Focusing our sights on vendors with a strong visual presence, the
Apparel Search editorial team set off to conquer the world's largest
apparel tradeshow spread over multiple venues along the Vegas strip and
spanning mens, womens, childrens RTW and accessories collections. In
four short days we covered miles of booth space a staggering blur of
good, bad and ugly. It was easy to spot the winners:
Nestled between classic mens brands like Tommy
Bahama and denim giants Parasuco, Cabral's microbrand instantly caught
our attention. A bright, modern booth showcased surf and wakeboard gear
with bold artistic graphics and a designer fit. Garth Cabral presented
a Spring capsule collection of shorts and tees for the beach,
complemented by shirts and pants to take his stylish pro rider beyond
the water. A modern lifestyle brand indeed.
With a strong grasp of current architectural design
trends, Levi's showed its collection in a series of plushed-out shipping
containers. A double-height booth with simple, industrial detailing
formed the backdrop to its bohemian young staff and classic American
jeans. We salute this corporate giant for being 3 years ahead of the
container phenomenon, which is just now reaching mainstream shelter
Hugo Boss conjured up a VIP lounge at an arctic
way-station, inviting buyers to chill out in style, sip glacier water
and vibe to frosty DJ beats in the company's ice-blue concept lounge.
Not a bad way to remind customers that sartorial mens suits are still
Serving up its cult-favorite mix of footwear
eyecandy, British brand Gola exploded its popular molded spit-bottom
sole into an infinite variety of colors and upper treatments for men and
women. Account executives report mens and womens sales on par in the
US, with stalwart old-school styles like Harrier complementing the
punchy new Candy and Pixel.
In the Streetwear pavilion, pinup goddess Pamela
Anderson was on hand to introduce Pamela Collection, her sexy and
surprisingly sophisticated apparel, footwear and accessories licensed
through ULG. Nearby, rap diva Eve's collaboration with Innovo Group,
Fetish by Eve, conducted a brusque business and promoted the line after
hours with a hot party at V Bar.
Dickies Girl took Best of Show in the Womens
pavilion as winners of the booth competition. This was an important
show for the team, which invested heavily in advertising to launch a
denim collection consisting of relaxed 5-pocket styles and cargo
silhouettes. A steady stream of press and buyers was its due reward.
Contemporary resources like Jeffrey Campbell
footwear, Harveys Boutique and By Cesar apparel represented the best of
West Coast design, each grooving to the beat of their individual style
pulse. These brands exemplified a unified contemporary message of
color, hand-worked details and an effortless combination of
vintage-modern. As the global fashion community continues to mine
California shores for trend direction, these are certainly three hot
brands to watch.
Links of possible interest: