, who’s just as cool on a skateboard as she is on a snowboard—and Kelia Moniz, the world champion in longboarding.  By 2016 at the latest, with soccer player Dani Alves—who was playing for FC Barcelona at the time and now plays for Juventus Turin—joining the Ethika family, the guys had set their sights on Europe. From that moment on, Ethika was a logical fit for Titus. The brand’s roots, its philosophy—which we can wholeheartedly embrace—and, above all, its functional yet stylish products won us over.

 

THE Signature Piece – The Staple Fit

Ethika’s Staple Fit fills the gap that once inspired Malcom McCassy to found the company: These are approximately 9-inch (just under 23 cm) long, form-fitting yet incredibly supple and comfortable shorts that keep everything in place, feature no unnecessary, distracting seams, and still offer full freedom of movement.  The Staple Fit is the company’s very first—and indeed, THE—product. Everything else was built around it. This means that new colorways, patterns, and collaboration editions were gradually added, and new materials for crafting the Staple Fit were continually tested until, eventually, additional variants found their way into the lineup. There are now three lines (Lifestyle, Performance, and Premium) as well as four additional models alongside the Staple: The Mid—a shorter version of the Staple; The Alternate—a soft, slightly looser-fitting alternative; and The Boxer—a longer, casual pair of boxer shorts. Rounding out the lineup is The Tight—essentially a 3/4-length second skin. In addition, Ethika also offers a few cool basic T-shirts and, since 2015, has been releasing both a kids’ collection and various items for girls. Incidentally, every new product is still tested directly with customers today by being made available online and then assessing its market viability based on sales figures.

 

Ethika in Your Closet

“Ethika is the first thing you put on in the morning and the last thing you take off at night. Ethika is... WITH YOU EVERYWHERE”—whenever you want to be part of the Ethika family. But some of these staples are also worth checking out if you simply value quality, prioritize ultimate comfort during every skate session, and always keep your style in mind.