DC Shoes launches new unisex franchise Yours for the Taking

By

Cassidy Mantor

Published
Jun 7, 2018

DC Shoes has launched a new unisex franchise, Yours for the Taking, with the E. Tribeka sneaker. The shoe draws from the brand's 90s heritage and is designed to speak to current consumer trends.

The E. Tribeka shoe is constructed with a 3-rubber grip outsole, a premium Ortholite sockliner, and offers moisture-wicking technology. Items in the E. Tribeka are available in both men's and women's sizing and while the shoe is unisex, different colors are offered for men's and women's sizes.

DC partnered with globally recognized camoflage maker Multicamä for camo prints offered in men's sizing in multiple colorways. Additional men's colors include black ombre, burgundy, silver, blue, red and green. Women's colorways include a cheetah print, peach, navy, and red.

According to a release from DC, the shoe is meant to offer a bridge between the brand's traditional skate heritage and a more versatile lifestyle and streetwear application.

"We've been blown away by the reception to this franchise and have worked relentlessly to build a compelling collection that effectively represents both our authentic design language and the style demands of our next-generation consumers," said Global GM of DC Shoes Mike Jensen in a statement.

Jensen added that the Gen-Z and millennial consumer does not want the brand to define what they wear, instead they want to bring their own style to a functional product.

DC is scaling the launch, with initial product available at Journey's and Zumiez. Additional colorways for the E. Tribeka will be rolled out throughout the summer and fall. DC skate team athlete John Shannahan will release a signature colorway and a complementary apparel collection in late September.

Plans also exist to introduce an apparel collection associated with Yours for the Taking in the fall.

The E. Tribeka is available now at select retailers as well as on DC Shoes' website. It is priced from $90 to $100.