from the city to the suburbs, from parachute pants to skinny

ADVERTISEMENT
The
Revolution
of
Streetwear
FROM THE CITY TO THE SUBURBS, FROM PARACHUTE PANTS TO SKINNY JEANS
N
ot long ago, urban, hip-hop-inspired clothing
was anything but mainstream. Introduced as
part of a cultural movement in the ’70s, hiphop fashion was defined by emcees and
breakdancers sporting comfortable, stylish
clothing to fit their lifestyles. The look originated in
New York’s Bronx neighborhood and migrated to the
clubs of Manhattan.
It wasn’t long before major fashion and sportswear
brands linked up with the hip-hop scene, quickly extending the style’s reach. Brightly colored track suits,
parachute pants and heavy gold jewelry became signature hip-hop styles, bolstered by musicians like
M.C. Hammer and the group Run-D.M.C. Throughout
the ’80s these fashions were worn in urban locales
across the country.
2650_Streetwear_Advertorial_10.indd 1
In the 1990s, urban consumers continued to differentiate themselves through their clothing, and urban
fashion soon began its transformation from a distinct,
confined look to an all-encompassing streetwear category. It has been growing ever since.
“Five years ago this was only a half-billion-dollar
[segment of the] industry,” said Marshal Cohen, chief
industry analyst at NPD. “It only hit the $1 billion
mark four years ago, and since then it has basically
tripled.”
The category also continues to broaden, according to
experts like Tim Bess, men’s fashion/trend analyst for
The Doneger Group. The bottom line: This once delineated segment of the fashion industry is no longer
one-dimensional.
4/16/08 11:16:55 AM
ADVERTISEMENT
Skate Awards, and I was blown away
by the fact that some of the top hiphopartists in the country were infusing their music with this traditionally Caucasian-American sport
of skate,” said Strumeier. “No one
ever would have thought there would
be an opportunity to integrate skate
and rap music. It shows you that
cultures, people and history not only
evolve, but recycle themselves.”
“The streetwear kid is not
the same as he was 10 years
ago,” said Bess. “Today, young
men are blurring the lines and
getting inspiration from all over
the place.”
In fact, a strong case could be
made that the lines have simply
vanished, with styles being influenced by everything from hip-hop
and rock to surf, ski and skate to
fine art and electronics.
“The [contemporary] looks that
you see at the Project Show are
now showing up in streetwear,”
said Ricky Singh, owner of the Lot29
brand Brooklyn Xpress. “I don’t
think there is a major difference anymore.”
MAINSTREAM APPEAL
“The word urban — versus even two years ago — has
undergone a major transformation. Once defined as
‘the hood’ or inner-city, it is simply not that way anymore,” said David Strumeier, senior vice president of
marketing, licensing and new business development
at Wicked Fashions, Inc.
Indeed, urban has gone mainstream, confirm industry experts. Many, like Izzy Ezrailson, president and
owner of specialty retail chain Up Against The Wall,
no longer consider it a category at all. Instead, he said,
what you have are “urban-empathetic” consumers in
search of the most stylish trends. And those trends
are no longer defined by race, ethnicity, location
or age.
Current politics are further proof of
this evolution, added Cohen of NPD,
echoing Strumeier’s sentiments. “All of
a sudden we are breaking gender
and racial barriers,” he said. “The
industry can’t ignore what is going
on in our culture. While there has
traditionally been a cultural, ethnic focus in this
market, it no longer exists.”
Also nonexistent are the stylistic boundaries that
once separated the West Coast from the East
Coast and the U.S. from Europe and Asia. Technology has accelerated the fashion cycle, according to
Abhishek Sharma, creative director for Ambition, a
new brand under the Ultra Pink umbrella. This has
made streetwear a “global game” where the kid in
Middle America can keep abreast of the styles in
Metropolitan London.
“You can’t really separate it by region
anymore — different areas are uniting,” said Sharma. “It is almost like
a ‘Golden Age’ all over again,
“Last year I was watching the Transworld
but people are failing to see it that way — they see
it as a struggle. But now you don’t have to worry
that a certain color plaid that’s popular on the
West Coast of the U.S. won’t work on the East
Coast. It will, and this should actually make our
jobs easier.”
