AUGUST 2010 by Chris Pablo

NEW ERA CAP IS THE OFFICIAL HEADWEAR OF THE AGENDA TRADESHOW

THE OFFICIAL PARTY

WED AUGUST 4TH / 10 PM - 2 AM HYATT CONFERENCE CENTER

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

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

We here at Agenda would like to take a moment to thank all of you for joining us today. Because of your support Agenda has been able to hold more than 40 shows worldwide over the past 7 years. This is our third show in Huntington Beach and our second coinciding with The US Open of Surfing. We are humbled by your continued support and would like to give an extra thank you to all of you whom have travelled great lengths to be here with us. So it is with great pleasure that we present to you what we feel to be our strongest brand lineup to date. We hope you enjoy the show. Thanks!

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

GENERAL SHOW INFO SHOW DATES & TIMES Wednesday, August 4th (9am-6pm) Thursday, August 5th (9am-6pm)

OFFICIAL SHOW PARTY

LOCATION Hyatt Regency Hotel 21500 Pacific Coast Highway Huntington Beach, CA

PARTY SPONSORS

Wednesday Night (10pm-2am) Hyatt Regency Hotel

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. CO-PUBLISHER: SHOP-EAT-SURF.COM ANDREW HORAN andew.horan@shop-eat-surf.com EDITOR IN CHIEF: AARON LEVANT aaron@agendashow.com

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

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

IT IS ALL-STAR WEEK IN HUNTING TON BEACH! JOIN US LIVE AND WATCH THE WORLD’S BEST ACTION SPORTS ATHLETES AT THE 2010 US OPEN OF SURFING. ALSO FEATURING:

US OPEN WOMEN’S AND MEN’S JUNIOR PRO PRESENTED BY PACSUN NIKE 6.0 HB BMX PRO • CONVERS E COASTAL CARNAGE HURLEY WALK THE WALK • US OPEN MUSIC STAGE

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

THE ROOMS OF AGENDA BE SURE TO VISIT ALL 8 ROOMS AT AGENDA

1. GRAND BALLROOM 60+ BRANDS, INCLUDING NIKE 6.0, CONVERSE, L-R-G, AND RVCA 2. HUNTINGTON BALLROOM 20+ BRANDS, INCLUDING OBEY, SUPRA, CROOKS & CASTLES, 10DEEP & MORE 3. THE BERRICS AGENDA DOWNSTAIRS IN MARINERS HALL, DEDICATED ENTIRELY TO SKATEBOARD BRANDS 4. PRIMER 20 EMERGING BRANDS 5. CATALINA ROOM VANS MEETING ROOM 6. SHORELINE ROOM VOLCOM MEETING ROOM 7. FOUNTAIN ROOM INSIGHT, LIVE MECHANICS, GREEDY GENIUS, AKOMPLICE, ARNETTE & MORE 8. SEACLIFF ROOM QUIKSILVER MEETING ROOM SEE MAP ON NEXT PAGE 9

LIGHTHOUSE COURTYARD

J8 J9

J10

AGENDA FAMILY BBQ

I6 I7 I8 I9 I10

I5 I4 I3 I2 I1

H H5

OVERVIEW

H4 H3

1. GRAND BALLROOM

VO 2. HUNTINGTON BALLROOM

FOUNTAIN ROOM

3. BERRICS AGENDA (DOWNSTAIRS)

4. PRIMER (DRIFTWOOD/SUNRISE ROOM) 5. CATALINA ROOM 6. SHORELINE ROOM

QUIKSILVER

PRIMER (DRIFTWOOD)

7. FOUNTAIN ROOM 8. SEACLIFF ROOM

PRIMER (SUNRISE)

BUSIN CENT

D2 D3

F5 F6

F7 F8

E5 E6

D5 D6 D7 D8

OLCOM

VANS

NESS TER

C4 C5

B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12

G3 A1

REGISTRATION DESK

BERRICS AGENDA (DOWNSTAIRS)

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

J8 J9

J10

J4 J3

I6 I7 I8 I9 I10

I5 I4 I3 I2 I1

H2 H5

K10 12

H4 H3

HUNTINGTON BALLROOM

K3 K7

FOUNTAIN ROOM

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

D2 D3

F5 F6

F7 F8

E5 E6

D5 D6 D7 D8

C4 C5

GRAND BALLROOM

B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12

G3 A1

BERRICS AGENDA (DOWNSTAIRS)

