AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
Some want made in USA Some think we aren’t that “cool”
Neither has anything to do with making the best hats in the game 1
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
WHAT SHOULD BE ON YOUR SHELVES SPRING 2012?
IT’S IN THE KRUSH-AGENDA REPORT. COMING AUGUST. Don’t guess what styles and gear will sell or what will be more popular on the east coast vs. the west coast. Over 50,000 ratings from consumers provide you with the predictive data you need to make the right buying decisions. Features Arbor, C1RCA, ELM, Frends, Lifetime, Nooka, Quiksilver... and lots more brands who exhibit at AGENDA. Contact: brands@krush.com or visit www.krush.com/brands
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
T E C
C O L O R C R A F T
La Verne, California
Toll Free (866) 244 - 3066
TecColorCraft.com
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AUGUST 3JANUARY & 4, 2011_HUNTINGTON BEACH, CA CA 6 & 7, 2011_ANAHEIM,
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
AN INTRODUCTION From Agenda Show Directors, Seth Haber and Aaron Levant
We would like to personally thank each and every one of you who made it out to Agenda in Huntington Beach today. So many amazing things have happened in the last three years at Agenda and we could not have done it without all of your support. We hope you enjoy the show and we encourage you to send us feedback of any kind so that we can continue making each Agenda show better than the last. Thank You!
A special thank you to our presenting sponsors...
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
GENERAL SHOW INFO 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.
SHOW DATES & TIMES
OFFICIAL SHOW PARTY
Wednesday, August 3rd (9am-6pm) Wednesday Night (10pm-2am) Thursday, August 4th (9am-6pm) Hyatt Regency Conference Center Sounds provided by: Dj Skee
LOCATION
Hyatt Regency Huntington Beach 21500 Pacific Coast Highway Huntington Beach, CA 92648
Presented by: NEFF HEADWEAR & SKULLCANDY
HEADQUARTERS
Free Hot Dogs & Hamburgers for all attendees.
110 E 9th Street Suite B413 Los Angeles, CA 90079
CONTACT Office: 213-223-5111 Fax: 213-223-5115
AGENDA FAMILY BBQ
AGENDA MAGAZINE PUBLICATION INFO
Publisher: Agenda, LLC. Editor in Chief: Aaron Levant aaron@agendashow.com Partner: Seth Haber seth@agendashow.com Art Director: Chris Pablo chris@agendashow.com Retail Relations: Christine Warren christine@agendashow.com
August 3rd (6pm-8pm) in the Lighthouse Courtyard
Show Coordinator: Brittney Nelson brittney@agendashow.com
Performances by: Snakebit Drifters, Runman & Gantez Warrior
Contributing Writer: Cullen Poythress cullen@thehydrilla.com
Presented by: RVCA, KRU 82 VODKA & FREEDOM ARTISTS
Cover Artwork: POSE wearesupervision.blogspot.com
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
PRESENTS
THE OFFICIAL
FEATURING
PARTY
SOUND PROVIDED BY
AUGUST 3RD 10PM-2AM @HYATT REGENCY HOTEL
DOWNSTAIRS IN MARINERS HALL
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
FLOORPLAN
BE SURE TO VISIT ALL 7 ROOMS AT AGENDA
1. GRAND BALLROOM 60+ BRANDS, INCLUDING NIKE, L-R-G, RVCA AND HURLEY 2. HUNTINGTON BALLROOM 20+ BRANDS, INCLUDING OBEY, SUPRA, KR3W, 10DEEP & MORE 3. THE BERRICS AGENDA DOWNSTAIRS IN MARINERS HALL, DEDICATED ENTIRELY TO SKATEBOARD BRANDS 4. THE PAVILLION 70+ BRANDS, INCLUDING QUIKSILVER, O’NEILL, INSIGHT, ETNIES, FOX, ROXY AND REEF 5. CATALINA ROOM VANS MEETING ROOM 6. SHORELINE ROOM VOLCOM MEETING ROOM 7. FOUNTAIN ROOM PRIVATE MEETING ROOMS SEE MAP ON NEXT PAGE 15
HUNTINGTON BALLROOM
FLOORPLAN OVERVIEW 1. GRAND BALLROOM
LIGHTHOUSE COURTYARD
J2 J3 J4 J5 J1
AGENDA FAMILY BBQ
I4
J6
I5 I6 I7 I3 I2 I1
H2 H3
H7
H6 H5
H1
H4
2. HUNTINGTON BALLROOM VOLCOM
(SHORELINE)
3. BERRICS AGENDA (DOWNSTAIRS) FOUNTAIN ROOM
4. THE PAVILION (OUTSIDE)
VANS
(CATALINA)
5. CATALINA ROOM 6. SHORELINE ROOM 7. MEETING ROOMS
SEACLIFF
DRIFTWOOD
ENTRANCE FROM HOTEL SIDE SUNRISE
BUSINESS CENTER
THE PAVILION
PATHWAY TO PAVILION
N
1
U17 X13
W17 V17 W16 V16
GRAND BALLROOM
X12
W15 V15 W14
F1
F2
F3
F4
F5
G3 D1 C1 B1
E1
E2 E3
D2
D3 D4
C2 C3 C4 B2
C5
E4 D5
C6
E5
E6 E7 E8
B3 B4 B5 B6 B7
C8 C9
A2
A3
A4
A5
W13 V12
U14
X10 X9
G2
C10
B8 B9 B10 B11
G1
A6
W11 V10
X6
W9 V8 W8 W7
X5 T5
T4
T3
T2
T1
S4 R4 S3
REGISTRATION DESK
S2
Q3
P3 P2
R2
M4 O2
Q2 R1
S1
P4 N4
R3
Q1
P1
X4 L5
N3 M3 N2 M2
O1
L4
X3
L3 L2
X2
U11 U10
U9 W5 V5 W4 V4 W3 V3
U8 U7
W2 V2
N1 M1 L1
X1
VALET PARKING
U12
V7
W6 V6
T6
U13
W10 V9
X8 X7
A1
U15
W12 V11
E9 E10
D6 D7 D8 D9 D10
C7
V14 V13
X11
F6 F7
U16
W1 V1
BERRICS AGENDA
U5
(DOWNSTAIRS IN MARINERS HALL) U1 U2 U3
THE PAVILION PATHWAY TO PAVILION
U6
U4
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
THE PAVILION
(LOCATED ON TWIN DOLPHIN DRIVE JUST OUTSIDE THE HYATT)
U17
U16
U14
U13
U12
V17 V16 V15 V14 V13
V12 V11
V10
W17 W16 W15
W13 W12
W11 W10 W9
X13
18
U15
X12
W14
X11
X10
X9
V9 V8
W
X8 X7
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
... AND MORE
U11
U10
U9
U8
U7
U6
U5
U4 U3
V7
V6
V5 V4
V3 V2
V1
U2
W8 W7
W6
W5 W4
W3 W2
W1
U1
X6
X5
X4
X3
X2
X1
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
HUNTINGTON BALLROOM
J2 J3 J4 J5 J1
I4
J6
I5 I6 I7 I3 I2 I1
H2 H3
H7
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H6 H5
H4
H1
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
GRAND BALLROOM
F1
F2
F3
F4
F5
F6 F7
G3 D1 C1 B1
A1
E1
E2 E3
D2
D3 D4
C2 C3 C4 B2
A2
C5
E4
E5
E6 E7 E8
D5
D6 D7 D8 D9 D10
C6
C7
B3 B4 B5 B6 B7
A3
E9 E10
A4
A5
C8 C9
C10
G2
B8 B9 B10 B11
A6
G1
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
BERRICS AGENDA, DOWNSTAIRS IN MARINERS HALL
T6
T5
T4
T3
T2
T1
S4 R4 S3
S2
N4 R3
22
Q3
P3 P2
R2
M4 O2
Q2 R1
S1
L5
P4
Q1
P1
N3 M3 N2 M2
O1
L4 L3 L2
N1 M1 L1
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
HAVE YOU BEEN TO THE PAVILION YET? 70+ BRANDS!
