11 Jan. 2012
AGENDA SHOW MAKES ITSELF AT HOME IN LONG BEACHThis past week, the Los Angeles beach suburb of Long Beach welcomed its first ever Agenda show and, with it, more than 450 of the hottest brands in surf, skate and action sports. "Today was amazing,” said Agenda creator Aaron Levant, who has watched his show grow to overtake and encompass other sports shows such as ASR. “We had record attendance. All the exhibitors are ecstatic and we're really happy. I think it's a smash hit." With an opening party featuring DMX and an Agenda sponsored “Schmooza Palooza” job fair, Agenda is a truly important, focused sports show.
Agenda represented the usual suspects such as Vans, RVCA and Hurley but also strong graphic tees by the likes of Streetwise, Big Black, SRH and Skin Industries. The Primer section showcased newcomers like Effect Apparel tees, velvet flocked selections by MS+KN and SoCal’s own Odd Men Out.
The Barricks skate area was teeming with deck distribution including old school Peralta and Vision selections as well as “Shoot All Skaters” stickers and the requisite artists painting on screens throughout, sponsored by Neff.
Over at Element, slim line sneakers and hiking boots stood out among cloth puffer jackets, color blocked outerwear and the brand’s Conscious by Nature program of 100% sustainable fabric. The brand holds true to its “Changing Lives through Skateboarding” philosophy, reaching out to inspire youth culture with positive energy. The Element women’s collection teamed up with double amputee Amy Purdy whose attitude inspired the line of crochet, jersey combinations and flowing pretty fabric selections.
V.S.T.R displayed its phenomenal cloth pack, showing just how much stuff you could fit in there, along with the tagline, “If it doesn’t fit in this pack, you probably don’t need it.” Brixton had its expected line of tees but threw in a few surprises such as a loud Hawaiian shirt.
Skullcandy continues to dominate the performance audio market, with jackets and soft goods fitted with ear buds and a line of coveted headphones. Over at Stance, associates offered foot massages and a philanthropic sock exchange, trading the attendee’s old socks for a new pair. The old pair promised to be washed and donated to those in need…of new socks. And Peter Grimm hawked its uber cool fedora collection.
Lost is paying homage with retro print button ups, clean board shorts in bright colors and shorter lengths. The Lost: Black Sheep women’s collection launched its spring and summer 2012 edgy, earthy line featuring knits, crochets and chambray.
Meanwhile, at surf giant O’Neill, simple, clean silhouettes were influenced by four main themes: workwear, military, summer and futurama. The brand is pushing its non-denim bottoms, knits and layered looks. The Rusty booth modernized “retro” with boardshorts in eco-stretch, four way and tech stretch fabrics, stretchy chinos and rigid, cotton denim.
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