Board-sport brands shift from casual to classy
That's what the surf and skate companies - worth almost $9 billion by one measure - was mostly about for the past 15 years.
But recently, several surf and skate retailers and manufacturers say these board-sport brands are becoming more fashionable. Examples include the 1970s-style terry cloth jumpsuits from Irvine, Calif.-based Ocean Pacific Apparel Corp., bead-encrusted flip-flops from Roxy, a brand owned by Huntington Beach, Calif.-based Quiksilver, and printed dresses with straps from Irvine-based Ezekiel Clothing.
At Anaheim, Calif.-based retailer Beach Bums, for example, about one-quarter of its sales come from merchandise it calls fashion clothing. It was a mere 5 percent of sales in 2001.
We talked separately to several retailers and manufacturers about the industry's shift toward more fashion styles.
Q. When did you start to see surf and skate brands offer more fashion clothing?
Marie Case: Five years ago when they discovered that girls are interested in board sports. Even the girls who surf or skate, when they buy something at Active or Jack's Surfboards, they also want something they can wear out at night.
Shane Wallace: In the last two years, surf and skate companies have done a great job in offering more of a fashion look. There's a definite change in their style, which is traditionally basic. LRG ... is historically a skate and street brand. But it's offering more fashion pieces like track jackets with gold accents or snakeskin embossing. It's a real urban look, a luxury look.
John Sabo: In the last two years, being more fashion-forward has really been our direction. We're focusing on unique fabrics and wash treatments and giving more attention to detail and logo. For example, we've got a polo with a splatter wash.
Q. Why do you think the action-sports labels are offering more stylish clothing?
Cliff Haddadin: They saw a slump in their business. They saw (a lot of their sales) going away to fashion and so they started getting a little more edgy with their designs. There's a shift in the market. Surf might not be popular these days.
But recently, several surf and skate retailers and manufacturers say these board-sport brands are becoming more fashionable. Examples include the 1970s-style terry cloth jumpsuits from Irvine, Calif.-based Ocean Pacific Apparel Corp., bead-encrusted flip-flops from Roxy, a brand owned by Huntington Beach, Calif.-based Quiksilver, and printed dresses with straps from Irvine-based Ezekiel Clothing.
At Anaheim, Calif.-based retailer Beach Bums, for example, about one-quarter of its sales come from merchandise it calls fashion clothing. It was a mere 5 percent of sales in 2001.
We talked separately to several retailers and manufacturers about the industry's shift toward more fashion styles.
Q. When did you start to see surf and skate brands offer more fashion clothing?
Marie Case: Five years ago when they discovered that girls are interested in board sports. Even the girls who surf or skate, when they buy something at Active or Jack's Surfboards, they also want something they can wear out at night.
Shane Wallace: In the last two years, surf and skate companies have done a great job in offering more of a fashion look. There's a definite change in their style, which is traditionally basic. LRG ... is historically a skate and street brand. But it's offering more fashion pieces like track jackets with gold accents or snakeskin embossing. It's a real urban look, a luxury look.
John Sabo: In the last two years, being more fashion-forward has really been our direction. We're focusing on unique fabrics and wash treatments and giving more attention to detail and logo. For example, we've got a polo with a splatter wash.
Q. Why do you think the action-sports labels are offering more stylish clothing?
Cliff Haddadin: They saw a slump in their business. They saw (a lot of their sales) going away to fashion and so they started getting a little more edgy with their designs. There's a shift in the market. Surf might not be popular these days.
posted by Brian at 7:12 PM
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