... AND MORE
LOCATED ON TWIN DOLPHIN DRIVE JUST OUTSIDE THE HYATT
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AGENDA WOULD LIKE TO THANK OUR PARTNERS...
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
EXHIBITOR LIST_ $LAVE SKATEBOARDS
ALTAMONT
BELLROY
C1RCA COMBAT
10.DEEP
AMBIG
BENCH
C1RCA SELECT
5BORONYC
AMBSN
BERN HELMETS
CELTEK
722 FIGUEROA
ANALOG
BIRDHOUSE SKATEBOARDS
CHOCOLATE
ACRYLICK
ANTI HERO SKATEBOARDS
BLACKBOX DISTRIBUTION
CLAE
ADIDAS SKATEBOARDING
ANTICS INTL
BLIND
CLICHE
AERIAL7
ARBOR
BLOOD WIZARD SKATEBOARDS
COAL HEADWEAR
AFENDS
ARMOURDILLO
BLUEPRINT SKATEBOARDS
COALATREE ORGANICS
AKOMPLICE
ASHBURY
BLVD SKATEBOARDS
COBIAN FOOTWEAR
ALIEN WORKSHOP
AXION
BRIXTON
COMMONWEALTH STACKS
ALMOST
BABY-G
BULLET DECKS
CONS
ALPINESTARS
BAKER BOYS DISTRIBUTION
C1RCA
CONVERSE
#T4 MARINERS HALL - THE BERRICS AGENDA WORLDWIDESLAVE.COM #I3 THE HUNTINGTON ROOM 10DEEP.COM #R4 MARINERS HALL - THE BERRICS AGENDA 5BORO.COM #H2 THE HUNTINGTON ROOM 722FIGUEROA.COM #U1 THE PAVILION ACRYLICK.NET
#L2 MARINERS HALL - THE BERRICS AGENDA ADIDAS.COM/US/SKATEBOARDING #W5 THE PAVILION AERIAL7.COM #U2 THE PAVILION AFENDS.COM #E9 THE GRAND BALLROOM AKOMPLICE-CLOTHING.COM #O2 MARINERS HALL - THE BERRICS AGENDA ALIENWORKSHOP.COM #T3 MARINERS HALL - THE BERRICS AGENDA ALMOSTAWEBSITE.COM #X5 THE PAVILION ALPINESTARS.COM
#C10 THE GRAND BALLROOM ALTAMONTAPPAREL.COM #V7 THE PAVILION AMBIG.COM #V12 THE PAVILION AMBSN.COM #A3 THE GRAND BALLROOM ANALOGCLOTHING.COM #Q2 MARINERS HALL - THE BERRICS AGENDA ANTIHEROSKATEBOARDS.COM #N3 MARINERS HALL - THE BERRICS AGENDA ANTICSINTL.COM #W16 THE PAVILION ARBORCOLLECTIVE.COM #E4 THE GRAND BALLROOM ARMOURDILLOBRAND.COM #L4 MARINERS HALL - THE BERRICS AGENDA ASHBURYEYEWEAR.COM #V2 THE PAVILION AXIONBRAND.COM #C4 THE GRAND BALLROOM BABY-G.COM #T5 MARINERS HALL - THE BERRICS AGENDA BAKERBOYSDIST.COM
#J2 THE HUNTINGTON ROOM US.BELLROY.COM #C2 THE GRAND BALLROOM BENCH.CO.UK #P1 MARINERS HALL - THE BERRICS AGENDA BERNUNLIMITED.COM #S4 MARINERS HALL - THE BERRICS AGENDA BIRDHOUSESKATEBOARDS.COM #T4 MARINERS HALL - THE BERRICS AGENDA BLACKBOXDIST.COM #T3 MARINERS HALL - THE BERRICS AGENDA BLINDSKATEBOARDS.COM #M3 MARINERS HALL - THE BERRICS AGENDA BLOODWIZARD.COM #M2 MARINERS HALL - THE BERRICS AGENDA BLUEPRINTSKATEBOARDS.COM #S4 MARINERS HALL - THE BERRICS AGENDA BLVDSKATEBOARDS.COM #B2 THE GRAND BALLROOM BRIXTON.COM #P1 MARINERS HALL - THE BERRICS AGENDA SKATEBULLET.COM #X4 THE PAVILION C1RCA.COM
#X4 THE PAVILION C1RCACOMBAT.COM #X4 THE PAVILION C1RCASELECT.COM
#B11 THE GRAND BALLROOM CELTEK.COM #T6 MARINERS HALL - THE BERRICS AGENDA CHOCOLATESKATEBOARDS.COM #I6 THE HUNTINGTON ROOM CLAE.COM #T3 MARINERS HALL - THE BERRICS AGENDA CLICHESKATE.COM #B4 THE GRAND BALLROOM COALHEADWEAR.COM #V9 THE PAVILION COALATREE.COM
#W7 THE PAVILION COBIANUSA.COM
#N2 MARINERS HALL - THE BERRICS AGENDA COMMONWEALTHSTACKS.COM #T1 MARINERS HALL - THE BERRICS AGENDA CONVERSESKATEBOARDING.COM #T1 MARINERS HALL - THE BERRICS AGENDA CONVERSE.COM 25
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
EXHIBITOR LIST_ COPY
DESIGNARIUM
DWINDLE DISTRIBUTION
FAMOUS STARS & STRAPS
CREATIVE RECREATION
DEUCE BRAND
ELECTRIC EYEWEAR
FILTRATE EYEWEAR
CREATURE SKATEBOARDS
DGK
ELM COMPANY
FKD BEARINGS
CROOKS & CASTLES
DIAMOND FOOTWEAR
EMERICA
FLIP SKATEBOARDS
DARKSTAR
DIAMOND SUPPLY CO
ENJOI SKATEBOARDING
FLY SOCIETY
DC SHOES
DIVINE URETHANE
ERGO
FMF RACING
DC SKATE
DIZM EYEWEAR
éS
FOUNDATION
DEADLINE
DNA DISTRIBUTION
ETNIES
FOURSTAR
DEATHWISH
DOPPELGANGER
ETNIES SKATE
FOX
DEKLINE FOOTWEAR
DTA
EXPEDITION ONE
FREEDOM ARTISTS
DELUXE DISTRIBUTION
DURKL
EZEKIEL CLOTHING
FREEWATERS
DEPALMA CLOTHING
DVS
FALLEN
FRENDS
#H2 THE HUNTINGTON ROOM COPYCLOTHING.COM #E1 THE GRAND BALLROOM CR8REC.COM
#P1 MARINERS HALL - THE BERRICS AGENDA CREATURESKATEBOARDS.COM #D4 THE GRAND BALLROOM CROOKSNCASTLES.COM
#T3 MARINERS HALL - THE BERRICS AGENDA DARKSTARGUARANTEED.COM #U12 THE PAVILION DCSHOES.COM #T2 MARINERS HALL - THE BERRICS AGENDA DCSHOES.COM #I1 THE HUNTINGTON ROOM DEADLINELTD.COM #T5 MARINERS HALL - THE BERRICS AGENDA BAKERBOYSDIST.COM #P2 MARINERS HALL - THE BERRICS AGENDA DEKLINE.COM #Q2 MARINERS HALL - THE BERRICS AGENDA DLXSF.COM #V8 THE PAVILION DEPALMACLOTHING.COM 26
#P1 MARINERS HALL - THE BERRICS AGENDA NHSFUNFACTORY.COM #W3 THE PAVILION DEUCEBRAND.COM
#N4 MARINERS HALL - THE BERRICS AGENDA DGK-SKATEBOARDS.COM #A6 THE GRAND BALLROOM DIAMONDSUPPLYCO.COM
#O1 MARINERS HALL - THE BERRICS AGENDA DIAMONDSUPPLYCO.COM #R3 MARINERS HALL - THE BERRICS AGENDA RESOURCEDIST.COM #V11 THE PAVILION DIZMEYEWEAR.COM
#O2 MARINERS HALL - THE BERRICS AGENDA DNADISTRIBUTION.COM #H5 THE HUNTINGTON ROOM ORTHODOXCLOTHING.COM #F7 THE GRAND BALLROOM DTAPOSSE.COM #I7 THE HUNTINGTON ROOM DURKL.COM #A6 THE GRAND BALLROOM DVSSHOES.COM
#T3 MARINERS HALL - THE BERRICS AGENDA DWINDLE.COM #D1 THE GRAND BALLROOM ELECTRICVISUAL.COM
#L3 MARINERS HALL - THE BERRICS AGENDA ELMCOMPANY.COM #S2 MARINERS HALL - THE BERRICS AGENDA EMERICA.COM #T3 MARINERS HALL - THE BERRICS AGENDA ENJOICO.COM #W13 THE PAVILION ERGOCLOTHING.COM #R1 MARINERS HALL - THE BERRICS AGENDA ESSKATEBOARDING.COM #U11 THE PAVILION ETNIES.COM #S3 MARINERS HALL - THE BERRICS AGENDA ETNIES.COM/TEAM/SKATE #N4 MARINERS HALL - THE BERRICS AGENDA EXPEDITION-ONE.COM #X1 THE PAVILION EZEKIELUSA.COM
#T4 MARINERS HALL - THE BERRICS AGENDA FALLENFOOTWEAR.COM
#U7 THE PAVILION FAMOUSSAS.COM
#W6 THE PAVILION FILTRATEEYEWEAR.COM
#S4 MARINERS HALL - THE BERRICS AGENDA FKDBEARINGS.COM #P1 MARINERS HALL - THE BERRICS AGENDA FLIPSKATEBOARDS.COM #E5 THE GRAND BALLROOM FLYSOCIETYONLINE.COM #V6 THE PAVILION FMFRACING.COM