N5 O3

Q2 P1 Q1

N4 M4 N3 M3

R1 S1

R4 S3

N2 M2

N1 M1

L3 L2 L1

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

EXHIBITOR LIST_ 10.DEEP

HUNTINGTON BALLROOM

722 FIGUEROA

HUNTINGTON BALLROOM

9FIVE EYEWEAR THE BERRICS AGENDA

24K GOLD

DRIFTWOOD ROOM

ACRYLICK

HUNTINGTON BALLROOM

ADIDAS ORIGINALS GRAND BALLROOM

ADIDAS SKATEBOARDING THE BERRICS AGENDA

ADIO FOOTWEAR THE BERRICS AGENDA

AKOMPLICE FOUNTAIN ROOM

ALMOST

THE BERRICS AGENDA

ALIEN WORKSHOP THE BERRICS AGENDA

ALIFE

GRAND BALLROOM

ALPINESTARS GRAND BALLROOM

ALTAMONT

GRAND BALLROOM

AMBIGUOUS CLOTHING GRAND BALLROOM

ANALOG

GRAND BALLROOM

ANTIFASHION DRIFTWOOD ROOM

ANTI-HERO SKATEBOARDS THE BERRICS AGENDA

I6 J5 R2 PRIMER I7 D1 L2 N4 K1 R3 03 B3 F7 C8 B12 A3 PRIMER Q2

ARNETTE

FOUNTAIN ROOM

ASHBURY

THE BERRICS AGENDA

ATELIERS ARTHUR GRAND BALLROOM

AXION

THE BERRICS AGENDA

BEATS BY DR. DRE GRAND BALLROOM

BELL HELMETS

THE BERRICS AGENDA

BERRICS UNIFIED THE BERRICS AGENDA

BLACK BOX

THE BERRICS AGENDA

BLACK SCALE

HUNTINGTON BALLROOM

BLIND

THE BERRICS AGENDA

BLOODBATH

DRIFTWOOD ROOM

BOUNDLESS NY

HUNTINGTON BALLROOM

BRIXTON

HUNTINGTON BALLROOM

BULLET

THE BERRICS AGENDA

C1RCA

GRAND BALLROOM

C1RCA COMBAT GRAND BALLROOM

C1RCA SELECT GRAND BALLROOM

CHOCOLATE

THE BERRICS AGENDA

CLICHÉ

K6 THE BERRICS AGENDA

CONS

O2 THE BERRICS AGENDA

CONVERSE

J5 THE BERRICS AGENDA

COPY

L1 HUNTINGTON BALLROOM

CORRECT

D8 DRIFTWOOD ROOM

CREATIVE RECREATION

M4 GRAND BALLROOM

CREATURE

R4 THE BERRICS AGENDA

CROOKS & CASTLES

T4 HUNTINGTON BALLROOM

CUSHE FOOTWEAR

I8 FOUNTAIN ROOM

DARKSTAR

R3 THE BERRICS AGENDA

DC LIFESTYLE

PRIMER THE BERRICS AGENDA

DC SHOES

J1 THE BERRICS AGENDA

DC SKATE

I4 THE BERRICS AGENDA

DEATHWISH

M4 THE BERRICS AGENDA

DEKLINE FOOTWEAR

E2 THE BERRICS AGENDA

DELUXE

E2 THE BERRICS AGENDA

DESTRUCTO

E2 THE BERRICS AGENDA

DGK

THE BERRICS AGENDA

R3 T2 T2 J4 PRIMER C1 M4 H4 K7 R3 L4 T1 L4 R1 M2 Q2 N3 N5

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

EXHIBITOR LIST_ DIAMOND SUPPLY CO. THE BERRICS AGENDA

DISTURBIA CLOTHING DRIFTWOOD ROOM

DNA DISTRIBUTION THE BERRICS AGENDA

DTA

GRAND BALLROOM

DVS

GRAND BALLROOM

DWINDLE DISTRIBUTION THE BERRICS AGENDA

ELECTRIC

GRAND BALLROOM

ELM COMPANY THE BERRICS AGENDA

ELWOOD CLOTHING THE BERRICS AGENDA

EMERICA

THE BERRICS AGENDA

ENDS/WEALTH CORP. DRIFTWOOD ROOM

ENJOI

THE BERRICS AGENDA

ETNIES

THE BERRICS AGENDA

EXPEDITION ONE THE BERRICS AGENDA

EZEKIEL

GRAND BALLROOM

FALLEN

THE BERRICS AGENDA

FAMOUS STARS AND STRAPS GRAND BALLROOM

O1 PRIMER O3 F5 G1 R3 B1 N2 L3 P2 PRIMER R3 P1 T6 N5 A5 T4 F6

FLIP

THE BERRICS AGENDA

FOUR STAR

THE BERRICS AGENDA

FOX HEAD, INC. GRAND BALLROOM

FREEDOM ARTISTS DRIFTWOOD ROOM

FRENDS

GRAND BALLROOM

FRESHJIVE

GRAND BALLROOM

FYASKO

HUNTINGTON BALLROOM

G-SHOCK

GRAND BALLROOM

GIRL SKATEBOARDS THE BERRICS AGENDA

GLOBE

THE BERRICS AGENDA

GONZ!

