Huntington Beach-based TravisMathew Apparel closed a licensing deal with belt maker Cuater, citing “greater potential in combining forces.”
Cuater, sold at about 30 action sports retailers, uses a paper-like, water-resistant synthetic fabric to print images, which are then stitched onto belts made of leather or other materials. The slim, horizontal canvas supports photo patterns or panoramas and lends itself to artist or athlete collaborations.
“We look forward to partnering with the Cuater brand to bring some fun and creativity to the accessory category of men’s apparel,” said Chief Executive Travis Brasher, who also serves as an adviser to Cuater. “This category is an afterthought for most companies, and we are fortunate to have this opportunity to give it the attention and detail we pride ourselves on at TravisMathew.”
Robbie McKnight, son of Quiksilver Inc. founder Bob McKnight, launched Huntington Beach-based Cuater in July. Other members of the Cuater management team include co-founder and Chief Operating Officer Ben Donnelly, who was marketing manager at TravisMathew and before that served as an analyst for corporate and retail real estate for Oakley Inc. in Foothill Ranch. Nathan Boroff, former chief financial officer of TravisMathew, handles similar duties at Cuater. All will remain involved with the brand after the transition.
“Cuater has already established an innovative product and a strong following and foundation in the action sports area where reaction and sell through has been good,” Robbie McKnight said. “Now, with TravisMathew, we have been given the extra backbone and experience to grow through their additional layers of expertise, resources and distribution.”
Vans in Windy City
Vans Inc. in Cypress launched House of Vans Chicago over the weekend. The grand opening included performances by Future Islands and Digable Planets, and a photography exhibition of work by emerging photographers Jonathan Mehring, Bryan Derballa, Ashley Osborn, Ryan Kobane and Laura June Kirsch.
The House of Vans concept is a “direct connection to the Vans brand worldwide,” according to the action sports footwear and apparel retailer. The Chicago venue features an indoor skate park and also serves as a music and indie film premiere house, and art gallery hosting artist-led workshops. Its design components “have been incorporated with Chicago in mind” and include “an ivy-covered wall that pays homage to Wrigley Field, using ’66, Vans’ founding year as the outfield distance marker.”
Vans Global Brand President Doug Palladini said, “Chicago has a rich and eclectic history across action sports, art, music and street culture akin to Vans’ own roots and ‘Off The Wall’ ethos. It’s an honor to bring House of Vans to life here in Chicago so we can grow our Vans family and give back to the creative communities that make this city so vibrant.”
Vans is part of Greensboro, N.C.-based VF Corp. Its 2016 revenue was about $2.3 billion.
Jingle Sings Avocado’s Praises
Newport Beach-based Lyon Studios’ jingle will be used in Avocados From Mexico’s Super Bowl commercial—for the third year in a row. The ad features actor Jon Lovitz, who “hypnotizes” viewers to eat avocado toast and guacamole, and then calls out “Play it” to cue the Avocados From Mexico jingle to wrap up the 30-second spot.
“Although we are a relatively small company, we have been very successful in doing big things for big national clients for many years,” said Curt Lyon, founder of the production shop which has been in business for 42 years. “This is our second Super Bowl client, as we produced National Car Rental’s Super Bowl commercial several years back.”
Bits & Pieces
The AAF/OC, whose mission is to “connect, inspire, and contribute to the marketing community in Orange County and Greater Los Angeles area,” plans to hold its Addy Awards Gala on March 23 at the Balboa Bay Club in Newport Beach. The event will showcase winners of the annual contest. The entry deadline is Feb. 10. … San Clemente-based Nitro Circus hired Greg Jacobs as global head of media distribution, a new position.