#P3 MARINERS HALL - THE BERRICS AGENDA FOSKCO.COM #T6 MARINERS HALL - THE BERRICS AGENDA FOURSTARCLOTHING.COM #W1 THE PAVILION FOXHEAD.COM #W12 THE PAVILION FREEDOMARTISTS.COM #W8 THE PAVILION FREEWATERS.COM
#D10 THE GRAND BALLROOM WEAREFRENDS.COM
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
EXHIBITOR LIST_ FRESHJIVE
GOURMET NFN
HUBBA WHEELS
JEDIDAH
FTC
GRAVIS
HUF
JSLV
FYASKO
GRENADE GLOVES
HURLEY
K-SWISS
G-SHOCK
HABITAT
IMKING
KEDS
GENERIC SURPLUS
HALL OF FAME
INCASE
KEEP-A-BREAST
GIRL DISTRIBUTION
HARDTIMES SKATEBOARDS
INCIPIO
KIDROBOT
GIRL SKATEBOARD CO
HART & HUNTINGTON
INDEPENDENT TRUCK CO.
KR3W
GLAMOUR KILLS
HEAVY WHEELS
INSIGHT
KROOKED
GLOBE
HERSCHEL SUPPLY CO
IPATH FOOTWEAR
KRUX TRUCKS
GOLD WHEELS
HEX
IRON & RESIN
LACOSTE FOOTWEAR
GOLDCOAST SKATEBOARDS
HIFI WHEELS
IRON FIST
LAKAI
GOORIN BROS
HOWE
JANSPORT
LIFETIME
#D7 THE GRAND BALLROOM FRESHJIVE.COM #R2 MARINERS HALL - THE BERRICS AGENDA FTCSF.COM #U3 THE PAVILION FYASKO.COM #C4 THE GRAND BALLROOM GSHOCK.COM #C9 THE GRAND BALLROOM GENERICSURPLUS.COM
#T6 MARINERS HALL - THE BERRICS AGENDA GIRLSKATEBOARDS.COM #T6 MARINERS HALL - THE BERRICS AGENDA GIRLSKATEBOARDS.COM #W11 THE PAVILION GLAMOURKILLS.COM
#T3 MARINERS HALL - THE BERRICS AGENDA GLOBE.TV #N4 MARINERS HALL - THE BERRICS AGENDA GOLDWHEELS.COM #V13 THE PAVILION SKATEGOLDCOAST.COM
#H6 THE HUNTINGTON ROOM GOORIN.COM
#C5 THE GRAND BALLROOM GOURMETFOOTWEAR.COM #A3 THE GRAND BALLROOM GRAVISFOOTWEAR.COM #X7 THE PAVILION GRENADEGLOVES.COM
#O2 MARINERS HALL - THE BERRICS AGENDA HABITATSKATEBOARDS.COM #I5 THE HUNTINGTON ROOM HALLOFFAMELTD.COM #M3 MARINERS HALL - THE BERRICS AGENDA HARDTIMESMFG.COM #U6 THE PAVILION HARTANDHUNTINGTON.COM
#M3 MARINERS HALL - THE BERRICS AGENDA HEAVYWHEELS.COM #F3 THE GRAND BALLROOM HERSCHELSUPPLY.COM
#J3 THE HUNTINGTON ROOM SHOPHEX.COM #N3 MARINERS HALL - THE BERRICS AGENDA HIFIWHEELS.COM #H7 THE HUNTINGTON ROOM HAUSEOFHOWE.COM
#M3 MARINERS HALL - THE BERRICS AGENDA HUBBAWHEELS.COM #S1 MARINERS HALL - THE BERRICS AGENDA HUFSF.COM #G2 THE GRAND BALLROOM HURLEY.COM #E7 THE GRAND BALLROOM IMKING.COM #C3 THE GRAND BALLROOM GOINCASE.COM #X8 THE PAVILION MYINCIPIO.COM #P1 MARINERS HALL - THE BERRICS AGENDA INDEPENDENTTRUCKS.COM #U16 THE PAVILION INSIGHT51.COM #B10 THE GRAND BALLROOM WEB.IPATH.COM #B5 THE GRAND BALLROOM IRONANDRESIN.COM #V3 THE PAVILION IRONFISTCLOTHING.COM #C1 THE GRAND BALLROOM JANSPORT.COM
#W10 THE PAVILION JEDIDIAHUSA.COM #M1 MARINERS HALL - THE BERRICS AGENDA JSLVCORP.COM #B6 THE GRAND BALLROOM KSWISS.COM #C8 THE GRAND BALLROOM KEDS.COM #W14 THE PAVILION KEEP-A-BREAST.ORG
#D9 THE GRAND BALLROOM KIDROBOT.COM #J6 THE HUNTINGTON ROOM KR3WDENIM.COM #Q2 MARINERS HALL - THE BERRICS AGENDA KROOK3D.COM #P1 MARINERS HALL - THE BERRICS AGENDA KRUXTRUCKS.COM #B7 THE GRAND BALLROOM LACOSTE.COM
#T6 MARINERS HALL - THE BERRICS AGENDA LAKAI.COM #D3 THE GRAND BALLROOM LIFETIMECOLLECTIVE.COM 27
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
EXHIBITOR LIST_ LIGHTNING BOLT
MITCHELL & NESS
O’NEILL
PF FLYERS
LIRA CLOTHING
MOB GRIP
OBEY
PIG WHEELS
LOSER MACHINE
MOSKOVA
OJ WHEELS
PIIQ HEADPHONES BY SONY
LOST
MYSTERY
OLUKAI
PLAY CLOTHS
LOWCARD APPAREL
NATIVE SHOES
OMIT
PODIUM DISTRIBUTION
LRG CLOTHING
NEFF HEADWEAR
ONE DISTRIBUTION
PRIMITIVE
LUCKY BEARINGS
NEW BALANCE
ORGANIKA
PRO-KEDS
MAKIA
NHS
OSIRIS SHOES
PROJECT HARDWARE
MATIX
NIKE
PALISADES
PUMA
METAL MULISHA
NIKE SKATEBOARDING
PALLADIUM BOOTS
QSW
PARADISE WHEELS
QUIKSILVER
PARIS TRUCKS
RADII FOOTWEAR
#B3 THE GRAND BALLROOM LIGHTNINGBOLT-USA.COM #U13 THE PAVILION LIRACLOTHING.COM
#I4 THE HUNTINGTON ROOM LOSERMACHINE.COM #X6 THE PAVILION LOSTENTERPRISES.COM #M3 MARINERS HALL - THE BERRICS AGENDA LOWCARDMAG.COM #B1 THE GRAND BALLROOM L-R-G.COM #M3 MARINERS HALL - THE BERRICS AGENDA LUCKYBEARINGSCO.COM #H3 THE HUNTINGTON ROOM MAKIACLOTHING.COM #A6 THE GRAND BALLROOM MATIXCLOTHING.COM #V1 THE PAVILION METALMULISHA.COM
MIGHTY HEALTHY
#L5 MARINERS HALL - THE BERRICS AGENDA MIGHTYHEALTHYNYC.COM
MISHKA NYC
#E6 THE GRAND BALLROOM MISHKANYC.COM 28
#D2 THE GRAND BALLROOM MITCHELLANDNESS.COM
#P1 MARINERS HALL - THE BERRICS AGENDA MOBGRIP.COM #W17 THE PAVILION MOSKOVA.COM #T4 MARINERS HALL - THE BERRICS AGENDA MYSTERYSKATEBOARDS.COM #C6 THE GRAND BALLROOM NATIVESHOES.COM #A5 THE GRAND BALLROOM NEFFHEADWEAR.COM #E2 THE GRAND BALLROOM NEWBALANCE.COM #P1 MARINERS HALL - THE BERRICS AGENDA NHS-INC.COM #G3 THE GRAND BALLROOM NIKE.COM THE FOUNTAIN ROOM NIKESKATEBOARDING.COM
NOR CAL CLOTHING
#P1 MARINERS HALL - THE BERRICS AGENDA NORCALCLOTHINGCO.COM
NVRBRKN
#T2 MARINERS HALL - THE BERRICS AGENDA DCSHOES.COM
#U17 THE PAVILION ONEILL.COM #J1 THE HUNTINGTON ROOM OBEYCLOTHING.COM #P1 MARINERS HALL - THE BERRICS AGENDA OJWHEELS.COM #X9 THE PAVILION OLUKAI.COM #N1 MARINERS HALL - THE BERRICS AGENDA OMITAPPAREL.COM #H1 THE HUNTINGTON ROOM ONEDIST.COM
#N4 MARINERS HALL - THE BERRICS AGENDA THEKAYOCORP.COM #U8 THE PAVILION OSIRISSHOES.COM
#U5 THE PAVILION SKATEPALISADES.COM #H4 THE HUNTINGTON ROOM PALLADIUMBOOTS.COM
#M3 MARINERS HALL - THE BERRICS AGENDA PARADISEWHEELCOMPANY.COM #R3 MARINERS HALL - THE BERRICS AGENDA PARISTRUCKCO.COM
#E3 THE GRAND BALLROOM PFFLYERS.COM #P3 MARINERS HALL - THE BERRICS AGENDA PIGWHEELS.COM #D5 THE GRAND BALLROOM PIIQ.COM #C7 THE GRAND BALLROOM PLAYCLOTHS.COM #A6 THE GRAND BALLROOM PODIUMDIST.COM #D6 THE GRAND BALLROOM PRIMITIVESHOES.COM #C8 THE GRAND BALLROOM KEDS.COM/PROKEDS #R3 MARINERS HALL - THE BERRICS AGENDA PROJECTHARDWARE.COM #F6 THE GRAND BALLROOM PUMA.COM #X13 THE PAVILION QUIKSILVER.COM #X11 THE PAVILION QUIKSILVER.COM
