JANUARY 2011 by Chris Pablo

JANUARY 6 & 7, 2011_ANAHEIM, CA

AN INTRODUCTION From Agenda Show Directors, Seth Haber and Aaron Levant

We would like to extend a huge thank you to all of you for once again making Agenda part of your lives. We are thrilled that so many amazing retailers have made the trip this year. January 2011 marks Agendaâ&#x20AC;&#x2122;s 8th year and without all of you, Agenda could not have evolved into the show it is today. This year also marks Agendaâ&#x20AC;&#x2122;s second show in New York and our third show in Huntington Beach which will coincide with the US Open of Surfing in August. We look forward to all that 2011 has to offer and we are proud that we can consider each of you a part of the Agenda family. Thanks! A special thank you to our presenting sponsor...

JANUARY 6 & 7, 2011_ANAHEIM, CA

GENERAL SHOW INFO SHOW DATES & TIMES

LOCATION

Thursday, January 6th (9am-6pm) Friday, January 7th (9am-6pm)

Anaheim Marriott 700 West Convention Way Anaheim, CA

OFFICIAL SHOW PARTY

PARTY SPONSORS

Thursday Night (10pm-2am) 300 Anaheim 321 W. Katella Ave. Anaheim, CA

The Agenda Trade Show is a forum for the most inspired in the Action Sports and Streetwear industries to unite. Lines speak for themselves and buyers are not intimidated by the usual overwhelming tradeshow experience. From the garage-run lines on the verge of explosion, to the well-established elite, Agenda caters to the needs of buyers and brands that exist on a higher level of design and aesthetic. With a strong emphasis in style, art, music and culture, the Agenda trade show experience is as much a lesson as it is a tool.

HEADQUARTERS 645 N. Martel Ave Los Angeles, CA 90036

CONTACT agendashow.com info@agendashow.com

twitter.com/agendashow facebook.com/agendashow

AGENDA MAGAZINE PUBLICATION INFORMATION

PUBLISHER: AGENDA LLC. EDITOR IN CHIEF: AARON LEVANT aaron@agendashow.com

PARTNER: SETH HABER seth @agendashow.com ART DIRECTOR: CHRIS PABLO chris@agendashow.com

MONDAY, JANUARY 17TH & TUESDAY, JANUARY 18TH 9AM-6PM

CHELSEA ART MUSEUM 556 WEST 22ND STREET NEW YORK, NY 10011

10.DEEP, 5BORONYC, ALPINESTARS, AMBIGUOUS, BRIXTON, C1RCA, CHAMBERS, COAL HEADWEAR, CONVERSE, CROOKS & CASTLES, DEPHECT, DGK, DVS, ELWOOD, EZEKIEL CLOTHING, FAMOUS STARS & STRAPS, FIVE CROWN, FRENDS, GOORIN BROS, GOURMET NFN, GRAVIS/ANALOG, GRENADE GLOVES, HERSCHEL SUPPLY CO, HUF, LAKAI, LRG CLOTHING, MATIX, MITCHELL & NESS, NEFF, PIXELMODA, PODIUM DISTRIBUTION, REEBOK, RHYTHM, ROGUE STATUS, RVCA, SABRE, SKULLCANDY, SONY PIIQ HEADPHONES, STANCE, STUSSY, THE HUNDREDS, THE KAYO CORP, TOMS SHOES, TRUE LOVE & FALSE IDOLS, VANS YOUNG & RECKLESS, AND MANY MORE

AGENDASHOW.COM/NYC

JANUARY 6 & 7, 2011_ANAHEIM, CA

INTRODUCING THE NEW KENNY ANDERSON SIGNATURE SHOE SHOWING IN THE BERRICS AGENDA

AGENDA LIMITED EDITION FLEXFIT CAPS

JANUARY 6 & 7, 2011_ANAHEIM, CA

THE ROOMS OF AGENDA BE SURE TO VISIT ALL 4 ROOMS AT AGENDA

1. PREMIUM MARQUIS BALLROOM STREET, AGENDA SNOW 2. PLATINUM BALLROOM ACTION SPORTS, STREET 3. GRAND BALLROOM THE BERRICS AGENDA, SKATE 4. ELITE ROOM PRIMER, 20+ EMERGING BRANDS SEE MAP ON NEXT PAGE 15

JANUARY 6 & 7, 2011_ANAHEIM, CA

OVERVIEW 1. MARQUIS BALLROOM 2. PLATINUM BALLROOM 3. GRAND BALLROOM 4. ELITE ROOM

GR BALL

(THE BERR S

(PREMIUM STREET)

MARQUIS BALLROOM

RAND LROOM

RICS AGENDA) SKATE

REGISTRATION DESK

DJ BOOTH

(AGENDA SNOW)

ELITE

(PRIMER)

PLATINUM BALLROOM (ACTION SPORTS/STREET)

