During the trade only days, the show was busy from the moment it opened with the now iconic Berrics and Enclave sections as well as returning favorites like Agenda WMNS, the Woods, Essentials and Footwear. This season also marked the introduction of a kids section, home and beauty and Vinyl for the audiophile.
Primitive started out a few years back in a small shop in LA’s San Fernando Valley. There, Paul Rodriguez made his own clothing. Five years later, he added finely crafted skate decks. The brand now sponsors riders like Devon Calloway and Brian Peacock, with their namesake decks on display at the Primitive booth. Across the way, a much smaller, younger brand, Lamebrain, hauled their skate decks and tees across the state line from Arizona. They represent a sort of early 90s lighter side of skateboarding, they say.
Taco is the brainchild of Tyler the Creator DJ and Odd Future member Travis Bennett. Working under different aliases, the booth showcased Taco merch like socks and tees along with the Asshole brand brightly colored beach towels that, we suppose, tell those next to you on the beach all they need to know.
Straye Footwear must be even more cushioned than before as their booth consisted of a huge pink and purple, incredibly inviting children’s bounce house. It would have made a dream combination had someone thought to introduce the huge Von Dutch bulldog named Bacon into the mix. But, instead, Bacon parked his adorable, chubby tush at the Von Dutch booth, advocating for a brand that never gives up. With a rejuvenated international presence and renewed celebrity interest, Von Dutch is back and about to reopen their LA Melrose location.
Kitty corner sat all things Herschel Supply Company. The little travel company has grown into a huge travel company. From backpacks to shell case luggage, the brand invites their devotees to explore and has even launched an apparel line of way cool sleek raincoats and packable windbreakers.
The pin section of Agenda looked like it’s added on a few new tables. Reminiscent of a 1980s concert going teen, the trade/swap/collect them all feeling of the colorful pin or button is the perfect addition to jackets, bags, hats etc. Pin God says they’re the right accessory for the menswear industry, which is always lacking in that very category.
Stance, which started out with a super small footprint, please pardon the pun, of all things socks has grown to include underwear and collaborations with the likes of Ruthless Records (Compton themed socks anyone?) and Napkin Apocalypse by pro surfer Dane Reynolds girlfriend and a creative in her own right Courtney Jaedke.
Kappa and Umbro are back in a big way, which should be news to football hooligans and retro fans the world over. Kappa has re launched for spring summer 2018 with print collaborations, body suits for girls and, don’t worry, snap pants a plenty. Clarks showed their famous crepe soles and desert boots made in Italy along with the cool Trigenic Evos that combine moccasin styling with that of a sneaker.
Illest brought their kitted out Hot Wheels collab van and Hurley, always the golden god of the show, was punting their Pendleton wool mill collab, preparing to sell special items at the Saturday festival.
The festival itself got its own day, finally letting the kids into a show they’d been trying to sneak into for some time now. Acts like Tyler the Creator and Ludacris entertained while Agenda fans shopped and snacked. As usual, Agenda sets the standard for streetwear cool.