#U14 THE PAVILION RADIIFOOTWEAR.COM
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
EXHIBITOR LIST_ RAEN OPTICS
ROOK
SHAKE JUNT
SPY OPTIC
REAL SKATEBOARDS
ROXY
SILVER TRUCKS
SRH
REBEL8
ROYAL TRUCKS
SIMS
STANCE
REEF
RUCKUS
SKATE MENTAL
STEREO SKATEBOARDS
REFLEX
RUSTY
SKATEBOARDING IS NOT A CRIME
STRANGE BIRD DISTRIBUTION
RESOURCE DISTRIBUTION
RVCA
SKULLCANDY
STRANGE NOTES SKATEBOARDING
RHYTHM
SABRE
SLVDR
STUSSY
RICTA WHEELS
SANTA CRUZ CRUZERS
SNEAKTIP
SULLEN CLOTHING
RIVIERA LONGBOARDS
SANTA CRUZ SKATEBOARDS
SO R.AD
SUPERbrand Apparel
ROAD RIDER WHEELS
SANUK FOOTWEAR
SOLE TECHNOLOGY
SUPRA
ROCKSMITH - WUTANG BRAND
SECTOR 9
SPEED DEMONS
SYNDROME DISTRIBUTION
ROGUE STATUS
SELECT DISTRIBUTION
SPITFIRE WHEELS
T.I.T.S.
#V17 THE PAVILION RAENOPTICS.COM
#Q2 MARINERS HALL - THE BERRICS AGENDA REALSKATEBOARDS.COM #I2 THE HUNTINGTON ROOM REBEL8.COM #X12 THE PAVILION REEF.COM #O2 MARINERS HALL - THE BERRICS AGENDA DNADISTRIBUTION.COM #R3 MARINERS HALL - THE BERRICS AGENDA RESOURCEDIST.COM #V14 THE PAVILION RHYTHMLIVIN.COM #P1 MARINERS HALL - THE BERRICS AGENDA RICTA.COM #R3 MARINERS HALL - THE BERRICS AGENDA RIVIERALONGBOARDS.COM #P1 MARINERS HALL - THE BERRICS AGENDA ROADRIDERWHEELS.COM #J5 THE HUNTINGTON ROOM ROCKSMITHTOKYO.COM #F7 THE GRAND BALLROOM ROGUESTATUS.COM
#E10 THE GRAND BALLROOM ROOKBRAND.COM #X10 THE PAVILION ROXY.COM #T6 MARINERS HALL - THE BERRICS AGENDA GIRLSKATEBOARDS.COM #P3 MARINERS HALL - THE BERRICS AGENDA RUCKUSMETAL.COM #U10 THE PAVILION RUSTY.COM #A2 THE GRAND BALLROOM RVCA.COM #V15 THE PAVILION SABRE.FM #P1 MARINERS HALL - THE BERRICS AGENDA SANTACRUZSKATEBOARDS.COM #P1 MARINERS HALL - THE BERRICS AGENDA SANTACRUZSKATEBOARDS.COM #U15 THE PAVILION SANUK.COM
#W4 THE PAVILION SECTOR9.COM #U5 THE PAVILION SELECTSK8.COM
#T5 MARINERS HALL - THE BERRICS AGENDA SHAKEJUNT.COM #S4 MARINERS HALL - THE BERRICS AGENDA SILVERTRUCKS.COM #U5 THE PAVILION SELECTSK8.COM #Q3 MARINERS HALL - THE BERRICS AGENDA SKATEMENTAL.COM #P1 MARINERS HALL - THE BERRICS AGENDA SKATEBOARDINGISNOTACRIME.COM #G1 THE GRAND BALLROOM SKULLCANDY.COM #H2 THE HUNTINGTON ROOM SLVDR.COM #E8 THE GRAND BALLROOM THESNEAKTIP.COM #L1 MARINERS HALL - THE BERRICS AGENDA RUSTY.COM/US/SORAD #U11 THE PAVILION SOLETECHNOLOGY.COM
#T3 MARINERS HALL - THE BERRICS AGENDA SPEEDDEMONSSKATEBOARDS.COM #Q2 MARINERS HALL - THE BERRICS AGENDA SPITFIREWHEELS.COM
#X3 THE PAVILION SPYOPTIC.COM #V5 THE PAVILION SRH.COM #F5 THE GRAND BALLROOM STANCE.COM #N3 MARINERS HALL - THE BERRICS AGENDA STEREOSOUNDAGENCY.COM #M3 MARINERS HALL - THE BERRICS AGENDA STRANGEBIRDDIST.COM #P1 MARINERS HALL - THE BERRICS AGENDA STRANGENOTES.COM #F1 THE GRAND BALLROOM STUSSY.COM #V4 THE PAVILION SULLENCLOTHING.COM
#V16 THE PAVILION SUPERBRANDAPPAREL.COM #H1 THE HUNTINGTON ROOM SUPRAFOOTWEAR.COM
#S4 MARINERS HALL - THE BERRICS AGENDA SYNDROMEDIST.COM #W9 THE PAVILION TITSBRAND.COM 29
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EXHIBITOR LIST_ TAVIK
TOY MACHINE
VISION STREETWEAR
TEENAGE RUNAWAY
TRAFFIC SKATEBOARDS
VOLCOM
TENSOR
TROY LEE DESIGNS
THE BERRICS
TRUE LOVE & FALSE IDOLS
THE HIGH 5
TUM YETO
THE HOUSE OF MARLEY
TURF GLOBAL SKATEBOARDS
THE HUNDREDS
UNDEFEATED
THE KAYO CORP
UNIT
THEEVE TRUCKS
US VERSUS THEM
THINK SKATEBOARDS
VANS
THUNDER TRUCKS
VENTURE TRUCKS
TOMS SHOES
VESTAL
#W15 THE PAVILION TAVIK.COM #R3 MARINERS HALL - THE BERRICS AGENDA TEENAGERUNAWAYURETHANE.COM #T3 MARINERS HALL - THE BERRICS AGENDA TENSORTRUCKS.COM #Q1 MARINERS HALL - THE BERRICS AGENDA THEBERRICS.COM #R3 MARINERS HALL - THE BERRICS AGENDA THEHIGH5.COM #X2 THE PAVILION THEHOUSEOFMARLEY.COM #F4 THE GRAND BALLROOM THEHUNDREDS.COM #N4 MARINERS HALL - THE BERRICS AGENDA THEKAYOCORP.COM #N3 MARINERS HALL - THE BERRICS AGENDA THEEVETRUCKS.COM #M3 MARINERS HALL - THE BERRICS AGENDA THINKSKATEBOARDS.COM #Q2 MARINERS HALL - THE BERRICS AGENDA THUNDERTRUCKS.COM #D8 THE GRAND BALLROOM TOMSSHOES.COM 29
#P3 MARINERS HALL - THE BERRICS AGENDA TOYMACHINE.COM #S4 MARINERS HALL - THE BERRICS AGENDA TRAFFICSKATEBOARDS.COM #B8 THE GRAND BALLROOM TROYLEEDESIGNS.COM #B9 THE GRAND BALLROOM TLFI-LA.COM
#P3 MARINERS HALL - THE BERRICS AGENDA TUMYETO.COM #P4 MARINERS HALL - THE BERRICS AGENDA TURFGLOBAL.COM #F2 THE GRAND BALLROOM UNDEFEATED.COM #U9 THE PAVILION UNITRIDERS.COM #F2 THE GRAND BALLROOM USVERSUSTHEM.COM
#A1 THE GRAND BALLROOM/CATALINA ROOM VANS.COM #Q2 MARINERS HALL - THE BERRICS AGENDA VENTURETRUCKS.NET #V10 THE PAVILION VESTALWATCH.COM
#U5 THE PAVILION VISIONSTREETWEAR.COM THE SHORELINE ROOM VOLCOM.COM
VOLEURZ
#W2 THE PAVILION VOLEURZ.COM
VOX FOOTWEAR
#M4 MARINERS HALL - THE BERRICS AGENDA VOXFOOTWEAR.COM
WELLEN
#J4 THE HUNTINGTON ROOM WELLENSURF.COM
WeSC
#A4 THE GRAND BALLROOM WESC.COM
WORLD INDUSTRIES #U4 THE PAVILION WORLDINDUSTRIES.COM
ZERO SKATEBOARDS
#T4 MARINERS HALL - THE BERRICS AGENDA ZEROSKATEBOARDS.COM
AUGUST 3JANUARY & 4, 2011_HUNTINGTON BEACH, CA CA 6 & 7, 2011_ANAHEIM,
Craftsman Guild Member- Danny Zapalac, photographer
Craftsman Guild Member- Jared Eberhardt, director
Craftsman Guild- An association of like minded persons engaged in kindred pursuits whose work is consistently of the highest quality. SLVDR is inspired by craftsman such as architects, photographers, builders, writers, designers and chefs. We respect the “behind the scenes� people who are constantly perfecting their skills and moving forward for the love of their art. The main purpose behind the Craftsman Guild is to call attention to these creative people that feed us inspiration and share a common direction with the SLVDR brand.