JANUARY 6 & 7, 2011_ANAHEIM, CA

MARQUIS BALLROOM GRAND BALLROOM A4

M11

P10

O11 O12

O13

O14

O15

K1 N5

P13

M9 M8

Native

J9 J10 J11 J12 J13 J14 J15

J16

M7 M6

P12

M10

P11

O2 N4

J1 J2

J3 J4 J5 J6

I10 I11 I12

J7 J8

I13

I14 M4

O16

P14

O17

I3 H7

H8 H9

H10

O18 O9

N10

O19

H1 G6

P15

G10

M2 M1

O10

JANUARY 6 & 7, 2011_ANAHEIM, CA

PLATINUM BALLROOM

A2 A3

A7 A8

B10

B11 C3 B12 C4

B13

C8 C9 C10

C11

B14

B15 C6

C12

B2 A5

D10

D3 D11

D12

D13

E10

E11

E12 F5

JANUARY 6 & 7, 2011_ANAHEIM, CA

LOCATED IN THE MARQUIS BALLROOM 1

JANUARY 6 & 7, 2011_ANAHEIM, CA

EXHIBITOR LIST_ 686

ALPINESTARS

BENTMETAL

BRIXTON

$LAVE

ALTAMONT

BERRICS UNIFIED

BURTON

10.DEEP

AMBIGUOUS

BLACK BOX DISTRIBUTION

C1RCA

101 APPAREL

ANALOG

BLACK LABEL

CADENCE

5BORONYC

ANTI-HERO SKATEBOARDS

BLACK SCALE

CELTEK

722 FIGUEROA

ANTICS INTERNATIONAL

BLIND

CHARLIE NOBLE

ACRYLICK

ARBOR

BLITZ DISTRIBUTION

CHOCOLATE

ADIDAS ORIGINALS

ARKA

BLNQ

CLAE

ADIDAS SKATEBOARDING

ARMOURDILLO

BLUEPRINT SKATEBOARDS

CLICHÉ

AERIAL7

ASHBURY

BODY GLOVE

COAL HEADWEAR

ALIEN WORKSHOP

AXION

BOGART

CONVERSE SKATEBOARDING

ALMOST

BAKER

BONFIRE SNOWBOARDING

COPY

G1 MARQUIS BALLROOM 686.COM P14 GRAND BALLROOM WORLDWIDESLAVE.COM I5 MARQUIS BALLROOM 10DEEP.COM PRIMER ELITE 101APPAREL.COM

O12 GRAND BALLROOM 5BORO.COM I11 MARQUIS BALLROOM 722FIGUEROA.COM B2 PLATINUM BALLROOM ACRYLICK.NET K3 MARQUIS BALLROOM ADIDAS.COM/ORIGINALS

N7 GRAND BALLROOM ADIDAS.COM/US.SKATEBOARDING M2 MARQUIS BALLROOM AERIAL7.COM P8 GRAND BALLROOM ALIENWORKSHOP.COM

P5 GRAND BALLROOM ALMOSTAWEBSITE.COM

E7 PLATINUM BALLROOM ALPINESTARS.COM J16 MARQUIS BALLROOM ALTAMONTAPPAREL.COM B1 PLATINUM BALLROOM AMBIGUOUSCLOTHING.COM A3 PLATINUM BALLROOM ANALOGCLOTHING.COM O16 GRAND BALLROOM ANTIHERO.BLOGSPOT.COM O13 GRAND BALLROOM ANTICSINTL.COM

H4 MARQUIS BALLROOM ARBORCOLLECTIVE.COM PRIMER ELITE ARKACLOTHING.COM E3 PLATINUM BALLROOM ARMOURDILLOBRAND.COM G3 MARQUIS BALLROOM FOREVERASHBURY.COM N10 GRAND BALLROOM AXIONBRAND.COM O3 GRAND BALLROOM BAKERSKATEBOARDS.COM

G5 MARQUIS BALLROOM BENTMETAL.COM P1 GRAND BALLROOM BERRICSUNIFIED.COM P14 GRAND BALLROOM BLACKBOXDIST.COM

O3 GRAND BALLROOM BLACKLABELSKATES.COM J10 MARQUIS BALLROOM BLACK-SCALE.COM P5 GRAND BALLROOM BLINDSKATEBOARDS.COM O3 GRAND BALLROOM BLITZDISTRIBUTION.COM F6 PLATINUM BALLROOM BLNQ.COM O11 GRAND BALLROOM BLUEPRINTSKATEBOARDS.COM D12 PLATINUM BALLROOM BODYGLOVE.COM I14 MARQUIS BALLROOM BOGARTNEWYORK G10 MARQUIS BALLROOM BONFIRESNOWBOARDING.COM

J8 MARQUIS BALLROOM BRIXTON.COM G4 MARQUIS BALLROOM BURTON.COM O1 GRAND BALLROOM C1RCA.COM P2 GRAND BALLROOM CADENCECLOTHING.COM H2 MARQUIS BALLROOM CELTEK.COM PRIMER ELITE CHARLIENOBLECLOTHING.COM O8 GRAND BALLROOM CHOCOLATESKATEBOARDS.COM J6 MARQUIS BALLROOM CLAE.COM P5 GRAND BALLROOM CLICHESKATE.COM G7 MARQUIS BALLROOM COALHEADWEAR.COM

P11 GRAND BALLROOM CONVERSESKATEBOARDING.COM I10 MARQUIS BALLROOM COPYCOLLECTION.COM

JANUARY 6 & 7, 2011_ANAHEIM, CA

EXHIBITOR LIST_ CREATIVE RECREATION

DIAMOND SUPPLY CO.

