Two trade producers are combining forces to create a new West Coast show in September: CLASS @ ASR. The new show, which is the result of a licensing agreement between Action Sports Retailer (ASR) and CLASS Events, will debut Sept. 10-12 in San Diego, CA and will run concurrently with ASR at the San Diego Convention Center.

The event will feature a juried group of more than 100 emerging and core crossover fashion and accessory brands such as Alphanumeric, Cpt, Design by Humans, Fiberops, Howe, Insight, Lucre Eyewear, Modern Amusement, Original Penguin, O’Quinn, Smooth Co., True Love False Idols, and WeSC and will aim to attract new, more contemporary-based buyers to the sports-heavy ASR arena.

“The partnership between ASR and CLASS Events creates a totally new business tool that is more than the sum of our parts,” says ASR’s Group Show Director, Andy Tompkins, of the cross-pollination potential. “ASR exhibitors will benefit from an influx of boutique retail buyers that CLASS Events attracts and action sport buyers looking for new labels can bring in more variety from one stop.”

“This is an exciting time as this takes the strengths from both CLASS Events and ASR and creates a powerful hybrid that is going to better serve the fashion apparel and action sports industries at the same time, vastly expanding our outreach, influence and vision of how business should be done,” explains Jason Bates, CEO of CLASS Events.

CLASS @ ASR will operate with a level of social awareness, featuring progressive efforts such as organic food from local farmer’s markets, recycled products and spa treatments for attendees. It will have its own entrance and registration for select retailers, as well as its own music, lighting and ambiance.

The most recent edition of ASR ended its three-day run on Friday. The next edition of CLASS, the show’s third, will take place Feb. 2-3 at the Santa Monica Civic Auditorium.