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AGENDA HUNTINGTON BEACH LIMITED EDITION FLEXFIT CAPS
BERRICS AGENDA
STUSSY
REBEL8
US VS. THEM
JANUARY 6 & 7, 2011_ANAHEIM, CA
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POSE
BY: CULLEN POYTHRESS
On Thriving In The New Street Art Renaissance The graffiti and street art world came to a definitive, public crescendo back in April when MOCA opened its internationally acclaimed Art In The Streets exhibit in Los Angeles. The historic opening ushered in a tidal wave of media coverage and a torrent of mainstream embrace for graf writers and street artists around the world. The glaring irony amongst purists, however, is that being seen by the general public is the opposite of what the movement was built on. Anonymity was and still is the name of the game for the most prolific and respected artists in the world. But as the opportunities grow and the public fever pitch heightens for the now celebrated image of the outlaw street artist, more and more writers are finding time in between late-night train-yard missions to enter the world of gallery work, marketing, consulting and high-profile collaboration. Chicago writer, POSE,is a great example of this type of transition. While he still wrestles with the same “core vs corporate” complex many OGs grapple with, POSE is coming into his own as an independent artist for hire and learning to embrace both sides of the equation—relishing and respecting the past and learning to not feel guilty for reaping the benefits of an art movement gone global he helped develop in the early nineties. Born and raised in the Windy City, POSE spent the major-
ity of his youth traveling around the country writing, meeting other artists and building and working with some of the most respected graf crews in the world. After ten years of painting, he linked up with legendary writing crew The Seventh Letter and began working regularly along side names like REVOK, RETNA, SABER and others. “I’ve painted with a million different crews and a million different people in a million different cities,” says POSE. “You start linking up with people who are your peers and you gravitate toward the people who are pushing it the hardest. Those guys are my heroes. I couldn’t imagine working with anybody else.” In recent years, though, after numerous arrests, tens of thousands of dollars in annual court fees, the omnipresent spectre of jail and now a family in tow, POSE has started to look beyond the graffiti horizon for opportunities that aren’t quite so costly. “As a graf writer, you never want to show your face because you won’t be able to do your art without being found and prosecuted,” he says. “But I was growing really bored and coming to one of those clutch moments in my life. I was sick of paying thirty thousand dollars a year in court fees and tanking my business and family life—the typical shit that happens when you’re active. The challenges weren’t that fun for me anymore and I had done them year after year. I wanted to create a new set of challenges—the stuff you 43
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have to be public about. When you get to a certain age, it pushes you into a realm of sitting on your hands. I had to use my energy for another creative outlet, so I took that opportunity to create my studio.” Along with partner KC Ortiz, POSE launched his own design agency out of Chicago in 2005 called We Are Supervision. He now spends time designing and illustrating with a network of artists throughout the country on projects ranging from high-end ad agency work to collaborating with art world icons like Roger Gastman on smaller, more personal projects. “Over the years we’ve had some really interesting work come in and then, of course, there’s some less interesting stuff that pays well,” says POSE. “It’s great to be able to give work to people who are our friends who have paid their dues and need a quick buck to pay the inevitable lawyer fees and costs that come with this lifestyle. I think the quick buck jobs actually keep people active in the streets longer, without having to bend to a nine to five.” In addition to running his agency, POSE has also spent 44
time in recent years developing the artist program at LRG alongside the company’s recently deceased founder, Jonas Bevacqua. POSE says the two were working to create the same type of support system the company has in place for its skaters and musicians. “Basically we were were trying to create a free-form environment to help people facilitate and push art careers by helping to sponsor shows, paying for travel, creating video projects and giving artists the opportunity to do graphics,” says POSE. “Jonas was an amazing dude on a creative level, an energy level and a support level,” he continues. “I could go on and on about how truly supportive he was in a way that was real pure. He was really excited about graffiti, but as a visionary, he was really interested to see where it was going in the future and see how the mixture of new media and society’s perception of the art form could be changed. He was solely about pushing things to new levels and doing it in a way that was much more grassroots, authentic and on a peer level. He helped me when I was in a pretty dark spot creatively and chalenged me to jump start my career as a gallery artist, so I am eternally grateful”.
