Summertime and the living is easy, especially in Long Beach, as the world’s preeminent surf/skate/streetwear show kicks off its 13th year in grand style. With over 750 branded collections, the Southern Cali Agenda show serves as the flagship destination for men’s and women’s tee shirts, jeans, bottoms, footwear, lifestyle gear and accessories, with endemic and non-endemic brands co-existing in the show’s multi-faceted floor plan. And, as usual, the vibrant brands did not disappoint, boasting the now typical Agenda youthful enthusiasm.

Retailers and buyers like Nordstrom, American Rag, Zappos, Urban Outfitters, PacSun and Kitson shopped the ranks of heritage brands such as Nick SB, Herschel Supply Co., The Hundreds, Hurley, RVCA, Stussy and Vans. New brands strutting their stuff included Ellison Eyewear, Girl Skateboard Company, Weekend Bicycles, Yeah Bunny and Youth Machine. A 20% increase in new retailer and buyer attendance made for busy booths and bustling aisles, just like show founder Aaron Levant intended.

Volcom at Agenda Show Long Beach
Volcom at Agenda Show Long Beach

Highlights included Alpine Stars displayed collaborations with F1 drivers and their cool, Spring ’16 nylon moto jackets; the Go Pro booth with every imaginable incarnation of sporty photographic gear; the Sun Bum outdoor booth surrounded by LA’s most coveted and delicious food trucks; Shaper surfboards shaping boards on site; Verty beach towels and their innovative waterproof in-towel pockets; Champion embroidering on site; Staple’s pigeon-emblazoned booth; Huf’s irreverent salute to their middle finger statue; Cliché Skateboards Mr. Men decks; Digmi’s tip of the cap logo collection; Cotton Criminals “Pussy Made Me Do It” tee featuring a guilty feline police photo; Billabong’s custom cookies; and Volcom’s no nonsense buying atmosphere.

Agenda Show Long Beach
Agenda Show Long Beach

The Agenda circus moves on to New York and then Vegas, making its “not to miss” statement loud and clear.