Agenda New York
12 Jul. 2013
Agenda celebrates NYC editionAgenda, the trade show for streetwear and action sports brands, wrapped another winning New York City edition yesterday and drew healthy numbers despite the fact that the two-day show took place more than a week before the official start of NYC’s men’s spring 2014 market.
Founder Aaron Levant told Sportswear International: “We had 25% more retailers at this show than the last one we held during market week. It’s encouraging to know that we can stand on our own.”
The show was once again held at the 82 Mercer loft space in SoHo and showcased 161 brands on two floors. The line-up ranged from bigwigs such as Reebok, Levi’s, Vans, Onitsuka Tiger and Converse to streetwear newcomers such as Standard & Grind, a men’s line in its second season that features original camouflage-print and distressed denim bottoms and tops. The former category retails for a mere $55 each.
While many brands unveiled their spring 2014 collections at the show, several such as WeSC, 10 Deep and Staple were still showing fall or holiday 2013 and said they would reveal their summer collections at either Agenda Long Beach later this month or Agenda Las Vegas, the first edition of which will take place with the rest of the trade shows there in August.
While there was no single trend or brand that completely dominated the show, it was clear that streetwear is shedding the stark, dressier/preppier image it has had the past few years and returning to louder prints, graphics and colors of yore. As Levant said as he pointed to a floral print on display at 10 Deep, “We haven’t seen things like that since about eight years ago.”
Such colorful and playful graphics were seen on tees and tanks at Glamour Kills and on the graphic tees of California-based Ames Bros., which showed a lawn-ornament pink flamingo and a garden gnome wrestling on one shirt and a cartoon haystack saying “Hay!” on another. Ames Bros. also showed its new Made in the USA collection, which is priced just a few dollars more than its standard line and has better quality fabrics.
Graphics were also important at the headphone brand Skullcandy, which showed a snakeskin print model from the Eric Koston Signature Series and a camo model by authentic hunting brand Realtree. Likewise, sock brand Stance offered pairs with bandana prints, a collaborative set created with the hip barber shop The Kings Club in Dana Point, California and many other colorful and eye-catching offerings. Vans, meanwhile, showed its new graphically driven footwear collaborations with The Beatles and the ASPCA.
Retro references, especially regarding the 1980s and early 1990s could also be seen often at the show. Bag brand Herschel Supply Co showed packable, fold-up-into-a pouch travel totes that were reminiscent of childhood windbreakers while HB Super by Hoodie Buddie, a collection of machine-washable men’s and women’s sweatshirts and tops with headphone buds built in, based its spring collection on a specific year, 1991. It included printed Tyvek tops, a women’s model with mesh shoulders and men’s slightly faded bright solid-color hoodie that was spot-on to that year. (There are pictures to prove it!)
At the Onitsuka Tiger booth sales and marketing coordinator Alina Weinreis explained that retro performance running shoe styles are now the number one picks of street/lifestyle consumers and noted that neon sneakers are still performing very well, more than a year after they made a splash at the Olympic Games in London.
Finally, casual, beach-inspired footwear brand Sanuk revealed two new developments for spring 2014: Thinovation, a new version of its classic Sidewalk Surfers without their signature side edges, and Instaplay, a new waterproof footbed for its sandals.
The next Agenda show will takes place in Long Beach, California July 25-26, 2013.
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