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POSE’s latest endeavors may just be that future Bevacqua envisioned. POSE and his newly diversified approach represents the latest wave of street artists who work equally in the street as well as challenge the new world of public and legal possibility. “Ten years ago none of these opportunities existed for a guy like myself,” he says. “I didn’t think this would be possible. I thought I’d be in jail or working construction. The career is a nice by-product. I have seen more shit and traveled to far more places than I ever thought possible. We created that possibility ourselves. It’s a weird one.” The new energy around street art, though, similar to any underground movement that’s reached its cultural tipping point, is divided among those who claim purity and those artists who’ve stepped up to capitalize on the new business opportunities outside of the streets. But POSE says that selling out isn’t really the argument.“I was raised with a very blue collar mentality where you take great pride in providing and doing well for your family. My work ethic doesn’t allow me to get hung up on public perception or if someone thinks I’m “real” or not,” he says. POSE views graffiti and street art’s new mainstream appeal as just a part of the movement’s life cycle. “I understand the way subcultures go,” he continues. “Something pops up and it’s not accepted and it’s not understood. Then all of a sudden it gets cool, gets adopted, gets co-opted and suddenly the purity and raw energy of it gets lost. When things get less pure, kids get more crazy and more edgy and create all new things. They’ll always be that younger generation to shoot it with steroids again. It would be naive to say that real graf is dying and things are hollow. You could say that, but I don’t think anything is dying. I don’t think anything is going to be lost. Things are changing, and people are fearful of change. Real graffiti will never die. The fact that the opportunity is out there is awesome and it’s great that I can do this. You start writing graf to have total freedom from everyone else’s rules and regulations. The only way I can harness that same energy is to literally not care about what other people think. If you let other people’s opinions get to you, you’re going against what graffiti is all about.” Next up for POSE is his second gallery show at Los Angeles’ Known Gallery as well as a live art demonstration to take place during this year’s summer Agenda trade shows.
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For more info, go to: wearesupervision.blogspot.com
AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
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The Settlement
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Makers of the finest headwear since 2002. Mark Welsh photo. coalheadwear.com
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Exodus
The House of Marley is committed to delivering premium quality, eco-friendly products that embody the Marley vision.
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www.bobmarley.com
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BEHIND THE BOMB WITH BOBBY HUNDREDS BY: CULLEN POYTHRESS
How discipline, restraint and a people-over-product business philosophy has taken The Hundreds from streetwear fledgling to global icon. It’s a near mythic tale. Two disenchanted law students fed up with the discontents of jurisprudence abandon their journey toward The Bar and boldly set off down the far riskier road of young men’s apparel to find their bliss. Ten years later and they’ve slayed wholesale dragons, conquered lands with storefronts, formed audacious alliances, pocketed gold and found happiness. It’s the hero’s journey fulfilled for any aspiring brandsman. But as anyone who’s had the gall to go against dragons will tell you, it’s so much easier said than done. But The Hundreds has made it all look effortless. Each season the brand opens with remarkable new endeavors, fresh designs and titillating blog content all surrounded by a shimmering hora of obvious sales growth. So what’s made the difference for the men behind the Adam Bomb? Is it their design? Their website? Their unorthodox approach to marketing? Patience? Endurance? Bobby’s emerging celebrity? Or simply nine years worth of good old-fashioned elbow grease? For Bobby Hundreds, and for any streetwear industry aspirant, it’s all the answers you’re probably just dying to know.
The Hundreds seems to have built its reputation in the beginning by being openly friendly with the streetwear community, miscellaneous celebrity and otherwise through its blog—building business through friendships and associations. Is that accurate? Has that model changed? If so, why? If not, how has being openly “cool” with everyone helped grow your business? The thing with streetwear is it’s such an underdog, that if we don’t fight for ourselves, no one else will. Without building together, our platform wouldn’t even exist. streetwear is about independents trying to survive in a corporate industry—it’s about being underground and secretive, so it’s hard to progress without establishing relationships. This is why streetwear boomed a few years ago, because there were so many brands like ours who were enthusiastic to participate, willing to cooperate and boost each other. As some got more successful than others, the backbiting, jealousy and hate tore everything apart. We have no one to blame but ourselves for the eventual breakdown of popular streetwear. One of The Hundreds’ go-to mottos has been “People, Not Product.” That’s another reason why streetwear is so special—it’s not necessarily about the limited apparel as 53
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it is the creative individuals behind the labels. That’s what the customers are really tapping into.
Do you believe in the power of print advertising, or are traditional print ads a thing of the past?
You have a notoriously conservative approach to marketing. Is that fair to say? If so, what are some the marketing tactics you engage in—or don’t engage in—and why do you believe them to be effective? Are there any misconceptions about the effectiveness of some of the more traditional marketing tactics used by other companies?
I don’t think the traditional print advertising format is a dead form, because I think it’s still effective for specific brands. And that’s the thing, you can’t look to one solution for all; every brand and company is unique and should follow the path that best suits their ideology. Would Gucci benefit from a street-art campaign or popular Twitter page? Probably not—their customers are sailing in yachts off the coast of Bali. Those upper-class eyeballs are probably perusing a Vanity Fair magazine in the back of a first-class airline seat, so Gucci should probably take that inside cover.
Yeah, I wouldn’t say we have a conservative approach to marketing, but we do have a hesitation with traditional advertising. We are products of the ’80s and ’90s, the Pepsi and MTV generation. We were sold to our entire lives, and like others in our timeline—see: Shepard Fairey—we grew wary of that hard sell. The last thing Ben [Hundreds] and I wanted to do was to reciprocate that old-world advertising philosophy, so instead we focused our efforts on word-of-mouth, trust and branding. It all comes back to an organic relationship between the brand and consumer, and the Internet provides the tools to facilitate that. 56
What’s the strategy with The Hundreds Magazine? Why produce a mag when you have a blog? What purpose does the magazine serve? Isn’t print dead? No! Print is not dead! Print provides permanence and substance, while the Internet gives us immediacy and efficiency. Both are necessary to communicate information.
