Billabong's Roadside Attraction
Billabong celebrated the launch of its Fall 2012 collections in true surfer style. From Jan. 31 to Feb. 3 the company showcased its stable of brands beachside at the Surf and Sand Hotel in Laguna Beach. The mega-company’s trade show event, titled The Roadside Attraction, was created for marketing and sales - and there was plenty of time for some after hours fun.
Retailers from across the country flew in to check out the latest collections from Billabong, Element, Nixon, RVCA, Sector 9, DaKine, Von Zipper, Xcel, Honolua Surf Company, Kustom and Plan B. In addition to showrooms, there were themed marketing installations for media and buyers to view the latest looks.
Throughout the various brands, there was a mix of style and innovation with special collections, artist collaborations, eco-projects and technology. Billabong women's cleverly displayed its Designer’s Closet and Whitewash collections, which were created to push the fashion edge. The brand’s typically bohemian style emerged this season with Native American prints, rock n’ roll t-shirts and cute sweaters decorated with hearts. Andy Davis and Billabong joined forces to craft an organic and recycled collection of 12-15 pieces. The Made for Livin collection included denim and pants and the Garage Collection was made up of modern original tailored garments with a handmade feel.
Element showed its evolving sophistication inspired by its East coast outdoor roots. Striped shirts, quilted vests, hiking boots and hooded jackets created a cohesive collection. A recycled skateboard project is in the works for Fall. Stay tuned...
VonZipper had a decidedly rock n’ roll flavor. Music memorabilia, polarized goggles and some serious shades were the look. Nixon continued to push the edge with some very fashionable watches and high tech speakers geared for the iphone. RVCA opted for Hula girl mannequins - complete with swaying hips – to set an island mood. An artist driven product showcase included larger than life surf and skate imagery.
Following the event, guests were transported to Seven-Degrees, a private event space, for dinner, drinks and a special performance by Chevy Metal. If you’ve never heard of the band, you might, however, recognize these famous names, Chris Schifflet and Taylor Hawkins of the Foo Fighters.
Here are some pics from the event.
Aloha spirit
Billabong
Billabong's installation
RVCA
RVCA
DaKine
Nixon
Element
Element's upcoming skateboard project...
Von Zipper's rockin' installation
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Von Zipper
