English

Transcription

English

#065. JUNE/JULY 2013. €5
E U R O P E A N
S U R F / S K AT E / S N O W
B U S I N E S S
SUMMER
SKATE &
STREETWEAR
SPECIAL :
TRENDS,
INSIGHTS &
INSPIRATION
FOR SS14.
PLUS - BRAND PROFILES, BOARDSHORT TRENDS, TRADESHOW PREVIEWS & A WHOLE LOAD MORE
N I C K
R I L E Y
O N E I L L . C OM
B O A R D S H O R T S I N WAT E R ,
WA L K S H O R T S O N L A N D .
T I M
B O A L
#65
STAFF
Managing & English Editor Jojo Cook
[email protected]
HELLO
Surf & French Editor Iker Aguirre
[email protected]
In the old days, we all liked to stand tall and
be noticed. Choosing clothing was a statement
about ourselves, we didn’t worry whether our
friends or for that matter our enemies loved it
or hated it. Maybe life was just more tribal and
the tribes were more specialist and everyone
tried to live the tribes ethos - snowboarders
were snowboarders with no hint of skier. But
times have moved on and we live in the time
of the Yes-generation where it seems more
important to be accepted by your friends and
the crowd. I think of it as a change from the
push, this is me, generation to the pull, ‘this is
what you want me to be generation’.
Snowboard Editor Rémi Forsans
[email protected]
German Editor Stefan Dongus
[email protected]
Design & Art Director Owen Tozer
[email protected]
Design & Production Assistant Roddy Bow
[email protected]
Web Media Manager Denis Houillé
[email protected]
Digital Content Manager
Harry Mitchell Thompson
[email protected]
Proofreaders Harry Mitchell Thompson,
Melanie Schönthier, Marie-Laure Ducos
Contributors
Harry Mitchell Thompson, Dirk Vogel, Nicole
Coryton, Michael Reinwald, Asier Zabarte,
Luke Van Unen, Lucy Paltz, Gordon Way,
Fabien Grisel, Yuri Kolobov, Franz Holler,
Frank White, Joey Jorgensen, Alex Crowe,
Luke Van Unen, Miriam Deller, Andrea Stoker,
Samantha Thomas, Sam Grant, Ross Steer,
Ben GC, Anna Langer.
Advertising & Marketing
[email protected]
Is Facebook creating or mimicking the behavior?
We all need friends and a large number of them
and they need to have accepted us as a friend. So
we need to follow the crowd, go with the flow to
keep our number of friends growing. What does
that mean… play it safer, don't go out on a limb,
follow the mainstream, swap from one brand to
another as the crowd does?
So what do the brands have in-store for us next
Spring/summer? But hang on…where is the
summer? It’s summer time - I know I checked
the calendar - but tell that to the weather
gods. Five hundred years ago we would have
been sacrificing anything and everything to
work out why we had angered them. Most of
Europe including its southern extremes are still
working out where the sun has gone. The air is
still cold and we are all hibernating. So not only
do we have a difficult economic situation but
we also haven't had that kick-start to summer
retailing and the punters are sheltering inside
rather then filling up the shops. Maybe the
weather gods felt they had over indulged us this
winter and it was time to balance things up.
But SOURCE is in a summer mood... we don't
stop for anything and neither does the trade
show calendar. This issue’s summer goodies
include our streetwear & boardshorts trend
reports, and as it’s our skate summer issue.
We have an interview with Phil Lalemant, EU
Marketing Director at Volcom. Plus we have a
discussion with Josh Friedberg and Don Brown
from the IASC, part one of our look at skate
participation and finally a review of the skate
hardgoods market. So plenty to get your teeth
into while you’re hopefully soaking up the rays,
weather gods permitting.
SOURCE editorial team
CONTENT
11. NEWS
48. BUYER PROFILE
16. TRADESHOW PREVIEW
51. BRAND PROFILE – HOUSE OF MARLEY
19. SKATE HARDGOODS
53. BRAND PROFILE – IRON & RESIN
22. BIG WIG INTERVIEW – VOLCOM
54. BRAND PROFILE – MAGENTA
To Subscribe
www.boardsportsource.com
[email protected]
25. SKATE PARTICIPATION
56. BRAND PROFILE – SIMS
29. SS14 BOARDSHORTS PREVIEW
58. NEW PRODUCTS
Publisher
[email protected]
34. IASC
61. MARKET INTELLIGENCE
37. SS14 STREETWEAR PREVIEW
68. EVENTS
42. RETAILER PROFILE
70. OPPORTUNITIES
45. BEST SELLERS
72. ONE EYED MONSTER
Germanic Markets Advertising
[email protected]
Accounts Manager
[email protected]
Published by
Extreme Sport Business
22 Friars Street, Sudbury
Suffolk, CO10 2AA. UK
Boardsport SOURCE is published bi-monthly
© Extreme Sport Business
All Rights Reserved
ON THE COVER: Alexis Jauzion, Athlete Manager, Vans.
No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system
of any nature without prior written permission, except for permitted fair dealing under the Copyright Designs and Patents Act
1988. Application for permission for use of copyright material including permission to reproduce extracts in other public works
shall be made to the publishers. Full acknowledgement of author, publisher and source must be given. The views expressed in
this publication are not those necessarily held by the Publisher. ISSN # 1478-4777
9
With a Sympatex® membrane
ED
TEST ED
DAT
VALI der
un
300% elasticity - 100% waterproof + windproof - 100% recyclable
CAL
IO
N
EDI
S M
UP
S
ERVI
Protects from
WIND, WATER, COLD and POLLUTION
Prevents ear pathologies
Maintains hearing and balance
EQ - 9, rue de la Négresse 64200 biarritz FRANCE - Tél : +33 (0)5 59 43 86 00 - www.eq-love.fr
INDUSTRY NEWS
#65
MARCHON/DRAGON
MERGER PROGRESSES
BILLABONG
TO RAISE FUNDS
Last year optical giant Marchon purchased action sports eyewear
specialists Dragon. Marchon is one of the largest eyewear manufacturers
and distributors in the world, with licenses for Calvin Klein, Lacoste, Nike
and Nautica to name but a few. The combination works well for both
companies, with Marchon providing Dragon a first-rate R&D facility in New
York, and Dragon supplying Marchon with a foothold in the action sports
eyewear world. Marchon sport was set up as an umbrella organisation to
look after all the sports operations and a new HQ has been established in
Amsterdam as a ‘sales and marketing hub’ for two of Marchon’s brands
Nike Sunwear/Goggles and Dragon Sunwear/Goggles. The marketing
teams operate separately, but are sharing back-end operations. This
allows each to focus on brand and market development with the efficiency
of operations. As a result of the new HQ, Dragon were able to move long
time UK Dragon employee Craig Smith to Amsterdam tasked with looking
after Dragon EMEA. One key item worth mentioning is that the entire
management team from before the acquisition is still in place, a significant
achievement. Other changes include the merger of some sales and
marketing assets in South America and the integration of design teams
from both companies.
A number of new product lines have been launched. Marchon has been
the licensor of the Nike sports performance sunwear and optical eyewear
line for many years. Both companies wanted to extend that relationship
into snow goggles and the end of winter saw some of the world’s finest
snowboarders wearing the distinctive Dragon APX lens with the Nike
Swoosh on the strap. Equally as important is the new Dragon H2O line, a
line of sunglasses comprising of five already popular Dragon styles, which
are completely floatable thanks to some serious R&D and the successful
launch of a global prescription eyewear line for Dragon under the direction
of Marchon.
FOX OPENS
EUROPEAN OFFICE
Billabong has announced that change of control discussions with the
Sycamore Consortium and the Altamont/VF Consortium have now
concluded with no formal takeover and trading of the company’s shares
has restarted. Billabong is looking to raise new funds, possibly including
the selling of assets, after takeover talks with two private-equity bidders
were unsuccessful and it cut its earnings outlook again. It is currently
in discussions with Altamont Capital Partners and Sycamore Partners
regarding proposals presented to the company for alternative refinancing
and asset sale transactions, the proceeds of which would be used to repay
in full the company’s existing syndicated debt facilities. No period of
exclusivity has been granted to either party with regards to the potential
refinancing. But it is expected that refinancing talks are expected to
conclude by next month. Billabong signalled that one of its first assets to
be sold would be West 49, an action sports retailer in Canada. New Yorkbased boutique investment bank Financo is advising Billabong
on the sale of the business, which involves parties other than Sycamore and
Altamont. Billabong said it expects earnings before interest, tax, depreciation
and amortization for the year to June 30 of between A$67 million and A$74
million, compared to previous guidance of up to A$81 million. This is a result
of difficult trading conditions, Australasian trading is below expectations,
principally in Australian bricks and mortar retail (excluding e-commerce),
The Americas is slightly ahead of plan for the half and Europe remains
weak, especially for the brand Billabong and start-up losses in SurfStitch
Europe were higher than expected. Vans’ owner VFC, which was part of the
Altamont bid group, isn't involved in any talks on refinancing, but might still
be looking to buy individual brands from Billabong.
Paul Naude, the former head of Billabong's U.S. operations, remains part of
the Sycamore consortium's refinancing proposal. With strong brands and
positive EBITDA Billabong has still much to offer in these uncertain times.
WAVEGARDEN® SURFS UP
Fox has officially opened their EMEA office in Barcelona having moved
from the north of England. Situated between Barcelona downtown and
the airport, the 1500 square metre building will house approximately 45
employees and contains showrooms and video conferencing facilities. The
opening celebrations included athlete signings, a visit from Pete Fox, a
wakeboarding day, visits to X Games events and late night parties.
Wavegarden’s new full-scale demonstration facility generating the world’s
longest and highest quality man-made surfing wave is now operational.
The new surfing lagoon, built in the Basque Country, generates perfectly
formed tubing waves that peel for more than 220 metres (720 feet) without
losing power or shape. It is the longest artificial surfing wave in existence,
and the wave quality, shape and speed are suitable for the highest levels
of performance surfing.
The CEO of Wavegarden, Mr José Manuel Odriozola commented, “We
expect to revolutionize the way people engage in surfing. “Historically,
participation in surfing has been limited due to the fact that it is required
to be undertaken at specific coastal locations, in daylight hours and is
highly dependent upon appropriate swell and weather conditions. With the
development of the Wavegarden, we now have the ability to provide an
authentic surfing experience in any location where we can build a lagoon."
NEW CEO
AT WESTBEACH
Paul Whittle has joined Westbeach as the new CEO, bringing with him over
20 years of experience in the sports and outdoor trade. This is an extremely
exciting time for the Canadian snowboarding brand as they look to build
on 30 years of innovation and heritage and move into new markets and
product sectors. The ‘13/14 product range, whilst staying true to the roots
of the brand, is the most technically advanced yet as Westbeach continue
to push forward with their 'style and performance' strategy. The brand,
currently selling across Europe, North America and Asia, is continuing its
drive into new markets by looking to recruit key new distribution partners
in each target country.
The new wave has approximately a 1.2 metres face providing clean barreling
rides of 20 seconds duration. The technology is designed to generate 120
waves per hour with an average power of 270 kW which is significantly
less energy consumption compared to other artificial wave generating
technologies. Wavegarden is already making strides in two of the world's
surfing capitals by signing strategic partnerships to develop at least five
facilities in Australia and 25 in the USA over the coming years.
Agreements are in place with more than ten other affiliates who have
financially committed to developing facilities in different parts of Europe
and the Middle East.
For up to the minute news goto: www.boardsportsource.com
11
INDUSTRY NEWS
#65
CAPITA TAKES CONTROL
PATAGONIA REORGANIZES
Since Elan announced the closure of its Austrian snowboard factory
in March this year, there has been much speculation as to what would
happen to both the factory and the brands that manufacture there. In the
end CAPiTA purchased the unit and will continue to produce snowboards
at the site under its own management utilizing the technology, expertise
and talents that made it one of the premiere snowboard manufacturing
facilities in the world over the last 25 years. The CAPiTA ownership group
under the name C4future GmbH will produce for CAPiTA plus a number of
other brands and will concentrate on quality with a lower production rate.
Former Elan Austria CEO and Technical Director Michael Kollman brings
eighteen years of manufacturing experience at the facility to the CAPiTA
team as Director of Production. Fifty of the highly skilled factory operatives
have also been retained. CAPiTA President Blue Montgomery commented,
“This is a milestone in regard to our long held vision of vertical integration
and production control. Our first commitment is ensuring our ability to
deliver our 2013/14 line, consistent with our samples and on schedule, with
the high quality standards that people expect of our snowboards. We’ve
produced at this factory for ten years. We know the facility, technology and
team very well and we’re sure of our ability to deliver our best line-up of
boards to date.”
Patagonia has reorganized into Patagonia Works, a new kind of holding
company dedicated to a single cause: using business to help solve the
environmental crisis. Founder Ivon Chouinard laid out the plans and
rationale for the new company and the fund in a letter to stakeholders:
which follows below: “I don’t like to think of myself as a businessman. I’ve
made no secret that I hold a fairly sceptical view of the business world.
The last line of Patagonia’s mission statement is ‘… use business to inspire
and implement solutions to the environmental crisis.’ We’ve always taken
that seriously. Every year for 30 years, Patagonia has donated 1% of its
sales to grassroots environmental organizations. They helped initiate the
Sustainable Apparel Coalition and last year became one of California’s first
B Corps (benefit corporations), which means that the values that helped
make the company successful are now etched into their legal charter.
Patagonia Works will be headed by Rose Marcario, who was credited by
Patagonia Founder Ivon Chouinard with helping triple the company’s profits
in the last decade as COO and CFO of Patagonia’s apparel company. She
will now take on a new role as president and CEO of Patagonia Works and
apply her business acumen and keen sense of social and environmental
responsibility to new companies in five critical areas: clothing, yes, but
also food, water, energy and waste. Additionally an internal fund called
‘$20 Million & Change’ that will help like-minded, responsible start-up
companies bring about positive benefit to the environment has been set up.
Casey Sheahan will continue to serve as President and CEO of Patagonia,
Inc., the clothing company at the heart of Patagonia Works.
FOOT LOCKER TO ACQUIRE SPORTS
SHOE SPECIALITY CHAIN
Foot Locker, Inc is buying Runners Point Warenhandelsges. mbH (RPG), the
owner of the German Runners Point and Sidestep chains for €72 million.
The business is owned by the private equity firm Hannover Finanz, CEO
Otto Hurler and CFO Harald Wittig Both Hurler and Wittig. Members of the
senior management will remain with the company. RPG has more then
200 stores and sales of €197 million in 2012 under the Runners Point and
Sidestep and Tredex names. Most of the stores are in Germany, although
there are also Runners Point and Sidestep stores in Austria, Switzerland
and The Netherlands. Ken Hicks, Foot Locker CEO and chairman had
this to say: "This acquisition will enhance our position in Germany, the
strongest economy in Europe, and also provide us with additional banners
to further diversify and expand our European business. We also intend to
leverage Tredex's strong digital capabilities to accelerate growth in our
own developing European e-commerce business." Sidestep stocks action
sports brands such as Vans, circa, adidas, Nike and Converse. Foot Locker,
Inc. operates 3,335 stores in 23 countries in North America, Europe,
Australia, and New Zealand under names such as Foot Locker, Footaction,
Lady Foot Locker, Kids Foot Locker, and Champs.
WORLD RECORD FOR
SHAWN DOLLAR
Guinness World Records have confirmed that Shawn Dollar has entered the
record books for surfing the largest wave (paddle-in). Shawn’s historymaking ride occurred on December 21, 2012 at the Cortes Bank, of San
Diego, The maximum face height of the wave has now been verified as 61
feet from trough to crest. Dollar's wave beats Shane Dorian's prior record
wave of 57 feet ridden at Jaws, Maui, Hawaii in 2011. Shawn also won the
Pacifico Paddle and the XXL Biggest Wave divisions at the 13th Annual
Billabong XXL Global Big Wave Awards.
12.
MOROCCO’S FIRST
SURF BRAND LAUNCHES
Moor"s is the first surf brand born in Morocco. The brand has been
launched to make surfing affordable to all in Morocco and to push the level
of surfing to a higher standard. The idea came following a world trip to surf
Meccas around the globe by the founders Saad Jdira, Othman Zerktouni,
Saad Abid and Camile Said-Eddine. The management team is a bunch of
old friends, all of whom have surfed from a young age. Two if the founding
members (Jerome Sahyoun and Saad Abid) are both well respected
big wave surfers. They give 1% of their turnover to a local association
(affiliated to the Surfrider foundation). They make boards and original
accessories at prices affordable to Moroccans and all their packaging
is recyclable. The surfboards are designed to function best in Moroccan
surfing conditions. They offer surf schools softboards at almost cost price
with the objective of development of surfing from school age. Distribution
is through independent surf shops and sport shops but is a difficult aspect
to manage in Morocco because of the lack of structure. Check out www.
boardsportsource.com for our brand profile on them.
SIDEWALK RACKS UP
ITS 200TH ISSUE
The longest running UK skate magazine Sidewalk Skateboarding Magazine
has been around for nearly 20 years. Established in 1995 and formerly
called Sidewalk Surfer. Issue 200 of Sidewalk contains interviews with
25 of the most influential skaters to be featured on Sidewalk covers,
tracing the magazine’s history right back to the launch issue with Tom
Penny. British underground legend Jimmy Boyes graces the cover of the
anniversary issue itself – his first cover since 1988. Sidewalk is now part
of the Factory media stable.
INDUSTRY NEWS
#65
QUIKSILVER APPOINT NEW
GLOBAL MARKETING CHIEF
ELECTRIC NAMES CAZOTTES
AS EURO SALES DIRECTOR
Quiksilver, Inc. has substantially completed its senior management overhaul
with the appointment of Nick Drake as Chief Marketing Officer. Nick has
previously developed and executed award-winning campaigns for global
brands such as adidas, Gatorade, Nokia, Vodafone and Visa and combines
extensive brand, media, digital marketing and social media expertise with an
ability to develop innovative strategies for entering new markets. Drake most
recently served as Managing Director of TBWA/Chiat/Day Los Angeles, one
of the world’s leading integrated advertising agencies, which counted brands
such as adidas, Apple, Craft, Crate & Barrel, Energizer, Gatorade, Nissan,
Pepsi and Southwest Airlines as its clients. Previously, Drake had held
several senior management positions leading TBWA Worldwide. Before that,
he held a number of senior level positions in the global brand communications
and global sports marketing divisions at adidas International, during which
time the brand was named world advertiser of the year at the Cannes
International advertising festival. Additionally for North America Quiksilver
named John Graham as Senior Vice President - wholesale sales, and Steve
Finney as Head of Retail and e-commerce.
Anthony Cazottes has joined Electric as Sales Director of Europe, the Middle
East and Africa, bringing to Electric more than 15 years of experience in
the action sports industry. Anthony began his career in the action sports
industry at Quiksilver Europe, where he spent six years charting new
territory and expanding the brand. In 2004, when Quiksilver bought DC
Shoes, Anthony was quickly recruited to manage sales, and eventually
pioneered the Corner concept in the core skate business. Starting in 2008
Anthony spent four and a half years rebuilding the sales team at Nixon
Europe. Anthony was most recently Director of Sales for Oxbow, the iconic
French surf brand, where he was responsible for the restructuring of the
brand’s sales strategy.
NEW OAKLEY APPOINTMENTS
Andreas Gollhofer is Oakley’s new Sports Marketing Manager for EMEA
based out of the European Brand Centre in Zurich. Previously Goll held a
role in sponsorship and event marketing for Kraft Foods Europe. The 34
year-old Austrian replaces David Hyam who left his position in 2012. Hervé
Wagneur is now the National Sales Manager of Oakley Switzerland. The 39
year-old from Switzerland was previously in charge of Rip Curl for five
years in the region and has 20 years of boardsports and sports business
experience. Previously Andreas Haack had covered the country but now he
will continue as National Sales Manager for Germany, Austria and Holland.
ULTRA SPORT ADDS GOLDCOAST
GoldCoast Skateboards has appointed Ultra Sport to distribute its products
across the United Kingdom and Ireland. The California designed and Utah
engineered skateboard brand offers skateboards, accessories and softgood
lines and is managed by its founders, Brock Harris, Chris Brunstetter,
Dustin Ortiz and Nate Coen. The brand is added to Ultra Sport’s impressive
roster that includes Adio, Neff, Contour, Bern, Smith and many more www.
skategoldcoast.com
SWS FACTORY STARTS
WITH ARBOR
Arbor Snowboards has moved its complete snowboard production to the
newly formed Solico Winter Sports (SWS) snowboard factory in Dubai. In
support of this production partnership, SWS has given Arbor exclusive
access to its new facility for year one. SWS is a division of Solico, which
has been manufacturing wakeboards and kiteboards for over 10 years. This
year, they will produce over 200,000 units of wakeboards, kiteboards,
wakesurfers, kitesurfers, and wakeskates combined giving them a real
understanding of the craft of high-end sandwich construction, SWS
is run by Rainier Nouhra, whose family founded Solico in 1966 and is a
Mechanical Engineer with a Masters Degree in Engineering Management.
The management team also includes John Colvin and George Cant,
who have over 26 years of combined snowboard production and design
experience. "SWS's strength provides Arbor with the confidence we need
to re-focus 100% on our design, marketing, and sales efforts. In the end,
SWS's financial health and secure ownership structure underpins our
decision to make this move” commented Arbor’s Bob Carlson.
14.
JUNE 21 2013
GO SKATEBOARDING DAY
The IASC has announced the date for the 10th annual Go Skateboarding
Day with events being organised around the globe. Begun by a small
group of colleagues skating to the Huntington Beach Pier in California it
has grown into a global phenomenon. Last year, millions of skateboarders
participated in more than 500 events held worldwide in countries including
Columbia, South Africa, China, Philippines, Afghanistan, Czech Republic
and Brazil. Go Skateboarding Day works to honour and unite participants
in the spirit of skateboarding and, since its 2004 inception, has prompted
cities to build skate parks, promoted local skate shops and raised money
for local charities. For more information and to find local GSD events, visit
Facebook http://facebook.com/goskateboardingday. Put it in your diary, go
skateboarding and have fun!
VANS WARPED TOUR NOMINATED
FOR BEST FESTIVAL
The Vans Warped Tour has been nominated for 'Best Festival' at the UK
Kerrang Awards 2013! Up against some of the UK’s most established
festivals, the Warped Tour goes head to head with Download, Leeds and
Reading amongst others. Since its launch in the USA in 1995, the Warped
Tour has presented the best of punk rock and "off the wall" spirit to the
