Showroom space is taking an edgier turn in the Los Angeles Fashion District. As more youthful contemporary and alternative brands make their way into The Intersection—the Gerry Building, the Cooper Design Space, the California Market Center and The New Mart—leasing managers are becoming more creative in marketing their wholesale space.

The Gerry Building started the trend, bringing in a number of street and urban brands. Now, the CMC is adding a little more edginess. The building recently established a “street couture” wing that is anchored by the producers of the alternative Agenda trade show, which caters to the makers of graphic tees, clubwear and young contemporary men’s lines.

The hallways of the 11B wing now feature graphic images painted in pink by upcoming street artists. It’s a departure for the venue, which in recent seasons has stressed its contemporary women’s lines.

“Some people have questioned us, ’Why the [Cal] Mart?’ But when it comes down to it, everyone comes here, and the space is what you make of it,” said Agenda show co-producer Aaron Levant.

Graphics by hot Los Angeles street artists—including Kofie, Sage and Blaine Fontana—line Agenda’s 5,000-square-foot exhibit space. Levant and partner Luis Pulido show their brands—Milk, Leche and GrnAppleTree—in addition to repping 3rd Born and Square, T-shirts designed by Sue Wong’s son, Ezra Homann, and Jennifer Harrick. The two will add several more lines in the coming weeks.

The showroom also has space for parties with deejays and dancing during markets.

The showroom is a reflection of the Agenda show, which launched several years ago as a one-night party in a downtown warehouse. The event, which featured art and music, grew to include apparel as more of Agenda’s affiliated street artists began putting the designs they would paint onto buildings onto T-shirts.

“Now we’re doing the same concept we were doing for fun for business,” Pulido said. The market for Agenda’s edgy clothing has changed since that first show, Levant said.

“Pink is hot now, but we were doing it two years ago,” he said. “People didn’t get [our merchandise] then. Now, we’re seeing Nordstrom, Bloomingdale’s and Fred Segal in here.”

CMC Director of Merchandise Karen Mamont, seeing that the timing was right to bring a streetcouture concept to the building, approached Agenda last year. CMC Vice President of Marketing Lorelyn Eaves agreed that adding such an element could only enhance the offerings for buyers. “The boutique- type trade show is catching on right now, and Agenda is part of an emerging market. There’s a different energy and vibe here now,” Eaves said.

The addition of Agenda, coupled with the announcement that New York’s Project men’s show is coming to the neighboring Cooper Design Space, has enhanced the men’s market in downtown Los Angeles. “It creates more of a synergy,” Levant said.

—Robert McAllister