Sole Technology is putting its brand éS on hiatus, Sole Tech owner Pierre André Senizergues told me in an interview today.
He said the move will make the company more efficient and allow it to devote more resources and focus to Sole Tech’s other brands: Etnies, Emerica, Altamont and ThirtyTwo.
“It’s a very complex market right now - there are a lot of brands, and a lot of pressure on the market,” Pierre said. “We feel it's the time to simplify things.”
Es Accel shoe´The éS Accel shoe
És was founded 16 years ago, and offered a skate shoe with a more athletic aesthetic, sophisticated materials and higher price points. It debuted in the 1990s, when the skate market was very different. Currently, it is Sole Tech’s second smallest brand, ahead of Altamont, a skate apparel brand launched five years ago.
Sole Tech will deliver éS product through Spring 2012. Then the brand will go on “creative retreat,” Pierre said.
“At the end of the day, it’s about being ready with the dynamic of economy, being focused and pushing what’s the best,” he said. “And what needs adjustment, you put back in the garage and retool it before relaunching it at the right time.”
As a result, some employees were notified today they are losing their jobs. Pierre did not want to give a specific number, but said less than 20 positions are being eliminated. Sole Tech employs approximately 400 people worldwide.
“It’s always heartbreaking,” Pierre said. “We love the people we work with, we hire them because we believe in them and want to give them a great future. It’s a tough call to make but feel it’s one we have to make at this moment.”
Sole Tech will honor the éS skate team contracts, Pierre said.