world, and with only the second UK tour planned for this year, it's great for
the industry for it to already be recognised as one of the best. The awards
take place on June 13, so get voting for the Vans Warped Tour!
http://awards.kerrang.com/
SDI EXPANDS FURTHER
INTO EUROPE
Sports Direct International has bought majority control of the Sportland
International Group and Sports Eybl & Sports Experts (EAG). Based in
Estonia, Sportland operates 80 stores and is the largest sporting goods
retailer in the Baltic countries with 2012 revenues of €61.6 million. The
company will continue to be managed by its founders, Are Altraja and Anti
Kalle. EAG which had a net loss of €20.6 million on sales of €323.8 million
in 2011/12, cost SDI €40.5 million to purchase. Hubert Schenk CFO and
Michael Weccardt COF will stay and representatives of the Eybl family will
continue to sit on the supervisory boards of EAG. Adding the Austrian and
Baltic markets means sports direct is now in nearly all of the Eurozone
countries and buying Sports Eybl & Sports Experts (EAG) will bring
expertise in retailing snow sports products.
trade show preview
SUMMER
TRADESHOW
PREVIEW
BRIGHT – 3-5 JULY 2013
This Bright tradeshow is the first to
be held in the summer at the Altze
Münze in Berlin Mitte - the new venue
the show moved to in January. Last
summer’s show was Bright’s best
summer yet with 12,000 visitors, of
whom 40% were international. Following the positive feedback from the
first show in the new location, Bright is adding an additional 500 square
metres of exhibition space and is converting the interior art and catering
areas into exhibiting space. But don’t worry all you hungry punters - Bright
has a new caterer, Ausserhaus, who will be offering organic food to keep
you fit and healthy for the three days of work and play.
For our industry Bright is the summer meeting point, in particular it’s a
great location to hold distributor meetings and meet new distributors. For
core retailers Bright is the one summer destination they need to visit to get
the latest flavour of what’s happening in the industry. Plus with its outside
events around the city, you have plenty to look forward to and if time allows
the new location means you can now easily visit any of the myriad of other
events that make up Berlin fashion week.
This years exhibitors include: adidas, Adio, Alien workshop, Alpinestars,
Brixton, Cliche, DC, Dekline, DVS, Element, Emerica, Etnies, Fallen, Girl,
IPath, Iriedaily, Kr3w denim, Lakai, Macbeth, Madrid, Magenta, Makia, Neff,
O’Neill, Penny, Polar, Pro-tec, Puma, RVCA, Sector 9, Spy, The Hundreds,
The Berrics, TSG, Vans and Zoo York. Brands new to the show include
Rockwell from the Parra store in Holland, Addict clothing and Colorwear
with their first stall at the event, showcasing their third but largest spring
line to date.
The focus this year will be on business at the show with the skateboard
action, happening in the evening at three different locations away from
the exhibition area. This matches the theme of the show “Spaces“ which
is all about converting locations into skateable areas for a time and then
returning them to their previous use, so each evening will see a different
type of event take place in a different location.
The program at time of going to press is as follows: Wednesday evening
- the `Red Bull Bomb The Line party` at the Kulturforum and the Bright
after-party with Muschi at Freischwimmer, which is in Kreuzberg, by the
river. On Thursday the Bright shipwreck, a skateable barge will be moored
outside. The MTV Europe HQ, 2 KMs from the show will host a BBQ and
a ton of skate action with an invitational event with 24 of the world’s top
skaters, and on Friday Kater Holzig, will host a DIY rollercoaster ride
followed by the traditional Bright Closing party.
SOURCE will be there with our job agency, so if you have any jobs you
would like us to display at Bright please send us an A4 pdf to jobs@
boardsportsource.com
CAPSULE 2-3 JULY 2013
Capsule,
is
becoming
an
increasingly important fashion and
lifestyle tradeshow. The original
event was created in 2007 and
since then has grown to the point
where it now takes place 12 times a year, spread out between New York,
Berlin, Paris and Las Vegas. The brands at the show are a blend of highend brands and independent designers targeted at the young and trendy.
Located at the Postbahnhof, just outside the Ostbahnhof station, this
summer’s exhibitors include Altamont apparel, Forvert, Iron and resin,
Lightning bolt, Loreak Mendian, Obey clothing, Six pack and Wood Wood.
New exhibitors at this 5th edition of the Berlin show include adidas orginals
and AXS folk technology debuting at Berlin this season will be the Capsule
Donut Shop. Open to the public, the Donut Shop will be a special section
where guests can shop from an assortment of some of capsules favourite
local and international shops, brands and boutiques. Vendors include Antik
Modern, Brutto Gusto, Do You Read Me?!, Frau Tonis Parfum, Fraulin
Brosels, Schnapserwachen, Laundry Detergent Project, P+T, Wheadon and
Tortus Copenhagen.
www.capsuleshow.com/berlin
BBB 2-4 JULY 2013
As the main event of Berlin Fashion week,
BBB continues to draw the crowds in. If
you’re a retailer looking for more mainstream
fashion brands or a brand looking for more
mainstream fashion retailers then this is the
place to be. For brands, the location at the
show is all important with the traffic in the
centre of the winged shaped exhibition area
significantly higher than on the tips of the
wings. Even though the show has recently
lost some key denim anchor brands it attracted 80,000 plus visitors and
580 brands last summer. New this year is the arrival of the Bestseller
Group with its family of brands taking over one complete hall. Boardsports
brands at the show include adidas originals, Brunotti, Buff, Circa, Carhartt,
Converse, Lightning Bolt, G shock, Maui and sons, New Balance, Stance,
Twothirds and WESC. As with winter, the show will now run over Tuesday,
Wednesdays and Thursday. The slogan for the show is connect, which given
the fact that BBB is still one of the truly global scale fashion gatherings
around the world, you most certainly should.
www.breadandbutter.com
www.brighttradeshow.com
16.
See the entire collection July 3-5 at Bright - booth 220
Photo: S. aShley
K A R S T EN K L EP PAN
E L E M E N T E U R O P E . C O M / h O L d - i T- d Ow N
#ELEMENThOLdiTdOwN
@ELEMENTEUROPE
Photo: DC
trend report
IT’S THE HARDGOODS LIFE
SKATEBOARD HARDWARE TREND REPORT 2013. BY DIRK VOGEL
What a long and cold winter it’s been all over
Europe. Snowfall all the way into late April boded
well for snowboard sales, but kept skateboarders
on lockdown waiting for warmer temperatures.
As it turns out, this state of affairs is also causing
hiccups throughout the hardgoods supply chain.
“The extraordinarily long and harsh winter,
when people were hardly skating and nothing
was moving left some shops cautious in their
ordering,” says Joe Burlo at Burlo Consultancy,
advisor to leading brands in the industry, adding:
“And when the weather finally did turn, they
called manufacturers with orders saying, ‘We
need our stuff yesterday!’ When of course, the
manufacturers told them that it would take about
four to six weeks.
While Burlo can only speak for a select number
of brands, he also sees a vicious cycle at work
because the reluctance of shops, “also affected
brand owners, who cut back on their Spring
pre-ordering because they were so unsure and
probably had depleted the cash that would have
had to be used as a deposit for the Chinese and
US factories. So much so that they are now
airfreighting their first orders in from China –
very costly!”
Now that the season is up and running, it’s time
for our Skateboard Hardware Trend Report 2013.
THE MARKET
Some good news first...
Despite the cold winter, skateboard hardgoods
are performing well so far this year compared
to 2012. “Sales are still up!! There are still a lot
of people skateboarding,” said Jonathan Symons
at T(w)its snow & skateshop in Leuven, Belgium.
At Dwindle Distribution (Almost, Blind, Cliché,
Darkstar, enjoi, Tensor) International Marketing
Manager Sami Seppala said: “We have a lot of
brands but mostly all are up.” Sami reports great
success with a “new price point construction for
Darkstar and Blind [decks].” At Element and Plan
B Europe, Hardgoods Coordinator Romy Bertrand
said: “Element is as strong as last year while
Plan B is up with a growing demand.”
Other companies reported a challenging start to
the year but came out unscathed, including Nils
David Gebbers at 24/7 Distribution (Blueprint,
Bones, Powell, Toy Machine, Skate Mental,
Stereo etc.) in Münster: “Such a long winter did
not help the sales at all that’s for sure, but with
solid planning and our customers’ commitment,
we were even.”
And some bad news...
Meanwhile, the good news is far from universal.
“It is certainly a bit early to talk about the whole
year, but so far sales are down on hardgoods,”
said Jörg Ludewig, co-owner of Urban Supplies
distribution (Girl, Chocolate, Anti Hero, Sweet,
Flip, DGK etc.) in Wiesbaden, Germany. Ludewig
also allowed that “large [hardgoods] brands have
large problems” and that “going out of business”
has been a major phenomenon so far this year.
At seasoned grassroots brand Hessenmob,
Christian Roth reported: “We went to the
basement in 2012, now it feels like we're digging
a grave.” Asked for reasons, Christian offered:
“No one seems to care about the quality of your
products and definitely not about roots and
culture. The colourful superficial interface we
Ask any store today – especially smaller core shops – and their list of standouts will include European upstarts such
as Polar, Magenta (with a beautiful featured artists series of decks out now) and Palace skateboards.
19
trend report
call the Internet has taken over. Everyone is trend-hunting. Brand loyalty is
a thing of the past.”
The situation is especially tense in Spain, called “S-PAIN” by Ivan Moreno
at Nomad skateboards: “Sales are down. Besides the ‘crisis’ that our
skateboard market is living, in Spain – our main market – the economical
situation is really tough… so all our environment is really difficult to
manage.” Nomad is adapting their line-up accordingly: “We focus due to
the situation in core products, so basically nowadays we sell decks and
hardware.”
“Local retailers have to realize that the
‘Chill-Out-Days’ are over. Skate shops
have to do more than just sell skateboards
these days – they have to start to sell
skateboarding again!”
Christian Roth, Hessenmob.
Over in Tromsø, Norway, retailer Bård Grøttum of Badlands Skateshop is
making profound changes to adapt to the current situation: “Things are
good, but we're closing and sizing down the shop. It's just not going good
enough. But, we're not dissolving the company, we want to take a step
back and build up again.” Measures include “a tighter Web shop, more
specially selected brands, less shoes and continuing distribution on Polar
and Magenta.”
THE PRODUCTS
High-end in good shape
The shop deck phenomenon, dreaded by brands, has further slowed down.
Says Jörg Ludewig: “Shops are realizing that a shop is a shop and not
necessarily a brand.” At the same time, customers are increasingly willing
to pay for brand-name quality. “We sell product that tells its own story by
quality and design,” says Nils at 24/7, listing Toy Machine, Stereo and Skate
Mental as standouts.
Keith Wilson at Independent Trucks commented: “You get what you pay
for – high quality product keeps skaters on skateboards. When skateboard
products, especially trucks, work well it improves the overall skateboarding
experience and helps kids progress.” Sami at Dwindle explains his
company’s efforts: “We put our focus on the quality of our boards. They are
all made in the world's premier factory - DSM.”
Borja Iriarte, communication and events manager at HLC Distribution/
JART skateboards in Spain is on the same page: “Despite the global market
situation not being the best at this moment, we keep working hard focused
on offering the best quality. Apart of this, more than the 15% of our sales
are dedicated to marketing actions trying to keep the scene alive.”
Ivan at Nomad said: “We have struggled with all our marketing actions
and we focus on our team riders and customers, we are filming for our
new video REBIRTH and every rider is supporting his skate shop and
distributor.” To Ivan, it’s all about supporting core retail: “If one skater buys
a board from a big mall centre, this money will go help pay for the bosses
next Mercedes … so please choose the company and the skate shop before
making your decision!”
SMALL COMPANIES, LARGE DEMAND
The past few months have been reminiscent of the early 1990s, when
rider-operated board brands added fresh ideas and street-level aesthetics
to the mix. Stocking these brands can also help position core skate shops.
Christian Roth encourages retailers to start “looking for small core brands
which are not so visible – or non-existent – in the product-line-up of big
online retailers.”
20.
Photo: DC
MARKETING & MEDIA
Speaking of marketing, all brands questioned offer support to retailers
by supporting local shop contests with skate goods, POS materials and
sponsoring local riders. Sami at Dwindle also pointed to the role of social
media and company videos to spark interest, citing Cliché’s Bon Voyage and
“the new Blind video Damn hitting the shelves and the laptops.” Element has
the Hold it Down Europe video while Romy also noted the much anticipated
Plan B video.
Ask any store today – especially smaller core shops – and their list of
standouts will include European upstarts such as Polar, Magenta (with a
beautiful featured artists series of decks out now) and Palace skateboards.
Naming his top board brand, core retailer Bård Grøttum of Badlands in
Tromsø said without hesitation: “Polar decks!”
Asked about his success strategy, Polar skateboards mastermind Pontus
Alv offered: “I would say the company is growing in a good, healthy, organic
way. Nice and slowly, step-by-step things are going up. I don’t believe in
meeting the demand and pushing things out there too fast.”
trend report
Elaborating on the issue, Pontus revealed: “My mentality is to underproduce and sell out. A lot of times I know I could order twice as much but
I don’t believe in feeding the demand. Some people run their business like
a buffet restaurant – the food just keeps coming until you puke. I was never
a fan of buffets.”
TECHNOLOGY: ON THE RISE
Although considered one of the most progressive sports, skateboarding can
be a bit conservative when it comes to hardware. Overall, 7-ply Canadian
maple, 52mm urethane wheels and aluminium trucks are still the go-toset-up. Asked about technology, Jonathan at T(w)its said: “No, I think we
are still safe on that one...There's a minor part of tech in boards, like P2.”
But it’s slowly changing. For JART, bestsellers are the logo series of regular
construction decks, but as Borja points out: “This last season we launched
the brand-new Infinity Series including carbon fibre, and the feedback from
the riders and shops has been really positive.” For some companies, tech is
already an important sales category: Romy Bertrand lists the Featherlight
Pro deck series as an Element bestseller, while for Plan B, “P2 is our top
seller in the deck category.”
Sami Seppala at Dwindle is happy about the success of, “Impact technology
for Cliché, enjoi, and Almost. The new Impact Plus is getting a lot of hype.”
On the flip side, Sami has a big request to retailers: “Educate yourself on
the new constructions and product stories.”
In that regard, Jörg Ludewig sees some room for improvements: “The
dealer and sales person need to have technical knowledge. Being a good
skater is not the key. The key is to know about different constructions and
the pros and cons of them, like what is the difference between a standard,
heat-treated or forged truck? What makes some wheels more expensive
and so on... Most guys know as much as; ‘our shop decks are from the same
factory as Girl’ and even that is bullshit!”
TRUCKS & WHEELS
Next to a growing number of hollow core construction wheels, longboard
and cruiser wheels have become an important category. Sami at Dwindle
said: “Our Dusters cruisers are bringing back the original Kryptonics.” At
24/7 Distribution, Nils said: “Bones Wheels and Bones Bearings have been
constantly killing it for us as well as for our customers.” Retailers also
should keep an eye on Haze wheels, an upcoming European brand and
their new series called RACKTOYS. Also Muckefuck Urethane with a new
collection dropping in June, including sidecut and regular wheel shapes.
When it comes to truck constructions, Bård Grøttum of Badlands said:
“It seems like ‘light’ trucks are staying.” On that note, Sami at Dwindle
reported: “Tensor 10s magnesiums are the lightest trucks in the industry by
far. And the new regular truck turns and skates super. We have a big push
on that and sales numbers have followed.”
Keith Wilson at iconic truck makers Independent lists the following
bestsellers: Indy Forged Hollows, New Stage 11 Standard height trucks and
the New 159s. For next season, Keith wants to draw attention to: “New
Stage 11 geometry and performance features, new Forged Titanium trucks,
Jeff Grosso Limited GC Hollow,” all accompanied by marketing campaigns
and strong retail support.
CRUISERS & LONGBOARDS
Some called it a fleeting trend, but alternative boards are still a top category
in European skate retail. Says Jonathan at T(w)its: “The longboard hype can
be compared with the rage around Tony Hawk Pro Skater on PlayStation
way back in the day. And a lot of people are going to keep on cruising and
this gives the core shop a good sell-through together with a general love
for our core products.”
to sell cruisers and longboards – they're skateboards that can generate
money to support the growth of skateboarding, doing demos and events,
and sponsoring progressive skaters. If you're not selling to them, someone
else will.”
Sami Seppala at Dwindle also said: “If you are not selling cruisers and
longboards you should.” Their Dusters’ cruisers have been doing well, with
“Dusters Doors and Jimi Hendrix boards opening plenty of new accounts.”
At Hessenmob, top sellers according to Christian Roth are: “Longboards,
Carvers and related hardgoods.” Borja at JART said they are adapting their
regular deck series “to the actual wider boards trend, so we will be offering
a big range of old school shapes for pool cruising.”
RETAIL STRATEGIES: THE BIG PICTURE
In the bigger picture, Jörg Ludewig at Urban Supplies is happy to see that
“retailers are getting more proactive.” Keith Wilson at Independent also
encourages shops to support their local scenes: “Keep pushing, doing
events, building your local scene, make it fun, promote fun, don't accept
elitism and egotism in skateboarding. Make it accessible for anyone.
We're not competing against each other – we're competing against other
activities.” Ultimately, building active scenes will help everyone, says Ivan
at Nomad: “Support your locals, and you will be given your own support,
close the loop and keep skateboarding for the skateboarding family!”
Also keep in mind that our sport has hardly ever been more popular than
now, says Jonathan at T(w)its: “Skateboarding in general is the shit at the
moment.” Romy at Plan B/Element agrees: “If there is a time for kids to be
stoked on skateboarding, it is definitely now, with so many amazing skate
videos coming out this year, and many new great talents being introduced
to the pro and am list.” And Romy reminds us of the importance of social
media channels and live events.
Nils at 24/7 emphasizes product selection, maintaining that “quality will
survive and the product as well as your shop will last longer with that
individual aspect, which none of the mass product brands can give you.
Your shop otherwise will be looking more and more like a mall store and
we all know how long these last.” Borja at JART also says: “We recommend
all retailers keep supporting brands offering high quality products and of
course, products Made in Europe keeping salaries and the local industry
alive.”
These are testing times, but a little initiative can go a long way. Christian
Roth at Hessenmob agrees: “Local retailers have to realize that the ‘ChillOut-Days’ are over. Skate shops have to do more than just sell skateboards
these days – they have to start to sell skateboarding again!”
7
KEY TRENDS AT-A-GLANCE
> LONGBOARDS AND CRUISERS STILL “HOT”
> CUSTOMERS WANT LIGHT TRUCKS
> LESS SHOP DECKS, MORE HIGH-END PRODUCTS
> SMALL EUROPEAN BRANDS = BIG DEMAND
(POLAR, MAGENTA, PALACE)
> TECHNOLOGIES GAINING MOMENTUM
> VIDEOS & SOCIAL MEDIA HELP SALES
> SHOPS NEED TO BE SKATEBOARD EVANGELISTS
Keith Wilson at Independent Trucks encourages retailers: “Don't be scared
21
PHILIPPE
LALEMANT
VOLCOM
It’s been a wild ride since Volcom was founded in 1991
by Richard “Wooly” Woolcott and Tucker “T-Dawg”
Hall. Over the years, the Costa Mesa-based brand
pioneered a multi-disciplinary approach to action
sports and in 2011 joined labels such as Gucci and Puma
as part of French luxury brand conglomerate PPR (now
Kering) in a $608 million takeover. Time to get the
inside scoop on how the Volcom Stones are keeping
it real in 2013. Here’s this issue’s Big Wig Interview
with seasoned boardsports insider Philippe Lalemant,
European Marketing Director at Volcom. By Dirk Vogel.
TIMELINE: PHILIPPE LALEMANT
1987
STARTED SKATEBOARDING IN BELGIUM, SHOP SPONSORSHIP
WITHIN A FEW YEARS.
1990
PICKED UP SNOWBOARDING, INSPIRED BY THRASHER.
1993
SNOWBOARD SPONSORSHIP, RELOCATED TO FRENCH ALPS.
1993-2002
PRO CAREER, SPONSORS INCLUDING A-SNOWBOARDS, VANS,
ARNETTE, ELECTRIC AND GNU. FOCUS ON FREERIDE AND FILMING
VIDEOS, INCLUDING LOCATIONS IN ALASKA.
2002
EUROPEAN MARKETING MANAGER AT ELEMENT SKATEBOARDS.
2011
JOINED VOLCOM AS EUROPEAN MARKETING DIRECTOR.
Phil, it’s safe to say that you’re a veteran of the European boardsports
business. Please introduce yourself and what led to your position at
Volcom.
I started skateboarding in ‘87, which led to snowboarding in the early
1990s. Thrasher [magazine] had some of the first snowboarding coverage
and snowboard pages in the back of the mag and that inspired me to board
on flat slopes in Belgium and then in the French Alps. I had a good run as
a professional snowboarder for almost ten years, and when I was staying
down in Hossegor in summer 2002, Element offered me a job in marketing.
It was a good opportunity and after about ten years at Element, one day the
phone call came from Volcom.
There are many reasons for a person ending up at a certain brand. Why
Volcom?
There are not too many brands I feel attracted to. It’s important for me to
believe in a company. A big reason was that I personally met some of their
people who changed a lot in my life. When Volcom first started, I met [team
riders] Steve Graham and Todd Messick out on a glacier, which kick-started
my snowboarding career and got me motivated. I bought some t-shirts from
their trunk, and since then always kept following the company.
What sets Volcom apart and what are your job responsibilities?
Music and art have always been a big part of the company. I thought the
[Volcom Entertainment] music label was genius back in the day, it really
appealed to me. Volcom was the only brand that was relevant in all three
fields – snow, surf and skate. That was really new at the time. In my
position as European Marketing Director, I now work hand-in-hand with
our global marketing department in the US on implementing Volcom’s
global marketing strategy in Europe.
“Our DNA is different and we want to cultivate this difference.”
22.
BIG WIG INTERVIEW #65
“The brand is still driven by the same passion, still true to our DNA and our core snow, skate, surf beliefs. I
don’t think it has anything to do with the size of a company; it is more about investing back in the core.”
THE EVOLUTION OF MARKETING
Speaking of marketing strategy, budgets are still tight around the industry
in 2013. How has this affected your job?
Whether we are talking budgets or not – the face of marketing has drastically
changed over years. We are talking to a more sophisticated consumer and
we have to adapt to the changing environment. I really like these times we
are living in.... we’re forced to think differently and find new ways. Digital
media has changed everything and it’s important to be proactive and not
reactive about it.
What are the biggest changes?
With digital, you’re looking at endless possibilities. The interesting thing is
