In 1989; Pierre Andre ends up owning the American branch of Etnies after running it for a long time, making it the worlds first skater owned shoe company. In 1985; Rautureau Apple was bought out, making Pierre worried about his stake in the Etnies brand. Due to this Pierre takes all the shoes he was going to distribute that year and re-labeled them as Etnies-America or Emerica. The creation of Emerica completely killed Etnies for the American market in favour of Emerica. In 1996, Pierre is able to buy out the Etnies brand, giving him ownership of Etnies, Es, and Emerica. Emerica becomes the more 'raw' and straight forward shoes out of Etnies.