The Surf/Street/Skate Lifestyle at Agenda Huntington Beach
Shown editing a sunglasses buy in the Raen Optics booth here, these buyers had fun trying on the prescription glasses too. Their sarcastic conversation went like this, “Do I look smarter? I feel more intellectual.” “Whoa. You’re going to cure cancer.”
Since ASR called it quits, Agenda inherited many of the action sports brands that were suddenly without a West Ccoast trade show home. The latest addition held at the Hyatt Regency in Huntington Beach was an eclectic offering of surf, skate and street lifestyle brands. Here, a visual tour of fashion highlights seen on the trade show floor. Check out the official rundown story, “Strong Turnout at Agenda's Huntington Beach, Calif., Show” out in the paper today.
Expect to see colorful legs next Spring. At the Insight booth, printed floral pants and dyed denim.
Insight is following up its famous trunks printed to look like denim shorts with more photo realistic knit prints, inspired by the “yarnbombing” street artist Magda Sayeg. Her knitting artwork is featured in Insight’s ad campaign, in the Insight store in Venice, Calif. and documented on her website and blog that could not be more appropriately-named, “Knitta, Please.”
Vans consistently surprises with interesting artist, designer, surfer, skater, who's who tastemaker collaborations. One of its newest is a collabo with RIT dye. A pair of white boardshorts will be sold with a package of RIT dye and this time you get to be the artist and dye-it-yourself.
Retro surf looks have been trending the past few seasons and O’Neill is celebrating 60 years by reissuing original vintage graphics on its fleece.
Canadian brand, Herschel Supply Co. has exploded since they launched, capitalizing on the demand for classic backpacks. Jamie Cormack, one of the sibling co-owners of Herschel described the accessoriesas inspired by the idea of a Vans shoe or Chuck Taylor—affordable price and classic design.
Quiksilver Girls collection had tons of adorable vintage-inspired prints. This one is an original 1970s “Hoffman” fabric print that we plan to wear next time we go to Palm Springs.
Previously licensed to La Jolla Group, …Lost took its clothing design back in-house and debuted its new men’s collection. Expect to see a redesigned logo and a graphic story that leverages its reputation for being able to make killer surfboards.
Men's brand SLVDR is all about being a good samaritan with its surf and skate outreach programs for underprivileged youth. Its sweaters have hidden messages printed on the inside for the everyday man.
Analog introduced its signature “Wheel Wash” denim last year, which uses old skateboard wheels in replace of stonewashing or other techniques. For Spring ’12, the company wheel-washed its boardshorts and non-denim pants, to bring that same worn, soft hand feel into its other categories.
DC showed its higher-end concept line, NVRBRKN in the Berrics section of the tradeshow. The Berrics was where the core skate shoe brands and skateboard decks lived, which meant that after a skate session, it smelled a little bit like sweaty teenagers down there.
We’ll let AMBSN's prints speak for themselves. Support USA made goods and please follow the washing care instructions.
Volcom’s booth was packed all day long. And not just because they had imported Imperial beer from Costa Rica. The women's collection has been pushing the fashion edge in silhouettes like graphic bike shorts, hammer pants and convertible tops. Spring '12 forecast is that boys will be trading in their jeans in favor of more chinos and non-denim pants. Imagine the Volcom trade show uniform pants worn on this employee (below) in colors like burnt orange and mellow blues.