ENTITY

FIVE CROWN

CREATURE

DIVINE

EQUALIBRYUM

FLIP

CROOKS & CASTLES

DIZM EYEWEAR

ERGO

FOUNDATION

DARKSTAR

DNA DISTRIBUTION

éS

FOURSTAR

DC SHOES

DOSH

ETHIKA

FOX HEAD INC.

DC SKATE

DVS

ETNIES

FREEDOM DOLLY

DEATHWISH

DWINDLE DISTRIBUTION

EXPEDITION ONE

FRESHJIVE

DEKLINE

ELECTRIC

EZEKIEL

FURY

DELUXE DISTRIBUTION

ELM CO.

FALLEN

FYASKO

DESTRUCTO

ELWOOD

FAMILL

G-SHOCK

DGK

EMERICA

FAMOUS STARS & STRAPS

GENERIC SURPLUS

DIAMOND FOOTWEAR

ENJOI

FILTRATE EYEWEAR

GIRL SKATEBOARDS

K5 MARQUIS BALLROOM CR8REC.COM

O15 GRAND BALLROOM CREATURESKATEBOARDS.COM M4 MARQUIS BALLROOM CROOKSNCASTLES.COM

P5 GRAND BALLROOM DARKSTARGUARANTEED.COM E8 PLATINUM BALLROOM DCSHOES.COM P13 GRAND BALLROOM SKATE.DCSHOES.COM P7 GRAND BALLROOM BAKERBOYSDIST.COM O19 GRAND BALLROOM DEKLINE.COM O16 GRAND BALLROOM DLXSF.COM

O17 GRAND BALLROOM DESTRUCTOTRUCKS.COM O9 GRAND BALLROOM DGK-SKATEBOARDS.COM P3 GRAND BALLROOM DIAMONDSUPPLYCO.COM 22

P3 GRAND BALLROOM DIAMONDSUPPLYCO.COM

O14 GRAND BALLROOM DIVINEURETHANECO.COM D11 PLATINUM BALLROOM DIZMEYEWEAR.COM

P8 GRAND BALLROOM DNADISTRIBUTION.COM J3 MARQUIS BALLROOM DOSH.COM.AU P10 GRAND BALLROOM DVSSHOES.COM P5 GRAND BALLROOM DWINDLE.COM

F8 PLATINUM BALLROOM ELECTRICVISUAL.COM O6 GRAND BALLROOM ELMCOMPANY.COM N6 GRAND BALLROOM ELWOODCLOTHING.COM O10 GRAND BALLROOM EMERICA.COM P5 GRAND BALLROOM ENJOICO.COM

PRIMER ELITE ENTITYLIFE.COM D4 PLATINUM BALLROOM EQUALIBRYUM.COM B11 PLATINUM BALLROOM ERGOCLOTHING.COM P9 GRAND BALLROOM ESSKATEBOARDING.COM E6 PLATINUM BALLROOM ETHIKA.COM P15 GRAND BALLROOM ETNIES.COM O9 GRAND BALLROOM EXPEDITION-ONE.COM D10 PLATINUM BALLROOM EZEKIELUSA.COM P14 GRAND BALLROOM FALLENFOOTWEAR.COM I13 MARQUIS BALLROOM FAMILLSB.COM F4 PLATINUM BALLROOM FAMOUSSAS.COM

F7 PLATINUM BALLROOM FILTRATEEYEWEAR.COM

D6 PLATINUM BALLROOM FIVECROWNCLOTHING.COM O15 GRAND BALLROOM FLIPSKATEBOARDS.COM O18 GRAND BALLROOM SKATEBOARDINGFOUNDATION.COM O8 GRAND BALLROOM FOURSTARCLOTHING.COM E11 PLATINUM BALLROOM FOXHEAD.COM G5 MARQUIS BALLROOM FREEDOMDOLLY.COM J2 MARQUIS BALLROOM FRESHJIVE.COM O3 GRAND BALLROOM FURYTRUCKCOMPANY.COM B10 PLATINUM BALLROOM FYASKO.COM M6 MARQUIS BALLROOM GSHOCK.COM M7 MARQUIS BALLROOM THEGENERICMAN.COM/GENERICSURPLUS O8 GRAND BALLROOM GIRLSKATEBOARDS.COM

JANUARY 6 & 7, 2011_ANAHEIM, CA

EXHIBITOR LIST_ GLAMOUR KILLS

HEIST & CO.

INDEX INK

KRUX TRUCKS

GLOBE

HERLO

INSIGHT

LACOSTE FOOTWEAR

GNU SNOWBOARDS

HERSCHEL SUPPLY CO.

