California Apparel News

When the going gets tough, the tough go…bowling. That’s how the buyers and reps attending the semiannual WestCoast Trend Show handle the rigors of the menswear trade.

WCT’s “Rock Bowl” event, the latest taking place on Aug. 2, has become a new tradition at the menswear show, which is held twice a year at the Embassy Suites LAX. After a day of pitching high-end menswear and shopping labels, most of the group casts their competitive differences aside and heads to the nearby El Dorado Lanes for a night of fun.

“It allows you to high-five a customer, laugh at a gutter ball someone throws, tease somebody’s terrible form while having a beer at the same time,” described show producer Ken Haruta. “It is something that all of us do not do on a regular basis, so it allows us to get to know each other a little better.”

The atmosphere is a part Vegas, part rock 'n' roll. The lights are turned down and the music is pumped up to enhance the atmosphere.

“The next day there is a buzz about how much fun everyone had and a little teasing, which breaks down the barriers between the retailer and vendor. In my opinion, building relationships with your customers takes time and effort and those that do it become more successful, and I believe that bowling is a fun way to start building a relationship,” added Haruta.

Bowling has become a cool pastime for other fashionistas. Several fashion events have been held at the Lucky Strike lanes both at Hollywood Highland and at The Block in Orange.