Sponsors
Billabong ▲ +0.015 | PPR ▼ -0.05 | American Apparel ▼ 0.000 | The Buckle ▲ +0.43 | Columbia ▲ +11.34 | Deckers Outdoor ▲ +0.21 | Dicks ▲ +0.44 | Foot Locker ▲ +0.40 | Genesco ▲ +0.46 | Iconix Brand Group ▼ -0.10 | Jarden Corp ▲ +0.15 | Nordstrom ▲ +0.15 | Luxottica ▲ +0.16 | Nike ▲ +0.70 | Pacific Sunwear ▲ +0.010 | Skullcandy ▲ +0.10 | Sport Chalet - 0 | Urban Outfitters ▼ -0.19 | VF Corp ▲ +0.31 | Quiksilver ▼ -0.024 | Zumiez ▼ -0.07 | Macys ▲ +0.12 | Tillys ▲ +0.05 |
Ticker Sponsor
Professional Services
Friedman Stroffe & Gerard, P.C.

FSG’s Action Sports Practice Group provides legal services to the action sports industry. Our clients include surfers, skiers, snowboarders and skaters, as well as sponsors and leading apparel companies. Our attorneys serve in positions with industry organizations such as the Association of Surfing Professionals. We know your business and can provide full-service legal solutions to meet your organizational needs.

More Professional Services...
Readers Say
I waited too long to sign up for Executive Edition
I waited too long to sign up for Executive Edition

I read Shop-Eat-Surf at every opportunity, and I waited too long to sign up for the Executive Edition. It’s timely, relevant and clearly “from the industry, for the industry.

- By Andy Laats, President, Nixon
Always a good daily read
Always a good daily read

Shop-Eat-Surf creates a good source of timely information about the industry. The site makes all types and size companies feel part of a community where everyone is stoked to hear about other companies successes and ideas. It is always a good daily read.

- By Ted Li, VP of North America, Oakley
Industry Insight

SIA: Cooling down NYC with annual Summer Snowdown media event.
CIT: West Coast team featured in Fashion Manuscript.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

Insight: Skate community has embraced us

By Tiffany Montgomery
February 04, 2008 5:45 AM

I keep hearing that Insight continues to build momentum at the boutique level so stopped by to talk to Jesse Faen at ASR. Any brand that Karen Meena at Fred Segal is into is worth checking out in my book.


Insight started as a fashion forward surf brand in Sydney and is known for its bright, popping colors. The company operates in 44 countries and started a U.S. operation three years ago, said Jesse, CEO of Insight USA. The clothes are designed in Sydney while sales and marketing are handled from the U.S. headquarters in Venice.


When it came to the U.S., the brand did not want to be categorized as a surf brand, so started with a skate team from day one.


The strategy has worked, Jesse said. "We did not get pigeonholed as a surf brand," he said.


Insight's accounts include a mixture of core accounts and boutiques including Jack's, Active, Val Surf, Zumiez, The Closet, American Rag, Villians and Fred Segal.


Insight has a well-developed swim line for young women carried by Planet Blue, Diane's and other accounts.


Jesse said the brand is doing well at the higher end, boutique stores. At the core level, the brand needs to build more brand recognition in the U.S. to drive sales, he said.


Articles You Might Have Missed