GRAND BALLROOM

GOST BRAND

DRIFTWOOD ROOM

GRAVIS

GRAND BALLROOM

GREEDY GENIUS FOUNTAIN ROOM

GRNAPPLETREE

HUNTINGTON BALLROOM

GRENADE GLOVES GRAND BALLROOM

HABITAT

THE BERRICS AGENDA

HART AND HUNTINGTON GRAND BALLROOM

HERSCHEL SUPPLY CO.

M4 GRAND BALLROOM

HI FI

N1 THE BERRICS AGENDA

HOT AIR

F8 GRAND BALLROOM

HOWE

PRIMER HUNTINGTON BALLROOM

HUF

B5 THE BERRICS AGENDA

HURLEY

B8 GRAND BALLROOM

IM KING

J2 HUNTINGTON BALLROOM

IN4MATION

C3 HUNTINGTON BALLROOM

INCASE

N1 GRAND BALLROOM

INCIPIO

S3 HUNTINGTON BALLROOM

INDEPENDENT TRUCK COMPANY

B7 THE BERRICS AGENDA

INSIGHT

PRIMER FOUNTAIN ROOM

IPATH

A3 GRAND BALLROOM

JANSPORT

K3 GRAND BALLROOM

JSLV

I3 THE BERRICS AGENDA

K-SWISS

B10 GRAND BALLROOM

KAYO

O3 THE BERRICS AGENDA

KEEP FOOTWEAR

E6 HUNTINGTON BALLROOM

B2 Q1 D6 J10 S2 G2 J9 J5 C4 I2 M4 K10 D4 C6 M1 E1 N5 J5

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

EXHIBITOR LIST_ KR3W

HUNTINGTON BALLROOM

KROOKED

THE BERRICS AGENDA

KRUX TRUCKS

THE BERRICS AGENDA

L-R-G CLOTHING CO. GRAND BALLROOM

LAKAI

GRAND BALLROOM

LIFETIME

GRAND BALLROOM

LIRA CLOTHING FOUNTAIN ROOM

LIVE MECHANICS

FOUNTAIN ROOM

LOSER MACHINE

THE BERRICS AGENDA

LOUD & OBNOXIOUS DRIFTWOOD ROOM

LOVEWRIGHT

HUNTINGTON BALLROOM

MATIX

GRAND BALLROOM

METAL MULISHA GRAND BALLROOM

MISHKA NYC GRAND BALLROOM

MOB GRIP

THE BERRICS AGENDA

MYSTERY

THE BERRICS AGENDA

NATIVE FOOTWEAR GRAND BALLROOM

NEFF HEADWEAR GRAND BALLROOM

H5 Q2 M4 F3 G1 D2 K2 K4 P3 PRIMER J5 G1 E7 D5 M4 T4 C2 A4

NEW BALANCE GRAND BALLROOM

NIKE 6.0

GRAND BALLROOM

NOOKA

HUNTINGTON BALLROOM

NOR CAL

THE BERRICS AGENDA

NHS

THE BERRICS AGENDA

OAKLEY

GRAND BALLROOM

OBEY

HUNTINGTON BALLROOM

OJ WHEELS

THE BERRICS AGENDA

ONE INDUSTRIES GRAND BALLROOM

ORISUE

GRAND BALLROOM

OSIRIS SHOES GRAND BALLROOM

P-ROD BY NIKE SB THE BERRICS AGENDA

PF FLYERS

GRAND BALLROOM

PODIUM DISTRIBUTION GRAND BALLROOM

POPKILLER

DRIFTWOOD ROOM

PRIMITIVE

GRAND BALLROOM

PRIVATE STOCK

HUNTINGTON BALLROOM

PRO-KEDS

GRAND BALLROOM

PUMA

A7 HUNTINGTON BALLROOM

QUIKSILVER

G3 GRAND BALLROOM

QUIKSILVER GIRLS

I1 GRAND BALLROOM

REAL SKATEBOARDS

M4 THE BERRICS AGENDA

REBEL 8

M4 HUNTINGTON BALLROOM

RICTA WHEELS

D9 THE BERRICS AGENDA

ROCKERS NYC

H2 HUNTINGTON BALLROOM

ROCKSMITH

M4 GRAND BALLROOM

ROGUE STATUS

E8 GRAND BALLROOM

ROXY

C7 GRAND BALLROOM