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We’ve always intended to have our own print magazine, even when the brand first launched in ’03. My background is in print publishing; I used to work for TransWorld, and I also freelanced, wrote, photographed, and did art for other books. When it came time for The Hundreds to increase exposure through print advertising in newsstand magazines, we balked at the $10K onepage offers some were spitting at us. With that money, couldn’t we just make our own print magazine? So we did—DIY! And believe it or not, The Hundreds Magazine sells. It doesn’t go gangbusters, but our customers do buy it, and more importantly appreciate it. It’s an alternative approach to print magazines and something for the media industry to consider. For one, instead of circulating through the traditional system of newsstands and subscriptions, The Hundreds Magazine is distributed through online shops and retail accounts that The Hundreds apparel is stocked in. Because a print magazine is a unique find in a clothing store, the customer actually takes the time to consider it and give it attention. Our entire book is self-contained, all ads are related to The Hundreds, all features and editorial concern people we’re working with. It’s a 72-page commercial for our brand, but also a source of cultural information for the cool crowd. And because it’s print, it holds a permanence and gravity that the Internet could never offer. The Hundreds has always seemed to have one foot out and one foot in with regard to its skate program. Is that a fair assessment? If so, why the hesitation? How much does a skate team and skate-specific marketing initiatives play into the brand’s strategy now? What about for the future? The Hundreds supports skateboarding and is inspired by skateboarding, but it is not a skateboarding brand. Since the start, we’ve had a team of riders, but we haven’t really gone after any big names; instead, we recruit friends and associates within the circle who love The Hundreds and love skateboarding. Over the years, some of those kids have gained stature in the skate community, and it’s really exciting for us to see. I grew up skateboarding. I always say everything cool comes back to skate and music. So we will continue to have that tie by virtue of culture and lifestyle, just don’t expect us to start eating into hardgood sales or anything like that. You have a verified Twitter account. Is it advantageous
to be perceived both as a public figure and a company owner? How much time do you spend crafting your tweets? How important is Twitter to your overall marketing strategy? The Hundreds as a brand is rooted in a personal relationship with the customer, and so it’s important for our supporters to have that connection with the owners and representatives of the company. Some of the biggest brands operate along the same philosophy—Microsoft fronts Bill Gates as their face, Apple has Jobs. Twitter is that window into our lives, maybe even more personal and direct than the blog. I really don’t spend much time crafting my tweets. These are just the thoughts that run through my head—I had notebooks of them as a kid, and now I have Twitter to let the world suffer through them. Twitter is really not that important as a marketing strategy. I think our blog is sufficient personal access to us, and anything beyond breaks down the mystery and intrigue. Some things are really left better unsaid and unshared. I feel obligated to have a Twitter account, but didn’t want to load mine up with monotonous product news or bore everyone with my mundane life, so there’s really nothing else to tweet except bad jokes. Sorry to all my followers. The Hundreds has become famous for finding, repurposing and marketing nostalgic graphics and iconography from the past in many of its collaborations and in a good deal of its overall art direction. Why does so much of the subject matter selected seem to almost always fall into the family-friendly/adolescent virgin male zone? Why not more adult themes or more mature trends from years past? I’d disagree. Some people perceive us as a young brand or immature, but I think they’re distracted by our mascot who happens to be a cartoon bomb. If you look at the majority of our line, it’s actually pretty sophisticated and mature. Most of the tee graphics have underlying messages, double entendres, political slants and anti-authoritarian overtones. The cut-n-sew apparel isn’t overrun with heavy branding; everything is pretty intelligent and subtle. Unfortunately, I think Adam Bomb can obscure that. As far as adult-natured themes like pornography or crass language, it’s the same reason I don’t resort to explicit verbiage or imagery, for the most part, in my blog or Twitter. It’s cheap to me, it’s too easy to go for the lewd 57
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material. I feel like we, and our customer, are too smart to fall for that stuff—I’d rather invest a smart concept into the product, instead of using overt sex or cuss words to sell it. Because, really, anyone can do that. Is recycling media that’s already proven and “tipped” in the past a guaranteed formula for sales success and recognition in the present? Like, say producing Jaws II, III and IV or Police Academy II through VII. In other words, do people respond to these projects because they’re well executed, or do they like them because the subject matter is familiar, nostalgic or because they enjoyed it the first time around so they think they’ll probably like it again? Creativity comes from inspiration, and there’s a fine line between being inspired by the past and directly ripping it. We have this constant desire to relive the past, because nostalgia exists in this cloud of better days. Our job is to reappropriate that existing content with our own twist and invent something new. The product hopefully sells because the customer is attracted to the familiarity and our personal remix of the property. What’s been your most successful collaboration to date? What defines a successful project? For me, a successful collaboration would be one that makes sense, is backed by a good story, engages our audience and complements The Hundreds brand. Some good ones were Garfield and our hardcore music tribute, because they were a direct reflection of our youth and cultural upbringing. Your alignments sometimes seem erratic and unpredictable. Is this intentional? How and why do you choose to align yourself with the brands and people you do? The only intention is to find partners that make sense to collaborate with. One thing we pride ourselves on is that The Hundreds can’t easily be pigeonholed; we’re diverse in makeup and background. Accordingly, inspiration for double-label mates can range from car companies to surf boardshorts. We look for an interesting story to tell with these projects, to educate the customer and also enlighten them as to the breadth of The Hundreds brand and crew.
certain brands? There has to be some personal story there for a collaboration to truly have success. We don’t just select partners because it’s cool or trendy at the moment. Disney opened up their library to us, and we skipped right over Mickey Mouse to work with the obscure set of Lost Boys from the Peter Pan films. Why? Because there was a narrative there, a concept likening the Lost Boys to our own “forever young” mentality. In turn, we give our partner a certain sense of credibility in the street market and awareness with a new audience. You’ve been quoted saying, “The Hundreds is the first social merchandising company.” What do you mean by that? That goes back to the “People, Not Product” philosophy. The heart of The Hundreds’ success isn’t just in the apparel or footwear, but the stories that are sold with it and the people who are behind the product. We could be in the business of selling refrigerators or iguanas and our supporters would follow us—because they’re invested in us, as people. You’ve also been quoted saying, “streetwear is an endurance game.” What do you mean by that, and how does this ethic play into your overall business strategy? It seems like you could turn up the jets at any moment, but deliberately choose not to. What’s the sales strategy there? Does it take self-control and restraint to not blow doors? The first few times you turn down a bazillion-dollar order from a chain department store, sure, it’s tough. Especially because those offers tend to happen right around the time you’re starving! But once you start reaping the benefits from that discipline—strong brand identity, credibility, high demand—it’s not hard at all. When Ben and I first started doing trade shows, we’d cover our rack with a tarp and turn down 99.9 percent of the buyers—everyone from the local skate shop to Macy’s. Meanwhile, there were other brands in our category that’d give into anyone’s order without discretion and rack up million-dollar seasons. After popping a few bottles, their brand integrity would deflate, and a year later, they’d be off the map.
What makes a brand qualify for a project with The Hundreds? What makes The Hundreds qualified to work with 59
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Streetwear is an endurance game. It’s easy to make a hit T-shirt or have a big season. It kinda comes with the territory—there’s always a hot new brand out there that all the kids are fiending for, but where are they two months later, let alone two years? It’s not unlike the music industry today, riddled with one-hit wonders and pop singles. Try making a clever T-shirt ten times in a season, then repeat it six times a year, now do that for ten years. Can you keep up? When do you know it’s time to open up things a bit? Are there certain signs that would indicate, “Oh, it’s cool for us to go all doors with CCS or Zumiez this season”? There are certain accounts that I don’t think we’ll ever be comfortable opening up. Especially me—thank God I don’t handle sales. We’ve been so conservative and hesitant with our distribution; everything has been so conscious and painstaking… I’ll be honest, it took a lot for us to agree to doing both CCS and Zumiez. We have a good thing going here, The Hundreds, and we really want to share that story with as many people as possible. At the same time, we are very protective of our brand and the supporters who’ve stuck with us for eight years. We don’t want to hurt either of those. I remember first opening Active after much trepidation. But I grew up in Riverside [California] and the coolest streetwear account at the time was Active. I thought about myself as a teenager and not having access to The Hundreds if it stayed out of that shop, and I felt like I’d be doing my own brand a disservice. It’s a difficult road to navigate and at this time, we’re taking it on a case-by-case basis. Ben [Hundreds] and Scotty [Litel]watch over the sales and distribution side of The Hundreds, and they’ve done the best job of aligning our brand with the right retailers. It’s an art, and these guys really curated the finest gallery of accounts to work with. Do you think The Hundreds means different things to different people, or would you say it’s understood by everyone in the same way? Is the brand everything to everyone? Yes, that’s the beauty. The Hundreds means different things to different people, and who are we to say otherwise? At some schools, we’re popular with the skate kids, or the black kids, the cool crowd, or the nerds. In the Bay, the Filipinos love us, but then we’re big in hardcore, 60
which is predominantly white. Sneakerheads are into it and so are dudes who wear Crocs. When kids first started getting The Hundreds tattooed on them, I didn’t get it—I could never get a brand logo inked on me forever. But to these kids, that design means something unique and personal to them, and that’s a subjective practice. What are some of your favorite brands? Why do you like them? DeLorean Motor Company. Apple. Hermes. Screaming Eagle wine. Louis Vuitton. Ford. Dickies. Vivienne Westwood. Fuct. Marc Jacobs. Shanghai Tang. Buc-ee’s gas station. Agent Provocateur. Vanity Fair. Locals flip-flops. W)Taps. Vogue. Saturday Night Live. White Mountaineering. Sex Wax. Morningstar Farms. Panda Express. Taschen. Disney. YouTube. Why do I like them? Because when I think about each of them, they emote unique qualities. And that’s what a successful brand does, right? It makes you feel. What are some of the biggest misunderstandings people have about owning and running your own brand? That it’s easy. That there’s glory. That it gets girls. And most importantly, that it makes money. Are there any substitutes for hard work? If you find out what it is, please let us know. I could do without the bags under my eyes and high blood pressure. I’d also like to see my friends and family more, please.