Although the streetwear industry is international in
scope, the U.S. remains the leader in this category,
said Bess. “Everybody comes here to see what’s happening in streetwear.”
KEEPING IT CLEAN
So what is happening in streetwear? Industry players
agree that the current buzzword in
this market is “clean”
– but don’t confuse
that with dull.
“Five years ago
this was only a
half-billion-dollar
[segment of the]
industry. It only hit
the $1 billion mark
four years ago, and
since then it has
basically tripled.”
– Marshal Cohen, chief
industry analyst at NPD
Simply put, manufacturers are confident that cleaning
up their styles will
lead them to clean
up at retail. That
means sleeker looks,
slimmer fits that are
truer to size, smaller
prints and minimal
detailing.
“Things that weren’t
considered
part
of the urban look
years ago are now
in the forefront and there is a lot of crossover,” said
Singh of Brooklyn Xpress. “You have the surf look,
along with denim with vintage washes and an
outdoorsy look.”
With bottoms getting tighter and logos smaller, many
brands are using color to remain exciting at a time
Ambition
Pelle Pelle
5ive Jungle
04
The Revolution of Streetwear
2650_Streetwear_Advertorial_10.indd 4
4/16/08 11:17:08 AM
n
ADVERTISEMENT
“The word urban — versus even
two years ago — has undergone
a major transformation. Once
defined as ‘the hood’ or innercity, it is simply not that way
anymore.”
– David Strumeier, senior vice president
of marketing, licensing and new
business development, Wicked
Fashions, Inc.
“Think about it,” said Bess. “Thirty- and 40-somethings have grown up with hip hop. More designers
are catering to a ‘hip-hop kid’ who wants to lead a
professional life. A lot of true urban or streetwear lines
are trying to show at least a capsule for that guy.”
“I believe that young men dress from the sneakers
up,” said Bess.
Take the recently launched Ambition brand, for example. Ambition apparel takes its cues from the European and high-end markets, offering fine quality
and styling for the 17- to -35-year-old man.
“This is a natural evolution for us since we are so
dominant in the leather business,” said Ormandy.
“Streetwear has always been a lifestyle — you dress it,
act it, sing it. But Ambition’s customer is growing up
and doesn’t want to be subject to a particular protocol
or stereotype,” said Abhishek Sharma, creative director.
Ambition is showcasing a look that is both preppy
when the look is more important than the label and
even the most well-established brands need to reinvent themselves.
“The retail floors looked really dark last year,” said
Bess, and things are looking brighter. “Consumers
aren’t really wearing the big logos anymore, so at the
end of the day, if you don’t have a logo, your brand
has to stand on its own.”
According to industry experts like Cohen of NPD,
streetwear vendors need to broaden their assortment
to survive and thrive, catering to young professionals
with wear-to-work and social after-hours collections.
“Sean John was the true leader in trying to change the
dress mindset within this industry,” said Cohen. And
then there was Russell Simmons, added Bess, who
pioneered the “argyle culture.” Now, others are
following suit.
“The real growth came when urban migrated to what
I called the ‘sub-urban’ lifestyle,” explained Cohen.
“Then the department stores jumped in and made
it universal young men’s apparel. So over the past
decade it went from being specialty store in pure
urban markets with four core brands — Sean John,
Fubu, Rocawear and Phat Farm — doing less than
a quarter-billion dollars combined, to a nearly $4.2
billion industry encompassing a lifestyle of products
and retailers.”
Although 5ive Jungle has considered selling to department stores, it is also keeping its distribution
limited for the time being. The brand, which retails at
mid-tier price points of $26 to $60, and sells mostly to
specialty and mom-and-pop stores, said Juan Bang,
marketing director at 5ive Jungle.
Judging from recent sales, Pelle certainly has enough
going on to keep consumers interested. Last year,
noted Ormandy, was one of the brand’s best years on
record. For Fall 2008, Pelle will introduce new leather items including a “hipster” jacket and a slimmer,
straight jacket with an all-leather bottom.
