California Apparel News

Core surf and skate brands are no strangers to the MAGIC Marketplace and Project Global Trade Show in Las Vegas. Brands such as RVCA and Ambiguous have been regulars for years, and others, including Insight, have helped create buzz with their fashion- right styles. Now, with the economy slowing and boutique buyers increasingly mindful of price points, many of these brands shine even more brightly in the desert.

Israel Gonzalez, buyer at Barracuda, a Los Angeles–based upscale streetwear boutique, said that while he continued to shop Project for high-end brands such as Orthodox, Cassette and Converse by John Varvatos, brands such as RVCA and Insight came more into focus.

Already hanging in Barracuda and holding their own against the pricier brands, the surf/skate brands have enjoyed better sales than their more-expensive counterparts. “We still have customers that want the more expensive brands, but the majority are looking for mid to low prices,” Gonzalez said.

Barracuda owner Miguel Garcia, who moved the store into a 5,000-square-foot location at 7769 Melrose Ave. in January, said while price is becoming increasingly important, style isn’t falling to the wayside. “It is important to have the right product story. Insight is being influenced by real fashion, and the crossover is interesting. If they didn’t have the right look, we wouldn’t buy it,” he said.

Randy Brewer, general manager of the Villains boutique in San Francisco, said he buys fashion from skate/surf brands such as RVCA and Insight to sell alongside more high-end brands because if he cut the labels out of their clothes, “people wouldn’t know it is a [lower price point]—which I love. I shop for perceived value. If I see a jacket for $300 and it looks like a $300 jacket, I have no problem buying it. If I can get the same quality for less, that’s great.”

Larry Castro, national sales manager at Insight, said the mix of style and price isn’t a fluke. “That’s been our niche from the very beginning—fashion-forward fashion at ASR prices,” he said, referring to the key boardsports show, Action Sports Retailer Trade Expo. And it seems to be working. Upscale boutiques that bought the brand last seasonreturned this season, and the brand enjoyed strong walk-in traffic from the likes of Patricia Field.

But besides good product at better prices, surf/skate brands offer something more intangible.

Eric Thomas, vice president of sales for Costa Mesa, Calif.–based RVCA, said the brand “sits in a lot of different worlds. Coming from the surf/skate arena and with our artist programs, we have a certain street credibility. So, we’re interesting to boutiques because we’re a good opening price point, which just happens to be what they need right now, but we offer something extra—a little status.”