Deathwish Skateboards co-founder Erik Ellington has officially launched his new business venture outside of skateboarding.
Ellington is now a proud owner of a non-alcoholic brew brand called "Easy Does It."
If you know anything about Ellington’s past, this is kind of a wild but fitting development.
Back in the early 2000s, Ellington was known for being part of the Piss Drunx crew. That era was heavy. Big stair sets, gnarly afterparties, and enough booze to drown a tour van.
His part in Baker 3 became a piece of skate history, especially the moment when he landed a huge backside bigspin down the Carlsbad gap and screamed, “Get f*cked up tonight.” That clip is still passed around like a badge of honor.
Now, nearly twenty years later, that same pro skater has decided to flip the script.
Instead of getting hammered while skating hard in the streets, he’s offering an option for people who want the taste of a good beer without the side effects that come with alcohol. His reason for making it?
Straight from the man himself:
“I missed shotgunning beers, so I made a non-alcoholic one. Not gettin f*cked up tonight. Available tomorrow. easydoesitbrew.com”
Simple. No sales pitch. Just something he wanted for himself and figured others might be into as well.
Easy Does It has a clean and crisp taste with just enough bite to feel like the real thing. It’s not loaded with marketing lingo or trying to be some fancy craft drink. It’s beer without the booze. And it’s made by someone who’s seen both sides of the party.
This isn’t about pretending the past didn’t happen. It’s more like acknowledging it and doing something different now.
Ellington isn’t trying to rebrand himself as a wellness guru or pretend he never lived fast. He just wanted to create something that fits where he’s at these days. It feels genuine because it is.
Skating has always had space for change. People grow up, go through it, figure things out, and sometimes come back with something that makes sense for a different chapter. That’s what this feels like. Not a clean break from the past, but a new angle on it.
So if you ever found yourself missing the ritual of cracking a cold one without the foggy head the next morning, Ellington’s got you covered.
You can check it out and buy yourself some at easydoesitbrew.com.