https://shop.odysseybmx.com/collections/odyssey-bags?utm_medium=banner&utm_source=dig

What does it take to create a line of products with an iconic BMX footwear brand?

JORDAN GODWIN ON THE ETNIES X DOOMED 2021 COLLECTION

11 Oct 2021

Img 29

Images courtesy of Doomed & etnies

After the success of their last collaboration, etnies and Doomed decided to join forces once again on a new line of shoes, clothing, and of course, a banging video. We caught up with Doomed X etnies' very own Jordan Godwin to explain more about the new collection and the process it takes for everything to come together.

https://shop.digbmx.com/collections/all-clothing
Jg By Nick Wotton

We're all Doomed I tell ya. Jordan Godwin. Photo by Nick Wotton

Can you explain what’s in this new collab?

The 2 pairs of shoes, 3 Tees, hoodie, a gilet, and socks I think that’s everything!

How does the whole project come together? What are the different steps from start to finish?

First thing is the shoes, I think getting the ball rolling on them first is usually the plan, choosing silhouettes and colours, insole graphic etc, then I feel like we kinda base everything else around them.

"To say it’s a privilege to do a collab with etnies would be a massive understatement " - Jordan Godwin

Etnies Doomed 21 Product 13

Felix Prangenberg. etnies x Doomed 2021

How is it getting the call from etnies about doing a collab? They’re such an iconic company - do you feel any stress to get it right?

To say it’s a privilege to do a collab with etnies would be a massive understatement but I don’t think there’s been much more stress than there would be if we were just doing a normal drop. The guys there are always open minded and easy going so I feel like we can just throw ideas about easily which makes things work.

What’s the direction behind this latest collab? How do you go about designing all the pieces?

The man behind most of the art work is Paul Robinson, he’s a bit of a collage genius but usually he will whip up a bunch of bits and pieces and then we will choose what we all like and don’t like. Then it all comes together nicely…. well sometimes hahaha!

Etnies Doomed 21 Product 11
Img 27

How much freedom did you get on this? Do etnies and Doomed have to meet in the middle of design ideas?

Etnies give us so much freedom, I feel like we can do what ever we want to be honest but I think that’s exactly what a brand like Doomed should have - artistic license to do whatever.

What’s your favourite pair of shoes and clothing from this one?

My favourite shoes are the Jameson’s (below). I’m just big fan of that shoe, you can wear it for riding or out for dinner haha and with the clothing it has to be the gilet.

Etnies Doomed 21 Product 4

See more on the full etnies X Doomed 2021 collection HERE.

Etnies Fall 21 Leader

Related Video

ETNIES X DOOMED 2021

Round 2 with Jordan Godwin, Sam Jones & Jordan O'Kane - More Info

Et Fa21 Doomed Pr Clean Lorez

Related Content

Jordan Etnies Fall
Play Button

ETNIES X DOOMED FALL 2021 TEASER

Dropping Monday October 11th!

4 Oct 2021
Etnies Fall 21 Leader

Productivity: etnies X Doomed

The Fall 21 Collection

11 Oct 2021
Jordan Doomed 1 By Tom Price Jenkins

Embracing the Chaos and Destruction - The Doomed Story

"It's a shit show out there and most of us don’t have a clue what’s going on"

29 Aug 2019
Etnies Trailer Sscreen
Play Button

etnies X Doomed Jameson Vulc LS

"man on a fucking computer"

6 Aug 2020
Et Fa21 Doomed Youtube Preview
Play Button

ETNIES X DOOMED 2021

Round 2 with Jordan Godwin, Sam Jones & Jordan O'Kane

11 Oct 2021
Etnies Doomed Screen
Play Button

etnies X Doomed - The Video

Freedom!

6 Aug 2020
Doomed Shoe

Product Drop: ETNIES X DOOMED

Peach Pop hits!

5 Aug 2020
https://www.vans.eu/bmx.html

Latest Content

9p3 GB6v LB Fghqdefault
Play Button

John Corts - Almost Forty

DIY frame builder shredding

12 Sep 2025
R Pc8mf Wp VB0hqdefault
Play Button

CHRIS JAMES - BEHIND THE CLIP

THE ONE THAT GOT AWAY!

