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ASR: Volcom, Element, Ryan Sheckler & more

By Tiffany Montgomery
September 08, 2007 6:45 AM


Day one of ASR: I hit a lot of booths Friday, checking in with some older brands and up-and-comers as well.

Click through to see tons of photos and read about what's new.


Pierre André Senizergues and Ryan ShecklerPierre André Senizergues, owner of Sole Technology in Lake Forest,
with pro skater and MTV reality TV star Ryan Sheckler.
etnies.glow   etnies.apparel

New from Sole Tech’s Etnies brand: Shoes that glow under a black light;above left, and pastel clothes, including mint-colored denim. That’s got to be a first for a skateboard company.

RichardWoolcott2007    Ryan Immegart, Richard Woolcott

Richard Woolcott, above left, CEO of Volcom Inc. in Costa Mesa. He's with Ryan Immegart in the second picture. Ryan is head of Volcom's entertainment division. Volcom employees were dressed in a rock 'n roll theme to celebrate the company's record label, still going strong after many years.


Beer VolcomThe beer arrives at the Volcom booth.

Richard’s Volcom update: He said the women’s swim program launched last year has solidified the women’s line in general.

For spring, Volcom is also excited about its sandal offering, skate-driven denim and boardshorts for surf.

“We wanted to get to the next level with our boardshorts,” he said. “We’re proud of our boardshorts (for spring) - the color, the prints the fabrications.”


Johnny SchillereffJohnny Schillereff, founder and president
of Element, the skateboard powerhouse in Irvine.
Under Johnny’s direction, Element has
supported the environment,
natural living and sending
a positive message to youth culture
since its founding in 1992.




At right, sales rep shows the Element women’s line to retailers. Element calls the line Eden. Element set up this cool, feminine room at the back of its booth to showcase it. Johnny said Eden is a focus of the company. Personally, I loved the feel of the room and the clothes. They are super feminine and pretty, with an organic feel. Can you believe a skateboard company made these skirts?



DeanQuinn.DaleRhodes.2007Dean Quinn and Dale Rhodes, owers of O'Quinn in HB.
O'Quinn scored an order from Nordstrom
for spring, always exciting for
a young brand. Dean and Dale are Hurley veterans.


OquinnShortsOquinn ponchosO’Quinn’s seersucker shorts and cable knit, chenille ponchos. Nice! They also make cashmere sweaters.




atwater dean bradley scott madison

atwater tiger







Above left, Dean Bradley and Scott Madison, owners of Atwater in Newport Beach. Atwater is another young brand that landed a spring order from Nordstrom. Nordstrom is really hunting the brands with buzz lately. Dean and Scott are also Hurley veterans. Above right,the tiger theme has been a big Atwater seller.

Hurley rosie robhurley andrea tagliareniAt left, Hurley model Rosie and pro surfer Rob Machado in the Hurley booth. At right, Hurley PR rep Andrea Tagliareni holds a new dress for spring. Check out Hurley's revamped website.




quik anna finchquik radio fijiA small slice of the Quiksilver empire. Left, PR whiz Anna Finch with Quiksilver boardshorts.

At right, a Radio Fiji bikini.

The company is making Radio Fiji sexier to compete with brands such as L*Space.





quik kent stevensquik tobias coffmanAbove, Kent Stevens, vice president of Quiksilver Edition.

At right, PR man Tobias Coffman holds a pair of tweed-like Quiksilver edition pants. Quiksilver has moved the brand younger, targeting the boutique-shopping crowd.

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