És has been holding down the skateboarding scene for decades. Do your homework—and the math—and you’ll realize that this is no easy feat, especially when declining attention spans and rising costs can sink even the most prolific or legacy-driven brand these days. Keeping businesses both afloat and relevant is tough, but leave it up to some good ol’ collaborative marketing magic to kick things into forward motion.
Enter DGK and its own respective legacy of ghetto-approved foundation and focus. Together, éS and Dirty Ghetto Kids have collaborated on three brand new shoe colorways, as well as an accompanying edit.
The resulting joint venture has resulted in the és X DGK “Accel Slim” (both a low and mid version) and the “Sesla", a future-retro takes on the skateboard sneaker. The Accel models come complete with teal borders and orange accents over a light gray upper, and the Sesla, more of an athletic/skate shoe hybrid, is presented in an almost murdered-out color palette.
The promotional edit showcases both the shoe and skating of DGK/éS riders Juan Moreno, Demarquis McDaniels, Jahmir Brown, Shinya Masuda, and tech wizard Wade Desarmo, and features some slick street and plaza skateboarding for all true four-wheeled rats to marvel at. We’re talking ledge work, rails, gaps and stair set hammers worthy of the thunder god Thor.
Product placement may not be your thing, but for what it’s worth, the joint effort of this cut really holds its weight and feels more like an extra-condensed (two minutes to be exact) skate video than an outright commercial.