ALL GROWN UP
Many streetwear brands have built their business off
specialty chains and mom-and-pop stores that target
a niche customer. But that is changing.
“So many brands are cannibalizing themselves,” said
Ormandy. “This customer doesn’t want to see himself
over and over on the streets.” Pelle Pelle focuses on
the specialty market, he said, making its retail partners
“feel special” by not giving them any competition.
“We have a lot of fashionable, clean product that applies to the cleaner customer but has a Pelle Pelle
statement in its subtle fashion applications,” said
Tom Ormandy, vice president of sales at Pelle Pelle.
In other words, kids may be migrating to denim
brands like Levi’s, but they still want to pair them
with a top from a company like Southpole.
THE ART OF DISTRIBUTION
This is both good and bad, depending on whom
you ask.
For manufacturers, that means finding unique ways
to present the more classic looks that are in demand.
But there is a fine line between cleaning up your
product and boring your customer.
Good news for streetwear vendors, added Strumeier,
is the fact that “unlike the true urban market of yesteryear where kids had to wear the same brand headto-toe, they are now cross integrating the apparel on
their body. They will pair a top from one manufacturer with a bottom from another.”
5ive Jungle has seen success with its line of footwear, produced by Geoffrey Allen Inc., and Pelle Pelle
is now eyeing the shoe business as well.
5ive Jungle
and sporty for 2008, complete with rugby and polo
styles, ‘pop’ colors, grained twills and luxury fabrications. Retail price points range from $35 for tees to
$220 for jackets.
Further down the road, Ambition will expand into
accessories — a category that Bess of Doneger is
bullish about.
“I am all about accessories,” said Bess, noting scarves
in particular. “When you clean up, accessories become all the more important.”
Wallets, luggage, headwear and skin care are in the
plans for Ambition. Meanwhile Brooklyn Xpress is
being aggressive when it comes to entering new
product categories. “We have several licensing deals
on the table,” shared Singh.
Of course, footwear is an obvious product for
streetwear vendors to capitalize on.
Inspired by the need to create “a fashion-forward
label at affordable price points,” Brooklyn Xpress is
geared toward mid-tier department stores the likes
of JCPenney. “These are our biggest customers,”
noted Singh.
This will be important for the brand
during the economic slowdown.
“The urban consumer, suburban
consumer and even the
“The streetwear kid is not the
same as he was 10 years ago.
Today, young men are blurring
the lines and getting inspiration from all over the place.”
– Tim Bess, men’s fashion/trend analyst,
The Doneger Group
The Revolution of Streetwear
2650_Streetwear_Advertorial_10.indd 5
05
4/16/08 11:17:12 AM
ADVERTISEMENT
rural suburban wannabe in this market are the most likely to
be price-sensitive,” said Cohen. “You have a large population
of younger consumers using their parents’ wallets. Gone
are the days of ‘I want these $250 jeans, Mom. Mom is
going to say ‘Let’s try a lower-price version.’”
Although with the dollar falling and overseas currency
getting stronger, Singh said it will be challenging to stay
cost-efficient. Strong players will come forward as retailers struggling to pay their rents become more and more
selective in the brands they carry.
“A lot of stores are closing down. This is affecting many
manufacturers. It is affecting us somewhat, but we are
still doing well. I think it is because we are still new
and a lot of the specialty stores are looking for something new and fresh to help grow their sales.”
Due to the price sensitivity in the current market,
something has to be really new and special to sell
at a higher price point, added Billy Rodnick, general merchandising manager of the Dr. Jay’s
retail chain.
Not all streetwear manufacturers are focused on
tailored looks and cleaner silhouettes. Juan Bang,
marketing director at the three-year-old label 5ive
Jungle, believes bucking that trend will help his
brand to stand out.
5ive Jungle
“We have a lot of fashionable,
clean product that applies to
the cleaner customer but has
a Pelle Pelle statement in its
subtle fashion applications.”