that we can get direct feedback from the consumer. We are actually able to
listen to the consumer. When I first started in marketing, it was hard to get
feedback the way we do now from the digital world.
Looking around, what are the major challenges in boardsports marketing
right now?
We have to realize that the customer is influenced by more then just
boardsports these days. It’s a much bigger and complicated business,
therefore we must evolve even faster.
The kids have also changed...
Yes, the kids today are also very much exposed to fashion and in the bigger
picture, boardsports are also part of this experience. We’re part of their
everyday life – but it’s not all they have anymore. When I was young, you
chose skateboarding and that was all you were into. Now it’s more part of
sports in general and kids are more open. They are not going to be ‘just a
skater’ or ‘just a snowboarder,’ and that is a new thing.
DEVELOPMENTS AT VOLCOM
It sounds like Volcom, as a diverse brand, can cater to this new consumer?
Yes, Volcom was open and relevant in many fields from the very start. The
Featured Artists program started in 1995 and there’s the music label, Volcom
Entertainment. Early on, Volcom already realized it was a lifestyle brand
and art and music are big parts of our brand DNA – not just a marketing
concept. That opens the brand to more people.
Volcom recently announced their first-ever footwear collection – aside
from sandals – after over 20 years in the business. That’s quite a big
“step” (see what I did there)?
(Laughs)It is! We’ve always wanted to bring out a footwear collection to
build on the success of our sandals, but just didn’t have all the resources
in place. When PPR/Kering came in the picture, they enabled us to realize
our footwear division. They made the expertise existing within the Group
(Puma) available and gave us access to that deep well which accelerated
the learning curve.
What can retailers expect?
We will be launching our footwear in Fall 13 with the first collection hitting
stores on July 1st. The shoes are very ‘Volcom’ – a good mixture of sneakers
and lifestyle. Inspired by our heritage yet with a modern lifestyle edge, the
logos are very subtle, mixed with nice fabrics. The designs are somewhat
asymmetrical, which goes back to our logo, the Stone. So are the black and
white soles... The Holiday collection arrives in October and we are now
going over Spring ‘14 samples. It’s growing and we are very happy with it.
Other than footwear, how does being a Kering brand affect operations at
Volcom?
It’s been completely positive across the board. We now have access to
more resources, for example experts in real estate. If we are looking to
open a new store, we can talk to people all over the world. It’s the same
in other areas where we don’t have the expertise at Volcom; the Kering
headquarters in Paris act like a big brother for us. In my position, I can pick
up the phone and talk to them, which is helpful, for example in media buying
or for PR expertise.
Will there be brand collabs with other brands of the Kering line-up? I want
a Volcom X Gucci travel bag?!
(Laughs) No, every brand within the group is different and unique. So we
don’t plan any collabs at this time, but you never know what the future
might hold!
Too bad... Volcom started in 1991 with the battle cry: “Youth Against
Establishment.” How are you staying true to that motto with all the
growth and changes?
At the end of the day, “Youth Against Establishment” is all about our state
of mind. The brand is still driven by the same passion, still true to our DNA
and our core snow, skate, surf beliefs. I don’t think it has anything to do
with the size of a company; it is more about investing back in the core. I
hope that we can set an example, we don’t want to deviate from who we
are and stay true to our long-term vision. We’re also investing more than
ever in grassroots events, like the Let the Kids Ride Free program with Wild
in the Parks for skate, theVQS surf competitions and the PBRJ snowboard
events. They all follow the same fun-oriented approach, offering more of
an experience for the kids rather than a contest. We want them to go back
home full of memories and have a blast at these events.
BIG PICTURE: WHAT LIES AHEAD?
You mentioned more Volcom stores, is that a focus right now?
Retail expansion is part of the plan, but we never force things and are never
pressured by Kering to open at a certain speed. It’s all well-thought through
and we don’t rush into any decisions.
Speaking of speed and trends – things are moving at a quick pace these
days...
Everything changes really fast. Kids are exposed to so many things and
they get bored of them really quickly. Trends can change within a month
now, whereas back in the day, a trend started in the US and only six months
later it was in Europe... and only with early adopters, so trends took about
a whole year to fully hit. Now everything is instant.
Quite challenging for a company that actually has to go and produce stuff?
(Laughs) That’s why it’s important to work with the right, gifted people,
who can anticipate those trends and be proactive about things, not reactive.
What would you like to see in the boardsports industry in 2013?
That’s a hard one. I want more people to see what happens in our industry,
get even more exposure than we’re getting today. More people need to see
our events and experience it for themselves. I really want this industry to
do well so we can all continue to grow and enjoy the things it’s built on:
having fun, riding and going out there with friends and having a healthy
lifestyle. That’s pretty much what it’s all about.
And finally, what will you be doing ten minutes from now?
I’m actually in Hossegor in my car on speakerphone right now, looking at
the ocean while the European finals for the VQS are going on. The air show
just happened and I’m going to head back to the beach, hopefully in time to
watch the finals.
Sounds great, thanks for the interview Phil.
23
APPAREL
[email protected]
market insight
HOW I
LEARNED
TO STOP
WORRYING
AND LOVE
THE BOARD
When the Great Crash flattened the skateboard industry in 1990, it came
without warning. That year, skate footwear behemoth Airwalk achieved an
unprecedented $20 million in sales, emblematic of a new Golden Age in our
business. Then the sky fell. Within a mere twelve months, young participants
turned their back on skateboarding, sending Airwalk sales plummeting to
$8 million in 1991 as the cyclical nature of the sport’s popularity once again
reared its ugly head.
We all know that skateboarding has come back harder-better-fasterstronger since then, with another peak in the year 2000 at an estimated
20 million participants worldwide. And we’re also sure that skateboarding,
having grown from fringe phenomenon into an accepted sport, will never
completely bottom out the way it did in past decades.
“Skateboarding, until the late ‘90s, was something that had a rough
image to the mainstream audience. It was exclusive, non-conformist, and
even perceived as rebellious in certain regions,” says Alexis Jauzion,
sponsorship manager at Vans & Reef, adding: “Nowadays, skateboarding is
perceived as a more ‘established sport.’”
Doug Weston, co-owner at OSIRIS points out that today’s generation of
teenage kids, “grew up with the Tony Hawk’s Pro Skater video game,
X-Games on TV. As far as they’re concerned, skateboarding is a valid sport
like any other. It's a trip to think back to my childhood and how counterculture skateboarding was compared to now.”
However, recent statistics indicate a significant drop in active participation,
down 14.3% to 6.6 million participants in the US (numbers for Europe not
available) between 2010 and 2011. This drop has been a long time coming
according to analysts at Board-Trac: US participation already declined from
13 million riders in 2003 to 8 million in 2010 – an almost 40% drop.
So the nagging question slowly seeping into online forums and hushed
trade show conversations is: If this drop in participation continues, how
low can it go before the bottom drops out again?
Photo: Vans
Is active participation in
skateboarding really declining?
Writer Dirk Vogel offers seven
reasons why it’s too soon to panic.
No need to panic, though. “It is almost impossible to get an accurate number
of active skateboarders,” the crew at Element skateboards suggests. “A
decline of more than 14% seems pretty high to me, considering what I can
see at skateparks and street spots when I travel around the world,” says
Alexis at Vans.
Speaking to select brands and retailers on the front lines of our industry
reveals seven reasons why skateboarding is still alive and well, and
statistics aren’t everything:
1. WE MAY NEVER SEE YEAR 2000 LEVELS AGAIN.
The enormous spike in participation at the dawn of the millennium was
fueled by a perfect storm of contributing factors: Mainstream TV brought
skateboarding to every household – a total of 27.8 million viewers watched
television coverage of the X-Games on TV during the summer of 2000.
Released in 1999, the Tony Hawk‘s Pro Skater video game sold 5 million
units in one year, spawning an entire generation of skaters.
“It was an exceptional situation, mainly driven by a high exposure due to the
first proper inclusion of snowboarding, skateboarding and wakeboarding
in the mainstream scope,” says Alexis Jauzion at Vans. “Therefore, I’m
convinced that the early 2000s trend has naturally faded out, because it
was anyway too high compared to the accessibility of these sports.”
2. BIG PICTURE DYNAMICS.
Before the recent drop in participation, steady growth in the boardsports
market – meaning company sales and overall market size – had already
come to a grinding halt. This sharp decline happened between 2008 and
2009, indicated by research from marketing firm Global Industry Analysts.
According to Ivan Moreno, owner at Nomad skateboards, there are larger
forces at work here: “We have seen the market dropping for the past five
years, evidently our market is suffering more due to the global financial
crisis. And all the measures that Brussels is taking to cut the crisis are not
helping to activate any kind of market.”
25
market insight
“The number of skaters will
always matter - the soul of the
industry is in the kid who picks up
the board for the first time and
finds his lifelong passion.”
Doug Weston at OSIRIS
WHAT ABOUT CHINA?
Over the past few years, China has clearly transformed from manufacturing powerhouse into
a valuable youth market with high potential for growth. But a “Chinese Skateboarding Boom”
has yet to happen. Miriam Deller at marketing agency Core Power Asia estimates there are
“15,000 to 18,000 skaters [in China], including Hong Kong.” Demographic factors such as the
government’s “one child per family” policy and fear of injuries in the population have yet to be
overcome before skateboarding can truly pop off.
3. DO CRUISERS & LONGBOARDS COUNT?
While “alternative” boards account for the majority of skate hardware sales
in many shops today, do these customers factor as “active skateboarders”
in statistics? “If you do count longboards, I'd have to say it's had some
healthy growth in the past few years and brought skateboarding to a whole
new crew of kids,” says Doug Weston at OSIRIS.
R.P. Bess, Director of Marketing at i.e. distribution/World Industries says:
“I don't know what they classify as a skateboarder [in statistics] either.
There seem to be a lot of people riding around on longboards and plastic
cruisers these days, which was a huge business for skateboarding in the
past couple years. But I think the number of people calling themselves
‘skateboarders’ is in a decline.”
4. MARKET SIZE & PARTICIPATION ARE ONLY LOOSELY CONNECTED.
Christian Roth at Hessenmob skateboards calls for a differentiated view:
“I don’t think participation is down, at least not on the scale the market
has dropped. For instance, two years ago we sold more completes than
ever before. And completes are usually picked up by people that had never
skated before. The core scene has not lost any members, maybe kids who
would skate only twice a summer have switched to scooters.”
At the same time, the ongoing financial blight negatively impacts kids who
do want to skate, says Ivan Moreno: “As owners of core skate shop www.
ladolcevitashop.com, we feel directly from the skaters that they can’t pay
for new decks, wheels, trucks. So ultimately they can’t skate as much as
they would like to, or they cannot do it in the proper conditions.”
5. DIFFERENT KINDS OF SKATEBOARDERS.
The characteristics defining active skateboarders are also changing, says
Christian at Hessenmob: “I think the market is currently splitting into two
segments; a core scene and a hobby scene. The ‘hobby scene‘ consists of
people who watch the X-Games, consume energy drinks and also happen
to have a skateboard. They don’t care about the ‘real‘ skateboard scene.”
Along those lines, the crew at Element suggests a good indicator for the
health of the core scene: “The hardgoods market is probably the best tool to
try to measure [participation] – and this market has never been bigger, with
hundreds of brands involved. Other indicators for increase are the amount
of skate parks we can boast today and the increased interest of mass media
in skateboarding through X-Games/Street League and such. So taking this
all in to account, yes, the skateboarding community has never been bigger!”
6. NATURAL UPS & DOWNS.
Aside from the extreme peak in the early 2000s, current participation
patterns are well within the reoccurring shifts in skateboarding’s popularity.
“It's a cycle we've dealt with for generations. ‘60s, ‘70s, ‘80s, ‘90s and
again today,” says R.P. Bess at World Industries, adding: “We will get the
next crop going soon. And I hope it's bigger than it was the last time. TV and
the Internet will help us with that. We're skateboarders. We're creative and
resourceful. That's one thing we have going for us.”
What this means for companies, though, is that planning on continuous
year-to-year expansion is no longer an option. Sustainable growth is the
catchword, as Pontus Alv of Polar skateboards explains: “When you are too
26.
high up in the sky the risk to fall is big. It is like a vert demo, where some
guys can go back and forth higher and higher but they stop at their peak.
But some guys keep pushing until they fall.”
7. NO SPECIFIC NUMBERS FOR EUROPE.
While statistics for the US are mostly consistent between different research
agencies, numbers for participation in Europe are practically non-existent.
As an estimate on worldwide participants, C&M Research eyeballed “18-50
million skateboarders” – not the most precise estimate, right? So while the
decline may affect US skateboarders, Europe may be an entirely different
story.
Plus, the US is more homogenous as a market with one language and
underlying culture, says Alexis at Vans. In Europe, on the flip side, “the
territory means dozens of countries, each with their own culture, traditions,
language, influences, etc. Each case is particular and cannot be approached
the exact same way as any other case.”
BOTTOM LINE: PARTICIPATION MATTERS
So it’s not all doom and gloom. But at the same time, skateboard companies
need to move forward and focus on the essentials: the core scene. “The
number of skaters will always matter - the soul of the industry is in the kid
who picks up the board for the first time and finds his lifelong passion,”
says Doug Weston at OSIRIS. “Again, the cycles come and go but your base
of committed skaters seems to grow after each cycle.”
R.P. Bess at World Industries says: “Active participation matters. That's
where we get our base from. And if skateboarding isn't considered cool,
then skate wannabes will move on to something else. Like other looks and
fashions that we in skate won't capitalize on.” Element skateboards is on
the same page: “Without skateboarders, there would be no brand today or
in the future. They are the core of our business. Sure, nowadays, most of
a brand's bread and butter are softgoods product sales. But fashion trends
come and go.”
Christian at Hessenmob sees such a shift already happening: “Skateboard
companies have been catering to the mainstream fashion-wise in an
extreme manner for a long time. But that is changing. Fashion is changing
on one hand, and there are also many companies with no connection to
skateboarding going after the same target group.”
For a sustainable future, skateboarding needs participants that are ready
to “stick with it” in the long run. Says Ivan Moreno at Nomad: “It’s a pity,
but skateboarding ultimately has only been a trend for many consumers. I
understand that we will need a period to restructure the market, and then
work according to the real scene of real skaters.”
In the bigger picture, core riders are the ones out on the streets every
day, progressing the sport and living the lifestyle customers – even
hobbyists – associate with skateboarding. “We need to keep it core and
keep it relevant,” says Doug at OSIRIS. “Your average kid wants something
dangerous, something to kick a little excitement in their life.” In the next
issue of SOURCE, we will look at how brands are bringing new riders into
skateboarding. Stay tuned.
GR OW YOUR QU IVE R
AV AIL ABLE AT BETTER S KATE SH OPS NOW
QU ALI TY C RAF TED WOO DS AND PL ASTI CS
UNITED BY FATE
EST. AUS TRALIA 1994
WWW.GLOBE.TV
Photo: RVCA
trend report
BOARDSHORTS SS14 TREND ROUND-UP
Day or night, at home or in the local bar, in the line up or at a party, boardshorts are once again proving themselves to
be key players in apparel for Spring/Summer 2014. Also, judging by the palette of styles served up by manufacturers it
will be impossible to choose just one considering how easy it is to coordinate them with other items of clothing.
By Denis Houillé.
MASTER PIECE
Boardshort collections have been in constant development in recent years,
in terms of function, style and in popularity in general. As functional as
they are comfortable, a bit retro but also very modern, the summer 2014
creations will have something to cater for all tastes, in the water and on
land. The target market has also pushed it further and the reason for this is
simple: consumers want to be able to wear boardshorts at all times of the
day in different situations without wanting to look like a lost beach bum.
Nowadays, the design of boardshorts is one of the first decisions made in
the product conception stage. In the words of designers interviewed, they
are at the heart of the creation process itself. From there come the tones,
motifs and the look of the rest of their clothing lines.
Considering the frequency and variety of usages that we attribute to them,
it has become difficult to only have one model in your wardrobe. It's not
surprising that manufacturers have simplified their lines, reducing the
number of SKUs but increasing the number of styles on offer. But don't be
mistaken, consumers that cover the distance to get to a specialist retailer
(surfshop, boutique or e-shop) rather than a big box sports store will be
looking for boardshorts with special features and additional functions that
justify the price.
USEFUL FEATURES
Never letting up, the boardsports sector is constantly fine-tuning and
innovating through features that will over time become indispensable
functions. Quick dry, welded seams, UV protection, etc. Moreover, to be
sure that consumers understand each of these new functions, Fox have
decided to print logos and pictograms of each technical feature on the
inside of their boardshorts.
Each year, the many awards presented at the SIMA Awards bear witness
to the effervescence of the sector. This year Hurley won the award for the
fifth year running for their Phantom Fuse - a true example of featherweight
innovation. Laser cut, all surplus has been removed to retain exactly what
performance surfing requires and nothing more. Ryan Hurley is said to be
touched and incredibly proud of his design team - for their tireless work,
limitless passion and their perpetual curiosity.
On their more technical models, O'Neill are clearly making the most out
of their wetsuit expertise. That's why we can see functionality that has
been directly influenced by the Psycho 3 like “S-seams” (welded onto
one another to avoid any irritation) and the Superfly closing system that
ensures there is no chafing on “that area.”
Around the waist, comfort is a key feature that Rip Curl have improved
Volcom have patented this simple, very effective innovation called Cinch Fly.
A comfortable system that won't let you down in front of a beach full of people...
29
trend report
O’Neill unveil a new technology this season, named Hyper Dry it’s a Nano-hydrophobic treatment which repels water
meaning the fabric absorbs less water, dries quicker and feels super light.
In times gone by, a simple shoelace would
suffice to keep your shorts on and prevent you
from ending up bare-bummed after just about
every wave. Since then, this technique has not
only been adopted by the majority of skaters
but has been replaced by high-tech drawstrings
jazzed up with silicon, rubber and aglets that all
ensure a good hold. It is, however, possible to
perfect every system and brands have taken this
on board. It's surprising at first when you see
that the boardshorts cord passing through three
not four holes. The results are flawless. Volcom
patented this simple, very effective innovation
called Cinch Fly, which has already convinced
many. You can wave goodbye to intolerable velcro, fragile gussets and
suicidal zippers...Nothing could be more simple, you tighten and tie together
the two independent cords. A comfortable system that won't let you down in
front of a beach full of people...
If you are talking about surfing in boardshorts, you are talking about warm
water surfing and therefore about quite high temperatures. Sun protection is
amongst the new functions that are creeping into surfing in tropical zones.
The top of the range Stretch Houdini from Patagonia can be classified as
excellent for sun protection (50+ UPF) thanks to new materials employed.
At Reef, innovation and durability go hand in hand. They have been using
coconut fibres on a large part of their range. The results are interesting
- as well as being an environmentally friendly material, this fibre has
exemplary properties: quick drying, anti-odour and protective against UV
rays. Meanwhile, Oxbow is also showing a multitude of functional features
- cotton drawstrings with metal eyelets, triple sewn waistbands and rubber
buttons that give their boardshorts an irresistible retro look.
Most modern boardshorts are quick drying but some are faster than others,
going as far as to actually repel water. This type of repellency treatment is
a point that Nike are not compromising on. Thanks to their DWR (Durable
Water Repellency) technology, the water beads on the outside of the
boardshort which remains fresh, light and full of life - even in humid
tropical zones. Volcom are using the same approach in collaboration with
Teflon to increase the hydrophobic performance of their textile. O’Neill also
unveil a new technology this season, named Hyper Dry this is a Nanohydrophobic treatment which repels water meaning the fabric absorbs less
water, dries quicker and feels super light.
Oakley continue to study the physical principles of compression produced
between body and textile through their Blade model. One exterior layer
that compresses on an inside layer to bring maximum comfort (or zero
irritation). Through this concept, which aims to improve blood circulation
and facilitate muscular recovery, Oakley are pushing surfing in new
directions. Moreover, this is what distinguishes the oval-logoed brand from
the other boardshorts manufacturers: a new approach for unprecedented
performance.
It's hard for Patagonia to identify this or that improvement given that
innovation is an on-going process for these guys: “we are constantly
testing, adjusting and recalibrating each detail of our board shorts: anti-
30.
Photo: Rip Curl
through their 'Ghost Waistband'. In tribute to the
Mick Fanning MF1 signature model, there is no
stitching in this zone. With irritation eliminated,
only the sun will leave its mark. It's the same
story at Globe, the elastic waistband is starting
to gain a few followers (like on the Dion Agus
signature model). A large part of the summer
2014 range uses this lightweight combination
of nylon/cotton that is very comfortable, doesn't
irritate you and is visually appealing.
rust zips, mixing materials to improve ergonomics and drying around the