For more info, go to: thehundreds.com
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AUGUST 3 & 4, 2011_HUNTINGTON BEACH, CA
PORT OF CALL BY: CULLEN POYTHRESS
Tim Gavin And Friends Open Long Beach Concept Shop By the turn of the last century, Long Beach’s booming oil and shipyard industries had made the town notorious for sailor bars, tattoo parlors and other establishments of ill repute. The LBC’s reputation has improved since those days, but the Southern California port city still retains certain elements of its original working-class charm. Today it’s one of the nation’s most diverse cities, and behind it is a thriving art and skateboarding community completely separate from the hype and pretense of LA. Its latest champions are a group of like-minded buddies with a clear vision for their new concept shop and private-label brand, Port. Aptly named for its seaside alma mater, Port was founded by ’90s pro skateboarding icon and DVS Shoe Company co-founder Tim Gavin alongside friends and fellow DVS employees Jim Leatherman and Juston Tucker. With more than three decades of combined experience in the action sports footwear and apparel industry, Port is the collective expression of the thirtysomething trio’s slightly more mature, yet still funloving taste for fashion, friendship and high jinks. “Jimmy, Juston and I have worked together for so long and have had so much fun doing what we do at DVS that opening a store and going into business together was a very natural fit,” says Port co-owner Tim Gavin. “We’re looking forward to bringing some really fun marketing
ideas to the table with the store and taking the same, lighthearted approach to brand building as we’ve done with Podium.” Located on the city’s gentrifying Broadway Avenue strip, Port and its modest 1,300-square-foot retail space houses a range of established and emerging lifestyle apparel brands including Insight, Brixton, The Quiet Life, Freshjive, Stacks, Warriors Of Radness, Herschel and more. It also stocks lifestyle footwear brands from companies like Pointer, Clae, Diamond and Thorocraft, as well as more casual, fashion-oriented silhouettes from DVS and Lakai. Port caters to the female shoppers, too, and displays a range of brands including Matix Girls and select vintage items including pieces from upstart women’s brand Dainty Hooligan, as well as pieces from LA-based women’s retailer Virgo, who, like Dainty Hooligan, finds, rebuilds, relines and tailors vintage women’s items to fit the contemporary styles and trends of modern women’s fashion. Port co-owner and buyer Jim Leatherman says the store represents a new and emerging breed of retail shop focused on the post-skate customer who’s a bit older and a little more discerning when it comes to brands and products. “We based the lifestyle and direction of Port off the things we’re into now as semi-grown-up kids,” he says. 63 1
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“We all grew up surfing, skating and doing all the things that make life enjoyable, but as we got older we began to realize that we’d eventually have to turn the reins over to the younger generations, sit back and watch what happens. Our brand personifies art culture, craftsmanship, skateboarding and surfing, and we try to buy into products that reflect that for us and for our store.” Not unlike many young concept retailers, Port is in the midst of growing its own private-label collection, which currently consists of T-shirts, tank tops, crop tops for women and other limited pieces including sunglasses, hats and whiskey flasks. “Our Port T-shirts are the number one selling item in the store,” says Leatherman, who attributes high sales volumes to the shirts’ appeal amongst prideful, local Long Beachers. Leatherman is stoked on its popularity, but is cautious to not go overboard with Long Beach enthusiasm. “A lot of our Port pieces are based around the unique culture of the city and the art culture that’s here. There’s not a single demographic you can put your finger on in Long Beach. It’s a mix of art and beach culture, and just about every single race on the planet is represented here. We love it, but we don’t want to overemphasize it to the point that that’s all we are. We want to create a label that speaks to everyone.” At the top of Port’s private-label to-do list are two T-shirt collaboration projects with prominent skate artists Andy Mueller and Thomas Campbell. “We’ve built tons of great relationships over the years,” says Leatherman. “It’s great to finally be able to put that stuff to work by doing cool projects for our shop and having the freedom to work with the people and brands we’ve become friends with over the years.” Port just launched its e-commerce platform, portlbc.com, where it plans on selling its forthcoming private-label projects. The subtle sophistication of Port isn’t to be taken too seriously, though. After nearly a decade of partying together, Leatherman says the partners don’t plan on growing up anytime soon: “Needless to say, we’ve built this shop around having a good time, and that’s exactly what we want to try to convey to our customer with our shop, our brand and our relentless ‘let’s party’ attitude.” For more info, go to: portlbc.com
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the wrong wallet
Both wallets contain the same amount of cards and notes. The Slim Sleeve on the right improves the way you carry.
B E T T E R WAY S T O C A R RY - S h o w i n g I n T h e H u n t i n g to n Ro o m
WorKs BY the DeFinitive reFerence For FAshion, photoGrAphY iMAGe-MAKinG, ADvertisinG, proDuction AnD events - WWW.leBooK.coM
connections it’s le BooK “live” BY
the iDeAl plAce to FinD tAlent For All Your cAMpAiGns, eDitoriAls, cAtAloGs AnD other visuAl proDuctions the custoM-MADe trADeshoW For the creAtive coMMunitY. BY invitAtion onlY - reGister to AttenD: WWW.leBooK.coM/connections
next stop: Berlin - Fall 2011, los AnGeles - January 2012, lonDon - March 2012, neW YorK - June 2012, pAris - Fall 2012
WELCOME TO THE AGENDA PRODUCT GUIDE
Showcasing some the best gear of the show featuring brands such as DC Shoes, Herschel Supply Co., L-R-G, Undefeated and many more...
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6 1.UNDEFEATED_2.TWO IN THE SHIRT_3.SPY OPTIC_4.UNDEFEATED_ 5.HERSCHEL SUPPLY CO._6.UNDEFEATED 68
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7.HUF_8.AFENDS_9.STANCE_10.SPY OPTIC_ 11.INSIGHT_12.GENERIC SURPLUS 69
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13.COAL HEADWEAR_14.GRENADE_15.HUF_16.AMBIG_ 17.CONVERSE_18.SPITFIRE 70
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19.STUSSY_20.FOURSTAR_21.L-R-G_22.HERSCHEL SUPPLY CO._ 23.CONVERSE_24.CREATIVE RECREATION 71
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30 25.ELM COMPANY_26.L-R-G WATCHES_27.LIRA_28.JANSPORT_ 29.GLOBE_30.L-R-G 72
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MONETIZE, ACTIVATE, AND MAXIMZE YOUR SOCIAL MEDIA AUDIENCE
AGENDA x HAVASIP present the AGENDA SHOW on FACEBOOK ACTIVATE AND MAXIMIZE YOUR SOCIAL MEDIA AUDIENCE ENTER YOUR BRAND IN THE VIRTUAL GOODS MARKET REACH A WIDER TARGETED CONSUMER BASE CREATE NEW REVENUE STREAMS CREATE VIRTUAL SHOW SPACE visit www.havasip.com to get started...
thirsty@havasip.com
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PREDICT WHAT WILL SELL WHILE YOU STILL HAVE TIME TO GET IT RIGHT. RUN A SNEAKPEEK™ ON KRUSH.
WHO USES KRUSH?
LINE UP CONSUMERS AND THEIR FRIENDS BEFORE YOUR PRODUCTS EVEN HIT THE SHELVES. Run a SneakPeek™ on KRUSH. Use KRUSH to tap into online consumers and fans of your brands - show your planned lines directly to your consumers 1 month to 1 year before you ship. Get thousands of ratings and a report that shows you what will sell most: top-liked styles, items, colors and preferences by location - great for retailers! On KRUSH consumers and fans can use their own network of friends to spread the word about which items they like. Reward your fanbase with the chance to win or pre-buy items before they hit the stores, amping your sales online before the season even starts. Contact: brands@krush.com or visit www.krush.com/brands
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