Pelle Pelle
– Tom Ormandy, vice president of
sales for Pelle Pelle
5ive Jungle targets an 18- to 25-year-old consumer, and
offers a boys’ collection, sizes S-XL, and kids’ sizes 4-7. In
the Southeast U.S. — the main region the brand caters to —
Bang continues to see robust sales of oversized bottoms and
T-shirts with large prints incorporating city themes and logos.
“We do have some smaller fits, but those are not our main
items,” he said. “We are not tailoring to fit the mainstream.”
Brooklyn Xpress
Still, many vendors contend that when it
comes to streetwear, if the customer wants an
item of clothing, he finds a way to afford it.
Said Sharma of Ambition: “The customer we
are going after always lived a bit beyond his
means. He may eat out less now, but he still
has an image to maintain. He knows that
other guys can tell when something is bought
in an off-price store, and he’s not going to get
caught slipping.”
06
“People think it is weird that we are not changing to this new
concept that others are following,” said Bang. “At this point,
everyone is moving on, but I don’t really see that for us.
There are still kids looking for the big graphics and prints.”
Pelle Pelle
Likewise, the Vintage Don brand will “remain loyal to its
core customer,” said Abhishek Sharma, creative director,
with loose fitting jeans, embellished tees and detailed denims.
Rather than alter the brand’s “rich street tradition” the parent
company, Ultra Pink, launched its new Ambition label for Fall
2008. Ambition is a contemporary collection for young men
ages 17-35 that offers a clean preppy look with a luxury feel,
said Sharma.
The Revolution of Streetwear
2650_Streetwear_Advertorial_10.indd 6
4/16/08 11:17:26 AM
ADVERTISEMENT
TRENDWATCH///
THE FORECAST CALLS FOR BRIGHT COLORS AND PATTERNS, RUGGED
OUTDOORSY LOOKS, AND STYLES STRAIGHT FROM THE SLOPES
For Fall/Winter 2008, said Bess of The Doneger Group, there will be a
continuation of the whole “urban goes suburban” theme we’ve seen
in the last couple of years — but it goes way beyond that.
“What is really interesting is the fact that not one company can
pinpoint one specific trend that is capturing American fashion right
now because American fashion has become so diversified and so
multi-cultural,” noted Strumeier of Wicked Fashions, Inc. “A perfect
example of that is the fact that a basic white T-shirt can be fashion,
and a medieval-theme, foil-print T-shirt can be fashion, and a button-
CLASSIC
/////////
A menswear-inspired twist
on the preppy look. Think
classic items like button-down
collar shirts, menswear vests,
cardigans, argyle sweaters
and varsity jackets.
08
down woven plaid shirt can be fashion and a varsity jacket can be
fashion. There is no specific dominant item in the marketplace.”
There are definitely trend categories, however, that are certain to hit
retail floors later this year, said Bess. Others agree that prevailing
themes will include Classic, Old School, ’90s, Utility and Snow/Ski looks.
Military looks will take center stage, according to experts like Rodnick of Dr. Jay’s. Meanwhile, Ambition is bullish on the rugby/polo
trend and classic styles.
‘90s///
Inspiration here is threefold. Hunting looks feature sherpa, fur and
animal prints that create an outdoorsy feel. The rocker style continues to be strong, but gets more colorful and artwork-inspired. Skulls
are more stylized, and paint splatters adorn different silhouettes.
Colorful flannels and lumberjackets receive updates in the form of
mixed media and different sized patterns.
The Revolution of Streetwear
2650_Streetwear_Advertorial_10.indd 8
4/16/08 11:17:53 AM
ADVERTISEMENT
OLD SCHOOL
/////////////////
When it comes to retro, the ‘80s are still huge.
Colorblocking continues to be extremely important
on hoodies and track jackets. Look for all different
types of prints and patterns including “old school”
stripes, plaids and checks.
The fast-paced urban market, “changes
on a dime,” said Ricky Singh, owner
of Brooklyn Xpress. “You have to be
alert and stay on top of where the
trends are going.” For those not on
top of it, this partial list should bring
you up to speed.