ROYAL SKATEBOARD TRUCKS

E4 THE BERRICS AGENDA

ROYAL PROSPECTS

T3 DRIFTWOOD ROOM

RUSTY

A7 GRAND BALLROOM

RVCA

G1 GRAND BALLROOM

SANTA CRUZ

PRIMER THE BERRICS AGENDA

SIMPLE SHOES

D7 FOUNTAIN ROOM

SKATE MENTAL

J8 THE BERRICS AGENDA

SKATEBOARDING IS NOT A CRIME

C5 THE BERRICS AGENDA

J7 A6 A6 Q2 J5 M4 H3 B4 F5 A6 N1 PRIMER E5 F2 M4 K8 Q3 M4

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

EXHIBITOR LIST_ SKULL CANDY GRAND BALLROOM

$LAVE

THE BERRICS AGENDA

SLVDR

HUNTINGTON BALLROOM

SNEAKTIP

HUNTINGTON BALLROOM

SPITFIRE

THE BERRICS AGENDA

SPEED DEMONS THE BERRICS AGENDA

STACKS

THE BERRICS AGENDA

STANCE

GRAND BALLROOM

STEREO

THE BERRICS AGENDA

STUDY FOOTWEAR HUNTINGTON BALLROOM

STUSSY

GRAND BALLROOM

F4 T4 J5 I10 Q2 R3 M3 E3 Q1 I5 F1

SUPRA

HUNTINGTON BALLROOM

TASTES LIKE GOLD DRIFTWOOD ROOM

TENSOR

THE BERRICS AGENDA

THE GRO PROJECT

DRIFTWOOD ROOM

THE HUNDREDS GRAND BALLROOM

THE HUNDREDS FOOTWARE GRAND BALLROOM

THE ORAKEL DYNASTY DRIFTWOOD ROOM

THE SEVENTH LETTER GRAND BALLROOM

THUNDER TRUCKS THE BERRICS AGENDA

TITS

GRAND BALLROOM

TOMS SHOES GRAND BALLROOM

TRANSPARENT SYSTEMS

H1 DRIFTWOOD ROOM

TRUE LOVE & FALSE IDOLS

PRIMER HUNTINGTON BALLROOM

URBAN EARS

R3 GRAND BALLROOM

US VERSUS THEM

PRIMER HUNTINGTON BALLROOM

VANS

A2 GRAND BALLROOM

VOLCOM

A2 THE BERRICS AGENDA

PRIMER

YOUNG AND RECKLESS GRAND BALLROOM

ZERO

B9 THE BERRICS AGENDA

ZOO YORK

Q2 THE BERRICS AGENDA B6 D3

PRIMER J3 C3 I9 A1 S1 B11 T4 T5

Coastal Carnage Presented by Converse August 6th - 8th, 2010 Coastal Carnage Converse At the pier Presented on Huntington by Beach, in conjunction with the U.S. Open of Surﬁng. An Invite-only Mini Bowl Jam with World- Class Skateboarders and a $75,000 prize purse.

August 6th - 8th, 2010

At the pier on Huntington Beach, in conjunction with the U.S. Open of Surﬁng. An Invite-only Mini Bowl Jam with World- Class Skateboarders and a $75,000 prize purse. Coastal Carnage Presented by Converse Coastal Carnage

Presented Converse August 6th -by8th, 2010 August 6th - 8th, 2010

At the pier on Huntington Beach, in conjunction with the U.S. Open of Surfing. At the pier on Huntington Beach, in conjunction with the An Invite-only Mini Bowl Jam with World-Class Skateboarders U.S. Open of Surﬁng. An Invite-only Mini Bowl Jamand with a $75,000 prize purse. World- Class Skateboarders and a $75,000 prize purse.

