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Salad Days Magazine | May 19, 2024

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etnies presents the Doomed collection

etnies presents the Doomed collection
Salad Days

Straight out of lockdown the etnies X Doomed crew invaded London for a ten day trip to enjoy their freedom and ride their bikes, this is the result…

Doomed Worldwide is a British based, rider run clothing brand that was established on Doomsday in 2018. In their own words – “they have a team of world-class BMX riders who are also complete idiots. They have no understanding of modern technology and fail to update even Instagram on a regular basis”.

Riders: Jordan Godwin, Jordan Okane & Sam Jones
Edit: Jordan Godwin

There are people out there that simply find it too hard to keep every creative idea confined to the insides of their skull – it’s like a disease and if they don’t literally rip it out of themselves, then it’s just going to eat them up inside. For Jordan Godwin and Paul Robinson, Doomed served as the perfect outlet for their artistic demons to do just that. Their self-proclaimed ‘Doomsday’ occurred less than two years ago and since then the brand itself has now grown into something raw and prominent – something that works at its own pace and operates by its own rules. Jordan is based in Wales, UK and deals with the majority of the audio visual work while Paul, based in the North of England, remains glued to a scanner and printer, spending red wine fuelled nights, furiously cutting and pasting. Together these two have built one of the most exciting brands in the BMX world with their own take on that tried and tested pure DIY ethic.

Etnies have worked closely with these two Doom-mongers to produce a simple, super-stylish vulcanized shoe that is at once subtle, yet packed with interesting artwork details – from the custom tongue handshake logo to the footbed artwork and peach-pop colour hits. The capsule is perfectly augmented by graphic tees, hoodies and headwear.


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