Moving into Holiday 2008, expect
to see more sweaters, cut &
sewn knits, ski jackets, puffers
and parkas. Vests lend themselves to layering. Nordic
prints and the “wet nylon”
look prevail.
Varsity jackets
IN
SNOW/SKI///
Reversible hoodies
Colored denim
Button-down collars
Cardigans
Flannel shirts
Toggle coats
UTILITY///
Non-denim pants will surface in materials
like twills, canvas and ripstop. Utility also
comes through in a major way in outerwear showcasing the blouson jacket.
OUT
Saggy bottoms
In-your-face logos
Colorful all-over print
hoodies
Oversized anything
Extreme back pocket
details
Hook-ups
Source: Tim Bess, men’s fashion/trend analyst, The Doneger Group
2650_Streetwear_Advertorial_10.indd 9
4/16/08 11:18:24 AM
ADVERTISEMENT
P
O
H
HIP
CU
E
R
Y
A
U
L
LT DISP
It
seems more and more museums are paying
tribute to the evolution of hip-hop culture and fashion
and its impact in the U.S. over the past few decades.
Last year the Museum of the City of New York featured its “Black Style Now” exhibit, chronicling the black
fashion revolution, including what became known as
“urban style.” The installation featured items like the Adidas sneakers that rap group Run-D.M.C. popularized
in the ’80s, apparel from pioneer urban brands of the
1990s and garments worn by black style-setters such as
Beyoncé, Sean “Diddy” Combs, LL Cool J and Tina Turner.
In 2006 the Smithsonian National Museum of American History launched a collecting initiative, “Hip-Hop
10
ON
Won’t Stop: The Beat, The Rhymes, The Life.” The
museum plans to build an unprecedented permanent collection displaying the influential reach of the
hip-hop culture.
“Hip-hop has reached well beyond its roots to diverse
national dimensions and has been an integral part
of American culture for almost 30 years,” said Brent
D. Glass, director of the National Museum of American
History. “The Museum is committed to telling the story of
the American experience, and with significant contributions from the hip-hop community, we will be able to
place hip-hop in the continuum of American history and
present a comprehensive exhibition.”
The museum has so far collected clothing and other
items (see photos) from Russell Simmons, Fab 5 Freddy,
Grandmaster Flash and a handful of other major names
in hip-hop. It is the second Smithsonian museum to
examine the influence of hip-hop music and style on
American culture. The National Portrait Gallery opened
its “Recognize! Hip-Hop and Contemporary Portraiture”
exhibit last year, showcasing contemporary photos and
paintings of some of the faces of hip-hop.
The Revolution of Streetwear
2650_Streetwear_Advertorial_10.indd 10
4/16/08 11:18:29 AM
ADVERTISEMENT
BRAND SNAPSHOTS
Pelle Pelle
Since being founded as a leather
outerwear company in 1978 by owner
and chairman Marc Buchanan, Pelle
Pelle has developed into one of the 21st
century’s leading young men’s lifestyle
brands. Pelle Pelle celebrates its 30th
anniversary this year, with plans for
continued growth and success.
“Everyone has been talking about how
the urban market is not the area of
growth that it has been in the past,”
said Tom Ormandy, vice president of
sales, “but in 2007, one of the hardest
years at retail, Pelle Pelle had one of its
best years.”
Ormandy attributes that to the “creative genius” of Buchanan, as well as
the brand’s innovative, fashion-forward
products, state-of-the-art graphics and
high-end collectible jackets.
to design a studded leather jacket for Grandmaster Flash and the Furious Five,
and will be featured in the 2009 motion picture “Notorious,” chronicling the life of
rap artist Biggie Smalls.
“Our product is seen in so many venues,” said John Green, director of marketing.
“The kids know that when a high-profile star is wearing a particular brand, it is
something the star wants to be seen in. That is happening to us on a regular basis.”
Pelle Pelle has also ventured into new product categories, licensing a kids’ line
last year that has been a “phenomenal success,” said Green. Footwear could be
next, he hinted.
For now, the global brand continues to update its current product while building on its well-established base of specialty retailers.