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

ARTIST PROFILE: PUSH BY: MAGDA LISZEWSKA, Shop-eat-surf.com

Push, Agenda’s featured artist and a member of the graffiti artists’ group The Seventh Letter, tells us about his 17-year painting history and some of his latest projects. Push is no stranger to the action sports business. He painted the interior of the Hurley, Nike 6.0 and Converse concept store at Irvine Spectrum Center, and is working on a collaboration with SPY. Shop-eat-surf: What inspired you to become an artist? Push: Toys, cartoons and TV shows, to skateboarding, then to graffiti. In that order. It was a natural progression. I was always drawing as a kid, it was a way to express myself without really knowing it. It is like saying something complex, put simply. You see it, and don’t really need an explanation. The creativeness and imagination is what keeps me interested. Shop-eat-surf: Where is your art shown? Push: KnownGallery.com. I have also got to do a lot of traveling to show work: Australia, Japan, Spain, Taiwan, Italy, Korea, and throughout the states. Shop-eat-surf: How did you end up collaborating with Hurley?

His friend, Adrian from Hurley saw the paintings and picked up a couple. Later he had an idea for the interior of their new concept store in Irvine, and we met. Shop-eat-surf: Have you done any other collaborations? Push: Yes, many. The most recent is with SPY+, on an artist series snow goggle. I think they should be out sometime this year. Shop-eat-surf: How do you go from idea to finished art piece? Push: I do what I know, and do what I don’t know. It’s all practice. There are so many ways to approach an idea or problem. That gives what you’re doing personality, the attention and how you do it makes it a personal process. Shop-eat-surf: What are you working on right now?

Push: We (The Seventh Letter) had just done an art show that ran for one night. A friend, Roger Gastman, asked if he could display the pieces that hadn’t sold in his office.

Push: Right now, I am working on my first solo show at Known Gallery in October. Also, a group show with some 23

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

friends: Norm, Pose, Retna, Revok, Reyes, and Roids. That show is scheduled in Montreal, Canada this September.

proud of? Push: Still haven’t gotten there yet.

Shop-eat-surf: You took part in Art Basel. What was that experience like? Push: A guy named Books contacted me. For the past couple of years he put together an event called Primary Flight during Art Basel. He gets walls in the Wynwood District (of Miami) for all types of artists from all over the world to paint, and does a show with selected artists. I painted a storefront of an Italian interior design showroom for a couple of days. The weather was interesting when we were painting, it would start pouring then stop and dry up right away.

Shop-eat-surf: How many pieces of art have you created in your career? Push: A lot. I couldn’t even guess. Shop-eat-surf: What do you do when you’re not creating art? Push: Live, it’s all the same to me.

Shop-eat-surf: Which artists do you admire? Push: I don’t know too much about artists, I do like architectural and interior design. Shop-eat-surf: Which piece of your art are you most 26

For more info, visit: http://www.knowngallery.com/gallery/artist/push

ts presen

AGENDA WOULD LIKE TO THANK OUR SPONSORS...

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

OBEY CLOTHING BY: TIFFANY MONTGOMERY, Shop-eat-surf.com

OBEY Clothing President and Partner Don Juncal shares how OBEY approaches product, how it builds strong relationships with retailers and why business fundamentals are so important to brands big and small. Shop-eat-surf: How has the slowdown in consumer spending impacted Obey? DJ: Fortunately OBEY has fared the economic slowdown quite well. Our business for each of the three quarters of 2010 has been up 16% to 22%. This growth has been accomplished without opening any new distribution for the past two years. We felt our retail alliances included most of the better accounts, and wanted to thank them for their support by not opening other distribution. Thankfully, this strategy worked well for us because our retailers in turn supported us. I think this is a prime example of the brand and retailer supporting each other. Shop-eat-surf: Are there any adjustments the company has made to its business that have been helpful? DJ: At OBEY we try to remain focused on putting out a range of interesting and relevant product. It seems to me that too many brands and retailers are looking to a lower price as a solution to drive sales. In order to meet retailersâ&#x20AC;&#x2122; pricing demands, brands often

build less into their product. We believe this is shortterm way of thinking. Just two years ago the market was flooded with Ts above $50 retail, now the market is saturated with product that lacks value and is essentially disposable. Here at OBEY we are going to continue to do what has made us successful in good times and bad deliver interesting timeless product, focus on quality over lower price, and stay connected with the customers. Shop-eat-surf: Obey has a great presence at stores such as Urban Outfitters and Zumiez, but also at many skate shops and fashion boutiques. How does the company approach different retail segments? DJ: The truth is we try to keep a consistent image within each account. We have always had a broad product mix not because we wanted to capture a large market share, but because it is reflective of the people behind the brand. We believe we share a relevant interest with the customer and retailers we serve. We feel as much at home in the skate shop, as we do in the boutique store that has style, not attitude. 31

