Malcolm McCassy – Ethika Inc.

You’ve done a lot in the Industry over the years, give us the rundown.

Well for starters I was the most chubby kid in existence. I was shaped like a bowling ball and 100% taller when I lied down.  I started riding dirt bikes at a little over 2 years old at the famous Carlsbad Raceway… not actually on the track, but in the parking lot.  My dad grew up around motocross so he had a key to Carlsbad raceway, and I guess I didn’t realize how cool that was until I was a little older.  I grew up in Encinitas, California until I was about 16. It was like freeride heaven back then, but now it’s all houses.  There was this open land with natural jumps called ‘The Pits’, and to this day it’s one of the best moto playgrounds I’ve ever been blessed to ride.  I got a job at No Fear while I was still in high school and worked there through college too. I was still racing all over and pretty much felt like a kid in a candy store.  I ended spending over 8 years at No Fear, and because of that job I became good friends with McGrath, Pastrana, Hart, Millsaps, and Izzi.  I was able to travel the world, which was like a dream come true. Then, when I was out riding one day I fell and knocked myself out. I woke up cracking jokes, then realized that their was a camera in my face.  It was the Mini Warriors film crew, and they ended up asking me to travel around as the talent for these videos.  Then, on what was supposed to be a simple ride with the No Fear team, Pastrana thought it would be funny to bump me in the air on a 100ft double. He made it safe, but I DID NOT.  Lucky me broke my L1, L2, & L3 along with a bad concussion and a mix of other damages (Thanks TP ;-)  After No Fear, I was offered a position by Alpinestars, which turned into 8 amazing years working for one of the greatest companies ever. Now recently I started my own brand with Pastrana called Ethika, and also signed on with close friends Donny Emler Sr & Jr at FMF Racing/Int’l as Director of Marketing.  To end my background ramble, I had to pinch myself again...because FMF is one of my favorite companies of ALL TIME.  

I know it’s been in the works for a while now, but where did the idea for ethika first come from?  

The idea for Ethika came from wanting to create a company with my close friends.  Ethika popped up on a trip with Pastrana, Hart & a mix of athletes back in like 2001.  I don’t really now how, but it stuck, and I trademarked the name about the same time.  Ethika represents a tight group of friends.  It’s always about good times and just going after your dreams.

Your product is definitely not just ‘underwear’, explain.

For sure! It’s about the heartbeat of life; finding your passion and going after it.  We were all just regular kids, some more talented than others, but all with a dream nonetheless.  Pastrana had his struggles when he separated his pelvic bone from his spine, they said he’d never walk again at 15. Hart was a talented,hard working young racer that traveled in around in a van with barely enough money to buy food, let alone afford race entries.  I got kicked out of class for talking, maybe breaking wind, with the teachers saying I would never get a job or do anything with my life.  Ethika is a group that will always stick together and never stopped charging, which represent tons of you out there!  Pastrana came back to be one of the most established athletes in the world, Hart pioneered freestyle motocross, has his own clothing line & tattoo shop called Hart & Huntington, and his own race team.  Ok, so my story isn’t nearly as cool, but like I said early...some of us were more talented then others ;-).  Oh yeah, why underwear? Just because there was nothing cool in that very important category that looks out for your cash & prizes and jems.

Who else has been involved in the project and made it all come together.

It’s hard to name just one person because all my friends at some point having contributed something to the Ethika project.  After 8 years of building the family, the Ethika team was stoked to expand and make the product available through the website at ethika.com.  Ethika products have now been purchased online in Japan, Italy, France, England, Canada, Sweden, Germany, and it’s the best thing ever getting emails back on how stoked they are to be part of Ethika.  Even better is all of the customers placing re-orders with emails saying the men’s “Staple” is the best fit ever.  To me it’s the customers and their support that make Ethika all come together.  

You’ve got a wide variety of both athletes and personalities representing your product.  Who’s all on the list?  

The best part about this list of superstars is that they have been friends for a long time.  Everyone really believes in the brand and what it’s about.  Ethika has their back, they have Ethika’s...

Snow: Louie Vito, Mason Aguirre, Benny Hernreich, Aaron Biittner, JJ Thomas, Dingo
Skate: Paul Rodriguez, Ryan Sheckler, Chaz Ortiz, Terry Kennedy, Stevie Williams, Greg Lutzka, Tom Tom, Jason Ellis
FMX: Carey Hart, Travis Pastrana, Mike Mason, Blake “Bilko” Williams, Twitch, Robbie Maddison, Nate Adams
Moto: Jeremy McGrath, Davi Millsaps, Nico Izzi, Josh Grant, Grant Langston, Ryan Morias, Ryan Villopoto, Josh Hansen, Tommy Searle, Cianciarulo, Zach & Chase Bell
Moto GP: Nicky Hayden
BMX: Dave Mirra, Ryan Guettler, Corey Bohan, Chad Kagy, Bestwick, Corey Nastazio, TJ Ellis
Entertainment: Lil Jon, Joel Madden, Kelley James, Pit Bull, Audrina Patridge, Hubert Rowland, Streetbike Tommy, Andy Bell, Dirty, Verne Troyer

What other kinds of products and apparel are next in line for ethika to conquer?  

Ethika is all about keeping it Brief ;-).  No plans to expand, we’re just going to focus on this category for both girls & boys/men & women. We at Ethika feel this is an important category that hasn’t been done right, so game on.

Any plans for a rider support program? And if so how do potentials get in contact with Ethika? 

We just launched not even 3 months ago online, so no programs yet.  We’ve got lots of free giveaways though, so sign up for news & promos and became a family member of Ethika on facebook!

www.ethika.com (purchase product/new & promos)
http://www.facebook.com/pages/Ethika/201000650620 (become a family member)

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