Industry News 8/26/2005

Next Big Thing for Swim, Sportswear to Strut ASR’s Runway 4 Times in 2 Days

Next Big Thing for Swim, Sportswear to Strut ASR’s Runway 4 Times in 2 Days
Juniors’ lines from skate industry leaders go fashion, swim looks to Brazil

Laguna Beach, CA (August 24, 2005) – As action sport brands make a bigger commitment to fashion, ASR provides the platform to show it off. Due to popular demand, the number of fashion shows at ASR is quadrupling. September 9-11th, San Diego is the place to check out the hottest new trends in swim and juniors and men’s sportswear on ASR’s high-energy runway. Brazilian styling is influencing swim lines across the board for Spring 2006. On the sportswear side, skate brands are putting forward true fashion lines for girls. Finally for spring, look for the most complete head to toe juniors collections ever from the surf brands. This is your chance to see which brands are doing it best.

Models from leading agencies will walk a range of surf, skate, snow, swim and youth culture styles down the ASR/Elle Girl Magazine runway with hairstyles by Head Games. There is glitz and glamour, but the fashion shows are an essential tool for trend forecasting. See the hottest styles in action with collections from the industry’s established and emerging brands. Then check out the brands up close in booths around the floor.

ASR’s runway is known for putting on flirty, fast paced swim shows. This September is double the bikini for your buck with swimwear walking the catwalk twice on Friday the 9th. Southern California holds the leading forces in swimwear in its backyard, so it’s only natural for ASR to provide the platform. Over 90 swim brands can be found on the ASR floor. Find favorites such as Vitamin A, Salinas, Dahlia, Rygy, Vix, Roxy, L Space, Billabong, Aaron Chang and Lucy Love.

“The fashion show creates excitement for the brand and interest from new buyers,” says Amahlia Stevens, Designer/Owner of Vitamin A. “It is a great opportunity to show off how well the suits actually fit.”

Brazilian lines and styling have invaded the swim market worldwide, with skimpier bottoms, mix and match pieces and boho prints. See international brands such as Cot’n US, Cia Maritima, Pompei, Phax, agua de coco, Blue Man and Floripa using ASR to dip their toes into the US market. “In Brazil, women pick fashions that pay attention to being a girl and celebrate femininity,” says Kerri Sengstaken, who distributes Cia Maritima in the US. Look for feminine touches in the form of embellishments, sexy cuts and soft international prints across the runway. “The Brazilian styles are influencing every single suit,” says Jill Lockhart, ASR fashion show director. “Swim will be sexier than ever at ASR this year.”

Saturday afternoon at one and four o’clock, sportswear gets its day to shine. For the first time at ASR, men’s clothing shares the runway with juniors. High end washed denim mixes with print sleeved knit shirts throughout men’s lines. For the girls, skate brands are going above and beyond with full juniors clothing lines. Look for cute skirts, stylish tops, fitted slacks and accessories. Girl’s skate look for fall is, “not traditional skate. Instead it’s very fashion driven.  They look great!” comments Lockhart. Skate based companies, Etnies Girl, Nikita, Matix, Element and Zoo York will have complete girl’s fashion lines on display on racks and select styles on the runway.

On the surf side, companies are presenting bigger, rounded out lines. Lockhart says they work well together. “Design teams at these brands are very in touch with their target market.”

For a full listing of swimwear brands at ASR, go to www.asrbiz.comand check out the exhibitor list.

ABOUT ASR
ASR, a division of VNU Expositions, is a full service tradeshow whose goal is to create, market and produce high quality tradeshows and educational conferences.  ASR is the leading action sports industry trade event, bringing together top manufacturers, retailers, industry advocates and media to conduct the business of surf, skate, snow, swim, style, moto and youth culture.  Now in its 24th successful year, ASR gathers over 500 action sports brands and approximately 7,000 retail buyers and decision makers three times a year, with Spring and Summer season shows in San Diego and ASR Fall in Huntington Beach. For additional information regarding ASR, please contact Lora Bodmer at Deep Communications by phone, 949.200.7134, email,
lbodmer@wyoming.com, or check out www.asrbiz.com.