Contact:
Pelle Pelle
Corporate Headquarters
2903 Technology Drive
Rochester Hills, MI 48309
Tel: (248) 829-3500
Pete Gawel, President
NYC Showroom
1385 Broadway Suite 1004
New York, NY 10018
Tel: (212) 840-3232
Tom Ormandy,
Vice President of Sales
Pelle Pelle is a wardrobe favorite among major musicians and celebrities. The
label was recently honored by some of hip-hop’s founders when it was asked
Brooklyn Xpress
Brooklyn Xpress is the brainchild of president and owner Ricky Singh, who began
his retail career as a young boy watching
his parents run their New York City stores.
The 14-year-old brand was inspired by the
need for cutting-edge, urban fashion at an
affordable price.
“We aspire to be meaningful to our customer by giving them more bang for the buck,
plus national brand recognition,” said Singh.
A reference to one of the birthplaces of
hip-hop, Brooklyn Xpress is a fitting name
for this successful company. “Urban wear originates from the five boroughs
which include Brooklyn,” said Singh. “Since there’s such a great mix of styles
and cultures in Brooklyn, we get a lot of our inspiration there.”
Brooklyn Xpress prides itself on its ability to keep pace with trends that
“change on a dime,” said Singh, and on its personal connection to its consumers —eight- to 30-year-olds evoking the “true urban lifestyle.”
Retail price points for the collection range from $40 to $60 for bottoms, $28
to $50 for T-shirts and polo shirts, and $42 to $60 for fleece. Brooklyn Xpress
is available at mid-tier department stores like JCPenney.
Expect a fresh look and image for this brand in the months ahead. With
the company’s recent upgrade to a 10,000-square-foot showroom and plans
to license product in several new and exciting categories, Brooklyn Xpress
is truly on the move.
12
5ive Jungle
If New York City is the “Urban Jungle,” then 5ive
Jungle is the perfect name for a brand inspired
by the Big Apple’s five boroughs.
Founded by Jean Choi, former design director for
urban brand Southpole, this three-year-old label
fuses the energy of the city with that of the wild.
“We have been very successful at taking a complex city look and mixing it with jungle themes,”
said Juan Bang, marketing director. “One of our
main images is the lion, and we try to build in
skyline themes and urban graffiti.”
5ive Jungle targets a diverse, 18- to 25-year-old
consumer attracted to products with an aspirational attitude. The brand also offers a line of footwear produced by Geoffrey Allen
Inc., a boys’ collection, sizes S-XL, and kids’ sizes 4-7.
While other streetwear manufacturers lean toward simplicity, 5ive Jungle is staying
true to the baggy styles and large graphics that have made the brand a hit.Oversize
denim, T-shirts, woven shirts and fleeces are among the label’s top-selling items.
“There is a lot of the same product out there, with brands moving on to a new,
cleaner concept,” said Bang. “I don’t really see us doing that. There are still kids
that are looking for those big prints. This helps us to stand out.”
5ive Jungle retail price points range from $26 for a T-shirt to $60 for a fleece jacket.
The young brand sells in more than 200 independent specialty stores nationwide,
offering something new and fresh for the mid- to upper-tier market.
Contact:
Contact:
Brooklyn Xpress
530 7th Avenue
New York, NY 10018
Tel: (212) 398-5410
Jay Schwartz, VP
5ive Jungle
Juan Bang
201-935-3332 x109
Juanb@5ivejungle.com
The Revolution of Streetwear
2650_Streetwear_Advertorial_10.indd 12
4/16/08 11:18:37 AM
ADVERTISEMENT
BRAND SNAPSHOTS
Wicked Fashions, Inc.
The parent company of Southpole and Lot29, Wicked Fashions, Inc. was
founded in 1991 to provide stylish, affordable apparel to the urban consumer.
Seventeen years later, Wicked stands by its proven ability to offer fashion at
accessible prices.
With the launch of two new young men’s brands in 2008, the company continues to demonstrate its apparel expertise. The Wckd label, available for Back to
School 2008 at national retailers Kmart, Against All Odds and Mervyns, offers
smart fashion basics for
street-savvy teens. The
line’s signature is a “fresh
approach to cool basics.”
