Industry News 6/9/2006

Industry Vets – Bradley, Madison - Launch Atwater, “City Surf” Line

Industry Vets – Bradley, Madison - Launch Atwater, “City Surf” Line

-New Brand Bridges Gap Between Surfwear, Streetwear and Contemporary Fashion-

Atwater, the highly anticipated Newport Beach based surfwear line created by surf apparel industry design veterans Dean Bradley and Scott “Spides” Madison, announce the launch of their first collection. Atwater made its debut at the ASR Holiday show May 31st. The new Atwater brand is an avant-garde line of casual wear created to fill a niche in the surfwear industry through combining classic surf styles with a street edge.

“We are committed to making a fresh new line but staying true to our surf roots and not conforming to the volume surfwear model. We still believe the consumer wants a better product while maintaining a high level of design that is tried and true,” said Dean Bradley, founder and designer of Atwater. “We want to bring back the quality to the surf tee and boardshort without the $100 price tag,” he continued.

Frustrated with the average T-shirt quality and fit, Atwater created their own custom fit tee with a heavier weight cotton that remains soft and buttery to the touch. The comfy 100 percent cotton T-shirts are constructed in the U.S.A with high quality materials, and combine innovative washes and grinding treatments. Each shirt is adorned with the embroidered Atwater logo on the left sleeve.

At the ASR debut, Atwater unveiled the first ever button fly boardshorts. Styles include the flagship mascot inspired “white tiger” short, beach sublimated short “Tavi” and the “Solid”, made with a silicone encapsulated fabric engineered to be the fastest drying boardshort available.

“My goal is to make the best fitting, most comfortable, well constructed and functional boardshort that looks really cool and will last,” said Madison. “I think we have accomplished this in this first line.  I want the consumer to feel good wearing our gear.”

Other “city” inspired pieces of the line include the “Soho” poly/cotton/nylon khaki and black fur trimmed jacket and the classic fourteen wale “Mike Q” corduroy blazer with leather trim. Another key style is the enzyme washed and hand treated brown and army colored plaid “Newport” pant.

About Atwater
Atwater represents the freshest face of modern surf apparel. Created by native California design veterans Dean Bradley and Scott Madison, Atwater’s aim is true…to give profound respect to the beach culture and heritage of Southern California. Atwater consistently draws from the classic heritage of beach life, simultaneously incorporating an elegant, fashion-forward and more sophisticated side to casual surfwear that we call “City Surf”. The Atwater line strives to bridge the gap between surfwear, streetwear, and contemporary fashion and consists of T-shirts, boardshorts, walkshorts, pants, jackets and accessories.

About Dean Bradley
A graphic and fine artist, Creative Director, Dean Bradley is internationally recognized and considered a culturally significant designer in the new school art movement and surfwear industry. Bradley’s love for the beach culture has helped shape his graphic thinking and spirit of independent design. Prior to starting Atwater, Bradley served as Art Director for surf industry giant Hurley International where he began designing T-shirt graphics and transforming his artistic abilities into commercial success. During a six-year career with Hurley, Bradley became known for his versatility in original T-shirt graphics for the men’s and girl’s T-shirt lines. Bradley consistently created best-selling designs that continued to increase sales while always setting new T-shirt design trends in the industry.

About Scott “Spides” Madison
The recognized “boardshort specialist”, Design Director Scott Madison combines his love of surfing and fashion into the Atwater brand. With more than 15 years of experience as a designer, Madison established himself as a dominant industry player as the head of design at Hurley International, Madison played a crucial role in the success of Hurley at the transition from Billabong to Hurley in 1999. Madison is highly recognized for his design innovations and credited with creating some of the industry’s top selling pieces by bringing menswear fashion influences into boardshort design.