Agenda Returns to San Diego
Alternative apparel trade show Agenda, which debuted in San Diego last September to coincide with the resident Action Sports Retailer Trade Expo, held its second installation Jan. 17–18 in the same warehouse venue situated off the downtown Gaslamp District—just minutes by foot from the ASR show at the San Diego Convention Center.
Agenda featured about 50 new and returning lines, including Apex Museum, Livity, Leche, Nike Skateboarding, Outdoor Terrier and Howe. The exhibitor attendance decreased from last season’s turnout of about 70.
The exhibitor lineup included mostly men’s progressive lifestyle apparel, footwear and accessories with a few womenswear labels, including the apparel and accessories line Megami Boogie and a relatively new activewear line by Nike called White Label.
Sales were unpredictable according to some reps, but traffic remained steady throughout the weekend, with curious retailers and local boutique owners dropping in to peruse the show’s eclectic goods.
New Agenda exhibitor Monica Martinez (a.k.a. MonaFreaka), designer of Irvine, Calif.–based Megami Boogie, showed at ASR last season. This time, she decided to display her “Arts & Crafts” flavored Spring/Summer 2004 collection in a setting that reflected the lifestyle and concept of her creations.
Bottom lines may be the main subject of discussion at larger trade shows, but Martinez said Agenda’s atmosphere is more interpersonal, providing designers with a place to display their wares and “put their personality on the table.” Martinez drew from her experience working in the girls’ division at surf label O’Neill prior to launching her line. “It’s obvious here that work is no different from your life,” she said.
Aaron Levant, one of the show’s organizers and the designer of men’s line Grnappletree, was optimistic that Agenda —with its unique approach of infusing art, music and fashion—will expand and grow in the industry. Levant and Agenda cofounder Luis Pulido recently held a smaller version of Agenda at the California Market Center during Los Angeles Fashion Week in November. The two plan to bring the show back to the CMC in April.
Levant said he and Pulido are looking forward to increasing the number of new categories and resources in the future while constantly seeking out more women’s lines to include in the show’s currently menswear-dominated marketplace.
—Mark Pagaduan
