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Longstanding skate brand etnies has gone through considerable change over the years, as any brand must to maintain relevance — bringing several poignant models to skateboarding over the years, and working in affiliation with names like Arto Saari, Rune Glifberg and Jason Dill. Armed with ample experience in marketing, branding and the retail industry, James Appleby recently joined the label as Global Brand Director, bringing with him his know-how in developing, building and delivering brand strategies to the eponymous skateboarding brand. Managing multiple teams on an international level, Appleby’s globetrotting schedule alongside previous tenures with Globe, Dwindle Distribution and Sole Technology, provides him the expertise needed to execute effective marketing and branding campaigns — most recently for the etnies Scout. In our latest Essentials, the British Brand Director lets us in on his list of must-have travel articles. Alongside toiletry and pieces to combat the unpredictable weather, Appleby also keeps a risqué item close to remind him of his spouse.