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

Urban Outfitters has carried the OBEY brand since our first season. Urban Outfitters understands our more forward product and it is always open to new directions from OBEY. Zumiez has been extremely supportive as well and is a great partner. Its management understands OBEY and it keeps its store employees very in tune with what OBEY is doing next. Shop-eat-surf: Women’s has been a tough category for many brands. How is that category going for Obey? DJ: OBEY Women’s has been 28% to 30% of our overall business for the last three years, so it has remained constant during challenging times. I thank the specialty stores that understand the OBEY Women’s brand and are supporting it across all categories. The women’s business is fast moving, and I credit the design team led by Erin Wignall Han for staying ahead and relevant in her designs. It seems much of the women’s market is focused on pricing dictated by stores like Forever 21 and H&M. We think the specialty market that we sell to is wise enough to not just focus on price, and while everyone 32

needs to be cognizant of market factors, we should not over react to those kinds of forces. Shop-eat-surf: How does Obey approach its relationship with retailers? DJ: We try to treat retailers like we do anyone else - by just trying to be good to them. This approach is no different than the way we try to treat our employees, our makers, or other brands. Please know we recognize the fact that we would not be here if not for our retailers, and for that we are very thankful. We always believe that the customer comes before the brand, but that does not mean the customer disregards the brand. Brands and retailers should try to focus on a mutually beneficial relationship. Brands are selling down the distribution chain without slowing down to support the retailers that helped get them to where they are today. On the other side, retailers are squeezing brands for greater margin and returns. Brands then in turn do things like open distribution, sell off returned goods to discount stores, or make cheaper product to counter the margins retailers need. To me, this

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

is a losing cycle for both parties, and one we are doing our best to avoid. Shop-eat-surf: Who owns Obey Clothing? DJ: OBEY is a team effort, and the partners are actively involved in the brand. We avoided bringing in investment partners or factory backing so we control our destiny. I like to think of it as no one owns OBEY Clothing, we share it.

Pistols, and many more music related endeavors. So when OBEY gives nods to the music scene Shepard has a true point of reference. Many may think of Shepard as a graphic artist but he has a long- standing street art career. Shepard’s street art has parlayed into fine art as well with his work being shown in some if the most recognized galleries worldwide.In the past year alone he has had solo art shows at the ICA in Boston, the Deitch Gallery in New York, and The Warhol Museum in Pittsburgh.

Shop-eat-surf: How instrumental has Shepard Fairey’s art been to Obey’s success?

Shop-eat-surf: Is it Obey’s goal to remain and independent company? I can imagine the company has had a lot of suitors.

DJ: Shepard’s graphics are the foundation of OBEY. He continues to amaze us each season with his new art, it is always distinct and ever evolving. Shepard has a long heritage in skate community, he has created graphics for brands like DC Shoes, Plan B, and Stereo skateboards, just to name few. Shepard also has thick roots in music having done projects for Led Zeppelin’s Greatest Hits, images for JDilla, projects with Steve Jones of the Sex

DJ: It is flattering to have people interested in what we are doing, but the truth is we see ourselves as a multifaceted company that has as much interest in maintaining profitability as we do in building a company culture. If we were to take in outside investment, we stand to loose things that are important to us that do not deliver profits. For example something we have done for years is our OBEY/Awareness Charity Program where we donate 33

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

all our profits towards a charity. If we took in investment capital a program like OBEY/Awareness would likely be in jeopardy. OBEY/Awareness is the kind of project that makes OBEY unique, we would hate to see projects like this go away, so we are careful because often with investment money comes consequences. Shop-eat-surf: There are a lot of young brands at Agenda. Can you share any key business advice with them? DJ: I root for young brands and have spoken to many new brands through the years. I have certainly made a great deal of mistakes and hopefully when I talk with new brands they can learn from my past experiences. I can say in speaking with new brands I often hear comments like, “we have this unreal designer,” or that they are going to market the brand in a new creative manner. Unfortunately brands often forget a basic element to starting a company, and that is to make sure it is fiscally responsible. If you do not have a strong financial or accounting background then hire someone who does. No matter how good the product or marketing is, you 34

cannot pay for those things without money. There have been many solid brands that disappeared or had to sell because they did not manage their finances properly. On your question is there any “key” business advice I can give, all I can say is try to adopt some of the principles that have stood the test of time. A few of those principles are: have an original idea, focus on quality, stay diligent, treat people well even when they do not always treat you well, do what you say you will, and hopefully be thankful for what you have now. When talking with new brands that speak kindly of OBEY, I tell them ‘where we are now you can be, and where they are now we once were.’ Shop-eat-surf: What’s next for Obey? DJ: We have a motto here at OBEY that Mike T., our designer and partner says: “Let’s keep it weird.” Hopefully what is next for OBEY will be unusual.