INSIGHT SKATE

LAKAI

GOLD WHEELS

HI-FI

IPATH

B6 PLATINUM BALLROOM GLAMOURKILLS.COM P4 GRAND BALLROOM GLOBE.TV G5 MARQUIS BALLROOM GNU.COM O9 GRAND BALLROOM GOLDWHEELS.COM

GOOD WOOD NYC J11 MARQUIS BALLROOM GOODWOODNYC.COM

GOORIN BROS INC J14 MARQUIS BALLROOM GOORIN.COM

GOURMET NFN

M9 MARQUIS BALLROOM GOURMETINYOURFACE.COM

GRAVIS

A8 PLATINUM BALLROOM GRAVIS.COM

GRENADE GLOVES G8 MARQUIS BALLROOM GRENADEGLOVES.COM

HABITAT

P8 GRAND BALLROOM HABITATSKATEBOARDS.COM

HART & HUNTINGTON C2 PLATINUM BALLROOM HARTANDHUNTINGTON.COM

HEEL BRUISE

J12 MARQUIS BALLROOM HEELBRUISE.COM

PRIMER ELITE HEISTANDCO.COM PRIMER ELITE THEHERLO.COM J1 MARQUIS BALLROOM HERSCHELSUPPLY.COM O13 GRAND BALLROOM HIFIWHEELS.COM

HOLDEN

H5 MARQUIS BALLROOM HOLDENOUTERWEAR.COM

HOWE

K1 MARQUIS BALLROOM HAUSEOFHOWE.COM

HUBBA WHEELS O4 GRAND BALLROOM HUBBAWHEELS.COM

HUF

N5 GRAND BALLROOM HUFSF.COM

IM KING

I6 MARQUIS BALLROOM IMKING.COM

IMPERIAL MOTION B14 PLATINUM BALLROOM IMPERIALMOTION.COM

INCASE

M5 MARQUIS BALLROOM GOINCASE.COM

INDEPENDENT

O15 GRAND BALLROOM INDEPENDENTTRUCKS.COM

PRIMER ELITE INKTHEWORLD.COM K9 MARQUIS BALLROOM INSIGHT51.COM P14 GRAND BALLROOM INSIGHT51.COM/SKATE F2 PLATINUM BALLROOM IPATH.COM

IRON FIST

C11 PLATINUM BALLROOM IRONFISTCLOTHING.COM

JANSPORT

K6 MARQUIS BALLROOM JANSPORT.COM

JEDIDIAH

B8 PLATINUM BALLROOM JEDIDIAHUSA.COM

JSLV

O2 GRAND BALLROOM JSLVCORP.COM

KEDS

M11 MARQUIS BALLROOM KEDS.COM

KEEP

I11 MARQUIS BALLROOM KEEPCOMPANY.COM

KR3W

L2 MARQUIS BALLROOM KR3WDENIM.COM

KROOKED

O16 GRAND BALLROOM KROOKEDSKATEBOARDING.COM

O15 GRAND BALLROOM KRUXTRUCKS.COM

K8 MARQUIS BALLROOM LACOSTE.COM P10 GRAND BALLROOM LAKAI.COM

LIB TECH SNOWBOARDS G5 MARQUIS BALLROOM LIB-TECH.COM

LIFETIME

K2 MARQUIS BALLROOM LIFETIMECOLLECTIVE.COM

LIRA CLOTHING B3 PLATINUM BALLROOM LIRACLOTHING.COM

LOMOGRAPHY

E2 PLATINUM BALLROOM LOMOGRAPHY.COM

LOST

D3 PLATINUM BALLROOM LOSTCLOTHING.COM

LOVE NAIL TREE PRIMER ELITE LOVENAILTREE.COM

L-R-G

A5 PLATINUM BALLROOM L-R-G.COM

LUCKY BEARINGS O4 GRAND BALLROOM LUCKYBEARINGSCO.COM

MAIDEN VOYAGE CLOTHING CO. PRIMER ELITE MAIDENVOYAGECLOTHING.COM

JANUARY 6 & 7, 2011_ANAHEIM, CA

EXHIBITOR LIST_ MAKIA

NATIVE SHOES

OJ WHEELS

PRIMITIVE

MATIX

NEFF HEADWEAR

ONE INDUSTRIES

PRO-KEDS

MATUSE

NEW BALANCE

ORAKEL DYNASTY

PROFOUND AESTHETIC

MERVIN MFG

NHS INC.

ORGANIKA

PROJECT HARDWARE

METAL MULISHA

NO ANXIETY

OSIRIS SHOES

PUBLISH

MISHKA NYC

NOMIS

P.ROD BY NIKE SB

PUMA

MITCHELL & NESS

NOOKA

PALLADIUM

QUAY EYEWARE AUSTRALIA

MOB GRIP

O’NEILL

PARIS TRUCK CO.

QUIKSILVER SNOW

MOMENTUM

OAKLEY

PETER GRIMM

QUIKSILVER

MOSLEY TRIBES

OBEY

PIG WHEELS

RAD

MUNITIO

ODM DESIGN

PLAY CLOTHS

RADII FOOTWEAR

MYSTERY

OG ABEL

PODIUM DISTRIBUTION

RAEN OPTICS

I12 MARQUIS BALLROOM MAKIACLOTHING.COM P10 GRAND BALLROOM MATIXCLOTHING.COM D9 PLATINUM BALLROOM MATUSE.COM

G5 MARQUIS BALLROOM MERVIN.COM C1 PLATINUM BALLROOM METALMULISHA.COM I7 MARQUIS BALLROOM MISHKANYC.COM J4 MARQUIS BALLROOM MITCHELLANDNESS.COM O15 GRAND BALLROOM MOBGRIP.COM O3 GRAND BALLROOM MOMENTUMSKATE.COM I9 MARQUIS BALLROOM MOSLEYTRIBES.COM PRIMER ELITE MUNITIO.COM P14 GRAND BALLROOM MYSTERYSKATEBOARDS.COM 24