waist...” The challenge for them is to create the simplest models with the
lightest material and best performance possible.
INSPIRATION
Boardshorts have become so versatile that we can now coordinate them
with the rest of our outfit. Generally branding is becoming more and more
discreet with subtle and less eye-catching logos for a more understated
look.
The range created by Volcom for 2014 is the fruit of the coming together
of two opposed philosophies, Zen Buddhism and punk nihilism. On their
boardshorts we can see a clash between the aloha and the punk spirit
expressed through almost cosmic prints combined with subtly faded
textures, clearly retro cuts along with unexpected features.
Loyal to their origins, Fox inform us that for the most part their inspiration
is motorcross world graphics before adding that their Hydro series
includes “illustrations typical of traditional surfing with more discreet
branding, stripes and tonal colours.” For RVCA, opening their book of
inspiration means referring to the portfolios of their in-house artists who
collaborate on their collections each season. So in their prints, we go from
sophisticated camel to geometric patterns and hand-drawn ducks. In the
words of their design managers, their SS14 boardshorts will generally be
strong, colourful and very eye catching.
On O'Neill boardshorts, most of the range takes inspiration from a mythical
road trip between Santa Cruz (the birthplace of O'Neill in California) and
the effervescent city Rio de Janeiro in Brazil, host city of the 2014 football
World Cup, the 2016 Olympics and where surf culture reigns supreme. Rio's
influence is found on the expressive, vibrant prints with fun and energetic
colours.
Like in every season, Patagonia cannot hide their commitment to nature. As
a result, their colour palette is decidedly organic: sun, coral, salt water...
Picture Organic Clothing has similar sources of inspiration for their colours:
trees, the sky, clouds as well as numerous references to the nautical world.
Hurley, alongside their geometric prints also have more strong, organic
colours and Rip Curl's line also has its own lot of surprises. From floral to
stripes and blocks of colour, their models are proving to be explosive and
radiant, just like how you want to look on the beach in summer. Combine
that with new pigmentation techniques, fading and other natural elements.
JOHN JOHN FLORENCE IN BLOCK PARTY WARP
trend report
Always close to the ocean, Oxbow have chosen to name their two lines Pacific and Atlantic. One features Polynesian
colours, flowers, camo and typical ethnic patterns while the other is centred around the vintage look of the French
Atlantic coast with marine patterns or ship measurements
we can see that for a few seasons now boardshorts are becoming more
and more multi-purpose. The reason for that is simple: everyone wants
to wear them elsewhere other than in the water or on the beach. In
shops, restaurants and pool-parties, in summer there are lots of different
occasions and therefore usages.
That's why we are starting to hear terms taken directly from the fashion
world like slim-fit, chino and fading. Materials until now reserved for the
world of streetwear - vintage leather, denim, chambray- are popping up
throughout collections.
Following its success last year, O'Neill's hybrid range is expanding for
2014 but will keep this perfect balance between style and function: “our
Hybrid Freaks look like Bermudas on land and behave like boardshorts in
the water”. Fox mention colours directly inspired by their chino trousers
line as well as very fashionable materials and prints like chevron patterns.
Similarly, Quiksilver declare that their Amphibian line will dominate their
range in summer 2014.
But for Oakley this does not mean abandoning any technical aspects. In
their Jupiter hybrid line, we find lifestyle shorts that integrate the materials
and functions of their technical boardshorts. At Hurley, it's even crucial to
integrate the functional details on their fashion models whether it's in their
materials, interior stitching or the prints. Volcom clarify that all the models
are conceived and made for surfing...and they will “cover you equally as
well for a 10 day boat trip as for a pool party.”
Photo: RVCA
For Patagonia, versatility of their models has long-since been a fundamental
part of their production ethic and to “only make technical, timeless, multifunctional equipment.” While hybrids may be popular with all current
brands, for Patagonia “it's nothing new, our products have always been
versatile: in surfing, climbing, swimming, yoga or elsewhere...they are
always high-performance.”
In this niche, we find the Australian brand Rhythm innovating in their way
and offering reversible board shorts- ideal for adapting your style according
to where you find yourself, the rest of your outfit and even the situation.
Oakley remain 100% focussed on performance, even in their artistic
inspiration that comes from “technology, science and design utility”. At
Reef, authentic surf culture is very much in evidence in 2014; they reunite
and recount the ideas, imagery and the colours of this vast heritage.
Always close to the ocean, Oxbow have chosen to name their two lines
Pacific and Atlantic. One features Polynesian colours, flowers, camo and
typical ethnic patterns while the other is centred around the vintage look
of the French Atlantic coast with marine patterns or ship measurements.
A blend of elegance and authenticity - symbolic of Oxbow 'surf a la
Francaise'. Over at Urban Beach, they chose to feature vibrant, bold tones
that shout loud and proud about the fun of summer. At Quiksilver, it's their
most emblematic surfer Dane Reynolds that has inspired the majority of
their collection: arty, vintage, aesthetic...the qualities of his surfing.
Strong colours, Aztec patterns, Nikita draw their inspiration directly from
their streetwear collection in terms of colours and print so that their girls
“can maintain their style while practising their favourite sport” declares
Michelle Rushbrooke.
Style and simplicity are the key words at Etnies who aim to seduce all
boardshort users: “from guys who spend all their time in the water with
light, flexible models, to those who like to hang on the beach and show off
the more fashionable models.”
THE HYBRID – undisputed star
Hybrid models have built up quite some momentum. In terms of style,
32.
CONCLUSION
It has to be said that a customer who travels to a specialist shop to buy
board shorts is coming to buy more than just a standard big box bathing
costume. They are looking for subtle details, practical innovations, comfort,
solidity and an authentic look! All this will help to justify the price and
even secure a sale of one or more pairs of boardshorts. We wish you great
waves, many poolside BBQs and a great selling season.
KEY TRENDS
> THE HYBRID SUPERSTAR: fashionable and functional! Consumers
want to be able to wear boardshorts everywhere and at all times.
> SIMPLE LINES: brands are offering less SKUs but with more
variety: identify your flagship model and choose your variations.
> COLOUR CONTROL: the fun of summer should be felt but without
interfering with the rest of the range. Opt for discreet branding,
organic colours and subtle details.
> MAXIMISE FEATURES: fast drying, minimal stitching, reversibility
and everything that makes specialist boardshorts unique.
industry focus
INTERNATIONAL ASSOCIATION
OF SKATEBOARD COMPANIES
(DOING GOOD THINGS FOR SKATEBOARDING SINCE 1994…)
At the time this issue of SOURCE was heading to print, the IASC crew were kinda busy. In the midst of preparing for the
10th anniversary of Go Skateboard Day (June 21), they were in the swing of the sixth annual IASC summit – an educational
and networking event with a line-up of speakers that would make any skateboarder star struck. Don Brown (Chairman)
and Josh Friedburg (Executive Director) found some time to sit down and talk with Joe Burlo for a SOURCE exclusive.
Josh, as Executive Director of IASC can you explain what IASC is, how it
started and what it does?
Josh - Skateboard companies decided to get together and work together for
the good of skateboarding as a whole as opposed to just individual brand
interests and Jim Fitzpatrick was the first executive director of IASC and
organised it in the beginning and I think it came into official existence in
1994 so it’s been around for a long time. It’s kind of grown since then and
the next major restructure was in 2004 and they brought in a new exec
director, John Bernards, specifically to deal with the trade show interests
and work with the ASR – the industry needed a united voice because of the
situation that they were in at that point with the trade show companies and
that was the refresh of IASC at that point.
34.
I remember the problems with the trade show companies, especially the
unionised ones…
Don Brown arrives…and adds…so in 1993 there was a time when the
whole skate industry was pretty anarchic , pretty crazy at a time when
skateboarders had taken over the industry, Rocco days, like new brands
sprung up and it was pretty challenging for a lot of brands, as brands were
fighting against each other and doing whatever they could to gain ground
themselves and a lot of industry leaders were becoming concerned. They
felt that there needed to be some kind of organised body to keep some
structure together for everyone to work together for skateboarding so Jim
Fitzpatrick faxed the skateboarding industry in 1993 to say…hey let’s get
together to put together a skate association so we can all meet up and
industry focus
“For IASC to continue to effect change and to do good
things for skateboarding and the skateboard industry
we need resources – that’s the bottom line.”
discuss what we can all do to make skateboarding better for the future
– take our brand hats off and put it aside - so we can look at the bigger
picture. So in ‘93 that went out, and in ’94 Mike Ternasky and Steve Douglas
explored the idea deeper with Jim Fitzpatrick and in ‘95 IASC was actually
formed as a 501c, non-profit organisation and we had the first board of
directors so Chris Miller, Reggie Barnes, Jim Grey and a lot of the top
industry guys. From that point on great things happened with fighting laws
against liability (as in recreation) and then came the opportunity to open
up the opportunity to grow skateparks within California which helped grow
parks in the US which then expanded globally. Go Skateboarding Day was
another big initiative that we did and it really helped open up skateboarding
to the masses. Partnerships with the ASR trade shows, organisations that
help to provide the voice of the skate industry through these associations –
trade shows and organisations would not know who to go to before – that
was probably the biggest thing for IASC at that time.
So you were meant to be the official voice of skateboarding?
Don - Exactly, a united voice.
So there was someone there to represent skateboarding at a sensible
level.
Josh – It’s just a way for companies outside the industry to interface with
the skate industry, without a central place to do that you’re never going to
get too far and you’re only talking about your specific company interests
so it’s very important.
Don - that’s kinda the background of IASC and the need for forward
association within skateboarding. To be that united voice for any external
needs of the skateboard industry.
Can we now talk about the progression of IASC from the first days to
where we are now?
Don – so the first wave with anything is you get things going, you get
moving then you learn and you keep progressing - so the first period from
1995 to 2003 was pretty challenging, and they were still bringing everyone
together. As much as there was work with the ASR to have a voice at
trade shows and that side of things, it was a little bit splintered at that
period - but it was progression. 2003 is when the new IASC came in, John
Bernards was the executive Director, we had a whole new board come in
and again skateboarding as a whole had matured much more so it was more
established and there were more needs from trade show organisations and
trade associations.
So lets now go from 1995 to 2010.
Don – again there are a lot of things that went on from say 2003 to today. The
key goal for IASC was to promote skateboarding, to increase participation,
to educate the members and then to save the members money. So the
promotion side of things came more from Go skateboarding day, which
is a huge global initiative, it’s one of the biggest days for skateboarding.
Increased participation was around skatepark building, we helped provide
the book and we worked with the Tony Hawk Foundation to create ‘The
Skatepark Guide’ - anyone who wants to build a park had the bible of how
to go to a city and get it all worked out – that was a big initiative. Education
meant that at trade shows we would have seminars from anything such as
how to look after your business to retail patterns and all kinds of stuff. The
annual summit is a huge thing where we bring everyone together under one
roof to learn, to network, to be educated.
I think the annual summits are great, it’s an amazing idea. This is the
second one I’ve been to and the progression is absolutely amazing and
from about 2 years ago it’s terrific. Looking at the Hall of Fame held
yesterday, it was absolutely electric in there and emotional at the same
time – it was quite something.
Don – That’s another thing on the promotion side and education to a certain
degree – the Hall Of fame is a big one to spearhead through IASC and
with Todd at Skatelab. We felt that it’s really important to remember the
past because some of the people involve themselves in the future so to
remember the icons, the legends before them - we have to give them that
time to be recognised.
The other one was saving the members money too so we’d also work with
different vendors, shipping companies to lots of other vendors to help get
the members discounts on things.
Josh – I was going to bring up the Aflac thing (Aflac provides insurance
for skateboarders) – We really think that it’s a valuable resource for
skateboarders and it’s there to help them so if we can get on the frontside
of people getting injured, have a way that they can take care of themselves,
as opposed to the backside when you are doing fundraisers - the expense
is minimal compared to what you get out of it.
Interestingly enough, I was speaking to one of the Aflac guys at the
summit and I asked him ‘ What about skaters who do not live in the USA?’
he said that they would have to have a registered address in the USA so
that could mean that European/overseas skaters coming to the USA for a
few months to skate might be able to take out insurance for the period that
they are here if they have a registered USA address. Of course each case
would be different and have to be approved by Aflac.
Josh – It’s the first step in the right direction – it took over a year to get
that done with Aflac but if we can prove that it’s effective we’ll have lots of
opportunities to do things and to go with.
Can we talk about the summit that just ended which I think was probably
the best one you ever had.
Josh - This is the second year that I have had the opportunity to plan the
summit and work on it so from end-to-end and going through that whole
process one time last year and realising where we can do better I think we
are translating it this year – I’ve had a ton of good feedback and feel good
about what we are able to do over the last couple of days. I’m excited – it’s
amazing to look out there and see the people that are there and that are
concerned about skateboarding and looking for ways to continue to grow
skateboarding and support skateboarders.
Now I know that you want to grow your membership – do you have a
message for skateboard companies outside the USA about joining IASC
and how they should support it or maybe try and support it as well as US
companies?
Josh – The financial commitment it takes to be a member of IASC is fairly
minimal. It’s based on a sliding scale so if maybe they can look a little bit
beyond the day to day of their business and think a bit more about the
long term then the need for a group like IASC is huge. But what’s really
interesting to me is that the more people that join IASC globally, the more
effective we become. To have input from people around the world and get
that voice and understand what’s going on with skateboarding in countries
all over the world only makes everything work better and that’s what I’ve
been talking about since I got here - we have to have everyone that’s making
a difference in skateboarding as a company be a member of IASC because
then we have leverage to do the things that they want.
For IASC to continue to effect change and to do good things for
skateboarding and the skateboard industry we need resources – that’s the
bottom line. None of what we do is free, we don’t have a very big budget,
we’re doing everything we can to support skateboarding and support our
members but for us to grow we have to increase our membership to a point
where there’s more than one full time employee, where there’s resources
to accomplish things that are on the list – we’ve had to narrow our focus to
very specific things because they’re in the scope of what we can achieve
within the budget that we have – if we have a larger budget, there’s a whole
list of things that can be worked on – but it’s a resource issue so their small
contribution on how much it costs to join us makes a big difference on what
we can accomplish.
35
S E E
Y O U
A T
B R I G H T / /
L O C A T I O N / B E R L I N
T H E
B A L A N C E
O F
O P P O S I T E S
R V C A . C O M
F A C E B O O K . C O M / R V C A E U R O P E
B O O T H
1 0 6
B
Photo: Nikita
trend report
GOING TO PRINT
SS14 STREETWEAR TREND REPORT
As we enter the Spring/Summer 14 buying season, small but significant signs of economic renewal and optimism
are in the air, and it seems many streetwear brands are looking to reclaim a strength in their own individuality.
Whilst not veering too far off safe paths, many are certainly looking to make some bold moves in the streetfashion stakes. One thing is for sure, ‘pattern’ is the buzzword, and there’s some exciting colour palettes to get
excited about. Here’s our guide to what to expect for Spring/Summer 14. By Ben Crawford.
Whilst the emphasis in previous seasons may have been on tightening
up previous lines and ‘staying safe’, finally a glimpse of caution being
thrown to the wind is on the horizon. Oh, the heady days of wild fashion
– remember those? Whilst some brands stick to what they do best and
continue to do it very well, for example Brixton tell us: “We will stay true
to our current fits and silhouettes because our customers have proven
to demand consistency.” Makia are not predicting too much change for
SS14 bar updating colours and pattern, and TPDG are focusing on clean
and understated styles, whilst others are going for some new ideas or
significant updates for classic staples.
PRINTS
Almost without exception all brands highlighted printed patterns as the
major focus, especially allover prints. “All over printed everything! We’ve
focused on a heavy yardage print collection, mixed prints featuring
paisley, tropical and ‘90s style animal and stipple prints,” Globe told us.
Altamont backed that up saying “Prints remain key, but far more subtle
and with sophisticated treatments - easier to wear garments with a high
quality finish, including the Altamont wavy print across jackets, button-
down shirts, pocket tees, sweatshirts and accessories.” In adidas’ Natural
Collage theme, they explore the use of tropical plants and nature colours,
and then “mash them up to create something more imaginative.”
Element report a range of prints in amongst their three girls’ themes.
Firstly there are animal prints in the ‘Tribal Safari’ theme with its African
Savanna inspiration, bringing together mixed materials with a natural feel.
We are told the Tribal Safari girl will have “some ethnic patterns here, some
black and white prints there and will fight to be fierce”. Then there’s the
California vintage inspired ‘California Love’, for when “we start a water gun
fight in the parking lot of In-N-Out Burger”, which will feature Mexican/
Native American prints and bright colour blocks. And finally, ‘Mystic
Romance’ with its fitted and flowing feminine styles featuring floral allover
print and pastel colour blocks – with “some crochet here and some lace
detail there.”
Sticking with the girls RVCA told us “you will find strong prints like 'Totem
Triangle' or 'Social Roots' on easy-going beach ponchos and loose shirts”
and that “Maxi dresses, shirts and shorts come to life thanks to a vibrant
“Prints remain key, but far more subtle and with sophisticated treatments
- easier to wear garments with a high quality finish.” Altamont.
37
trend report
Photo: Brixton
“The skinny fit has
slowed way down for
us and we are focusing
on slim straight and
tailored relaxed fits”
Matix.
mix of flower and animal prints.” O’Neill differ slightly, telling us that for
girls the look is tougher, “prints are edgier with less florals, in line with
their collection theme of a mystical road trip from California to Rio. Bleed
also make mention of allover prints in both their men and women’s ranges
and Makia have some new interesting all-over prints being used for buttonup shirts, hoodies, hats, trousers and shorts. And DC, who cite ‘over-dyed
camo’ as a key trend for them next summer, remind us that, “it’s key to
match print stories across apparel and accessories,” so look out for those
printed extras!
BRAND INDIVIDUALITY
Besides the resurgence towards print and pattern, many brands speak
confidently of their position and strength of identity as being a key
inspiration. Horsefeather cite ‘uniqueness’ as the key factor for SS14
with this emphasis in the forefront of their minds for the new collection.
Chinos, Cruise denim pants and boardshorts for the guys, super-anti-fit
lightweight jeans, the Goodbye button-up hoodie and oversize tops for the
girls all being key styles for next summer. These pieces tie logically into
the Horsefeathers’ outerwear philosophy, becoming a natural continuum.
Obvious brand clout is an important factor for some - the strength of the
Vans brand continues to support their logo wear and franchise items in
a very strong way. They also stress that their fastest growing category
of the last few seasons is bottoms: “We’ve been working hard to provide
durable and comfortable denim that you can wear everyday or skate with
for the rest of your life. Cotton pants and Chinos are also a strong focus,
the fits we provide have been recognized as some of the best.” They
see sweatshirt wovens (especially with bright colours and allover prints
or push-through graphics), crew neck fleeces (in solid colours, slightly
washed out and heathers) and tanks as trending categories for the guys.
For the girls easy-to-wear skater dresses, lightweight low-rise drawcord pants and muscle tanks (a classic men’s sleeveless tee tailored to
emphasize the waist) are key.
Volcom are making a real play for the distressed feel in the streetwear
market, for the guys “this season is represented by a vintage feel with
an under layer of ‘90s grunge” with a similar flavour for the girls but
with a slight lean towards a ‘never mind’ ‘80s punk rock vibe, which
mixes a ‘rainbow riot’ with that same grunge feeling, “It’s all about the
DYI customized look with surface embellishments, studs, patchwork and
material matchup with the key theme for both the men’s and women’s
collection being ‘Wash and Destroy’, which translates into acid washes, dip
dye, tip dye, over dye and bleach.”
Santa Cruz are also putting out stylized lines like Santa Cruz Black, a
purely black and white collection with monochrome graphic content driven
by vintage tattoo art and Kustom Kulture and Globe’s Acid Black vintage
38.
tees are more of a throwback to a ‘90s grunge vibe as well. Meanwhile
Altamont tell us, “streetwear trends remain increasingly sophisticated and
mature, but people still want brand identity. For a while a lot of brands were
(and still are) looking the same. Identity is key for any brand.” DC also back
up this focus on refinement by telling us quite simply that they will deliver
a limited offer with the emphasis on matching it together really well and big
attention to the details.
In contrast some brands are focusing on their previous seasons’ successes
and refining classic pieces to further smarten up the average guy and girl
on the street. “The smart casual look will be key for the market” Matix told
