Matix, Hurley, Fox updates

It was a busy trade show season and we are catching up with our brand updates. Today, we have updates from Matix, Hurley and Fox based on interviews at S.L.A.T.E.

Matix

The Capital Collection

Matix had a booth showcasing its entire Spring 2012 line at S.L.A.T.E. so I spoke with Brand Manager, Jim Leatherman, to find out what was new.

Leatherman was excited about Matix’s new collaboration with Hawaiian retailer In4mation.

Called the “Capital Collection,” the made in the U.S. line is based on the Hawaiian agriculture look. “It’s kind of the Americana feel but for Hawaii,” he said. The items will be available to all Matix accounts for Spring 2012.

Besides the Capital Collection, Leatherman said the brand is also pushing other collabs including a Mike Anderson Krooked Series collaboration that will feature Ts and denim.

Products like cut and sew, denim and signature series products, have been driving the brand, though things will shift from the branding side in the near future.

Under new CEO Paul Gomez’s leadership, Leatherman said we should expect to see some slight brand direction changes. “We’ll be working hard over the next year to develop a stronger brand identity,” he said.

Leatherman himself has changed roles at the company. While he used to oversee DVS, Lakai and Matix the last three years, Leatherman is now 100 percent focused on Matix.

See Page 2 for updates from Hurley and Fox