M8 MARQUIS BALLROOM NATIVESHOES.COM H6 MARQUIS BALLROOM NEFFHEADWEAR.COM G6 MARQUIS BALLROOM NEWBALANCE.COM

O15 GRAND BALLROOM NHS-INC.COM PRIMER ELITE N/A

G9 MARQUIS BALLROOM NOMISDESIGN.COM J5 MARQUIS BALLROOM NOOKA.COM E10 PLATINUM BALLROOM ONEILL.COM E1 PLATINUM BALLROOM OAKLEY.COM L3 MARQUIS BALLROOM OBEYCLOTHING.COM B5 PLATINUM BALLROOM ODM-DESIGN.COM C10 PLATINUM BALLROOM OGABEL.COM

O15 GRAND BALLROOM NHSFUNFACTORY.COM/BRANDS/OJ C7 PLATINUM BALLROOM ONEINDUSTRIES.COM

PRIMER ELITE ORAKELDYNASTY.COM

O9 GRAND BALLROOM ORGANIKASKATEBOARDS.COM C5 PLATINUM BALLROOM OSIRISSHOES.COM P12 GRAND BALLROOM NIKE.COM/NIKESKATEBOARDING K7 MARQUIS BALLROOM PALLADIUMBOOTS.COM O14 GRAND BALLROOM PARISTRUCKCO.COM

F5 PLATINUM BALLROOM PETERGRIMMSTORE.COM O18 GRAND BALLROOM PIGWHEELS.COM M10 MARQUIS BALLROOM PLAYCLOTHS.COM P10 GRAND BALLROOM PODIUMDIST.COM

N2 GRAND BALLROOM PRIMITIVESHOES.COM M11 MARQUIS BALLROOM KEDS.COM/PROKEDS PRIMER ELITE PROJECTHARDWARE.COM

O14 GRAND BALLROOM PROJECTHARDWARE.COM I8 MARQUIS BALLROOM PUBLISHBRAND.COM K4 MARQUIS BALLROOM PUMA.COM D7 PLATINUM BALLROOM QUAYEYEWARE.COM.AU M1 MARQUIS BALLROOM SNOW.QUIKSILVER.COM E4 PLATINUM BALLROOM QUIKSILVER.COM N8 GRAND BALLROOM RUSTY.COM/US/SORAD B4 PLATINUM BALLROOM RADIIFOOTWEAR.COM A7 PLATINUM BALLROOM RAENOPTICS.COM

JANUARY 6 & 7, 2011_ANAHEIM, CA

EXHIBITOR LIST_ RAZA

ROOK

SANUK

SONY PIIQ HEADPHONES

REAL SKATEBOARDS

ROGUE STATUS

SELECT DISTRIBUTION

SPEED DEMONS

REFLEX

ROXY SNOW

SHAKE JUNT

SPITFIRE

REMIND

ROYAL ELASTICS

SHUT

RESOURCE DISTRIBUTION

RUBY REPUBLIC

SIEGE AUDIO

SPY OPTIC

REVOLUTION

RUKUS TRUCKS

SK8 MAFIA

SRH

RHYTHM

RUSTY

SKATE MENTAL

STANCE

RICTA WHEEL DYNAMICS

RVCA

SKULLCANDY

STEREO

RIVIERA LONGBOARDS

SABRE

SLVDR

STREET CORNER DISTRIBUTION

ROARK

SAG

SMITH OPTICS

SULLEN CLOTHING INC.

ROCKSMITH

SALOMON

SNEAKTIP

SUNSCAPE EYEWEAR INC.

ROGER SKATEBOARDS

SANTA CRUZ

SOLE TECHNOLOGY INC

SUPERIOR

PRIMER ELITE RAZACLOTHING.COM O16 GRAND BALLROOM REALSKATEBOARDS.COM P8 GRAND BALLROOM REFLEXBEARINGS.COM

H3 MARQUIS BALLROOM REMINDINSOLES.COM O14 GRAND BALLROOM RESOURCEDIST.COM

O3 GRAND BALLROOM REVOLUTIONWHEELS.TV B12 PLATINUM BALLROOM RHYTHMLIVIN.COM O15 GRAND BALLROOM RICTA.COM

O14 GRAND BALLROOM RIVIERALONGBOARDS.COM D2 PLATINUM BALLROOM ROARKREVIVAL.COM I4 MARQUIS BALLROOM ROCKSMITHTOKYO.COM O14 GRAND BALLROOM ROGERSKATEBOARDS.COM

J15 MARQUIS BALLROOM ROOKBRAND.COM F3 PLATINUM BALLROOM ROGUESTATUS.COM M1 MARQUIS BALLROOM ROXY.COM/SNOW

B9 PLATINUM BALLROOM ROYALELASTICS.COM O8 GRAND BALLROOM RUBYREPUBLIC.COM O18 GRAND BALLROOM RUKUSMETAL.COM

B7 PLATINUM BALLROOM RUSTY.COM A2 PLATINUM BALLROOM RVCA.COM J9 MARQUIS BALLROOM SABRE.FM I13 MARQUIS BALLROOM GAUDI-SAG.COM G10 MARQUIS BALLROOM SALOMON.COM O15 GRAND BALLROOM SANTACRUZSKATEBOARDS.COM

