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Gaining a Softer Edge, Moto’s Presence at ASR Grows

December 1, 2006

Gaining a Softer Edge, Moto’s Presence at ASR Grows

Proving that moto is no niche, brands introduce larger lifestyle lines at ASR January

San Juan Capistrano, CA (Nov 30, 2006) – Fashion forward clothing lines are a major and growing force throughout the action sports industry. This January 25-27th at ASR, the motocross industry accelerates its movement into soft goods with fashionable men’s, women’s and juniors’ offerings for fall. While surf and skate brands have been making headway into the apparel industry for years, brands with moto roots including Fox Racing and Alpinestars are now joining established action sports brands on contemporary fashion racks.
“A lot of the different categories are looking to action sports fashion to further their businesses,” says Andy Tompkins, ASR Show Director. “With established brand names and crossover appeal, the moto industry is ripe to flourish on the fashion side.”
Much like other major action sports brands, companies with moto roots are developing more sophisticated fashion lines. “With the enormous popularity of motorsports worldwide, it is natural that fashion looks to this style for inspiration,” says Gabriele Mazzarolo, Alpinestars President. “At the same time, youth culture influences the style and designs of our technical gear, so it works in both directions.”  

Pete Fox, Chief Creative Officer of Fox Head, Inc. agrees that moto industry players have a great deal to offer to action sports retailers. “It's about having great product at the right time. Fox has been a ‘core brand for a long time, but as a fashion brand in the action sports industry, we are new blood. I think we have stayed true to core brand beliefs, bringing some freshness to an established market.” Other moto brands such as Metal Mulisha, which was recently acquired by La Jolla Sport, owners of the Lost… and O’Neill lines, are also poised to expand into more fashion-oriented products.
Pointing to increased crossover participation between action sports and motocross, established moto labels are making bigger pushes into the surf and skate markets by building sponsored teams promoting correlating product and accessories. On the flip side, traditionally surf and skate brands such as Etnies, Vans, DVS, Lost…, Matix and DC are seeing growth potential through moto lifestyle retailers.  ASR will once again provide the platform to showcase the continued evolution of action sports fashion.

Don’t Miss ASR in San Diego, January 25-27th!