I got an update at Agenda on what’s new with emerging brand Ambsn from Dustin Odbert, who founded the brand along with his brother, Dylan.
For Spring 2012, Ambsn has increased its boardshort offering to 12 styles, up from 6.
Its knits with color blocking have proved popular, and for spring, they are offering different textures and fabrics to evolve that category.
In shorts, Ambsn is offering a 16-inch walkshort with an elastic waist drawstring, ranging in price from $57 to $75.
Previously, when Ambsn created a more standard fit with its shorts, they tended to get lost among all the other walkshorts in stores.
Now, the brand is taking its own approach, Dustin said.
A new Ambsn short style for Spring 2012
In general, Ambsn focuses on shorter boardshort and shorts lengths, Dustin said.
“Guys shouldn’t be afraid to show off their legs,” he said.
One 18-inch boardshort style for spring features a pink flamingo print. Ambsn also updated its popular boardshort that has lions, bears and tigers with a new color, peach.
In other news, the brand has tweaked its formula for fall and holiday to transition into more of a four-season brand by toning down its bright colors a bit during those seasons.
A new boardshort style for Spring 2012
Dylan and Dustin also hired a Sourcing and Production Manager along with a part-time employee to help with administrative tasks.
The brand has also signed on an Australian distributor, Oceanside Collective.
Lastly, Ambsn moved its offices into a new location in San Clemente that is double the size of its previous space, and has room for a mini ramp.
Key accounts for Ambsn include Ron Herman, American Rag, Beams Japan, United Arrow, Swell, Sun Diego, Moondoggies, Body in San Francisco, Brave New World, Paragon Sports, Thalia, Icons of Surf, Surfside Sports, and Active.