D1 PLATINUM BALLROOM SANUK.COM C4 PLATINUM BALLROOM SELECTSK8.COM P7 GRAND BALLROOM SHAKEJUNT.COM

P6 GRAND BALLROOM SHUTNYC.COM O5 GRAND BALLROOM SIEGEAUDIO.COM O3 GRAND BALLROOM SK8MAFIA4LIFE.COM O7 GRAND BALLROOM SKATEMENTAL.COM

E9 PLATINUM BALLROOM SKULLCANDY.COM I11 MARQUIS BALLROOM SLVDR.COM H8 MARQUIS BALLROOM SMITHOPTICS.COM I3 MARQUIS BALLROOM THESNEAKTIP.COM P9 P15 & O10 GRAND BALLROOM SOLETECH.COM

I1 MARQUIS BALLROOM SONYSTYLE.COM/PIIQ

P5 GRAND BALLROOM SPEEDDEMONSSKATEBOARDS.COM O16 GRAND BALLROOM SPITFIRESKATE.COM

SPLIT

D13 PLATINUM BALLROOM SPLITUSA.COM

H7 MARQUIS BALLROOM SPYOPTIC.COM C3 PLATINUM BALLROOM SRH.COM H1 MARQUIS BALLROOM STANCE.COM O13 GRAND BALLROOM STEREOSOUNDAGENCY.COM O4 GRAND BALLROOM STREETCORNERSKATE.COM C9 PLATINUM BALLROOM SULLENCLOTHING.COM F6 PLATINUM BALLROOM ISUNSCAPE.COM

P5 GRAND BALLROOM SUPERIORSKATEBOARDS.COM 25

JANUARY 6 & 7, 2011_ANAHEIM, CA

EXHIBITOR LIST_ SUPRA

THINK SKATEBOARDS

VESTAL

T.I.T.S.

THUNDER TRUCKS

VILLANY PRODUCT

TAVIK

TOMS SHOES

VOLCOM

TECHNINE

TOY MACHINE

VOX FOOTWEAR

TENSOR TRUCKS

TRANSPARENT SYSTEMS

WESC

TERUO ARTISTRY

TROY LEE DESIGNS

WORLD INDUSTRIES

TH GALLERY

TRUE LOVE & FALSE IDOLS

YOUNG & RECKLESS

THE HIGH FIVE

TUM YETO

ZERO

THE HUNDREDS

UNCL

L5 MARQUIS BALLROOM SUPRAFOOTWEAR.COM C12 MARQUIS BALLROOM TITSBRAND.COM B13 PLATINUM BALLROOM TAVIK.COM G2 MARQUIS BALLROOM TECHNINE.COM

P5 GRAND BALLROOM TENSORTRUCKS.COM PRIMER ELITE TERUO.COM

PRIMER ELITE THGALLERY.FR

O14 GRAND BALLROOM THEHIGH5.COM

L4 MARQUIS BALLROOM THEHUNDREDS.COM

O16 GRAND BALLROOM THUNDERTRUCKS.COM J7 MARQUIS BALLROOM TOMSSHOES.COM O18 GRAND BALLROOM TOYMACHINE.COM

PRIMER ELITE TSBYRAINBOW.COM

A6 PLATINUM BALLROOM TROYLEEDESIGNS.COM B15 PLATINUM BALLROOM TLFI-LA.COM O18 GRAND BALLROOM TUMYETO.COM PRIMER ELITE FRSHUNCL.COM

THE HUNDREDS FOOTWEAR

UNIT

THE KAYO CORP

VANS

THEEVE TITANIUM TRUCK CO.

VENTURE TRUCKS

N9 GRAND BALLROOM THEHUNDREDS.COM O9 GRAND BALLROOM THEKAYOCORP.COM

O13 GRAND BALLROOM THEEVETRUCKS.COM 26

O4 GRAND BALLROOM THINKSKATEBOARDS.COM

C8 PLATINUM BALLROOM UNITRIDERS.COM A1 & A4 PLATINUM BALLROOM VANS.COM O4 GRAND BALLROOM VENTURETRUCKS.COM

E5 PLATINUM BALLROOM VESTALWATCH.COM PRIMER ELITE VILLANYPRODUCT.COM E12 PLATINUM BALLROOM VOLCOM.COM N1 GRAND BALLROOM VOXFOOTWEAR.COM

