It was a rare, rainy winter day in Southern California that ushered in the start of Agenda, Long Beach. The crowds were only a bit deterred, as everyone knows no one in SoCal ventures outside in the rain for fear of melting. Fortunately, the second and final day of the show saw traditional Los Angeles county sunny skies.

Fox at Agenda
© Douglas Cringean
Fox at Agenda

All the 750 or more surf skate faves were there showcasing their upcoming styles along with up and coming skate brands and scenesters, covering over 250,000 square feet of the Long Beach Convention Center. Lamebrain skate drove in from their base of Phoenix, Arizona with fun skate decks that, as they say, poke fun at the industry and keep things light. They were just the start of row upon row of Agenda Berrics, a skate mainstay of the show with everything a skater could ever desire.

 

Atomic Blunt brought the lifestyle aspect along with their vape pens, proudly engineered and made right here in the USA, avoiding the lack of quality control from all other, Chinese made vape pens. Who knew?

 

Hoonigan at Agenda
© Douglas Cringean
Hoonigan at Agenda

The surf component of Agenda appears to grow each season at this SoCal edition. Australian brand Creatures of Leisure, for instance, has been selling surf accessories for the past 30 years. They have everything for your board other than the board itself: tractions, fins, leashes, you name it. The consumer simply buys the board of their choice and then kits it out with Creatures of Leisure products. Across the way, Scepter technology surf towels bring drying off to the next level.

 

Power Plant at Agenda
© Douglas Cringean
Power Plant at Agenda

Pin and Patch Agenda was a cool section with everything anyone could ever hope to sew or pin onto a jacket, backpack or punk rock cheek. While brands like Rastaclat brought their nautical themed cord styled bracelets inscribed with their “positive vibes” message.

 

Honda Prius
© Douglas Cringean
Honda Prius

Mainstays like Fox showed their youth collection and Fall 2017 Born From Dirt motocross lifestyle sweatshirts and tees. They are always a friendly, welcoming booth without the pretense of other larger brands who put up gatekeepers and take the whole thing a tad too seriously given the otherwise laid back Agenda vibe.

 

Another growing segment is the vehicle portion of the show. There was a cat camouflage (catouflage?) Prius done up in in pinks and purples, a Hoonigan right hand drive mini truck, Power Plant motorcycles and all sorts of decorative drives. Beauty might be creeping in alongside these beasts and Floss Gloss vegan nail polish is leading the charge with their bright, saturated, female-run line of pretty polishes and glittery tips.

 

Rastaclat at Agenda
© Douglas Cringean
Rastaclat at Agenda

Poler Tents had quite the set up that could have also served to house their crew overnight comfortably while Vans continued their ever-popular waffles-on-a-stick service to highlight their waffle sole skate footwear. Agenda continued its online blog and Emerge conference series and consumer portal into the creative process as this over 13 year old show continues to spread its wings.

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For more information on trade shows check out DFV Group’s expocheck.com.