SHACC: "Endless Summer" party this Friday.
KNOWSHOW: Complete list of exhibitor brands and mobile app available.
Details on Industry Insight.
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.
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.
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.
The 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.”
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?
O’Quinn’s seersucker shorts and cable knit, chenille ponchos. Nice! They also make cashmere sweaters.
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.
At 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.
A 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.
Above, 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.