Agenda attendees
Agenda attendees
 

07 Aug. 2012

TRADE SHOW REPORT: AGENDA CALIFORNIA

The surf/skate Agenda trade show continues to grow by 20% each season, according to founder Aaron Levant. Though last week’s show was only the second time in its new home at the Long Beach, California Convention Center, things seem to be settling in quite nicely. “So far, Long Beach has been a great move for us,” says Levant. “It’s still centrally located in SoCal near the home offices of most of our brands and retailers. Plus, it gives us the space we need to grow the show.”

That growth is apparent and the event featured more than 500 exhibiting brands in total. The Primer section of new brands looks healthier and livelier than ever. The show’s staple T-shirt and cool caps were in full force with brands such as Streetwise, Unit, TLR & Co., SoCal, Elusive, Hippo Aesthetics and Dangerman Prestige.

Giants such as Hurley, Toms, Oakley and Billabong still seem right at home in the midst of ping pong tournaments at Skullcandy, a delicious smelling food-truck court and a DC Shoe sponsored eBay auction of pro skater Mikey Taylor’s old Honda Civic, filled to the brim with the new sneaker he has designed for DC.

Peter Grimm headwear showed off 24 years of innovative straw woven lifeguard hats. Their original “Hasselhoff” style sat alongside the “Depp” fedora style along with patchwork looks and hats with handy little zippered compartments. The Matrix booth swarmed with soft tees, hoodies, striped retro tanks and colored khaki and denim.
Filtrate Eyewear at Agenda
Filtrate Eyewear at Agenda

This season, Lost looked to its notable surfboard collection to inspire its colorways. Its microfiber surf trunks are leaner, shorter and brighter than ever. The prints fool the eye in four-way stretch that looks surprisingly like a fiberglass print off a board, neon bleeds or even a tweed or seersucker walking short.

Armourdillo showed off its belt collection, in neon styles, studded retro looks and even pseudo bullet holster versions. Filtrate Eyewear featured new styles plus a chance for a shave or haircut at its booth. Over at Incipio, the maker of the Agenda Show iPhone cover, showcased its unique brown bag packaging complete with lick and stick tattoos plus the company’s Tavik collaboration.

Stance launched its spring 2013 men’s sock collection and announced the first women’s socks for holiday. Softer and lighter than the men’s versions, the women’s socks carry on the same graphic tradition but often add embellishments that stand up to the company’s rigorous wash tests.

Ambig showed its famous hats, wovens and jeans alongside printed swimwear, plaid shirts and denim jackets. The Hershel booth expanded this season with a wide array of back to school backpacks, satchels and travel duffels. Native Union, meanwhile, showed its Hong Kong pop phone, a brightly colored traditional phone headset that plugs into any mobile phone jack.

Finally, the Celebrate Pele booth fondly remembered the soccer star’s 1000th goal by setting up a penalty kick “grassy” area where attendees could take a shot against the San Diego Fusion’s goalkeeper.
Rebecca Paiement

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