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Photos and Report From Agenda

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  • The new, expanded DC booth was in a prime location
  • DC Global GM Mike Jensen and Jeff Shine in the busy DC booth
  • Another view of the DC booth
  • At the Nixon customization activation - Josh Kearney, Thomas Webb, Brett Jennings, Kelly Cummings and Chad DiNenna
  • Two of the nicest people in the industry - Jeremy Schluntz of TEN and Vanessa Chiu of Agenda
  • Brain Garofalow, David Brooks and Dave Rosenberger of Element
  • Element Founder Johnny Schillereff and Bam
  • The busy Element booth
  • Champion, the brand of the moment, was slammed
  • UltraRange has proven very successful for Vans. New technology and color ways were added for Fall '18.
  • Vans' Surf Collection has a collapsible heel
  • Vans is on-trend for Fall 2018 with boyfriend-fit apparel and checkered patterns
  • Ryan Clasen, Henry Cosio and Mitch Whitaker of Vans
  • Ed Lee of Wahoo's, and Ryan Sugihara and Alf Kondo of T&C
  • Z Supply Director of Sales Tony Sanchez, Owner of Shout PR Erika Klein, Icons of Culture Brand Manager Tom Law, Maui and Sons Brand Manager Blake Harrington, and Z Supply SoCal Sales Rep Kendra Coleman
  • Icons of Culture added Maui and Sons women's line for Summer 2018
  • OP features the popular boyfriend-cut tees
  • OP brought back the original corduroy short with the original hang tag
  • Gotcha recreated the tankini from the 80s and 90s
  • Banks Journal Founders Rama McCabe and Motoo Noda
  • Banks Journal is designed in Australia with style influence from their Japan and California offices
  • Banks Journal just opened their first retail store at Row DTLA in late December
  • Slowtide Founders Kyle Spencer, Wylie Von Tempsky and Dario Phillips
  • Slowtide added a microfiber travel towel for spring
  • Slowtide expanded their "Essentials" collection of bath towels
  • Katin Owner/President Mac Beu and VP of Sales Dale Rhodes
  • Katin saw 35% year-over-year growth in 2017. Jackets are a strong category for the brand.
  • Katin's coaches jacket is an original Katin style from the 1950s
  • Bobby Abdel of Jack's, Mike Carter, Ron Abdel of Jack's, Brian Farias of Farias Surf and Sport
  • Rhythm Northeast Sales Ed Zito, Global General Manager Josh Barrett, Sales Manager Marshall Graves, Marketing Coordinator Kyle Moore and Sales Rep Malena Steris-Lyles
  • Rhythm has a strong focus on men's swim
  • Rhythm combines classic coloring and vintage stripes
  • Rhythm aims to be a four-season brand in the United States
  • The busy Obey booth
  • Daniel Kasidi of Rastaclat and Cuong Diep of King Ice
  • Zach Hartley and Jason McCaffrey of Patagonia. Patagonia employees are back working at company headquarters in Ventura. Because of the fires, they could not work at the offices for two weeks.
  • Patagonia's new wetsuit line is Fair Trade certified
  • Shaun Neff of Neff, Ryan O'Connor of RipNDip, and Danish Gajiani of Mad Engine
  • Michelle Smith of Supra
  • Joel Cooper and Kyle McCarthy of Lost with Joe Edukas of Surfside
  • Jim Watson with Israel and Michael Cotto of Toda Moda
  • Lira Owner Todd Kellogg and Director of Sales Marketing Brian Barlow
  • This dusty pink Lira women's hoodie features the popular boyfriend fit and checkered pattern
  • Washed fleece is a best seller for Lira as well
  • One-pieces that double as bodysuits remain strong for Lira women's swim category
  • Quay Australia has grown popular in the surf, boutique and department store markets
  • John Lee, the new VP of Marketing at Neff, and Bob Graff of Graffy Inc.
  • Bunti Lakhani, and Stephanie and D Nachnani of Coastal Edge, Bill Gage of LRG and Neff, and Brian Barlow of Lira
  • Mike Reilly and Ted Li of Boardriders
  • James Kindgren and Ryan Kennan of Quiksilver
  • Dickies was in the space where Volcom used to be years ago and where Vissla was in the recent past
  • Toms had a popular coffee bar in front of its booth
  • The space that used to be Nixon's
  • The PaperCut booth
  • The Shapers Studio had a big presentation
  • SuperDry
  • There were several vendors showing jewelry and other trinkets at the show
  • Retailers waiting to check in at the show

An interesting Agenda got underway Thursday in Long Beach to kick off 2018.

