Ethika

Ethika is a United-States based, lifestyle underwear company headquartered in San Clemente, California. The company was founded in 2001 by Malcolm McCassy, and began selling products in 2003.
Founding
In a 2012 interview with VurbMoto.com, Malcolm McCassy said that he founded Ethika in order to "make underwear cool" and allow people to express their personal identities. McCassy named the company "Ethika" after watching the movie ', in which the main characters visit the Ithaca School of New York. McCassy liked the movie's values of friendship and adventure, and found the word "Ithaca" aesthetically pleasing. "Ithaca" was modified to "Ethika" in order to keep the name unique.
With roots in the action sports industry, McCassy collaborated with athletes such as Travis Pastrana and Ryan Sheckler to develop and promote the product. The brand started with an action-sports focus, but later expanded into the entertainment and fashion industries.
Products
Ethika's primary product is The Staple, a specialized fit of men's underwear. The Staple was introduced in 2005 after 2 years of product development. The Staple features longer, slimmer legs than a typical men's boxer short and is designed to prevent rising and gathering. The product was designed to fit the needs of action sports athletes. In April, 2013 a shorter fit named The Mid was launched, and in May, 2014, a looser fit named The Boxer was launched.
Ethika first began selling women's underwear in February, 2014. Women's underwear are available in two fits: Cheeky and Staple. The women's Staple is a shorter, more fitted version of the men's Staple, while The Cheeky has a shorter cut. All products feature a Jacquard waistband, flat-lock stitching, and high-stretch fabric blends.
Retail
Ethika began appearing in limited retail stores in 2003, and has since scaled to hundreds of international store locations. Ethika men's underwear can be purchased at retailers in the surfing, skateboarding, and action sports industries such as Tilly's, Zumiez, and Swell.

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