Just as SoCal’s June gloom gave way to sunny summer skies, last week, CGPR’s west coast team attended AGENDA spring 2017 trade show in Long Beach, Calif.. The premier show for all things surf, skate, and street, AGENDA embodies both the history and the future of the industry, as well as the personality of our Costa Mesa/Newport Beach office.
We were able to see first-hand the latest coming from many of the brands that also call Orange County home, including Electric, Obey, Quiksilver, RVCA, Sanuk, Vans, and Volcom, among others. The international exhibitors rounded out the global presentation. It was great to see a variety of brands coming to the show from other counties, states, and countries as well.
Here’s are our takeaways from AGENDA spring 2017 on what is trending:
Reefer Madness: While the initiative to legalize recreational use of pot in California has just qualified for the November ballot, pot leaf prints made a prominent appearance in a variety of socks, T-shirts, surfboards, board shorts, skate decks, and slippers. The new company Weedmaps had a strong presence as one of the event sponsors.
Cotton is King: In strong juxtaposition to the high-tech, quick dry fabrics used in the surf world, natural fabrications derived from leather, cotton, and hemp, such as denim, muslin, linen, chambray, and the like, made a strong showing. Not only for expected items, like jeans and T-shirts, but also in the accessories department with things like footwear, luggage, sunglasses, and watches. Nixon had a strong new collection featuring leather bands, and brands like InCase and Herschel Supply Co. showed very strong, yet subdued, monochromatic collections in durable cotton and cotton blend fabrications. Additionally, the “Woods” segment of the show, where many up and coming brands are based, featured a real Americana, heritage feel and showcased product made from natural fibers, including (ironically) wood.
Outdoors is in: While the surf brands showing at AGENDA have always celebrated the outdoor lifestyle, CGPR spotted the outdoo
r influence cropping up with a number of other lifestyle brands choosing the well-known trade show as a place to showcase their wares. With brands like Caravan Outpost, James Brand, Poler Stuff, and Snow Peak having a presence, the mainstream appreciation
for the outdoor lifestyle, and activities such as camping, was very visible.
Fancy Footwear: While definitely not formal in any sense of the word, footwear brands such as Native and People, had extremely large, prominent booths, boasting the latest in high-performance leisure footwear. Using high-tech, innovative materials and the latest manufacturing techniques, casual footwear is looking very futuristic and functional. From styles that can actually be worn in the pool or street to styles that offer extreme comfort with extra cushion or molded foot beds, the newest footwear from these brands comes in a rainbow of colors and styles.