California Apparel News

A new menswear show called Fi3 took flight at Barker Hangar at the Santa Monica Airport, but it had a different twist.

It was a mash-up of men’s fashion, conferences and music. Held July 7–8, the show hosted 60 specialty men’s brands that varied from apparel to accessories, including bags, footwear and unisex jewelry.

Barker Hangar is a popular venue for fashion-forward events. For a while it was the site of the annual Barneys New York warehouse sale.

To keep with that fashion-forward, edgy atmosphere, the 35,000-square-foot building in Santa Monica, Calif., had a display of classic-looking motorcycle bikes custom made by Eastern Fabrications and Seaweed and Gravel. They were displayed in the front entrance to set the tone for an urban, modern vibe.

The trade show also featured a retail pop-up shop, Fi3 Supply x Wittmore, that had a selection of men’s brands showcased by Paul Witt. The Wittmore pop-up carried brands that could be visited on the trade-show floor and an additional 15 that did not exhibit, including Apolis, The Essential Man and Robert Siegel Ceramics.

Fi3 is the brainchild of André Warren and Bernard Campbell, who once worked for Advanstar and wanted to create a platform for premium menswear brands.

The consumer-friendly event gave people the opportunity to gain some insight into a trade show. The public could listen to talks and panel discussions. Brands could sell directly to the public.

Accessories brands such as Capital Eyewear, Capsule Wallets and shoes by Oliberté, Northern Cobbler and Shoes Like Pottery were exhibiting. Several denim brands were present, and a good range of ready-to-wear lines also showed.

Madelyn Krevitt, the men’s sales executive and brand manager for Gypsy 05, was excited about the show. The casual line features men’s twills, T-shirts, sweatpants and long sleeves. “With a new show like this, we hope to gain exposure, especially in menswear, which isn’t as well known,” she said.

Kevin Brennan of Hudson was looking for new and progressive ways to work at a trade show. “Bernard and André are really doing something cool. I think their ideas are a little bit ahead of their time, and it is a great way for wholesalers and retailers to be a part of [something special],” he said.

The Hudson rep said a few retailers stopped by, which gave him a chance to connect with people he might not have seen.

Courtenay Nearburg of Krammer & Stoudt was excited about showing her company’s menswear line at the new trade show. “Los Angeles really needs an infusion of new energy—and in the fashion market, specifically. We feel with Fi3 being here, it’s kind of a revitalization,” she said.

Nearburg hadn’t placed any orders in the early part of the show, but she had a few target retailers she expected to see the next day.

Sabrina Harper, West Coast account executive for Mavi, felt the show was appealing because it had an alternative vibe. “It’s also great to participate in any type of men’s show, especially because it’s local and in Los Angeles. We want to meet new brands, buyers, and the more exposure, the better. It’s also a great venue, and it’s different than what we are used to,” Harper said.

Fashion veteran Christopher Enuke was also on hand. As creative director of Kasil Rare and Kasil Workshop, Enuke feels the “DNA” of apparel in Los Angeles is mainly women and Las Vegas trade shows. “This is a men’s show. It is also a pre-market show, so a buyer that comes here now gets to see Spring early and begins to take notes or whatever they are fully passionate about or they get to take orders now,” he said. “This is something that is going to become more of a staple.”