us, whilst also integrating this ethos into their fleeces. Altamont express the
same kind of continued evolution, stating “the brand has grown up in recent
seasons, SS14 continues in that direction with more mature styling and fits,
subtle, clean branding, but retaining the brand’s inherent character.”
Work-wear and military will continue to gain momentum from the previous
season with several brands citing its influence within their collections. Word
from Globe is: “We’re evolving our chino program with a more constructed
military aesthetic, still sticking with the same slim tapered fits and muted
colour palette. Whilst Matix point out that “work wear is more white collar
than blue, a more refined work wear aesthetic - think architect rather than
general contractor.”
VOICES FROM WITHIN
In an almost brazen return to individuality and voice, some brands are
really focusing introspectively with confidence to create interesting lines
with backstory and personal significance. Neatly tied into 2014 being a
world cup year, adidas deliver their ‘World Cup’ theme, playing on their
own football heritage as a multi-sport brand but bringing it specifically to
the skateboarders: “We have one of the most respected and internationally
relevant teams, where a lot of the guys grew up playing (football) and
sometimes still do, so it was a very natural conversation - each of the
riders worked with us to pick their style and then we went back to look
at fabrics and trims that were representative of the era of those jerseys.”
RVCA were equally keen to look inside at their own people for inspiration.
“We have an amazing range of athletes and artists we work with (surfers
like Danny Fuller and Christian Fletcher, skaters like Josh Harmony or Kevin
'Spanky' Long, photographers, painters, musicians etc) that contribute to
the collection with their artworks – some of them design their own tee line,
but we also use their artworks for allover prints on boardshorts or for the
subtle lining of a shirt or jacket.”
Nikita have their brand new and exciting collaboration with Copson St a fresh creation founded by Nikita rider Maria Falbo - this small but big
impact collection is straight-up skate luxe (fashion forward choice for
trend report
Photo: Bleed
men, of course). Guys’ silhouettes for SS14 will
be “comfortable but slightly tailored,” Vans told
us - “Baggy fits are way out of trend, but we
don’t want our guys to look like they are wearing
their girlfriend’s clothes!” Matix amongst others
agree with this sentiment saying “the skinny
fit has slowed way down for us and we are
focusing on slim straight and tailored relaxed
fits”. Altamont remind us about the refined
and smarter focus for some brands “retailers
and consumers are more discerning and better
dressed than ever - Good fits, tailored but not
skinny, and high quality finishes are all prevalent
in our collection”. At Bleed pant & tee cuts
will be a little more lose, whilst shirts will be
slimmer/fitted. In terms of shorts, O’Neill are
delivering “Slim and sharp with shorter length
walk shorts being key to the men’s range.”
girls who ride). With two iconic prints including Tropical Puke and Tropical
Henna with a touch of acid wash.
COLOURS & WASHES
With the progression in terms of brand individualization and confident
new lines, many brands are looking forward to deliver bolder colours and
many are focusing hard on developing existing garments using a wider
range of colour choices. SS14 is going to be a feast for the eyes! As well
as just straight-up colour, garment washes are still trending hard with
many brands seeing the use of a plethora of processes as key to creating
different effects and tones which match up with the vintage and outdoors
lifestyle themes. adidas are using sun faded brights and neutrals as the
colour focus for their Natural Collage theme and Santa Cruz told us their
key themes are using “Vintage treatments to Custard, Light Sky, Mineral
Red, Vintage Black, Old Gold, Aqua and Caramel”. Altamont told us “we
are using bold colours like yellow, aqua/blue for jackets in mature, clean,
wearable styling - Bold but not loud”.
Nikita’s Sand City theme utilizes more hazy summer colours with sea
greens, peaches, pinks and purples in new in-house effects of splatter
burn-outs, rayon sprinkles and subtle dip-dye. Their Drift theme features
familiar Nikita pieces in Tropical Green and Castle Rock grey, mixed
with fresh colour combinations of peach, greens, pinks and red, orange
and greys. They also told us “Juicier tropical colours are essential this
summer.” RVCA’s women's line sees a lot of brown and bright khaki; they
expand: “a lot of brands don’t go in this direction for spring, but we combine
these earthy colours with bright colours like grenadine and lime light to
create contrast.”
At TPDG their addiction to black and white is unwavering but for SS14 they
confess to using “mainly purple and red in general”. Vans are going for
earth tones and muted brights for the men and faded pastels and grounding
neutrals for the women. Volcom women will also see pastels – this time
washed-out coral, mint and vintage blue complimented by some neutrals:
acid washed black, indigo and off white and the Volcom men’s colours
include red, burnt orange and ochre, with some darker shades featuring
in the collection: indigo/washed blue (ozone washes), grey and different
military greens. As with Volcom, DC are introducing some darker tones
alongside some bold muted colours citing indigo, burnt orange, navy and
wheat for the men.
FITS & SILHOUETTES
As has been obvious over the past few seasons, the skinny is dying (for
40.
For women’s silhouettes, skinny is still hot in the
pants department. At Nikita nonchalant and loose
is key, the look is characterized by oversized
cuts, long slack tanks, tight pants and new droptail cuts featured on dresses, tops, tees, tanks,
jackets and shirts. For Volcom girls we are told “the biggest difference
could be the shrunken jacket, which has replaced the slouchier boyfriend
fit” and various other brands conform to this idea of using feminine body
lines to bring things back in, Bleed telling us “oversize cuts will be reduced;
in general more figure-enhancing cuts for ladies”. Horsefeathers beg to
differ slightly telling us long oversize tops and anti fit jeans are on.
All that’s left is to piece together that perfect SS14 look. Vans suggest
the girls could go for an allover printed skinny denim and a boy-fit t-shirt,
completing the outfit with a cool trucker cap and oversized fashion bag.
To take in something totally different, O’Neill think maybe a “cute jumpsuit
worn with a summer parka jacket for an on-trend, festival inspired look” or
maybe “Overdyed organic red jeans red & an organic blouse with chambray
elbow patches & organic cotton cardigan knitted with wooden buttons” as
Bleed propose.
For the guys, Globe think a button down printed woven, slim cuffed camo
pant and leather boots is the way to go or Brixton suggest adding their
Henshaw hat to make their Toil Shorts and Howl woven shirt the perfect
way to step out. “A nice pair of washed denim shorts, garment dyed granita
colour shirt with some corduroy detail and our Cast Away Knit over that”
is a solid outfit from Makia for that cozy but smart summer look. But when
push comes to shove your classic ensemble won’t let you down: a chino pant
with a fun allover printed sweatshirt and accessorise that with a 5-panel
camper cap and a pair of wayfarers, making you the man – calculated and
very, very cool. Enjoy the summer.
KEY TRENDS
GUYS:
> Prints & Patterns
> Slim & straight leg pants
> Roll up chinos with tapered legs
> Long fitted tees
> Fun allover print Sweatshirts
> Shorter shorts
> Long Jackets with smart detail
> Washed out colours
> Vintage grunge feel
> Visible but minimal branding
> Workwear
GIRLS:
> Skinny patterned pants
> Animal pattern allover print
> Boy fit tees & tanks
> Oversized hoodies
> Drop tail dresses
> Washed out colours & pastels
> Vintage grunge feel
Introducing NIKITA COPSON ST. – laid-back
attitude in a sun-kissed capsule collection.
Nikita and Maria Falbo, skate team rider and
creator of fashion blog COPSON ST., share
their flare for urban-tropic living in a collab
collection featuring two unique prints with
a touch of acid wash and skate luxe magic.
www.nikit aclothing.com
retailer profile
STREET
MARKET
CZECH
REPUBLIC
The Vans Skate Shop Riot Series
2013 is now well underway, and
SOURCE caught up with the winners
of the 2012 event; Street Market
from the Czech Republic, to find out
how they cultivated their skate team
and to see what the retail market is
like in Prague.
First off guys, tell us about your win at the 2013
Vans Skate Shop Riot Series.
Winning this contest was great. Our riders
(Habanec, Pek and Danek) were super happy with
the win. These guys slay big rails and transfers
and are super tech. Kingpin made a street video
montage, which was dope. They laid down a
nollie noseblunt 10-stair rail as well as some big
rotations and got some bangers. Stoked!
Internet retailing achieved dynamic growth in the
Czech Republic recently. Have you noticed this?
Yeah for sure. E-shopping is the easiest and
fastest means to ship product to any part of the
country. Internet shopping provides the best of
both worlds; people can pay for product and have
it shipped to them directly, and they can choose
from online catalogues and ‘lookbooks’ all at the
click of a few buttons. We feel it’s a good way of
doing business.
The weakened economic situation and rise of
unemployment changed the shopping behaviour
of Czech consumers in 2009/2010. Did this
make a big impact on your in-store sales?
Funnily enough, this is one of the main reasons
we didn’t want to open our shop in the first place.
But, initially being a purely web-based shop we
knew that we needed to have a contact point,
which is why our first store we opened was
a small room next to our office. After this, we
had friends who were into our vibe and so we
began franchising the company. Now, we have
three stores across Prague, which we are really
stoked on.
As retailers strive to maintain and increase their
sales, they become more active in promotional
activities. What activities do you do as a store
to help promote and push sales?
Our skate team members are the main
representatives, so we try to make videos with
them and support their skateboarding as much
as we can. We feel this is key, and what keeps
us core. And of course we cooperate with the
brands we work with to make the best in-store
marketing possible. And finally, EVERYTHING
nowadays has to be pushed through our Facebook
page. This is the best way of staying in touch
with our customers. facebook.com/streetmarket.
What kind of advice can you give other
independent retailers who are trying to compete
against the big box megastores?
It’s pretty simple really; just be a classic, core
skateshop with deep roots in the local skate
scene. Support local skaters as much as you can
and make sure to align yourself with the brands
and products which are best connected/suited to
you. This builds the best possible store identity.
But, be sensible…check out the competition and
make sure you’re staying individual.
If you could go back five years what would you
do differently?
That’s always a difficult one, as we live with no
regret. But, looking back I guess you could always
be a little more careful. The skate business in our
country’s still not that big, so I guess you could
say that we are still in our infancy.
Are new lines important to your product mix?
Why or why not?
Most skaters now check out adverts and product
videos on the Internet, which means that we have
to be on point with our stock. Skaters are usually
pretty tied to certain brands and products through
brand loyalty, which means they are constantly
looking forward to new collections, colourways
etc. So, in answer to the question…I’d say it is
important. But it’s not the most important. If we
don’t like a particular new collection, we’d rather
go for something classic instead. It’s all about
making the right choices!
What has been your best selling product and
why?
We care mainly about Nike SB and Adidas
Skateboarding, Supra, LRG etc. So it’s Janoski,
Dunk SB, Campus Vulc, Busenitz. These products
are the classics; you can see them in every skate
video, so it’s easy to say.
What are the benefits of having a physical shop
over simply having an online store?
Customers can try the stuff on or ask anything
right in the store. It is more personal. They
can discuss problems with product or order
something that is not in stock at the moment.
HTTP://STREETMARKET.CZ / STREETMARKET.CZ / ONDŘÍČKOVA 25 / PRAHA 3, ČESKÁ REPUBLIKA / [email protected]
42.
Photo : Tim Mckenna
Protects you, preserves the oceans coral reefs. Respects marine life.
EQ - 9, rue de la Négresse 64200 biarritz FRANCE - Tél : +33 (0)5 59 43 86 00 - www.eq-love.fr
PHOTOS: YOON SUL / DOM COOLEY
fox
SKULLCANDY_ EUROPE
44.
BEST SELLERS
#65
Snapback caps, the synergy in online & physical stores, the rise of own-brands. These are just some
of the issues discussed by retailers in this issue’s Best Sellers.
SKATE / BOARDJUNKIES / BRAUNSCHWEIG / GERMANY / WWW.BOARDJUNKIES.DE
What particular product has been the best seller?
What’s working and what isn’t?
Definitely the "Louis" Backpack from Forvert.
This product is nice and the company is loyal and
working very well. We love the Louis!
What percentage of your sales are from your
online business compared to your brick-andmortar sales?
We sell much more in our store than online.
I believe that this is mainly due to the longer
period of time that the physical store has been
in operation.
What are five products you couldn’t live without
right now?
Our own products (boards, trucks, wheels,
bearings, t-shirts, beanies) are the most important
because of the much better margin and the fun of
working on things like this. At the moment it´s
the Carhartt acrylic watch hat because it´s so
trendy. Also Loaded longboards, Vans Authentic
Shoes and even Brixton Snapback Caps.
Did your store’s sales increase or decrease over
last year? To what do you attribute your gain or
loss in sales? What will you do to either maintain
your growth or to reverse the decline?
Last year's growth was in fact worrisome and
overall business has decreased. But I´m sure that
this is a problem for the whole skate industry at
the moment. We need to push things forward and
work on the younger generation to bring them
closer to the scene.
What are you doing to pull people into your store?
We need more unique products and good items
that you need to see a bit closer than on a screen.
I would like to produce a good skateboard video
with a cool soundtrack from our team on our
tour this summer. This would let our customers
realise that we are good guys with the real
attitude.
Please tell us of any upcoming initiatives your
shop has planned?
The big skateboard contest in September. A great
road trip with my team dudes this summer. Some
video release parties of the latest skateboard
DVD´s. More cool products and maybe a second
shop with a fine collection from our brands.
SKATE / TRANZPORT SHOP / GENEVA / SWITZERLAND / WWW.TRANZPORT.CH
The Cruiser board, like Dusters, Globe Bantam,
Stereo!
What percentage of your sales are from online
business compared to your brick-and-mortar sales?
We do not have an online shop, because we prefer
having physical contact with our customers.
right now?
Snowboards, cruisers, skateboards, longboards,
women!
last year? To what do you attribute your gain or
loss in sales?
Sales increased on the fashion and lifestyle side
- we attribute this to the changes, we follow
those changes, the market is moving really fast,
and lots of shops just sit on their assets and
forget innovation. To maintain this we will stay
ourselves, and keep moving forward.
want to share this with people.
If you could go back five years what would you
do differently?
I learned a lot of things during the last five years,
and I have no regrets.
Special items, special events (art decks, art toys)
supporting local riders and skate associations,
making our store look as cool as possible and
changing the theme as often as possible.
In our physical shop people can find good vibes
and professional advice, things that they can't
have on the Internet. We love what we do and we
What trends do you see upcoming?
As we can see already, new big brands such as Nike,
adidas and Converse have entered the skate and
snow market, and I think it will continue this way.
Keep innovative and motivated.
SNOW / ZEZULA L / CZECH REPUBLIC / WWW.SNOWBOARD-ZEZULA.CZ
After this winter season we can definitely say that
the best selling product was our own brand Gravity.
right now?
We can't live without the brand Gravity, longboards
and wakeboards, Vans have had great results and
caps from all the brands.
It's a question of financial expenses, online stores
are much cheaper but we have found a balance
that works for us perfectly. Today, we can't
imagine one without the other.
With over 20 years in the business, we have
thousands of regular customers, but still it's
a challenge to find new ones. We do lots of
activities with advertising and campaigns, but
what works best for us is putting on events.
Snowboard camps, avalanche camps, longboard
camps, wakeboarding camps etc.
shop has planned?
We plan many things for this summer, but probably
the biggest thing is the support of an upcoming
wakeboard film called ‘Awake‘. Our team have
used hi-tech equipment including the RED camera
and Phantom to produce the film. We can't wait!
How do you stay in touch with the wants and
needs of your customers?
Our customers’ needs and wants are really
important to us. We pick up feedback as much as
we can. Firstly with social media, we are really
focused there, taking customer feedback and
immediately working with it.
How confident are you for the coming summer?
We are prepared for this summer like never before.
A brand new big store and more than 16 events
planned with exiting new people on our site!
It's hard to compete with megastores, but with
creativity, flexibility and a warm attitude, go and
find your own way, be original and people will
appreciate it.
#65
BEST SELLERS
Retailers... Would you like to be featured in Best Sellers? Email [email protected]
SNOW / BIG DREAMS / DORSET / UK / WWW.BIGDREAMSSNOWBOARDING.COM
What particular product has been the best
seller?
Bindings have been a good seller again and the
Salomon Holograms, the Amplid Paradigma and
Dopamines sold really well and as always Butta
wax. Academy moved well in the last part of the
season and Nitro Gullwings sold out.
What percentage of your sales are from online
business compared to your brick-and-mortar
sales?
The website is more of a shop window for us, this
is the first year we’ve put any real effort into the
website and it’s probably directly attributable to
1 or 2% of overall sales. Shopping for snowboard
gear for most of our customers is all about the
experience of coming into a true independent
snowboard store, to touch and feel the kit.
Snowboarding is physical, as is the buying of
kit, it needs to be touched and pulled, bent and
twisted in funny angles, tried on, matched up and
mulled over, buying from in store you get what
you want and you’ve dealt with real people and
have the confidence that they care about you as
a customer and care about the sport.
People making kit last longer, gone are the years
when loads of people come in every November
and buy a complete set up. Kit-wise we reckon
that crazy short boards that ride all over the
mountain will finally break through next season,
along with the Amplid Pocket Knife, the Salomon
holograms and district shadow fit binding is a
must, also Nitro gullwing tech is growing nicely.
How do you stay in touch with the wants and
needs of your customers?
People coming in and telling us is the best way...
we’re also listening online, through our Facebook
page, twitter, Instagram and via the website.
How confident are you for the coming summer?
The shop goes into semi-hibernation for a
few months but we’ll still be online posting
snowboarding related nonsense and people can
give us a shout if they need anything from the
clearance stock.
SURF / HARTBEACH / NETHERLANDS / WWW.HARTBEACH.NL
Our best selling product was the O’Neill Psycho
3. Our core products work best, for example,
wetsuits such as the O’Neill Psycho, Ripcurl
flashbomb and Quiksilver Cypher were the
best sellers. In longboard skateboards these
are Arbor, Globe, and Loaded. Best sellers in
surfboards are Lost, Hayden shapes and the
scorpion from Takayama.
right now?
Except for a leash, wax, sun, waves and the
Hartbeach wipeout burger, we couldn’t live
without our surfboards, wetsuits, skateboards,
flip-flops and GoPros.
last year?
To what do you attribute your gain or loss in
sales? We increased our sales last year due
to our specialism and replenishment in stock.
Through the Hart Beach concept, which consists
of a shop, web-shop, surf school and events we
managed to create a strong customer bonding.
In our view there are a couple, having a physical
shop you can react and respond better with the
customer, you can sell your concept better, a
physical shop gives the customer the feeling of
trust and not to forget you can smell the wax.
What are you doing to pull people into your
store?
Personalized events like girls night, product
clinics for customers, shop visits by shapers/
pro-surfers and social media.
Our view is that if the major surf brands don’t
forget their roots and support/protect the
independent multi-band shop ‘who create the
surfers’ it will be fine. The role of the independent
shop is to be specialized and unique.
SURF / WAIMEA SURF SHOP / PORTO / PORTUGAL / FACEBOOK.COM/WAIMEASURFSHOP
What percentage of your sales are from your
online business compared to your brick-andmortar sales?
Actually, making an online store is our next
step, we only have a Facebook page where we
show our latest products, sometimes we get
orders by Facebook but that’s like 5% of our
total sales.
last year?
To what do you attribute your gain or loss in
sales? stayed flat - but that is good since our
country is going through a lot of difficulty, we
also changed our location and that helped us
reach new customers and win visibility.
46.
The physical contact with the costumer, fast support
and the most important thing is helping the customer
choose the right product to meet his/her needs.
Urban wear and the so called “SWAG” trend is
growing every day, we have many young kids who
come to our shop everyday to check our shoes,
caps, crew-necks.
We try to work with our image as much as possible,
spread the word on social networks, magazines,
supporting events and most importantly, if we
have a lot of product choice, a friendly and nice
service, then people will recommend us.
shop has planned?
We usually support skateboard, snowboard,
bodyboard and surfing events. Right now, we
are planning on organising a pretty big surf
championship on our local beach, Matosinhos.
Think that a customer is a friend and try to
have a good friendly and personal service, try
to sell products that they don’t have in the big
megastores.
Tr a d e
S h o w
f o r
S t r e e t w e a r
&
A c t i o n
S p o r t s
SUNDAY 1ST - TUESDAY 3RD SEPTEMBER 2013 SHOW
Olympia Exhibition Centre, London W14 8UX. Sunday & Monday 10am - 6pm / Tuesday 10am - 4pm.
RECENT BRAND LIST: 5boro NYC, 9/Five Eye wear, ACE Trucks,
Actual Pain, Adio, Alien Workshop, Anti Hero, Any Forty, AONO,
Bamboo Bay, Bassic Clothing, Bight Clothing, Birdhouse, Blacklabel,
Blackout, Blazer Pro, Blueprint, Blvd, Bones, Brakeburn, Brixton,
Callous, Capix, Carve, CLAN010, Crayon Skateboards, Create Fixed
Gear Bikes, Creature, Dekline Footwear, Dephect Clothing, Destructo,
DGK, Diamond Supply Co, Diamond Supply Co Footwear, Dusk Hats,
Element, Enuff Skateboards, Eswic, Expedition one, Exquisite
Empire, FKD, Flip, Form, Foundation, Fracture, Glassy Sun haters,
Gold, Gold Coast, Grafika, Gravity Longboards, Grit Scooters, Grizzly
Griptape, Ground Control, Habitat, Heel Bruise, Highbrow Skateboards,
HUF, Hurley, Independent, Industrial, Innercity, Jessup, Karma, King
Apparel, Krooked, Krux, Lovenskate, Lowlife of London, Lucky,
Magenta Skateboards, Mcarta Shoes, Metal Mulisha, Mindless
Longboards, Motive, Neff, Nike, No Good Life, Nomad Skateboards,
Odessa, OJ, Organika, Osiris, Osprey, Other, Oxbow, Paradise Wheels,
Pass Port, Paul’s Chop Shop, Penny Skateboards, Picture Wheels Co,
Pig Wheel Co., Plan B, Polar Skate Co, Powell, PXL Clothing, Razors,
