Skateboard label Etnies is rolling into the world of hospitality. The California-based brand has designed a skate-inspired hotel suite in Laguna Beach's Casa del Camino. But you won't find any Etnies logo monogrammed sheets here. "We didn’t want to make it look like a trade show," said VP of marketing Don Brown. "We focused more on the culture of skateboarding, taking the movement, curves and shapes and injecting that into the design."
Elements include wheel tracks on the ceiling, a mirror framed with skateboard wheels, mounted skateboards for guests to use, and "Go Sk8" artwork in the bathroom. My favorite piece is the God Father Lounge Chair, a leather chair and ottoman inspired by Eames's iconic Lounge Chair, made of pieces which remarkably resemble a skateboard deck. It's part of the Skate Study House collection, which I wrote about back in 2008. Continue reading.
For Etnies, the use of sustainable design was equally important to a skate-inspired aesthetic. The suite features LED lighting, a dual-flush toilet, paneling made from Forest Stewardship Council-certified woods, low-VOC paints, and other sustainable materials, such as scraps leftover from Etnies shoe production.
Interested in crashing here? A stay will cost you anywhere between $295 to $495 a night.