Industry News 8/27/2007

ASR Goldbox Mission Highlights Emerging Brands

ASR Goldbox Mission Highlights Emerging Brands
Up-and-coming labels, ranging accessories, boutique fashion, urban, skate, surf and snow bring fresh diversity to the action sports market at ASR September

This September ASR is putting the spotlight on the new brands in the Goldbox Mission presented by Boost Mobile. The line up of labels showing in the Goldbox Mission this September 7-9th is a diverse mix of urban, art driven, celebrity backed, fashion forward and of course, up-and-coming surf, skate and snow rooted companies. Savvy buyers have learned that the Goldbox Mission is the first place to search out the next big thing.

“The Goldbox Mission continues to fill an important role in our industry, it allows small companies to come in, while giving buyers an opportunity to find new labels,” says Andy Tompkins, ASR Show Director. “We now see the proof that the Goldbox Mission is a success as each season more of the brands reach a critical mass. They’re expanding beyond the emerging section into established labels that need a full booth on the show floor to meet buyer demand.”

Star power is set to fill the Goldbox this September, as musicians, skaters, artists and TV stars look to ASR to unveil their new brands. Big Black himself will be in the Goldbox on Saturday, the 8th to help launch his new label. “Big Black’s apparel line, BB, has taken off so quickly that it’s important for us to reach out right away to the huge buyer audience at ASR. Because we’re a start up company, the format in the Goldbox area is the perfect opportunity to focus on meeting new accounts and “Doing Work” without having the demands of building an extensive booth structure,” says John Dewey, Sales, Big Projects, Inc.

Pro skaters Erik Ellington, Jim Greco and Terry Kennedy will be in the Brigada booth and Matt Hensley can often be found at Innes. Angels and Airwaves, Tom Delonge’s Band, is stopping by Macbeth, a new footwear and apparel company. Just across from the Goldbox, RVCA will have a star presence as well with “The Balance of Opposites” signing, featuring RVCA’s team of artists, skaters, surfers, DJs and more on Saturday starting at 2PM.

Fashion will join the art and music mix as the Boost girls sport emerging styles on the Goldbox runway every afternoon. "Boost Mobile shows its ongoing commitment to supporting the industry as well as providing a unique opportunity to new and emerging brands as the presenting sponsor of the Goldbox Mission for the 5th consecutive show," says Mark Willingham, Alternative Retail Manager for Boost Mobile. 
 
In the section’s 5th season, many buyers clear a block in their busy schedules to cruise the Goldbox. “The Goldbox allows us to see what’s new, in one locations. Plus, it gives the guys that would not usually be seen a centralized location. A few shows ago we picked up TRKY during a pass through Goldbox,” says Ryan Boyce, Buyer for Costal Edge, Virginia Beach, VA.
 
Some of the brands making a debut in the Goldbox include accessories brands Lexie Barnes, Initium Eyewear, Block Headwear and Neff. Jeepney, Elias, Hit + Run and Reqwium are bringing an urban, art driven touch to Goldbox apparel. While Tavik, Atwater and Factor 54 return to hold down the surf side. Look online at asrbiz.com or on page 40 of the ASR LineUp for a full list of new brands.