Ethika is a lifestyle brand founded in 2001 by Malcolm McCassy, Travis Pastrana, and Ryan Sheckler, based in San Clemente, CA. It started by producing videos and initially made underwear for its team of athletes and artists before expanding to a public audience. The company focuses on creating quality products and building a sense of community, or "FAMILIE," with its customers through collaborations with artists and athletes, notes Ethika NZ.