Skateboarder's have long been known to be partial to wood. We rely on wood for our entire culture. Without wood there would be no skateboards, and if there were, they would be made of something much less efficient than wood. Where does wood come from? Yes, you are correct, trees. With that said, a skate company has stepped up to help keep the flow of good wood on track and environmentally sound. The fine people at Etnies have been offering an awesome plan called "Buy a Shoe Plant a Tree" for the past 8 years. They teamed up with La Reserva Forest Foundation in 2011 and currently, they have planted over 1.7 million trees on three continents. They want to plant two million trees by 2020!  "Every pair of Jameson 2 Eco purchased, one tree will be planted in Africa as a representation of your support and participation." This is so amazing on many levels. When a company, of any size or market, steps up to help the environment on a global scale like this, it creates a sense of urgency within the individual. The average person obviously can not plant 2 million trees, or even organize the operation, but they often hear a story like this and feel like they should be doing something as well. So they go and purchase some shoes. Even the skaters who do not opt to go online and purchase a pair of Jameson's, will look at Etnies a little different. Etnies will now resonate as a company who cares, a company who will give back. Etnies will now be a company that gets support. So far, their plan has worked, parent company Sole Technology Inc showing an estimated revenue of $44.71 million in 2018. Beyond the revenue, being shared with powerhouses like és, Altamont and Emerica, Etnies has a stacked team. Their branding has paid off with juggernauts like Chris Joslin, Ryan Sheckler, and in the past housing industry giants such as Rune Glifberg, Sean Malto, Atro Saari, Jason Dill and the list goes on and on and on. Needless to say, more companies should get on the bandwagon of helping the environment and giving back to the community. Thanks Etnies.