California and the fantastic world of action sports are a whole different universe from what we live here in our good old continent. Streetwear is the norm and people with the right inspiration can get really far with the right idea and a tight team. Meet Ethika, the brainchild of Malcolm McCassy. This guy from Encinitas in 2001 conceptualized his brand taking some time for it among his other collaborations with other brands, thinking that there was an opportunity that needed to be exploited. Mens underwear for action sports may seem easy to produce but it took a few years of testing to get to the result of The Staple as it is now. The pair of mens trunks that Franci R is wearing today stays true to the name as it is a staple in an outfit of any Californian active lifestyle guy. Its blend of 92% cotton and 8% spandex makes wearing this underwear a pleasure that caught up among the right people through the right word of mouth. It’s hard to define the typical fan of Ethika, since from skateboarders Felipe Gustavo, Greg Lutzka and Shane O’Neill to artists like Kid Ink and Lil Jon, to snowboarder Stevie Bell and FMX riders by the likes of Twitch and Travis Pastrana, this underwear conquered the heart of young urban types that once they they try them, don’t accept any substitute. Check Ethika website in the shop section and you will end up in a never ending range of patterns, from the most wild to solid color. Ethika’s claim is “with you everywhere” so now you know where to rock their trunks.