A trip to the Action Sports Retailer Trade Show is like stepping forward in time for a glimpse of what edgy styles young people might be wearing a few months from now. And what a strange trip it can be.
The youth-oriented trade show, held Feb. 3-5 in Long Beach, showcased sportswear, swimwear, surfboards, skateboards and other products. In all, it brought together more than 200 Orange County companies and some 18,000 attendees for a weekend of buying, selling and taking in of the latest trends. And, as always, there was a fair bit of revelry.
Among the visitors to the booth by Costa Mesa-based Black Flys was bad boy Dennis Rodman, a friend of the sunglasses company’s owners, Jack Martinez and Dan Fleckey. The outlandish Flys’ booth, complete with a raunchy peep show with scantily clothed dancers, featured the company’s eight newest sunglasess styles and new snow and motocross goggles.
Several OC companies took up expanded booths, including Sole Technology Inc. of Lake Forest, Oakley Inc. of Foothill Ranch and Quiksilver Inc. of Huntington Beach.
“We have 60 booths more this year than last year, but we have 30 fewer exhibitors, which means that the big guys are getting bigger,” said Court Overin, trade show director.
Some of the fashion trends spotted at ASR include an updated 1970s look found on everything from the back pocket of jeans to glittery logos and messages on T-shirts.
Surfwear makers are putting preppy plaids on everything from board shorts and pants to mini skirts and shorts. “Plaid is very, very big,” said Lian Murray, director of merchandising at Hurley International in Costa Mesa.
Oversized clothing has taken a back seat to more fitted styles with hidden pockets, low-rise or hip-hugger jeans and pants for the ladies, disco dresses, thin sparkly belts and studded muscle T-shirts are among the offerings.
Denim is likely to be big for fall with several companies,including Quiksilver, Volcom Board Wear of Costa Mesa and Suburban of Irvine,planning to expand their offerings. Stussy recently hired a new designer away from Italian jeans maker Diesel to head up its expanded fall denim program, Moore said.