L1 MARQUIS BALLROOM WESC.COM D5 PLATINUM BALLROOM WORLDINDUSTRIES.COM

C6 PLATINUM BALLROOM YOUNGANDRECKLESS.COM P14 GRAND BALLROOM ZEROSKATEBOARDS.COM

ZOO YORK

N4 GRAND BALLROOM ZOOYORK.COM

JANUARY 6 & 7, 2011_ANAHEIM, CA

MICHAEL AKIRA WEST OF 686 BY: RHEA CORTADO

Michael Akira West started 686 snowboarding 18 years ago with a do-it-yourself skate perspective. As one of the few independently-owned snowboarding companies today, West shares how he built 686 using street style and functional product innovation. What is your history working with Agenda? MAW: I’ve always merchandised my stuff with Aaron since day one. We’ve had displays outside but I’ve never had a booth. I grew up in L.A. and we used our L.A. and mountain upbringing—a hybrid, like street/snow. I live this lifestyle so all the brands and all my friends are in it too. Everyone there [at Agenda] versus other shows, they’re very passionate about what they do, from the owner to the guy that cleans the floors. We’re all the same. We’re here for the goal. I like that there’s no, “I’m too good for this or that.” We’re into that. How does that skate background come into play in the line? MAW: Back in the day, we were one of the first ones to do quote-unquote collaborations. Besides having silhouettes and functions, we teamed up with the best streetwear brands there are. We still do collaborations with Levi’s—brought Levi’s denim into this whole winter aesthetic on a global basis. For this next season we’re

working with Jamie Thomas and Fallen shoes. Jamie is, who’s the ultimate passionate entrepreneur in terms of skateboarding and we’re doing a capsule collection with him and Fallen for Fall ‘11. What’s the story behind which companies and individuals you decide to do collaborations with? MAW: Every time we work with someone there is a relationship to what we’re about. Ten years ago before Shepard [Fairey] became Shepard on a consumer level, I was friends with him and we brought in our jackets and did stories and shows. It’s all personal relationships. Ninety percent of our business is done once a season. We design two years ahead of time. We don’t care necessarily about what’s trending. This is what we’re about: we’re from the city and we nurture ourselves in the mountains. We always kind of use that hybrid vibe of on-hill/off-hill aesthetic. Anything that has to do with music and art to companies that I’m inspired by like Levi’s, the godfather of denim, to—I was a runner—so New Balance for performance, to Americana, fit and function. 35

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We strive for that. With team riders also serving as extensions of your brand, what do you look for in these brand ambassadors to represent what you’re about? MAW: We have guys that are in the Olympics and we have the local guys. We look for personality first. You can be the best rider out there, but you need everything else too—personality, style and obviously riding. Now there’s a changing of the guards and a lot of young kids are coming up. In snowboarding, what kids are doing now is absolutely insane. Does everyone that works at 686 live the philosophy of the company? MAW: Every person here snowboards. It’s kind of a requirement. Fifty percent of my people have been here for more than 10 years, [75% have been with me for over 5 years]. We don’t really turn over that much. It’s like a dysfunctional family. 36

Do you think that family mentality and low employee turnover correlates to your success as a business? MAW: Especially in action sports, there’s a lot of recycling. Our office was all the way in L.A. and there weren’t a lot of snowboard companies in L.A., let alone action sports companies. We moved to Orange County five years ago and we just moved out [back to L.A.]. I didn’t want to be in the mix. We’re just from here. I truly think whether you’re successful or not, you’ve got to do your own thing. In a niche market like snow, how important is choosing retailer partnerships? MAW: Relationships and partnerships are the core of our business. It’s something I’ve preached since day one. From what we do internally to externally, we like to create partnerships with retailers. The snow industry is like farming—timing and working with reliable people are key. Fortunately, over the 18 years in this business, we’ve

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managed to create a core network of global retailers who understand our brand and believe in the products we design. In return, we try and work with each retailer as personally as we can. It’s a give and take, two-way relationship. Timely, concise and clear communication is at the top of the list. If each party can do this, it’s really half the battle. We take pride in the people we work with and I’m stoked to be around good company. Are you opening a lot of new accounts in this economy? What constitutes as a symbiotic partnership when looking at new accounts and assessing current accounts? MAW: No, we are not opening a lot of new accounts compared to the past. Our goal is to grow within the existing accounts that we already have a good relationship with. This occurs at both ends of the spectrum. On the large scale in the states, we just started to sell to Zumiez three years ago. It was a big step for us. From a small test order, to being their #1 selling outerwear brand three years later is a big accomplishment. Now, let’s take REI, which is the most respected outdoor chain of stores in the nation. Our relationship started very small, but we’ve worked together to develop something special and are now one of their best winter brands. On the smaller regional scale, relationships are equally important and on a personal level, more important as this is where I started. For example, Wave Rave in Mammoth, Calif. is considered the premier core snowboard-only retailer in the West. Back in 1992, Steve, the owner of WR came and spoke to my class [at USC]. I had a silly idea of making apparel products in snowboarding, he believed in me and was the first shop I sold to and who actually paid me! To this day, he’s still there and Wave Rave and 686 are great partners. What’s your story for next season? MAW: Last year we introduced this thing called Reclaimed Projects where we’re actually taking fabrics and materials that would have been thrown away and using that for new items. We’re continuing that theme over next season. For every jacket you buy in the Reclaimed Series, we’re going to give one away to someone in need. So it’s kind of like, you reclaim it, you sell it, you buy it and then you donate it. It’s an everlasting cycle. People don’t realize it gets cold in China. We want to give back to the people that help make our stuff.

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AGENDA WOULD LIKE TO THANK OUR SPONSORS...

