With the sportswear market booming, the atmosphere this week at the Agenda Long Beach show on Tuesday and Wednesday was, if possible, more animated than ever before. The usual suspects abounded from streetwear giants such as The Hundreds, Crooks & Castles, Hurley, Rusty, Ambig and the like showing their new wares. There was also new life from old friends such Kangol Headwear, which praised its British heritage with fedoras to its trademark LL Cool J looks, to the US reintroduction of Boy London and its black-and-white graphic tees and hats.

Sales gimmicks saw Rebel8 displaying a defaced, graffitied cop car complete with a skate deck shoved through the windshield. The folks at 47 Brand provided photo ops with customized backdrops by Tommy B Photography. Hurley had a line forming for its onsite screenprinting while Jason Markk showcased its cleaning product with free sneaker shining.

Rebel 8 at Agenda
Rebel 8 at Agenda
In addition to the best skate decks, helmets, sunglasses and headphones, other standouts were RVCA brandishing its collaborations with both Ashley Smith and Christian Fletcher, Art of Board, a company that creates art from used skateboards, the space age looking new Hurley Phantom wetsuit and the Rook art booth, complete with ongoing illustrations. The Obey booth got bigger, if possible, and tribal prints enveloped the entire Convention Center, spreading over brands such as Moss, Standard & Grind, Hype and Neff, to name but a few.

Sneakers still rule the streetwear market and most everyone was representing. The kicks mix included Creative Rec, New Balance, Puma, Onitsuka Tiger, Pony, Brooks Heritage, Lacoste and Fila. Trendwise, prints, plaids, florals and bright colors on slim silhouettes continued to dominate the footwear sector.

Meanwhile, lines such as Made Kids and Zee Dog brought their toddler and doggie streetwear, respectively, to the show. Saxx continues making action sports more comfy with its colorful underpants and Poler camping gear made sleeping outdoors somehow fashionable.

Tee shirt lines abounded, notably the sophomore effort from Made in Hell-A. Katin brought surf trunks and flannels and Wellen showed cool trunks. New guys Freenote brought out a comprehensive collection of selvedge denim, bottoms, wovens, knits and jackets. Another newbie highlight was Jaded and its Made in London scuba fabric prints.

Agenda barrels on to New York January 22-23 and Las Vegas February 17-19 where the atmosphere and attitude will continue to spread.