10 Sep 2025
Project xtras thumb corey
Play Button

COREY WALSH - PROJECT X-tras

"Welcome to the fucking van!"

10 Sep 2025
IHQV00wjcc8hqdefault
Play Button

'CANADAMERICA' - JERSEY CREW

Breaking Borders

9 Sep 2025
CZD Wuf Bb Y Wwhqdefault
Play Button

FINALS - DIG HIGHLIGHTS - BATTLE OF HASTINGS 2025

"I'm gonna let 'em go and see what happens"

8 Sep 2025
B Dnti8e Xst Qhqdefault
Play Button

VANS 'BEST TRICK' X DIG - BATTLE OF HASTINGS

The madness continues...

7 Sep 2025
Boh 2025 thumbnail park 2
Play Button

MONSTER ENERGY 'PARK SESSION' X DIG - BATTLE OF HASTINGS

"i got nervous, I was like... oh no!" - Daniel Sandoval

7 Sep 2025
373 Dzrg A Woghqdefault
Play Button

BOH FINALS Live Stream - Source BMX - Battle of Hastings 2025

Live from Hastings at 5pm UK time / 9am PST

7 Sep 2025
2
Play Button

BEACH JAM 'BEST TRICK' X DIG - BATTLE OF HASTINGS 2025

"that trick has lived in the foam pit for over 10 years" - Ryan Nyquist

6 Sep 2025
Wy5 TMWC At L Mhqdefault
Play Button

BOH Best Trick Live Stream - Source BMX - Battle of Hastings 2025

Live from Hastings at 6pm UK time/ 10am PST

6 Sep 2025
C1bw L3rc I Mhqdefault
Play Button

BOH Park Session Live Stream - Source BMX - Battle of Hastings 2025

Live from Hastings at 4pm UK time / 8am PST

6 Sep 2025
D473a XA h H0hqdefault
Play Button

BOH Best Trick Beach Jam Live Stream - Source BMX - Battle of Hastings 2025

Live from Hastings at 6pm UK Time / 10am PST

5 Sep 2025

DIG Partner stores

More Dig This

Team kevin peraza boh winner 2025

BATTLE OF HASTING 2025 - TEAM PERAZA TAKES THE WIN

Results, Livestream re-runs, DIG Highlights & more

27 Aug 2025
Dig book cover mock better CROP

DIG - THIS BIKE COULD BE YOUR LIFE - "DOCUMENTING OVER 30 YEARS of D.I.Y. BMX CULTURE" PRE-ORDER NOW OPEN

An all new photo book from DIG focusing on our magazine history and the rise of the mid-school

1 Aug 2025
Thumbnail 2

Product Drop - ODYSSEY '85 Splatter kit

Nord, Walsh stems and Hazard lite rims

29 Jul 2025
Shirt swell k0150m back

Product Drop - KINK 2025 APPAREL

For Fall/Winter

23 Jul 2025
Big boyd black

Product Drop - ODYSSEY BIG BOYD RIMS

Boyd Hilder signature BIG BOYD rims in Black and Coffee.

11 Jun 2025
LOW Street station Saturday Jarvis 1 copy

MONSTER ENERGY 'CASH UP' 2025 - EVERYTHING YOU NEED TO KNOW

Another Year - New Locations - Even More Jams!

26 May 2025
Street station graphic

STREET STATION RETURNS for 2025

"Not your average BMX jam"

26 May 2025
Vans 11 27 21 014 Bruno Gap wall

BRUNO HOFFMANN INTERVIEW - 'FOREIGN'

"I think the scene is doing good..."

21 Apr 2025
RIXIN BIG APPLE ANGLE RAW ON WHITE 2500

PRODUCTIVITY - RIXIN Big Apple Frame

Billy Perry's signature frame - Built around what he needed.

8 Apr 2025
Rad teaser

Rad Day 2025

Anniversary movie screenings and RAD documentary release.

18 Mar 2025
Expert Top 3 Roll On crop

REPO: Keeping it local at the UK 'ROLL ON' Flatland Jam

"My desire was to give something back" – Mike O'Connell

5 Mar 2025
Snow Fight – Naoki Gaman2

20 Tips For Surviving Simple Session 2025

Check yourself before you wreck yourself!

20 Feb 2025