Real, Represent Clothing, Retreat, Ricta, RIPNDIP Clothing, Roger
Skateboards, Rush, San Clemente, Santa Cruz, Saut After Clothing,
Science Skateboards, Silver, Sk8 Mafia, Slamm Scooters, SML
Wheels, Spitfire, Stateside Skates, Stereo, Studio Ochee, Swallows
n Daggers, The Berrics, The Harmony, The Hundreds, The Riot Club,
Theeve Trucks, Thrasher, Thunder, Toy Machine, TSG, Turbokolor,
Type - S urethane, Unit, Uppercut Deluxe, Venture, VIC Apparel,
Victory, Vox Shoes, Wear Chemistry, Wilderness Street Apparel,
Witchcraft Hardware, Yoghurt Warrior, Z-Flex, Z-Flex Skateboards,
Zoo York.
“The LEDGE is what the UK Action Sports and
Streetwear Industry has needed for years.”
KEY FACTS:
With FOUR highly successful shows under it’s belt, The Ledge
is guided & supported by the industry itself and has a
dedicated & committed following of key brands & retailers.
Supported & endorsed as the only legitimate UK show of it’s
kind by Factory Media & MPORA (Europe’s leading Action Sport
Publishers both print & online), Boardsport Source (Europe’s
leading industry trade magazine) Sport & Street and KIT.
September’s Ledge will showcase 200+ street, action sport
and fashion lifestyle brands.
Centrally located, with Action Sports, Streetwear & Fashion
Lifestyle all under one roof, at the iconic Olympia Exhibition
Centre, London.
Running Sunday, Monday & Tuesday, and after the summer
break, all retail buyers will have every possible opportunity to
attend.
Realistic exhibitor packages to support the best new
companies to show alongside bigger brands.
Conversations are currently being had to bring the UK Mini
Ramp Competitions to September’s show which will continue
to support the industry from the ground up.
SU PPORTED B Y
Register to visit at:
www.theledgeshow.com
Contact: Kelin Phillipson Tel: 01162 898 249 Mobile: 07921 858 209 [email protected] Matt Law: 07771 817 544 [email protected]
Website: www.theledgeshow.com Facebook: www.facebook.com/theledgeshow Twitter: www.twitter.com/theledgeshow
buyer profile
BUYER
INTERVIEW
Last issue we debuted our Buyer
Profile feature, and this month
we’ve spoken to Sven Eckert, owner
and buyer for TX SPORTS GROUP in
Germany to find out his thoughts on
the state of the German market and
to see just what he looks for when
filling out his order forms.
Name: Sven Eckert
Position: Owner
Store:TX SPORTS GROUP
www.tx-sports.com
Years as buyer: 19 Years
Number of stores: 3 and mail order
How long have you been a buyer for your store
and how did you end up in this position?
I’ve been with TX since the beginning, since I
bought the company in 1994.
Over the past years, have you changed your
brand line-up and main brands? If so, why?
We’ve changed to brands that provide good
sell-through. Small, core brands with good sellthrough. I see it two ways; first up are the brands
that are there to make money, and the second
way is to have style.
would be to make sure that any new brand stays
relevant to the current market, with both their
products and brand identity.
Looking back at the past seasons, what have
been your biggest lessons on writing orders and
selling products?
We really concentrate hard on our orders. We
no longer take risks on orders and instead only
order products which we are sure will sell - just
safe products with a high sell-through rate.
Which brands are doing it right at the moment?
That’s a difficult question to answer. I think
that for small, core stores the way forward is
definitely with small, core brands. They just work
well together, complimenting one and other by
the way their values align. Having said that, the
big global brands are constantly trying to push
into every channel.
If you could ask brands for support - what
would it be for (ordering process, SKU counts,
marketing support)?
It’s just a case of the ‘same old, same
old’ really. We always need great in-store
marketing support. Good payment conditions
are something we’re always looking for. But
I think what’s really important is that core
stores need special collections, limited edition
collaborations etc to make them really be able
to stand out from the crowd.
Do you have a different buying strategy for
your online store compared to stationary retail
locations?
We have the same strategy for all platforms - One
way, one future.
“I think what’s really important is that
core stores need special collections,
limited edition collaborations etc to
make them really be able to stand out
from the crowd.”
What’s your process for finding new brands for
your stores?
The word wide web, tradeshows around the
world and small artist brands have come directly
to us to offer their products to our sales space.
Do you have any advice to upcoming brands on
how to be attractive to retail buyers?
It’s very difficult to give advice in the current
situation. I think the only advice I could give
How have you been dealing with competition
from online retailers? And how does online
competition affect your buying decisions?
The mighty capitalized online dealer makes life
difficult for all of us. We fight like David against
Goliath. I hope the story is as good for us as in the
Bible. Support for local skate shops is becoming
less and less. Rates and aggressive advertising
on television makes life hard.
Which tradeshows do you attend and how
important are they for your decision-making?
Bright in Berlin and AgendaShow NYC. The
Tradeshows were more important in the past
than they are now. Information appears so
quickly now on specialized websites, blogs etc
that tradeshows are less relevant.
Are customers changing and how are you
keeping in touch to know what they want?
We just keep on going the way we have always gone
about our daily business. By talking constantly with
our customers in the shops to find out what they
really want. We also put on a lot of special events Skateakademie, TX SPORTS family meetings with
all the team riders, customers and workers. We put
on demos in our own skate park, we show video
premieres in cinemas and a lot, lot more. Keeping
in touch with our fans is the most important thing
to survive. Skateboarding will never die.
49
AT
YOUR
FINGER
TIPS
A single information platform,
how you want it,
where you want it,
when you want it...
Source means business
brand profile
HOUSE
OF
MARLEY
The House of Marley creates superior
quality, earth-friendly and causeminded lifestyle products inspired by
Bob Marley. SOURCE caught up with
European Marketing Manager, Nick
Grocott, to discuss the importance of
the European boardsports market to
this growing audio brand.
Please give an overview on how and why the
company began and where the influences of Bob
Marley came from?
The House of Marley is the Marley family brand.
Bob Marley isn’t an influence; it’s his spirit and
vision that inspires every facet of our brand.
House of Marley realizes Bob’s vision of One
Love, One World by creating lifestyle products
that are crafted to last, use earth-friendly
materials and benefit people and planet. The
Marley family wouldn’t have it any other way.
We really like the idea of your ‘cause minded’
campaign, how did this come about and how has
this made a difference to your brand?
It’s a fundamental pillar to the brand. From
the beginning we have worked with 1Love
(www.1Love.org), which is the Marley family’s
charitable foundation that is a global movement
dedicated to supporting youth, planet and peace.
1Love.org partners with charities around the
globe that empowers people to take action.
House of Marley donates 5% of our annual
profits to 1Love.
What was your best seller – in ear/over the ear
or on the ear headphones and why?
The majority of our audio range is either in ear or
on ear. Our Smile Jamaica in ear headphones sell
exceptionally well as they offer great performance for
the price point. Positive Vibration is our top selling
on ear, it has a distinctive look and again offers great
sound performance. We’ve also had great feedback
on our new Buffalo Soldier on ear headphones, it’s
got the Marley look and feel but more refined and the
sound performance is awesome.
So all of your products are eco-friendly? Do you
think that all other brands should follow in the
same trend?
I think all brands (and consumers) need to
consider sustainability and how it impacts the
planet. It’s not a trend for us - it’s at the core
of our brand. We use FSC certified sustainably
sourced wood, recycled Aluminum and plastics
and natural cotton and canvas. We also have our
own patent-pending “REWIND” blended fabric
made from discarded fibres of hemp, organic
cotton and recycled plastic (RPET). It’s not only
sustainable and recycled in its first round or use,
but it is repurposed for a second time around.
Who is on the management team, and what are
their backgrounds?
Sam Vanderveer heads up the US team and is
supported by Kyle Utterback who is ex-Nixon.
The EMEA team is headed up by Simon Blurring
whose background is in consumer electronics.
There is then myself from a lifestyle/action
sports background and we’re then fortunate to
have a good mix of sales and marketing talent
throughout the business. The Marley family
is also highly active and has final sign off on
products and marketing.
What is the company ethos?
Simple really - House of Marley products and
experiences are designed to celebrate and
enhance the consumers’ love of music, life
and the planet. We’ve set out to create a better
world by activating Bob Marley’s vision for One
Love, One World through the creation and sale
of Earth-friendly, socially responsible products.
What do you find important about the European
market?
We are building a global brand and Europe plays a
key part in that. It’s also important to understand
that Europe isn’t one market. What works in the
UK does not necessarily work in Germany, Italy
or France so we need to find and build with the
right partners in each individual territory.
Why should retailers sell your brand?
We offer something completely different to
what else is out there at the moment. Surfers,
snowboarders and skaters all connect with
Marley and there is already a huge following and
community that embraces the brand. Marley is a
natural fit and alternative to existing brands that
between them offer similar propositions.
We noticed that you hold a lot of events
including live music gigs. What events have you
got coming up in the near future and how is this
important for the brand?
We know our consumers love music so it’s
essential that we connect with them on that level,
audio is still our largest category. The big one we
have coming up in Europe is Boardmasters. We’ll
have the Marley Point Stage showcasing some
of the best talent of the festival line-up in 2013.
Acts this year include: Dusky, T.Williams, Bondax
and MJ Cole.
Where can we check out your products/videos/
stuff? (web/facebook/etc)
www.houseofmarley.com
www.facebook.com/TheHouseofMarley
W: HOUSEOFMARLEY.COM / A: 3000 PONTIAC TRAIL, COMMERCE TOWNSHIP, MI 48390, USA / T: +44 1732378553 / E: [email protected]
51
T YOUTH
REEF X WHA
A FILM DE
NICK ROZSA
S 28� 38' 36.96'' - E 153� 38' 1.32''
reef.com
J U ST P A S S I N G T H R O U G H
brand profile
IRON &
RESIN
Iron & Resin is a brand coming out
of California inspired by two men’s
love for motorcycles and surfing.
Simply put, Iron & Resin represents,
“The importance of community,
the celebration of fashion and
the significance of embracing the
outdoors.” Interview with Founder,
Thom Hill.
company began?
Iron & Resin is the brainchild of several friends
who, after decades of collective experience
building successful clothing brands, decided
to turn back the clock and start anew. Iron &
Resin originated as a small ‘passion project’ and
eventually developed into a brand that others
are equally passionate about. The result is a
small, hand built collection of goods that draws
heavily upon the founder’s own lifestyles and
experiences.
their backgrounds?
The founder and designer of Iron & Resin, Thom
Hill and Jackson Chandler both live in Venture,
CA where they ride bikes and surf weekly, run
their retail shop called The Garage and are
routinely inspired to create. Thom and Jackson
are a dynamic duo that continuously inspires one
another to create and to have fun while doing it.
Forged in California... In a mass produced,
disposable world, Iron & Resin is a product of
“one-off” culture. Where men still build the craft
they ride, be it water or land, by their own hands.
Our goods are carefully hand crafted and printed
one at a time in California. Iron & Resin stays
true to the authenticity of the brand, by creating
fashion reflective of Thom and Jackson’s passion
for fashion and all things outdoors. They also
host monthly motorcycle rides to different
locations along the California coast to emphasize
the themes of I&R: The importance of community,
the celebration of fashion and the significance of
embracing the outdoors.
What sets you apart from your competitors?
Iron & Resin is inspired and created with intention.
We want our merchandise to reflect everything
that we’re passionate about. As a result, we have
great clothing that communicates everything
that the brand is inspired by: Lifestyle, music,
creativity and the outdoors. It’s all in the details.
market?
Europe is advanced when it comes to fashion.
Sometimes they’re quicker to recognize trends
and tend to be a little more fashion forward.
It’s always important to stay relevant with
what’s going on outside of the U.S to avoid
being confined to the fashion trends of only one
culture. That’s boring, limiting and everything
Iron & Resin isn’t about. We’re looking forward
to expanding our horizons even more by going to
Capsule in Berlin during July.
Please tell us about your distribution channel
in Europe.
We're just starting to open up Europe with Iron
& Resin. We've just recently shipped Spring
'13, our first season in Europe, to distributors
in France and Italy. Both distributors have had
a tremendous response to the brand, with each
opening around 30 accounts in their respective
countries. Our account base in Europe ranges
from premium boutiques, lifestyle and specialty
surf and motorcycle accounts.
We've even
opened up a pop-up store within Citadium in
Paris this spring, which has been extremely well
received. We've just put agreements in place
for distribution in Germany and Scandinavia
where we will be shipping product for immediate
delivery this summer. Look for Iron & Resin
throughout Europe by this time next year.
Retailers should sell our brand, because it’s
unique and unlike a lot of companies out there,
I&R isn’t redundant or overplayed. Iron & Resin
stays true to brand authenticity and that’s
something that both brand and retailers value.
I&R is structured for brand longevity and an
enhanced consumer loyalty. This is certainly
something that retailers appreciate.
What do you see for the future of your company?
A lot of creativity, a lot of growth and a
big presence in the fashion, music and
lifestyle community. I see Iron & Resin as an
international brand, featured in the best men’s
stores worldwide with 4-6 flagship stores in
key cities. We would love to have a presence in
Europe as well; currently Iron & Resin is being
sold at the Harley Davidson store in Paris,
which is exciting. Eventually I would also like to
explore the idea of possibly designing women’s
product as well.
Official Website: www.ironandresin.com
Spring 2013 Lookbook: http://www.ironandresin.
com/files/ftp/IronAndResin/collection/
spring2013_lookbook.php
Fall 2013 Video:
http://vimeo.com/45921081
Facebook Profile:
https://www.facebook.com/IronandResin?fref=ts
Twitter Profile:
https://twitter.com/ironandresin
A: 86 S. LAUREL STREET VENTURA, CA 93001 / T: 310-948-5917 / E: [email protected] OR [email protected]
53
brand profile
MAGENTA
SKATEBOARDS
Magenta Skateboards is a homegrown
Parisian skateboard brand, which
drew a lot of attention at the Bright
European Skate Awards earlier this
year. With a refreshingly creative ethos,
Magenta is set to go big in Europe and
beyond. Interview with Vivien Feil Owner and GM.
company began?
The company was formed in 2010 by myself, my
brother Jean and Soy Panday. We talked about
starting our own company for many years. We
thought creativity and open-mindedness needed
to be put at the forefront of the skateboarding
culture and that standardization was damaging
skateboarding. Soy & I had been living for years
in an apartment off the Magenta Boulevard in
Paris where we welcomed visiting skateboarders
from around the world. When we finally started
our board company, we named it after the place
where our vision of skateboarding got refined
through talking and sharing experiences with
others about skateboarding worldwide.
their backgrounds?
Soy Panday is in charge of art direction. My
brother Jean is in charge of photography
and logistics. Our rider Leo Valls is focused
on connecting the brand with people who
share our vision worldwide. I'm in charge of
marketing and sales; and I supervise the entire
operation, pay bills and make sure everything
runs smoothly. We discuss the direction of
the company together with input from all the
riders we support. Our common background
is a strong involvement with skateboarding for
over 10 years (as sponsored skateboarders,
producing skateboard videos & writing articles
in the skateboarding media and more).
To always push for creativity, display a positive
message for skateboarding and put effort and
thought into everything we do.
What sets you apart from your competitors?
We are a fully independent skateboard company,
all of us involved are passionate about
skateboarding and we are focused in promoting
our vision of skateboarding over anything else.
All the financial gain of the company goes
straight back to promoting our message.
Yours is a very homegrown, family type brand.
Was this always the goal, or is it a by-product?
Given our objectives, it became clear early on
that we needed to be independent and own our
company to have total control over what we do
and how we do it. We are all quite attached to
our own personal freedom, be it in the hours we
work, our travels, where we live or our creative
output. Magenta’s stand against standardization in
skateboarding comes from these personal feelings
of ours. Involving family and close friends in a
climate of love and understanding made it easier
for us to create a flexible working environment that
respects everyone's life choices while still allowing
us to direct our energies towards a common goal.
As skateboarding is growing and becoming
more accepted in popular culture, the only hope
for core skateshops is to bring extra value to
the customer from the type of services that
malls and chain stores can’t offer. One of the
best ways to do that is by offering brands with
a strong stand on skateboarding, great products
made with care which have thought and ideas
behind them and share the story with the people
who come inside the shop.
What do you see for the future of your company?
We are setting up premieres in Europe, the
US & Japan for our new DVD Soleil Levant in
collaboration with our friends from Japan as
we speak. The DVD will be available in July.
It presents a lot of our ideas for the future of
skateboarding and where we would love it to go.
In the long run, we want to continue connecting
with
like-minded
underground
scenes
worldwide and work on new projects with them,
refine our vision and offer a strong alternative
to business-oriented mainstream skateboarding
worldwide.
What do you see for the future of the industry?
It could simply be digested by the sport and
clothing industry that will impose their model on
us, but there is a chance for it to realize the great
power that lays in the originality of skateboarding
as a lifestyle and way at looking at the world and
creating its own model around it. Ultimately it
will depend on the energy that skateboarders are
willing to dedicate to their passion by taking a
more active part in the industry to influence it
in the right way and by supporting brands that
actually care for skateboarding.
stuff?
Website: www.magentaskateboards.com
Facebook:https://www.facebook.com/
magentaskateboards
Instagram: @magentaskateboards
Twitter: @magentaskate
Products:www.magentaskateboards.com/
products
Videos:http://www.youtube.com/user/
MagentaSkateboards
https://vimeo.com/magentaskate
W: WWW.MAGENTASKATEBOARDS.COM / A: 9, RUE ANDRÉ DARBON 33000 BORDEAUX / T: +336 63 05 53 25 / E: [email protected]
54.
brand profile
SIMS
SIMS were the first boardsports brand,
and today in 2013 they still produce
high-end, quality products with an
incredible athlete team. No change
there then. SOURCE caught up with
Brand Manager, Marc Vitelli to find out
about their new E-Board Technology
and how the brand plans to continue
the late, great, Tom Sims’ legacy.
Please give an overview on how and why
the company began and what influenced the
company name?
In the early years of his life, Tom Sims saw
the opportunity to live a year round boardsport
lifestyle. By the ‘70s this lifestyle was a reality
for him so he established the SIMS brand in 1976.
This became a platform that would help him
continue to live his lifestyle, make a living and
also provide the same opportunity to other likeminded individuals. Thanks Tom, for having this
vision and pursuing it!
What was your best selling product in 2012?
The new North American made X-Wedge
snowboard featuring E-Board Technology. Check
out www.changeyourrideforever.com, which is
specifically dedicated to supporting our exclusive
and patented technology. It really makes a
difference and can be felt almost immediately!
What events have you got coming up?
The Tom Sims Retro World Championships
in Tahoe, March 2014. It’s a full on grassroots
event paying tribute to Tom and his vision of
snowboarding. It shouldn’t be missed! This past
March was the 30th anniversary of the first
Halfpipe competition ever.
Do you think that having team riders is important
for the brand?
Team riders, who are essentially brand
ambassadors, are absolutely mandatory. They
are out on the shred every day with smiles on
their faces spreading a good positive vibe.
How has having amateur-riders and pro-riders
helped the popularity and growth of your brand?
Considering that SIMS makes functional,
performance-based product, we need a team to
validate not only the brand but also our product.
These riders are looked up to from multiple
perspectives and they are really one of the
main driving forces for pushing the brand to the
next level. Plus these team riders really help to
engage with the social media consumer, who we
all know is super-important.
Tom had one simple goal in mind when he
established the SIMS brand: create the world’s
leading surf, skate and snow brand. His
extreme dedication and passion for developing
his brand allowed him to confidently progress
into uncharted territory and turn his visions
into a successful reality. Since then, SIMS has
revolutionized the sports of skateboarding and
snowboarding with forward-thinking concepts,
product innovations and an amazing list of
pro riders that have all helped in growing and
progressing the brand. As the first established
boardsport brand, the philosophy of SIMS
has always been simple, build product for
skateboarders and snowboarders that delivers
function, performance and most importantly fun.
What sets you apart from your boardsport
competitors?
First and foremost, SIMS is truly the first
established boardsports brand. There aren’t
many brands in the short history of action sports
that can lay claim to the host of SIMS product
innovations that have all progressed snow and
skate to where they are today. Check out the
impressive list of ‘Firsts’ in our History section:
http://www.simsnow.com/history/.
Our new E-Board Technology also sets us apart
as we are the only brand to offer this patented,
performance based product technology. We
believe that the pure function in combination
with the fact that it is a ‘visible’ snowboard
specific technology will help to drive our brand
and the industry forward.
market?
The European market has a long storied history
and passion for snowboarding that is unwavering
and the SIMS brand was one of the first brands to
really penetrate this market. So there is a huge
sense of nostalgia for the brand that plays in our
favour. The fact that the European market tends
to be more technically driven is a real opportunity
to engage the consumer with our E-Board
Technology to help drive brand awareness and
increase participation in snowboarding.
What do you see for the future of the
snowboarding industry?
Snowboarding needs brands that will focus on their
core capabilities and develop specific technologies