Several notable brands were not on the show floor, including RVCA, Stance, Volcom, Billabong, Quiksilver, Salty Crew, Roark and Vissla. The show was definitely quieter in spots.

Some brands choose to forgo their big booths of the past and do something different, including Nixon, which showcased its customer watch experience in a prime location and then met with retailers in a meeting room to show the full line.

Nixon commited to the show late, and had fewer appointments on the books then last year. However, VP of Sales Brian White said he felt it was worth it to attend because the timing aligned well with Nixon’s seasonal product calendar.

As he looked around the open booth that showed the Nixon customization story, he noted that at that moment, Zumiez buyers were there, along with new retailers and industry friends of Nixon.


“Seeing that mix, and having (a booth) that is interactive is worth it for the business,” he said.

DC Shoes saw an opportunity to make a big statement at this Agenda.

DC expanded its redesigned, newly colorful booth by 30% and moved to a prime location in the main part of the show, a space used by Billabong and RVCA in the past.

The new graphics on the booth represent DC’s go-forward look and feel and are a departure from the previous black and white aesthetic.

“We thought it was important to support the industry with a bigger presence and it was time for that,” said DC Global GM Mike Jensen.


“Day one is always the crazy day, and looking at the appointment sheets, we’re full. And what really matters to us is that the right retailers are here,” he said.

Having fewer brands at the show meant that some brands landed better locations. Slow Tide moved to a larger, prime spot on a major aisle. On Thursday morning, they had already written orders for a few new accounts, including from a store in Venice that had seen Slow Tide products at REI.

“So far it’s been good, we are writing orders and meeting with our bigger accounts that are here,” said Slow Tide Partner Dario Phillips.

We heard from several brands that many important retailers were at the show, including The Buckle, Tilly’s, Zumiez, Boathouse, PacSun, Active, Urban Outfitters, REI and others.

Lots of core accounts were there as well, including a contingent from the East Coast and Hawaii.

While several brands were missing, especially on the surf side of the show, the Berrics skate area seemed busy.

The Element booth was cranking from what we saw.  The brand opted for a bigger booth so they could showcase the full breadth of the line.

Head of Sales Dave Rosenberger said it was definitely worth it to come to the show.

“There are still plenty of retailers here – we are busy with lots of appointments,” he said.

“Our Midwest guy is slammed, and there’s no way he could have seen this many accounts in two days on the road. We are getting so much done.”

“Even if key accounts have seen the line, it’s a time to review things again. I just met with the DM of the Boathouse, and Zumiez, Tilly’s, and Active have already been by,” Dave said.

“Retailers have told us they like talking face-to-face rather than just communicating with email,” he said.

As we were talking to Dave, a sales rep interrupted, and asked Dave to do a showing for The Buckle because the rep that usually handles them wasn’t available, and The Buckle was “going crazy” for the line.

Apparel Trends

On the apparel front, we noticed a few trends for Fall 2018 at the show.

As seen at Katin and Lira, washed fleece is a best selling men’s style for Fall 2018.

The traditional fall colors of burnt orange, dark turquoise, olive green and tan remain popular. The already trendy dusty pink and mustard yellow continue to be strong colors as well.

The '90s streetwear style continues to be strong for Fall 2018. We saw boyfriend-fit apparel, cut-off hoodies and tees, and checked patterns in several lines including OP, Gotcha, Lira and Vans lines.

Mourning Wholesale

The Rebel8 booth at Agenda was a show stopper

The booth that may have gotten the most attention is Rebel8’s coffin presentation complete with a funeral sash that read “In Loving Memory of Wholesale.”

It was definitely a showstopper.

We spoke with the people at Rebel8, and they said the brand is about being honest and transparent, and they thought it was important to talk about what is happening at retail.

The brand has a wholesale business but has lost many accounts, and those that are still in business have shrunk in size.

Inside the coffin, the brand had little pamphlets like the ones you would be handed during a funeral that highlight the deceased’s life.

The pamphlet talked about the brand’s history, then on the back said, “If you are still alive, hit”

Definitely an interesting sales tactic, but who knows, the retailers that carry Rebel8 may appreciate their willingness to talk about tough issues.

Executive Moves

Founder Aaron Levant’s upcoming departure from Agenda and his retirement from the trade show business, first reported on SES, was a very hot topic of conversation.

During our travels on the show floor we learned of a few other job changes.

  • Mike Carter is no longer at Agenda. He left a few months ago to work on his consulting business and to pursue some entrepreneurial ventures.
  • Todd Schweinbold, formerly with Vans, is the new East Coast Sales Manager for Herschel Supply Co.
  • John Lee, a marketing consultant who most recently worked at GoPro, is the new VP of Marketing at Neff.


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