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BUSINESS NEWS AND INFORMATION FOR ACTION SPORTS EXECUTIVES “Shop-Eat-Surf is a great source for the most up to date information of what is going on in our industry. I always enjoy reading the articles and appreciate the effort from Tiffany and her team.” — Richard Woolcott, CEO and Founder, Volcom

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JANUARY 6 & 7, 2011_ANAHEIM, CA

HERSCHEL SUPPLY COMPANY BY: RHEA CORTADO

President of Herschel Supply Company Jamie Cormack works alongside brother Lyndon Cormack in Vancouver running the emerging accessory line. Jamie talks about the origins and inspirations of the brand that brings progressive design to heritage silhouettes. When did the brand launch? JC: Development and sourcing started about 18 months prior to this show and we delivered our first product to market in May of last year. It was an ongoing thought of ours to start an accessories brand and get into the bag market. We felt the timing was right to start it up and we are fortunate that the market agreed. What is the history of the name of the company? JC: In the early 1900s our great grandparents were living in Wick, Scotland and decided to make the move across the Atlantic to Canada. The government at the time was enticing people to settle in Canada by giving them 160 free acres of land to motivate them to move. The land that our great grandparents were given was in the rolling hills outside of a town called Herschel, whose total population today consists of about thirty residents.

JC: This is our second season to show at Agenda. We attended both the New York and the Huntington Beach shows last season. We really felt the Agenda has a lot to offer our brand. Even as a newer brand we were able to go in and get a ton of work done both setting up some great accounts and getting a ton of marketing/press out of being at both shows. The set up at both shows is nice as it puts all brands on the same level and buyers can really just focus on the product. How do you describe the niche and brand identity in the market? JC: We bring a focused offering to market that we believe has great continuity and direction. Our products have great attention to detail, a sophisticated look and we strive to bring these products to market a great price points.

How many times have you shown at Agenda? Why did you choose this show to exhibit at? 45

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You’ve said that the brand is inspired by vintage mountaineering and American heritage. What are some of the ways you put a modern and unique spin on these themes?

a lot of different sides in the industry. We’ve been buyers for shops, started magazines and run sales agencies selling everything from top footwear brands to apparel and snowboards.

JC: We pull our influences from many places. We are very keen on some of the iconic heritage brands and their simplistic well-built approach to product. We set out to create products that are simple aesthetically with great attention to detail. Although some of our products have a vintage look we modernize the shape and fit while also adding current necessities like computer and media sleeves along with organizer pockets for things like sunglasses. The Fall line has a great balance of both heritage-style products and more progressive items—a nice combination to connect the old and new. We are really happy with the way our Fall line looks and in our early showings we have had extremely positive reactions.

As brothers, did you always think you would work together? How did starting this venture together come about?

What is your background in the industry? JC: Combined we have over 30 years of experience from 48

JC: We never had a plan to work together, but we had both worked in the industry for years, so it was easy as we both really understand what needs to get done. This venture really started a few years back. I spent some of my earlier years training to be a professional backcountry guide, so I truly had the need for a good backpack. I dreamt about starting a backpack and accessories line on a drive somewhere between Banff and our family’s cottage in the mountains of British Columbia. We both felt that the industry really needed to be challenged with a new and different bag and accessories line.

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How are your responsibilities divided? JC: There are some obvious advantages and disadvantages to working so closely with your brother, but we really have a perfect understanding of what each other’s strengths are and we make sure the correct person is taking care of the correct job. Working together has been great and as siblings we eliminate a lot of the usual corporate candy coating that can slow down momentum. Are you planning on branching out into other accessories/categories besides bags? What kinds of other products? JC: For Fall ‘11 we are launching a wallet program. We will also be launching some more travel specific luggage. Our bag line is expanding quite significantly for Fall ‘11 as well. What do you look for and how do you choose which stores you partner with to sell to? JC: We are looking for the right partners who have a similar, or complimentary ideology that fits with our brand’s vision. Our distribution is diverse and so is our consumer.

For more info, go to: www.herschelsupply.com 49

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WELCOME TO THE AGENDA PRODUCT GUIDE Showcasing some the best gear of the show featuring brands such as 686, Herschel Supply Co., L-R-G, Bonfire and many more...

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1.TRUE LOVE & FALSE IDOLS_2.MISHKA NYC_3.DESTRUCTO_4.HERSHEL SUPPLY CO._ 5.IMPERIAL MOTION_6.ROYAL ELASTICS 56

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7.ARBOR_8.ALPINESTARS_9.686_10.SALOMON_ 11.CADENCE 57

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12.TRUE LOVE & FALSE IDOLS_13.686/NEW BALANCE_14.L-R-G_15.ENJOI_ 16.ODM DESIGN_17.SMITH OPTICS_18.DIAMOND FOOTWEAR 58

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21 19.BONFIRE_20.ALPINESTARS_21.686_22.SALOMON/L-R-G_ 23.ZOO YORK_24.ELM COMPANY 59

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25.NATIVE SHOES_26.O’NEILL_27.L-R-G_28.HEELBRUISE_ 29.BONFIRE_30.ELM COMPANY_31.MISHKA NYC 60

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36 32.LIRA_33.BONFIRE_34.CADENCE_35.686/NEW BALANCE_ 36.LACOSTE_37.GENERIC SURPLUS 61

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TITSBRAND.COM

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