Industry News 7/26/2007

Swim Travels Time on the Runway and in the Aisles at ASR September

Swim Travels Time on the Runway and in the Aisles at ASR September
Over 160 swim lines showing at ASR, September 7-9 in San Diego

San Juan Capistrano, CA (July 26, 2007) – The world’s hottest swim brands are diving into ASR September as a record breaking 160+ labels are set to debut spring lines at the event. Spurred by location, a desirable buyer mix and added benefits including a fashion show and designated swim area, ASR is the meeting place for swim in 2007.
“As emerging and established brands look for expansion globally, they are looking to ASR to provide a fitting marketing platform along with a diverse mix of key buyers.  We’ve strived to create a platform where swimwear can be displayed alongside surf, skate, and streetwear brands,” says Andy Tompkins, ASR Show Director. “Today they not only coexist, but complement each other by giving buyers a high energy, all encompassing look at the youth culture, fashion and action sports market.”

ASR and FOAM Magazine will present ‘Hourglass’ a runway show styled through the decades. The show starts with the bohemian 60's/70's styling that is a dominant trend for spring 08 and follows through the decades to the futuristic fads with sequins and metallics that are emerging for spring.

Young contemporary apparel is accented with the flirty, fast-paced swim segment that buyers and media have come to expect from the ASR Runway. The fashion show runs twice during ASR, on Friday and Saturday at 2:00 in Hall E, the swim area.

Included in the 160 swim brands are emerging, designer and Brazilian swim lines from a wide variety of manufacturers including True Religion, L*Space, B. Swim, Ondademar, RYGY, Vix, Salinas, Vitamin A and Cia Maritima. Surf rooted brands including Reef, Volcom, …Lost, Roxy, Rip Curl, Hurley, Aaron Chang, Billabong and O’Neill will show collections that blend on-trend swimwear with practical pieces designed for surfing.

"I feel that ASR is constantly attracting the better boutique and specialty stores rather than focusing strictly with the surf business,” says Monica Wise, President of L*Space. “There are a great blend of retailers that L*Space crosses over to and we have seen a huge increase in accounts opened at ASR.”

Many trends showing up in spring apparel tie back into swim collections both in patterns and styling that compliment covering up. “Whether we’re talking dresses or tunics, it is all about volume. Just throw it on for the beach and be comfortable,” says Mary Miller, O’Neill Juniors’ Design Director.