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

THANK YOU NEW YORK SEE YOU AGAIN LATE JANUARY 2011 1

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

AGENDASHOW.COM

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

AGENDA TEAMS UP WITH BOARD-TRAC SYNDICATED MARKET RESEARCH TO TRACK THE POSITIVE TREND AMONG ACTION SPORTS RETAILERS THAT CARRY STREETWEAR BRANDS. WILL YOU CARRY STREETWEAR?

Over the past year, there has been a positive trend among specialty retailers to carry streetwear brands.

CONSIDER STREETWEAR THE MOST IMPORTANT CATEGORY TO THEIR BUSINESS

With an increase among specialty retailers to carry streetwear, more retailers are starting to indentify the category as being important to their business.

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

DO YOU CARRY STREETWEAR?

Streetwear carried among Specialty Retailers increased 12.4% from Q1 2009 to Q1 2010.

Board-Trac syndicated market research studies the lifestyles and purchasing habits of people between who participate in or are influenced by board sports. While Board-Trac has a special emphasis on board sports, its syndicated research also includes teens and young adults who are influenced by all types of sports.

DO YOU ANTICIPATE THE PERCENTAGE OF STREETWEAR YOU SELL TO INCREASE, DECREASE, OR STAY THE SAME?

The concept for Board-Trac was developed in 1997 to give manufacturers, retailers and other companies targeting the youth market a guide for developing marketing strategies, tracking attitudes and trends. Since its inception BoardTrac has published almost 30 syndicated reports and worked with numerous endemic and nonendemic companies on proprietary research and marketing projects.

board-trac.com

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

BOOTH# B10

STANDARD ISSHOE 1

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

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

Executive Edition

• Exclusive interviews with industry leaders • In-depth analysis of company financials • Enterprise reporting on industry issues and trends

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

Q&A WITH STEVE MURRAY BY: TIFFANY MONTGOMERY, Shop-eat-surf.com

Shop-eat-surf caught up with Steve Murray to ask him how his new job as the global president of the Urban Outfitters brand is going. Previously, Steve was president of VF Corp.’s Action Sports Coalition and was president of Vans for many years. Shop-eat-surf: What are your responsibilities in your new role? SM: Pretty simple really – I have full profit and loss responsibility for both North America and International, and spend most of my time jumping between product design meetings, merchandising, real estate, construction, store operations and the myriad financial and organizational issues every general manager in a retail business has to contend with. Additionally, I’ve spent quite a bit of time in my first few months putting a longterm strategy in place. This is a very successful business and I’m only the third brand president in Urban Outfitters 40-plus year history, so my challenge is to protect what I’ve inherited and at the same time figure out ways to grow. Fortunately, we have lots of opportunity to do so. Shop-eat-surf: Coming from the outside in, can you tell us why Urban Outfitters has been so successful in a tough retail climate? SM: There are lots of reasons, but I’d say the biggest are

a unique brand positioning, an extremely loyal customer base, an obsession with creativity and a solid back office. More than anything though, it’s the uniqueness of the brand - the eclectic product assortment and the diversity of our store environments. We don’t do things to a rigid formula like a lot of retailers of equivalent size do and I think in this climate, that’s paid dividends by differentiating us. We actively encourage our individual stores to provide input to overall strategy, and to express themselves through unique displays, visual merchandising, local events or whatever - which builds a bond with their local customer and makes the shopping experience more interesting at a local level. Shop-eat-surf: What is it like to move from a largely wholesale operation (Vans) to a retailer? (Though each company does some of both wholesale and retail.) SM: Well, it’s a change for sure. Obviously, Vans and VF have a fair number of stores, so the fundamental principles are similar and not entirely new to me – but there are huge differences in scale and methodology. 41

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approach to life. For a company that operates and succeeds in the fashion sector, it’s remarkably free of all the phoniness and posturing that sometimes goes with that world. I’m very thankful for that! Shop-eat-surf: What can the action sports industry learn from the Urban Outfitters example? SM: I think the action sports industry is doing just fine and has enough sense of its own identity not to have to look to anyone as an example. But if there’s one thing I’d offer up, it’s probably the calendar thing – particularly in junior’s. Shop-eats-surf: I know Urban is expanding internationally. With your international experience, is that something you are helping them with?