to better speak to the snowboard consumer. A little
help from mother nature will also help keep the
stoke high and continually remind us of why we got
involved in snowboarding to begin with!
Brand website - www.simsnow.com
E-Board Technology website www.changeyourrideforever.com
Facebook - https://www.facebook.com/simsnow
Twitter - @SimsSnowboards
Instagram - @sims_snowboards
WWW.C-SKINS.COM / A: C-SKINS WETSUITS EUROPE, 40 NORMANDY WAY, CORNWALL, PL31 1EX / T: +44 1208 78845 / E: [email protected]
56.
NEW PRODUCTS
01.
#65
ADIDAS - BUSENITZ ADV
Developed in conjunction with a.I.T (the adidas
innovation team), the new Busenitz ADV upgrades
Dennis’s signature skate shoe with a smooth onepiece, pigskin nubuck upper and supportive details
like a molded sockliner, a GEOFIT™ collar, Nano heel
cushioning and vector traction on the outsole.
www.adidas.com
02.
DAKINE – MESSA COLLECTION BAG
This is a limited edition collection for Dakine’s
selected retailers and online store. There is a
clear Native American Indian inspiration, using
geometrical shapes and bright colours of the Mesa
line for men and the Lennox line for women. The
combination of classic fabrics and poppy colour
blocking is reminiscent of the colourful eighties.
www.eu.dakine.com
04.
03.
SANUK – WOMENS DOTTY SIDEWALK SURFER
Super Soft, high rebound, molded "Wood Grain"
EVA footbed featuring AEGIS antimicrobial
additive. Happy U Rubber Sponge Outsole with
handmade Polka Dot textile upper and a canvas
liner. Both vegan and vegetarian!
www.sanuk.com
OSIRIS – UPRISE : RETRO EARLY 90’S RUNNER
This Osiris shoe features synthetic nubuck, miracle
enamel and mesh materials for added durability
and styling on the upper with a traditional padded
tongue and collar for added comfort and support.
The combination lacing system ensures improved fit
and styling. The outsole has ¾ cupsole construction
with PU midsole and airbag for maximum support
and comfort. The Blown EVA RE-UP insole with full
latex covering adds durability and improves fit.
www.osirisshoes.com
05.
06.
RIP CURL – E BOMB PRO ZIP FREE WETSUIT
Rip Curl have taken a large leap in technology to
produce their new E Bomb Pro Zip free wetsuit.
The major benefits will be the ultimate waterproof
closure system, and the amount of flexibility
the wetsuit is going to have. By getting rid of a zip
you remove all areas a wetsuit can get restricted
meaning you more ‘free’ and the wetsuit fits better,
which makes for more comfort and warmth.
Released with their new E4 Neoprene, 20% lighter
than E3, this wetsuit is their pro riders’ choice.
Available in 3/2, 4/3 and 5/3 versions.
www.ripcurl.com
LIGHT BOARD CORP - FIVE
This is the brand new and versatile high performance
shortboard in the Light board corp range. It´s
originally a step up model that is cut from the nose
and now offers an inch more width of the nose. As
a result the widest point is moved forward about
2 inches. You can surf the Five as a Thruster or a
Quad set up and it suits all front foot type surfers
very well. It paddles super fast, makes the drop easy
and is short enough to fit in tight curves.
www.lightboardcorp.com
58.
www.boardsportsource.com for more exiting new products
Featured
colorway
OLIVE
Models:
PLATTAN
ZINKEN
TANTO MEDIS & BAGIS
Available in
10 colors:
Feature 3.5mm standard
microphone and remote.
www.urbanears.com
[email protected]
Photo: bildverkstaden.se
MUNICH
OLYMPIC PARK
27 - 30
JUN
2013
MOUNTAIN BIKE
BMX
SKATEBOARD
MOTO X
XGAMES-MUNICH.COM
OFFICIAL SPONSOR
MEDIA PARTNER
MARKET INTELLIGENCE
UK
By Gordon Way, Ultra Sport
The British and the weather… whatever it’s doing it is never quite right, too
hot, too cold, too wet, too windy! We can almost always find a reason to talk
about and complain about the weather.
few weeks ago. People are finally coming in for those larger purchases they
have been considering for months… there is strong interest in kite, wake and
neoprene. Wake has been helped by a new local cable opening up”.
I would like to say that our industry is different. That it was full of vibrant,
positive people who don’t let the weather get in the way of anything. To a
large extent that is true, but the overwhelming fact is that our industry is
driven by the weather. In the winter we all pray for snow and last season
our prayers were answered with great conditions. Then we need it all to
change. We need spring to come quickly and get summer riding hard on the
heels of spring. This is not happening. It’s bloody miserable. Snow was
even forecast for mid-England last night and it’s May!
Moving West, I talked to Guy from the Board Barn in Devon, who recently
moved his shop from an industrial unit to a high street location. Having set
up in business just three years ago, it’s to be expected that Board Barn is
still in a growth mode and he’s up on last year “I’m happy that business is
okay after the diabolical winter. Bur the summer season hasn’t got going
and it’s important to us and all the local businesses that the sun shines…
and soon!” Guy came to the surf industry from the art supply business and
whilst he loves what he does, he is also pretty scathing about the new
industry he finds himself in, “don’t get me wrong, I absolutely love what
From skate to surf, from windsurf to wakeboard – it’s just not happening I’m doing, but I’m working seven days a week, 12 months of the year and
and the biggest single complaint is the weather. Cold and miserable with for what? The margins in this business suck and, to be frank, the industry
one or two glimpses of hope when the odd day teases us with what could has to buck up its ideas both from a distributor and retail perspective in
be. If you’re a windsurfer or kitesurfer, there’s been a bit of wind, but the all sorts of areas.” Board Barn has focussed on being a hardware store,
weather is not tempting anyone new to join the
concentrating on surf hardware and wetsuits with
sports. If you’re a skater, surfer or wakeboarder,
small offerings for skate and kayak and a capsule
“Consumers appear to be spending
your year has yet to really start. Given a sniff of
clothing range. “We’re a surf store for REAL
more holiday time in the UK which
sunshine over a weekend though and it is obvious
surfers and that will remain our focus.”
that there is a lot of pent up energy and drive to
results in continued sales for active
get out there and do something. My only hope is
Phil Power, head hardware honcho of SurfDome,
watersports gear – particularly
that when (if!) the weather finally breaks then
which has experienced pretty meteoric growth
people will have saved a little money and they
recent years, was also upbeat, “consumers
wetsuits, and family gear like kayaks over
may just be a bit more relaxed about spending it
appear to be spending more holiday time in the
in our shops.
UK which results in continued sales for active
and SUP’s"
watersports gear – particularly wetsuits, and
Phil Power, Surfdome
Whilst the weather may not be heating up, but
family gear like kayaks and SUP’s. We’re also
there are some great signs that our economy is
seeing the action camera revolution which seems
getting warmer. Car sales have jumped and are now at their highest since set to result in the camera being an integral part of the enthusiast’s kit bag.”
April 2008. House prices in April rose by the highest monthly amount since But Phil, an Aussie by birth, has taken his Brit-adoption seriously, so had
November, although mortgage approvals fell! Industrial output rose to 0.7% a comment about the weather, “of course the cooler weather is putting a
ahead of the 0.2% target. Added to that is all the talk about the UK exiting dampener on the season’s launch, but the upside is that the cold weather
the EU. Even past Chancellors are supporting this view… Surely it would be wetsuit season has had an unexpected extension.” Looking to the future?
mad for the UK to leave the Union? Wouldn’t it? Who knows?!
“I’ll be happy when the surf apparel market enters the next phase of its lifecycle and of course we’re all looking forward to long, hot summer days and
So how is it for our retailers?
spending some time in the water.”
Matt Ely from H20 in Bournemouth has been running the business for eight
years, four of those through a tough recession. “We’re on target. March Finally I called Jeremy Sladen of TSA/Ellis Brigham, who is always good
was up to speed, April about 30% down, but May saw us come back up for an entertaining and enlightening conversation. Never one to keep his
again and I am feeling more confident about the future.” The business went views hidden or to sit on the fence, Jeremy had this to say: “This season
through a radical change last year when they downsized the premises “we ended up as expected and certainly not as bad as it could have been.
had to make a change in the way we were trading and it’s turned out to be a But it’s been blighted by the same-old-same-old discounters who feel the
huge boost. Overheads are down, but of equal importance is that we have need to go on sale almost as soon as the season starts.” Not holding back,
increasing footfall. The older, much larger H20 store was split into three he continued, “your bits are not measured by the size of your pre-order.
units – one being a new compressed store for H20, another being a great If you find you have to go on sale year-in-year-out, then ask yourself
café and the third being ‘Coast’ a new skate and surf shop. The three work if you are buying right and stop dicking around with the market. These
well together and the businesses are compatible. If someone comes in for guys really need to take a cold hard look at the way they are running their
a coffee the chances are that they will also walk around Coast and H20. It businesses.” Some top advice from one of the best snowboard buyers in
works really well”.
the market. As for what is looking good and what not, “entry level is on
its arse. Top end holding up” and looking forward; “snowboarding has not
Matt is always pretty positive, but it was great to talk to someone who felt lost its mojo. It may just have found it in short boards … but it just does
so upbeat about the business; “my confidence is up 100% compared to just a not realise it yet.”
61
MARKET INTELLIGENCE
FRANCE
The shared Euro currency is now over ten years old and last year was perhaps
one of the most precarious in the Euro’s lifetime. As of March 2013, with
almost €920 billion in circulation, the euro has the highest combined value
of banknotes and coins in circulation in the world, recently surpassing the
US dollar. Each day it is used by more than 330 million Europeans, and over
175 million worldwide use currencies pegged to the Euro. That, in itself, is a
success that should help keep our Euro chins up, no matter what the doom
and gloom purported by the news over the last, very rocky 12 months. But
thankfully it’s not all doom and gloom reported by the French skate retailers.
By Luke van Unen, Lucy Paltz, Iker Aguirre
unhappy grins all over the country. May average temperatures were equal to
November’s. Under such circumstances, how do you expect spring/summer
items and boardshorts to leave the shelves?
Hardware sales followed pretty much the same stationary trend since
onshore winds and over polluted waters kept many of us far from the shores.
Needless to say that the whole industry is now sick of this and praying for
sun and waves!
But a slow season start doesn’t mean there aren’t many things going on in
Although unfavourable weather meant for a slower start to the skate the industry. For example, Oakley has recently opened their new South West
sales year, with February and March being below expectations, Alexis France offices in Anglet. They were lucky enough to have one of the few sunny
Papadopoulos, owner of core skate shop Nozbone in central Paris, happily days, the party was mellow and nice in their 200 square metre showroom.
explains that “April has been quite good and we hope May and June will Together with Oakley, in the same building of Olatu Leku, Firewire/Stance
follow.” This sentiment was echoed almost unanimously via Skyped calls and Fox France have also opened new offices. Talking about Fox, Alex Maillet,
to French board shops, although when identified by skate category the former DC marketing recruit, whom you cannot be in this industry without
enthusiasm varied somewhat. In terms of the hottest selling skate product on knowing, is now working in the marketing department at Fox Europe.
the French market right now, Alexis goes on to confirm “still Penny cruisers.”
And if we look at the condition this time last year, we see a similar situation On the retail front, Rip Curl has purchased Surf Station in Anglet, following
as noted by Gus Barba, manager of the BTR with well distributed stores Kanabeach’s bankruptcy. The French brand was the former owner of the
in Carcassonne, Narbonne and Perpignan: “We
store, which has been for many years one of the
can observe a renewed interest for cruisers who
South West’s biggest core surf shops with over
Rip
Curl
has
purchased
Surf
Station
become a means of transport alternative to counter
400 boards in stock and a key location in Bidart
gasoline prices for urban people. Push more, drive
just by the beach. It’s great news to know that Rip
in Anglet, following Kanabeach’s
less.” At least this is bringing money and interest
is taking the lead on these premises keeping
bankruptcy. It’s great news to know Curl
into the industry, and keeping the cash registers
the surf vibe alive! For a while we feared it would
ringing. In terms of hardgoods, it’s boards that are
be a Starbucks!
that Rip Curl is taking the lead on
selling best as the kids dust off their setups from
these
premises
keeping
the
surf
vibe
winter hibernation and quickly tire of last year’s
I know this is the surf side but we cannot
popless wood. Papadopoulos notes that in his
alive! For a while we feared it would go without naming the inauguration of Area
Nozbone shop, it’s specifically “European decks
162’s Skatepark, in Saint Jean de Luz, right by
be a Starbucks!
like Palace, Magenta, Antiz and Polar…”
Quiksilver’s HQ. No matter if you are a skater or
not, you should go there and take a look at the
If we look back to the middle of spring this time last year, we see that the whole thing, these guys are taking a serious look at the retail evolution of the
hottest non-hardware items were, for the BTR shops, “…OBEY work good and future. And beyond that, they are testing it.
Carhartt too and Brixton… and retro snapbacks caps.” This year, Nozbone are
clear and confident: “Certainly the (Nike (formerly) SB) Janoski, as usual, and On the EuroSIMA front, a new project has been launched where all industry
some 5 panels caps and pocket T-shirts...”
employees can have access to free professional trainings in language,
management, sustainability and I.T! Yes, any of these courses would cost
In questioning any of the major issues that have arisen in the business, that about €1000 each if you were to pay for them but you got it right, they’re
horrible word ‘crisis’ came up far too often. The other common issue that we free! The project, called ADEC, aims at improving the quality standard of
continue to hear about is the small business nightmare known as the “Sur la the industry’s working force. You just need to be an industry employee,
modernisation de l economie” (Law on the Modernization of the Economy, or your company a EuroSIMA member and you are set for many days of
simply LME) - is the French government’s 2008 regulation that governs trade quality training on hot topics such as sales, website creation strategies,
negotiations throughout the supply chain. But enough bad news for now.
e-commerce, community management, foreign languages or sustainable
development strategies, amongst others. Not bad, huh?
Coming towards the end of the second financial quarter of the year, things
are looking up. At the time of writing, the Bank of France has confidently Finally, all the people at SOURCE want to pay a due tribute to Fred Alegoet
released its prediction of a 0.1% economic growth in Q2. That may not be who died at 51 in May. Fred was the founder of Kanabeach and one of these
much, but it’s at least not a negative figure (which it was in Q1 at -0.2%). people you are happy that crossed your path. Fred lived the surfer live to the
So here’s to the little things that move us forward, like positive growth and fullest, being a successful entrepreneur for over 20 years; he always kept his
plastic cruisers.
head firmly on his shoulders. Success never changed this great man and the
turn of events that polluted his life during his last months will do nothing to
On the surf front, it’s been quite a mellow time. Not that it should have been shadow the great memories he leaves behind. A great man the industry will
but you’ve read it enough, the weather was crap and business didn’t exactly always remember with love. Catch your next wave for him, he wouldn’t ask
flourish. We had four months of continuous rainfall resulting in floods and for anything better.
62.
MARKET INTELLIGENCE
GERMANY
After a somewhat slow start due to the unseasonably long winter, the sun
is finally starting to shine and the overall mood in German retail is picking
up. This is confirmed by a current survey conducted by the German Trade
Association (HDE) with feedback from 1,300 retail operations spanning all
regions, sizes and industries: despite initial weather-related drops in sales,
retailers are looking towards the upcoming summer season and the rest of
the year with “cautious optimism.”
“People are ready to buy,” said skate, snow, ski and bike store The Loom
in Northern Bavaria. “The start of spring was relatively tough, because the
snow stayed around for so long, people weren’t motivated to buy any spring
gear, but were also tired of looking at winter products. That did cause a bit
of a slump. In the past weeks though, we’ve seen a dramatic increase and
are pretty content overall,” reports manager Matthias Ascherl.
By Anna Langer
Thrasher or Stüssy are making a strong comeback.
Shoes continue to perform strongly and remain the “biggest sellers” in
Hamburg and “the bomb” in Dortmund. Though this is currently limited to
slim-cut models: “typical skate shoes without slim fit,” are a tough sale,
and not only at The Loom in Marktredwitz.
The women’s segment continues to remain problematic, even in fashionconscious cities such as Munich, where sales are flat. “The market just
isn’t there right now,” Ricardo regrets. “It’s no surprise! At H&M you can
get a Beyoncé bikini for €5 – I can offer neither Beyoncé or bikinis for that
price!” And outside the large cities, women’s style has changed drastically:
“you don’t need brands for this minimalist look that’s hot now. You might
sell a pair of leggings and a matching T-shirt, but that’s pretty much it,”
says Mathias from Experience.
The upbeat mood reaches all the way to Northern Germany, where sales director
Nino at Mantis Skate & Streetwear Store in Hamburg is on the same page: “ever
since temperatures have been climbing up, our sales figures have soared as well.”
Positive sentiments like this refuse to be dampened by recent forecasts from the
economic research institute GFK, who’ve predicted only a 1% sales growth in
German retail for 2013. Everyone knows these kinds
of projections need to be taken with a pinch of salt.
Meanwhile, the skateboard hardware segment has stabilized somewhat.
The skate scene in Germany has notably declined, but also solidified on a
smaller level. “Skateboarding, in my opinion, is not at its peak right now,
but there is something going on,” said Oliver. Matthias agrees: “the market
has shrunk remarkably, but there is still a small
core scene.” This sentiment is echoed by retailers
“In addition to the resurgence in
from other parts of the country too. “You still can’t
Another prediction, which may be worth thinking
retail activity after the recent slump, make any money from skaters! That’s always been
about, is how the suggested 12% growth in
the same...” Nino says. According to Oliver, “the
shop owners are noting that price
online retail will affect boardsports operations.
ones you’ll make money with are the mainstream
Speaking of this: despite growing involvement by
customers that are willing to give everything a
is becoming less of an issue to
vertical re-sellers and continued growth in online
try.” Right now, this is predominantly longboards,
customers.”
sales, the tide could turn – and quite soon. At
“over the past two years, we’ve sold more than in
Santo Loco in Munich, Ricardo Friese is seeing
the entire 18 years before” marvels Titus.
the first indicators in the performance of their small-scale online mail
order operation: “more and more customers are having a bad experience The surf segment is equally stable, while a bit more relaxed, without any
with online shopping and are visiting physical stores again!” Inside a store, reason for complaints. Except for the fact that, “boardshorts are only worn
customers cannot only touch, inspect and test the products, but also take to hit the water in Germany, not out on the streets or at the office,” said the
advantage of knowledgeable shop assistants. This includes technical owner of Santo Loco, noting the strong contrast with styles in his native
aspects, but also receiving personal attention. “Brands such as Nixon Brazil. Asked about surf, Titus mainly wishes for better weather than in
and Globe are doing really well, due in part to the fact that we are getting recent years: “we haven’t had any real summers and accordingly have shifted
very good support from them. Our staff receive great training as well the few to no, shorts.” Aside from that, consumer behaviour in this segment
occasional free watch or pair of shoes, which directly leads to great sales,” remains largely unchanged. Beginners tend to aim for more affordable
the retailer in Southern Germany noted.
products to get started, but according to Ricardo: “can also be convinced
by quality products if they stay with it.” These days, brand consciousness
Up North at Mantis in Hamburg, lifestyle products are in high demand: has decreased in this segment as well: “people buy whatever works and of
“all the huge brands that have been selling well at our store in Aachen course, what we advise them to get, since our customers trust us.”
are not performing up here at all. Instead, smaller brands such as HUF
with their whole ‘weed leaf’-style are really strong here,” Nino explains, Despite the fact that retailers in Munich are under the impression that,
to his surprise. “Take Obey and Diamond Supply, which not only support “people are being affected by the negative economic forecasts in the media
skaters, but a growing number of musicians with their T-shirts.” This trend and only drop by to check things out,” there seems to be no indication that
is far from limited to the easy-going ways of metropolitan Hamburg. Oliver boardsports retail has to brace itself for another crash. Just the opposite:
Schulte in Dortmund, has been selling shoes by Vans and Nike way more in addition to the resurgence in retail activity after the recent slump, shop
than other brands. To him, image is the main factor at work here: “they owners are noting that price is becoming less of an issue to customers.
cost exactly the same as other skate brands, but are far more trendy from a “People today are ready to pay 40 euros for a T-shirt, which used to be
brand perspective. It’s not enough for a brand to only sponsor skaters to get considered ‘much too expensive‘ compared to the normal 25 euros. They’re
cool, you have to include musicians or other ‘important‘ people.” Whatever also favouring organic cotton over conventional materials,” said Matthias
their idols are wearing is what the kids want; “the Obey shirt worn by at Loom. Looking ahead then, we can be sure: those retailers who know
rapper X together with a pair of Nike Janowskis and tight jeans,” Nino their customers and cater to their needs have some bright prospects! Or as
said with a smile. Meanwhile, classic skate brands such as Independent, Oliver puts it: “you just have to remain flexible!”
63
MARKET INTELLIGENCE
SWITZERLAND By Fabien Grisel
ITALY By Franz Hoeller
The harshest winter for 26 years they say! A good sign I hear you say?
Indeed. The weather rescued our winter - a season that can be very
difficult, especially when it comes to selling snowboards.
Finally! We have a new Prime Minister and his name is Enrico Letta. After
months of negotiations following elections with no positive result, we have a
prime minister who, like Monti, was not elected, but chosen. Letta is now trying
