Industry News 8/4/2006

Urban Influence Adds New Vibe, Streetwear Brands to ASR

Urban Influence Adds New Vibe, Streetwear Brands to ASR

A fresh crop of urban streetwear brands bring crossover fashion trends to ASR’s floor, September 8-10

San Juan Capistrano, CA (August 4, 2006) – When ASR hits San Diego, September 8-10, there will be an influx of fresh streetwear brands complimenting the 700 surf, skate and youth culture brands on the show floor. New York and LA based designers will add an urban vibe to the already strong beach influence in action sports. The demand from specialty boardsports’ shops for streetwear labels is increasing as buyers look for diversity in their product mix. Brands that are traditionally more urban focused are making the crossover between streetwear and skate a priority.

“The strong influence of fashion in action sports continues to grow within the lines of established surf, skate and snow brands, but also from the many new fashion brands joining the mix,” says Andy Tompkins. “We’re proud to have east coast based, traditionally urban brands looking to ASR as the place to crossover between street fashion and skateboard culture.”
Notable are the many new-to-ASR brands with crossover appeal including Live Mechanics, 9 Grand and Troop. “Our product is unique to this market, the apparel we are doing can bridge between skate and street,” says Chuck Hellman, President of Troop. “Certainly ASR will help us introduce this crossover concept.” With the sponsorship of pro skater Clyde Singleton, Troop is bringing their legacy of NYC streetwear to the skate market. Other first time ASR exhibitors including Robedom, Brooklyn Sky, Fortune, Shmack, Orisue and The Originators will bring collections of men’s and women’s streetwear with an urban touch to the Goldbox Mission at ASR.

Returning to ASR are L-R-G, New Era, Tribal Streetwear and SHUT, all brands with proven traction in both the urban and skate worlds. “We reach the hip-hop, graffiti and Rock worlds, but we also have a small skate team,” says James Germani, General Manager of Tribal Steetwear. “Our clientele is lifestyle, urban and skate, so ASR is a good place for us to reach out to wider markets.”

Adding to the urban style on the ASR floor, new skate footwear brands Zoo York, Supra and Dirty Getto Kicks will be exhibiting this September.  Pro skater, Stevie Williams’ new label Dirty Ghetto Kicks, produced in a partnership with Reebok, will make their ASR debut.  NYC based Zoo York will launch their new footwear line at ASR this fall.

Be sure to catch ASR in San Diego - Next show hits September 8-10, 2006