Wicked’s second new
label, Whitetag, caters to
the mid-tier market with
an inventive approach to
premium, trend-focused
denim styles at value
prices. The collection pairs
the latest looks with quality workmanship and is
available at JCPenney and
Against All Odds.
In addition, the company
recently debuted Southpole
Collection, a dressy, cluboriented juniors’ label sold
at Mervyns and Sears.
These new brands are the perfect complement to the company’s established
labels. Southpole, a force in the apparel industry for more than 17 years, brings
exciting fashion merchandise to market and appeals to the diversity of America. The brand is a value-driven moderate urban/suburban crossover fashion
collection, distributed in a unique mix of moderate and upscale retailers including JCPenney, Mervyns, Dr. Jay’s, Epic, Belk, East Bay and Against All Odds.
Southpole is also sold internationally in Europe and Japan and has branched
into other product areas such as headwear, shoes and bags.
“Southpole does a fabulous job of eliminating risk by delivering demand-right
fashion versus trendsetting fashion,” said David Strumeier, senior vice president
of marketing, licensing and new business development for Wicked Fashions.
“We pride ourselves on identifying the trends that are successful and bringing
them to the mid-tier so they are relatively risk-free and worthy of the retailers
who are purchasing them.”
The same holds true for Wicked’s 7-year-old streetwear brand, Lot29, which
comprises affordable luxury and stylish designs. Featuring eye-catching graphic styles, the brand offers customers options for a complete wardrobe while
providing retailers with a variety of merchandise to display on selling floors.
Lot29 incorporates airbrush techniques and fun art, appealing to consumers
who express their individuality through apparel. Lot29, in contrast to Southpole,
is a limited-distribution model, with average retail price points ranging from
$58 to $68 for fleece products. Against All Odds, Dr. Jay’s, Macy’s (for juniors),
Man Alive, and Epic are some of the leading retailers where Lot29 can be found.
In the future, Wicked Fashions will continue to cater to various tiers of distribution and to a “multicultural, integrated consumer,” said Strumeier, “with the
understanding that the Southpole business model of fashion and quality at a
value is paramount to anything else.”
Contact:
www.southpole-usa.com | www.lot29.com | www.mywckd.com
Wicked Fashions, Inc.
Corporate Headquarters
222 Bridge Plaza South
Fort Lee, NJ 07024
Tel: (201) 242-5900
Tel: (201) 242-8466
NYC Showroom
525 Seventh Avenue
Suite #1707
New York, NY 10018
Tel: (212) 840-9881
Fax: (212) 840-9882
Ambition
Ambition, a new brand under the
Ultra Pink umbrella, takes it cues
from the high-end and European
markets. The contemporary collection, designed for the 17- to
35-year-old man, had a soft launch
last spring and will hit retail following the Project Show this fall.
Abishek Sharma, Ambition’s creative director, categorizes the label as “urban prep” with a luxury
feel. “Ambition features clean
concepts with unusual graphic
designs and key elements that
make the line really stand out,”
he said. Among Ambition’s top
sellers to date are screened and
embroidered T-shirts and jackets.
Also important are silhouettes
14
revolutionizing traditional menswear concepts.
The brand caters to the mid- to high-tier market, targeting specialty retailers
such as YRB, Michael K, Pulse, Planet Funk and Metropark, said Sharon Young
Leary, account executive. Retail price points average $40 for tees to $90 for
bottoms and $150 for jackets. Several other categories are also in the works,
Sharma added, including young men’s accesories and skincare.
Ambition’s parent company, Ultra Pink, is the maker of Vintage Don, an authentic urban brand that offers cutting-edge fashion at affordable prices. Vintage
Don stays true to the traditional urban concept and fit.
Contact:
Ambition
NYC Showroom
1410 Broadway
Suite 1804
New York, NY 10018
Tel: (212) 869-3150
Sharon Young Leary, Account Executive
www.ushouldhaveit.com
The Revolution of Streetwear
2650_Streetwear_Advertorial_10.indd 14
4/16/08 11:18:55 AM