to continue the strict austerity plan the European Union expects from Italy, but
he’s also aware of how important growth is to this and is taking action to get
the economy back on track. It´s not an easy task, but the mood is already more
positive after months of insecurity without a prime minister or government.
Looking at the 2013 sell-in situation for the 13/14 Winter, the situation is
still not ideal, as pre-orders are down for almost all brands. Outerwear
seems to have posed a problem pretty much across the board and brands
are now paying that price as they watch the quantities of their future
orders dwindle alarmingly. However, the situation seems different for
hardgoods. Many shops have found themselves with little remaining
stock, perhaps the consistent snowy conditions of the winter affected
this sector more than outerwear, given hardgoods sales start later and
last longer.
What we also notice in times of crisis is that a primitive survival of the
fittest comes into play, where the stronger ones win. Early indications
show that “the little guys” have had trouble finding (or keeping) a place
in the market, while the big ones are ever more prevalent. Along these
lines, the new structure of the Burton group seems effective, Salomon will
probably come out well and the K2 group has also come up a bit. Mervin
continues on its upward journey with good growth. It seems however, to be
more complicated for Nitro and Nidecker (except Jones) and for the smaller
brands such as Bataleon, Arbor, DC and Apo.
While the sales sector is not exactly booming, rentals seem to be
holding up rather better, with purchase and rental-stock renewals
providing some interesting figures, both in and out of the mountains.
One thing is sure, while some in-resort shops are gradually distancing
themselves from stocking boards for purchase; they are not ready to let
go of the rental sector whose profitability endures. Once again it’s the
bigger brands with programmes specifically dedicated to rentals that
are coming out on top.
Springtime sales for their part, are struggling a bit with the weather once
again not exactly spoiling us; a winter lasting until the end of May obviously
does not help sell boardshorts! Times are hard and I promise you that it
won't be fun going round the shops trying to sell new collections - firstly
you will have to don your best rain jacket and even that doesn’t guarantee
an enthusiastic welcome when you approach a shop manager to sell them
something.
People are drifting away from boardsports a bit, heading, more often than
not, towards endurance sports. The only exceptions are scooters (if that
counts) which are still booming and Stand-Up Paddle Boards which we
see progressively more often in our favourite retailers and on our lakes.
It should be noted that from a practical perspective inflatable Stand-Up
Paddling is more appealing than its solid counterpart and is selling a lot
better. In line with the drift away from boardsports, despite new skateparks
popping up here and there, the skate market seems to be dragging a
bit. The brand new Allmend-Brunau “Freestyle-park” in Zurich with its
8000m2 space is a stunning example of the interest that skateboarding has
generated in recent years, but most skateparks are outdoors which doesn't
help at all when it does nothing but rain.
Business started slowly this Spring/Summer, there was a lot of rain during
March and April and no one was in the mood to shop. Customers are still
being very careful, so it´s a tough period for every retailer, not only for
boardsports and streetwear. The only ones with less to complain about are
sport stores selling outdoor gear. Hiking and climbing seem to be a huge
trend, especially in the north and brands like North Face, Mammut or the
Italian brand Salewa cannot complain about their sell-through.
For streetwear trends, floral and camo prints are definitely here and are
selling on nearly everything you can think of. For hardgoods, the cruiser and
longboard trend is still in full swing and, they’ve become a trendy accessory.
Alongside this, the scooter invasion has also started here. It’s disturbing
when you see more scooters than skateboards cruising around your local
skatepark. Talking to different retailers, the items selling most right now are
shoes, shorts, t-shirts and caps, with the latter the best-selling accessory.
Snapbacks, New era and 5panel are generally the most popular, with 5panel
sales increasing the most over the last few months. Unity store in Reggio
Emilia have even designed a custom, 5panel label UNITY, which looks sick.
For surf stores, the boardshort of course plays a major role these days. As
customers now pay way more attention to fit, length and price than they used
to and also wear them not only for surfing, but to hang out or cruise around
the city, having a good selection to satisfy individual needs is key.
As the temperature rises, the first events have already taken place; Nike SB
had the Chomp Ollie tour cruising around the major cities, Vans had a huge
event in Varazze with concerts and a mini ramp event. Finally DVS SHOES
are promoting BLAST!, the big skate event in June. On the subject of events
and skateboarding, a new skateboard hardware distribution company has
arrived in Rome, called 7Hills distribution. They recently introduced their
skate team, which includes some skateboarding legends from southern Italy.
They are representing and distributing brands like: Shut, Zoo York, Tribute,
Hopps and many more and I wish them all the best.
On to online business, nearly every store now has some form of online
presence, be it a website, a facebook profile or an instagram account, as this
has become a must. Lots of stores have also opened online stores, which
they put a lot of effort into, but at the risk of repeating myself; online sales
remain pretty low for clothing or shoes. For hardgoods, online sites do okay,
but it is very dependent on pricing or special offers.
The Italian customer is online and aware of the deals the world-wide-web is
offering, but still prefers the real shopping experience. Because of this, online
sales are not a big percentage for most stores, but the overall opinion is that it’s
still important to be seen online. Unsurprisingly, retailers are quite happy with this
situation, proving that service and experience is better than a lower price online.
That’s it... see you in Berlin @ Bright this summer. Peace.
64.
MARKET INTELLIGENCE
AUSTRIA
By Michael Reinwald
Ah, where to begin? Maybe where we left off last time – the Easter holiday
sales finally arrived after a long winter. But as it turns out, sales fell
short of retailers’ expectations. Once again it was the weather’s fault, as
the temperatures did nothing to entice people to get decked out in shorts,
flip-flops, or ride skateboards. Adi at X-Double in Innsbruck is already
dreading having to have early special sales to get rid of board over-stock
and he’s also having trouble with new apparel retail chains selling Vans
knock-offs on the cheap.
While taking a little tour around Austria, I was shocked to notice how skate
hardware is being pushed out of centre view in many stores. Instead,
they’re jam-packed with clothing – but who on earth is supposed to buy
it all? Naturally, the overall situation – lousy Easter sell-through and full
inventories – is putting pressure on retailer budgets, clearly reflected
in their notable caution for pre-orders. Does this mean skateboarding
is dead? Hardly. Yes, places without skate parks have seen a drop off in
hardware sales in some instances, but in others, especially those with
a skate park nearby, retailers are not reporting any drop in hardware
sales. This was confirmed by X-Double, where old-school cruiser boards
have been a hot item. As a ray of hope, many towns now have budding
longboarding scenes, which are great future prospects.
As far as trends go, sustainable products are on the rise, as Nini at Surf
Hammerschmid in Gmunden reports. In her store, customers appreciate
being able to find smaller, still relatively unknown eco brands; a category
that Nini wants to expand, while saying goodbye to some large-scale
suppliers. Their region is also in the grips of a new skateboarding boom
with youngsters picking up completes and cruisers because skateboarding
is cool again. Meanwhile, the biggest sellers remain apparel and shoes,
especially Fourstar and DC. In terms of colour choices, skaters are opting
for an understated, muted palette, while fashionistas are jumping at the
brighter colours. Things are similar at G-Love in Villach, where Supra
and DVS shoes have been strong sellers, although the store also carries
smaller labels such as Primitive clothing by Paul Rodriguez.
At Stil-Laden in Vienna, Christian told us that accessories have proved
the biggest sellers and other key items include the Nike Janoski, Vans Era
and Authentic shoes, as well as five-panel hats and snapbacks by HUF,
Quiet Life and Only. Best-selling board brands include Magenta, Palace,
Polar, Girl, Chocolate, and Deluxe brands remains a go-to item for them.
Skateboards have also been a strong category at Sport Glaser in
Kaprun, despite the long winter and they also report a surge in cruisers
and longboards. Over in Lienz, Eckhard at Greenhorn has been on the
longboard tip for a while now, supporting the scene with regular events.
And to much surprise, tank tops have been THE hot trend item despite the
cold spring – apparently men are flexing their muscles this season. At Jam
store in Leobersdorf, stunt scooters and accessories are a big category
which they have been pursuing for a few years now, while supporting the
scene with tons of events in co-operation with some of their main brands,
including MGP, Blunt and District. Skateboards, longboards and shoes are
also performing – and strongly at that. That’s it for this issue – enjoy the
ride, no matter what your mode of transportation may be.
66.
SPAIN By Asier Zabarte
It’s spring in Spain so I don’t want to bother you with serious issues like
economics, politicians or fraudsters. People are still unemployed, any citizen
who wants to start a business has to face paying increased taxes and the
difficulties are making a lot of people go under the table.
The summer X-Games finally touched down in Europe with four days of
competition up on the Olympic Park above Barcelona. This is the first of a three
year contract with the city and is part of a two stop European tour that also
includes Munich at the end of June. The games went off without a hitch except
for the disruption caused by unseasonal weather, with torrential rain on the
last day forcing organisers to cancel the last two events. Plenty of spectators
watched some incredible performances and proved that summer X-Games will
be a hit in Europe and give a boost to the Spanish action sports scene.
Over in retail, with 260m2 of workshop-retail space in Valencia, Fuerza5
has been on the front line since 1981. Though they started with windsurfing,
they now specialise in all sideways sports. Owner Carlos Andrés Cifre told
us what they’re up to… "For hardware, 2013 has been fine, but we had a little
overstock in technical apparel. For 2014 we will rock with those brands that
worked for us, like Libtech and GNU, and we’re going to reduce clothing by
30%. Longboards and scooters are doing ok. There are a lot of people in the
city who use longboards either as a mode of transport, or as a symbol of
their lifestyle. For brands, Loaded is working well, but Miller and Manual are
the best for their price/quality ratio.
“For 2013, we hope to increase our sales by between 60-70% for longboarding
and the test boards we have in-store are bringing the online buyers into the
shop. Surfing in Valencia is becoming more popular - Manual, Santa Cruz or
Full & Cas get good feedback. Since we’ve launched our online shop it seems
like we’ve managed to reel in the customers from the couple of stores, which
have closed recently in the area. High performance wetsuits have worked
especially well, with a 35% increase compared to last year."
Nacho and Emilio Rotgla are brothers and co-owners at Gondwanasurf in
Valencia. Surfing’s been growing fairly consistently during the last three
years and the winter was pretty nice on the Mediterranean Coast. "That’s the
reason for our sales increase. Hardgoods especially did well, 20% up on last
year. Surfboard sales have grown by 15% and longboards always sell well.
Clothing has taken a hit though, with a 30% decrease. That said, brands such
as Pukas are in demand, and I think the collaboration with Billabong is going
to revive it a bit and that t-shirts and bikinis will work. For shoes, Globe is
working well for us and DC is consistent," says Nacho.
We also spoke to Tactic BCN, who, thanks to Fox, had the chance to meet
Bruce Irons during the X-Games. “Wetsuit sales are growing so we are
betting on our own-branded suits and we´re going to make it work,” said
owner Roger Domenech.
Back home in Cantabrica, we talked to Jose Antonio Sansegundo from
Essus Surfboards in Zarautz about wetsuits. Rip Curl´s Flash Bomb was
their best seller this winter. The brands Rip Curl and Xcel worked best and
independent brand C-Skins had a better rate of sales than Xcel for the first
time since they’ve been stocked at Essus. “It will be hard for C-Skins to keep
it up, due to the fierce competition in the market, but they´re doing well to
become an option people consider and customers have been happy with the
product. After sales service if needed, is a crucial part of that.”
EVENTS
SKATE
SURF
#65
SNOW
TRADE
JUNE/JUIN/JUNI
2-14
VOLCOM FIJI PRO
TAVARUA/NAMOTO
FIJI
SURF WWW.ASPWORLDTOUR.COM
6-8 ROCKY MOUNTAIN RAMPAGE
COLORADO SPRINGS, CO
USA
SKATE WWW.WCSK8.COM
6-7 OAKLEY SURF SHOP CHALLENGE
ANGLET
FRANCE
SURF
SURFSHOPCHALLENGE.COM/EUROPE
9-10 OAKLEY SURF SHOP CHALLENGE
SAN-SEBASTIAN
SPAIN
SURF
SURFSHOPCHALLENGE.COM/EUROPE
15 OSIRIS EXPERIENCEPRAGUECZECH REPUBLIC
SKATE
18-29 OAKLEY PRO BALI
KERAMAS
INDONESIA
SURF 21 GO SKATEBOARDING DAY, INTERNATIONAL
SKATE
21-23
DEW TOUR OCEAN CITY
OCEAN CITY, MD
SKATE USA
WWW.ASPWORLDTOUR.COM
WWW.WCSK8.COM
23 INTERNATIONAL SURFDAYINTERNATIONALSURF
WWW.SURFIND-DAY.COM
27-30 X GAMESMUNICHGERMANYSKATE WWW.XGAMES.COM
JULY/JUILLET/JULI
2-3 CAPSULEBERLINGERMANYTRADE
WWW.CAPSULESHOW.COM
2-4 BREAD & BUTTERBERLINGERMANYTRADE
WWW.BREADANDBUTTER.COM
3-5 BRIGHT TRADE SHOW
BERLIN
GERMANY TRADE
WWW.BRIGHTTRADESHOW.COM
5-7 MYSTIC SK8 CUP
PRAGUE
CZECH REPUBLIC
SKATE WWW.WCSK8.COM
5-7
KUMI YAMA
LES 2 ALPES
FRANCE
SNOW WWW.KUMI-YAMA.COM
6-19 SUPERRAD CAMPWWW.SUPERRAD.COM
10-11 AGENDA
NEW YORK CITY, NY USA
TRADE WWW.AGENDASHOW.COM
10-13 ANGLET SURF FILM FESTIVAL
ANGLET
FRANCE
SURF
WWW.SURF-FILM.COM
10-14 ROXY PRO 8TH EDITION
CÔTE DES BASQUES
FRANCE
SURF
WWW.ASPWORLDTOUR.COM
11-14 THE OUTDOOR SHOW
FRIEDRICHSHAFEN
GERMANY
TRADE WWW.OUTDOOR-SHOW.COM
11-13 RELENTLESS NASSSOMERSETUKSKATE WWW.WCSK8.COM
16-17
LAUNCH LA
SANTA MONICA, CA
USA
TRADE
WWW.LAUNCHSHOW.COM
23-27
VARS TOURNAMENTVARSFRANCESNOW VARS-TOURNAMENT.COM
25-26
AGENDALONG BEACH, CAUSATRADE WWW.AGENDASHOW.COM
26-28
ITALIAN SURF EXPO
ROME ITALY
SURF
WWW.ITALIASURFEXPO.IT
31-1 NO JACKET REQUIREDLONDONUKTRADE
WWW.JACKET-REQUIRED.COM
31/1 S LONDONLONDONUK TRADE
WWW.S-LONDON.COM
AUGUST/AOUT/AUGUST
1-4 X GAMES
LOS ANGELES, CA
USA
SKATE WWW.XGAMES.COM
5
ACTION EXPONORTHFIELD, NJUSATRADE
WWW.THEACTIONEXPO.COM
7-11 BOARDMASTERSNEWQUAY, CORNWALLUKSURF
WWW.BOARDMASTERS.CO.UK
8-11 ROCKY MOUNTAIN RAMPAGE
COLORADO SPRINGS, CO
USA
SKATE WWW.WCSK8.COM
11-13 FLIP AT MODABIRMINGHAM, UKWWW.MODA-UK.CO.UK
15-26 BILLABONG PRO TEAHUPOO
TAIARAPU, FRENCH POLYNESIA SURF WWW.ASPWORLDTOUR.COM
19-20 AGENDALONG BEACH, CAUSATRADE
WWW.AGENDASHOW.COM
21-25 SWATCH GIRLS PRO
SEIGNOSSE, HOSSEGOR
FRANCE
SURF
WWW.SWATCHGIRLSPRO.COM
SEPTEMBER/SEPTEMBRE/SEPTEMBER
1-3 LEDGE TRADESHOWLONDONUKTRADE
WWW.LONDONEDGE.COM/THE_LEDGE
6-8 SURF EXPO
ORLANDO, F
USA
TRADE WWW.SURFEXPO.COM
13-15 THE BRANDERYBARCELONASPAINTRADE
WWW.THEBRANDERY.COM
15-21 HURLEY PR
TRESTLES, CA
USA
26-6 QUICKSILVER PRO FRANCE
SOUTH WEST COAST
FRANCE
OCTOBER/OCTOBRE/OKTOBER
3
SURF SUMMIT HOSSEGORFRANCESURF
WWW.EUROSIMA.COM
4
WATERMANS BALL HOSSEGORFRANCESURF
WWW.EUROSIMA.COM
4-6 THE REELSANNECYFRANCESNOW WWW.THE-REELS.COM
9-20 RIP CURL PROPENICHEPORTUGALSURF WWW.ASPWORLDTOUR.COM
25-27 SKIEXPOMOSCOWRUSSIATRADE
WWW.ENG.SKIEXPO.RU
ALL THE LATEST EVENTS CAN BE FOUND ON OUR WEBSITE - WWW.BOARDSPORTSOURCE.COM
68.
EINE STREETWEAR,
S K AT E B O A R D I N G
UND SNEAKER MESSE
IN BERLIN
JULY 3 — JULY 5
2 013
B R I G H T S PA C E S
© Daniel Mirer Photographer / danielmirer.com
ALTE MÜNZE, BERLIN / MITTE
B R I G H T T R A D E S H O W. C O M
XVII
OPPORTUNITIES
ONE OF SCANDINAVIAS STRONGEST HEADWEAR AND
ACCESSORIES BRAND
DISTRIBUTORS AND AGENTS OPENINGS WORLDWIDE
TRUE TO THE GAME? [email protected]
FOR MORE PRODUCT AND BRAND INFO;
APPERTIFF.COM
FACEBOOK.COM/APPERTIFF
JOB DESCRIPTION: Communications Manager – Regional
Title: Regional Communications Manager Base
Location: remote
Travel Intensity: approx. 20% of time
Report to: European Communications Manager & high level of day-to-day interaction with Field Marketing
Coordinators (FMCs)
External contacts: Pan-European & local scene media, athletes, events
JOB SUMMARY:
•
Plan and deliver local market media leverage for your area
•
Drive local markets’ connections and productivity with media to meet your !goals
•
Play a pivotal role between the EMEA team and local markets, ensuring both !are working together
with clear communications planning and output
•
Manage local markets’ ability to leverage athletes, events and properties !sponsored by Monster
Energy, from Action Sports through music, Monster !Girls and motor sports
•
Activate through all Monster Energy’s own channels !
KEY RESPONSABILITIES:
•
Ensure Monster Energy gets great visibility in print and digital media
•
Leverage own contacts to deliver quality media returns in your area
•
Establish clear and attainable goals for local media leverage
•
Challenge and support local markets to attain their media leverage goals
•
Provide guidance and feedback on specific media leverage plans for !activities and athletes
•
Scope for emerging media and constantly asses the market leaders
•
Ensure brand content is being distributed through Monster’s digital channels
•
Contribute to the flow of content internally as well as to third parties
•
Oversee copy writing
•
Ensure coverage from local markets is being tracked, captured and shared !by overseeing all
reporting processes
•
Represent Monster at events and happenings alongside MATs and FMCs
•
Know-how and passion transfer to media contacts, athletes, industry and opinion leaders
Academic Background:
•
University or College degree
•
Languages: fluency in 2 CEE languages preferred, fluency in English !essential (can be one of the 2
required languages), other CEE languages of advantage !Technical Skills:
•
Advanced copy writing skills
•
Advanced MS-office user
•
Experience with Photoshop / Illustrator and knowledge with .html beneficial
Professional experience:
•
min. of 2 years of experience in working in
PR / Communications or Journalism
•
min. of 3 years of working within the
Action Sports or Motorsports industry
•
proven record of success in above roles !
Personality prerequisites:
•
articulate, confident, outgoing
•
pro-active, driven
•
focused but easy going
•
problem solver, optimist
•
ability to forge relationships externally
and internally
•
creative
Please contact [email protected] with expressions of interest
70.
www.boardsportsource.com : for the very latest job vacancies
ONE EYED MONSTER
#65
OAKLEY ANGLET SHOWROOM
Nicolas Delfosse France National Sales Manager & Ingrid
Sirois, Oakley PR Manager for EMEA
Nicolas Mundubeltz (France South West Rep), Nicolas Delfosse (France National Sales Manager), Francois Surel (North
West Rep) Antoine Guiard (France Tech Rep), Caroline Perrot
(French Marketing Coordinator), plus Sebastian Städtler
Caroline Perrot, French Marketing Coordinator & Sebastian
Städtler, Marketing Coordinator - based in Zurich
Nicolas 'Daz' Dazet (Quiksilver Marketing), Pierre Agnès
(Quiksilver Europe CEO), Peyuco Duhart (mayor of Saint-Jeande-Luz), Bob McKnight, Andy Mooney
Skatepark 162
Skatepark St Jean de Luzjpg
Alex Maillet-Marketing Manager Fox
Homer Bosch Fox european trade marketing manager and
Rhys Tomlinson Fox Brand Communication Manager
Matthieu Bazil-general manager Fox Europe
new fox building 1
Nicolas Burger- Fox head of sales
opening party held in tent ajoining the building
Pete Fox and the global athletes
Ricky Carmichael signs favourite image
Oakley's new showroom is tech
QUIKSILVER 162 AREA
Rainy tricky conditions
FOX OFFICE OPENING
NIKITA LONDON SHOWTIME OK
Brad Steward VP of A2 and Amer Sports’ action sports division and
Jen Irick Product Line Manager
DJ Ivy spains the decks
Heida Birgisdottir Nikitas founder launches SS14 NIKITA
Heida, David Young (Nikita Art Director / Design), Jen
and Gabby
Jen Irick presents Copson Street
Philipp Nassel – Central Zone Nikita Commerical Sales
Manager
Stephie ter Hurne Nikita marketing europe and Michelle
Rushbrooke Nikita PR
Carla Murphy – Nikita Brand Director_
71
OPPORTUNITIES
Oakley bedeutet Design, Technologie und Innovation. Unsere Brillen stehen entsprechend für
hochwertige Materialien, ausgefeilte Passform, einzigartige optische Qualität und perfekten
Schutz. Weltweit ist Oakley heute in mehr als 100 Ländern für Sport Performance und Lifestyle
Sonnenbrillen Und Sportbekleidung tätig.
Für unsere Filiale in Wolfsburg suchen wir eine/n
Store Manager (m/w)
Aufgabenstellung:
Als Store Manager tragen Sie die Gesamtverantwortung für den wirtschaftlichen Erfolg
des Stores und leiten ihn Kosten- und Umsatzorientiert. Mit Ihrem Team übernehmen
Sie in diesem Zusammenhang alle operativen Aufgaben wie die Implementierung und
Umsetzung der Oakley Richtlinien/Prozesse, Personalführung /Weiterentwicklung und
Umsetzung der Merchandising/Marketing Konzepte.
Außerdem sorgen Sie für den optimalen Ablauf des Tagesgeschäfts und
Kundenservice im Bereich Beratung und Verkauf.
Wir bieten Ihnen attraktive Arbeitsbedingungen in einem dynamischen und
sympathischen Team, sowie erfolgsorientierte Konditionen.
Anforderungsproﬁl:
Fundierte Ausbildung im kaufmännischem Bereich, idealerweise zum Kaufmann/-frau
im Einzelhandel oder eine vergleichbare Ausbildung
Mehrjährige einschlägige Berufserfahrung in einer vergleichbaren Position
Erfahrung im Bereich Personalführung/Motivation/Weiterentwicklung
Fundierte EDV-Kenntnisse (MS-Office, Excell)
Beherrschung der englischen Sprache in Wort und Schrift
Organisationstalent
Führungsqualitäten
Haben wir Ihr Interesse geweckt?
Wir freuen uns auf Ihre aussagekräftige Online-Bewerbung mit Angaben zu Ihrem
Gehaltswunsch und Ihrem frühestmöglichen Eintrittstermin.
Bitte senden Sie Ihre Email an [email protected].
72.
Oakley GmbH || Lilienthalallee 40 || 80939 München
www.oakley.com
For the very latest distribution offers goto:
ONE EYED MONSTER
#65
OAKLEY SURF SHOP CHALLENGE (PHOTO AQUASHOT)
Board Culture
deep-surf-shop-lodin-aquashot
Finalist
Kotadalu Surf Shop
Pukas
SB3
Tactic
Watsay
JT AULTZ, CHAD BARTIE, and CAMERON HOLLAND cruising
the Old Town.
LEE YANKOU with a fan at the Horsefeathers store.
Big Lebowski bowling tournament. Team Jesus in the house
Shut the fuck up, team Donny.
CHAD BARTIE representing team Lebowski.
MIKE FITZ and COREY DUFFEL slinging it for team The
Dude.
CAMERON HOLLAND and LEE YANKOU enjoying the tourney
OSIRIS riders JT AULTZ, CASWELL BERRY, ALEX MASSOTTI,
and LETICIABUFONI checking out the action on the practice day.
Franz-Oakley training manager Europe
Full house Friday night
Julia-Oakley European events manager.
Katja-GoPro events and Isabel GoPro European PR
Paul from Kinc
Thierry - DC European Marketing director.
This vert ramp has the most incredible back drop
Victor-Oakley Spain
James Vought, Kaz Krawchuk (Monster Energy) and Kristoffer Hansson (The KINC).
Stuart Marin (VP of marketing at Zumiez) Ida Holmen (Skullcandy Europe), Sean Malto and Rob Layer(Global skate team
manager Skullcandy).
OSIRIS EXPERIENCE, PRAGUE
X GAMES, BARCELONA
SKULLCANDY BARCELONA PARTY
Eric Koston.
Feliciano Robayna (Skullcandy), Koen van Iseghem (Nike),
Kristoffer Hansson (The KINC).
73

English

Transcription

Similar documents

Skate Board Collab Poster

it`s all about me!

Change is good, exchange is better

GIVE AWAY! - Millennium Skate World

to our marketing flyer

the brandbank service makes it quick, easy and cost

This website was created for Bachendorf`s, a designer jewelry

#MoreBusiness - phoebe chongchua

STRETCHED TO BREAKING POINT?

USA`s Skateland Presents