The biggest is probably the calendar. In a wholesale business, the calendar is very futures driven and therefore less immediate. In retail, and particularly on the fashion side, if consumer behaviors change, you have to adapt quickly. Very quickly. Of course, you recognize this in wholesale as you talk to your retail customers, but still, there’s a difference between understanding it and experiencing it. Shop-eat-surf: Are there any values of the action sports business that really fit with Urban Outfitters? SM: I don’t know that I’d call them values, but there are certainly similarities. Although the majority of action sports brands have their roots in performance, which obviously Urban Outfitters doesn’t, there is a crossover in terms of other cultural connectors. Music, technology, art, creativity, youth, individual expression, innovation – these are all things that both Urban Outfitters and the action sports community at large have long embraced. Additionally, there’s a grittiness, spontaneity and edginess about Urban that reminds me of the action sports 42

SM: Yes, that’s one of the major reasons I joined. We only have 18 stores in Europe right now and none at all in Asia. We do have proof of concept though – with a couple of early and isolated exceptions, for reasons that we’re aware of – our stores outside the U.S. are financially successful and have proven the brand’s got validity. Currently, we’re too U.K.-centric, although we also have stores in Belgium, Denmark, Ireland, Germany and Sweden. We’re looking to add to that substantially in the coming years and at some point will address Asia, too. Interestingly, we have a great e-commerce business in Australia, which tells us that the consumer is hungry for the brand. Shop-eat-surf: Last question: Do you miss the action sports industry? SM: Yes, of course I do. The action sports industry is a very special place, with a strong sense of community and purpose and some incredible individuals working in it – wholesale, retail, athletes, event organizers and media. You can’t spend 12 years in the industry and make the amount of friends I was lucky enough to make without missing some aspects of the business. That said, the people here are good, too, and from an intellectual point of view, I’ve got plenty to keep me occupied. Although action sports is only a peripheral part of Urban’s business, I hope to cross paths with a few old friends at tradeshows sometime down the road.

January 20th till 22nd 2011 Former Stasi Headquarter Berlin / Germany www.brighttradeshow.com

Trade Show for Streetwear, Sneakers and Skateboarding

Financing where the action is

Having the cash you need to achieve peak performance can be critical to your companyâ&#x20AC;&#x2122;s success. For more than 50 years, the Trade Capital team at Wells Fargo Capital Finance has been providing financing to companies in a variety of industries, including action sports and apparel. Not only do we have the know-how to help you reach your goals, but we can offer you the comprehensive set of products and services that come from a leading financial company with a legendary reputation for strength and stability. To learn more about how our factoring and accounts receivable management services can help your company perform its best, contact us today. Wells Fargo Capital Finance 1-866-703-4932 wellsfargocapitalfinance.com/actionsports ÂŠ 2010 Wells Fargo Capital Finance. All rights reserved. Products and services require credit approval. Wells Fargo Capital Finance is the trade name for certain asset-based lending, accounts receivable and purchase order finance services of Wells Fargo & Company and its subsidiaries, including Wells Fargo Trade Capital, LLC and Wells Fargo Trade Capital Services, Inc. (7-10 129810)

WELCOME TO THE AGENDA PRODUCT GUIDE

Showcasing some the best gear of the show featuring brands such as HUF, The Hundreds, Vans, Beats by Dr. Dre, L-R-G, Jansport and many more...

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA

Software

( to manage your soft-wear)

INNOVATIVE APPAREL SOFTWARE SOLUTIONS FOR TODAYS MOST INNOVATIVE BRANDS

TEL: 949.707.1560

ISLLC.COM

LEADERSHIP IN ACTION SPORTS LIFESTyLE M&A dna distribution sale to the burton corporation

globe internationalâ&#x20AC;&#x2122;s dc shoes sale to quiksilver (nyse: zqk)

australian streetwear division sale to pacific brands (australian stock exchange: pbg)

received an investment pace capital

from swander

globe international world industries brand sale to i.e. distribution

ocean pacific sale to warnaco (nasdaq: wrnc)

CONTEMPORARy/LIFESTyLE

sale to

recapitalization led by

recapitalization transaction with

sale to

THE SAGE GROUP, LLC SAGE PARTNERS SECURITIES, LLC

sale to

sale to sale to

MEMBER: SIPC/FINRA

plan of reorganization

LOS ANGELES TEL: 310.478.7899 WWW.SAGELLC.COM

sale to

sale of majority interest to

sale to

CONTACT@SAGELLC.COM this announcement appears as a matter of record only

recapitalization transaction with

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oneindustries.com

AUGUST 4 & 5, 2010_HUNTINGTON BEACH, CA