Altamont: New Streetwear Label From Sole Technology
Lake Forest, Calif.–based footwear manufacturer Sole Technology Inc. will debut a new line of men’s streetwear at the Project Global Trade Show Aug. 28–30 in Las Vegas. The line, Altamont Apparel, was developed in conjunction with skater Andrew Reynolds.
This isn’t Reynolds’ first foray into clothes. He developed a signature skinny jean for Costa Mesa, Calif.–based Kr3w Apparel that sold like gangbusters. Acting as Altamont’s design director, he is responsible for the brand’s overall aesthetic.
“Andrew has a unique lifestyle as a professional skateboarder, and he has an eye for style and a definite point of view,” said Justin Regan, Altamont’s brand manager.
Targeted at men 18 to 25 years old, the line offers more-sophisticated, fashion-forward styles. “There are no white T-shirts screen-printed with a logo like other skate brands tend to do,” Regan said. “In fact, we’re staying away from branding altogether.”
Sole Technology is hoping Reynolds’ input and credibility will elevate the brand over current skate-inspired streetwear, which it views as stale and inauthentic. “People look to the street for inspiration, whether it be for highend lines or for the mass market. Andrew is actually driving the trends on the street, so we’re getting the streetwear style directly from the source,” Regan said. “We’re bringing a real perspective to streetwear.”
For Altamont, undiluted streetwear style means a focus on fit, fabric and finish.
“We’ll appeal to kids who want to have their own style—the guys who go to vintage stores or customize their own clothes. This stuff looks like your favorite T-shirt that is all soft and worn and you pick it up off the floor from your dirty clothes pile,” Regan said.
For Fall/Holiday, the line has slim, tailored styles that include militar y-inspired surplus jackets, denim, T-shirts, knits, wovens and hoodies. A deeper collection will debut Spring 2007.
The line, which wholesales T-shirts for $11–$20, denim for $35–$50 and sweatshirts for $35–$50, has slightly higher price points than traditional streetwear. Distribution for the line will be tight. To start, it hopes to target 200 of the top core and lifestyle boutiques.
To keep things feeling exclusive, Altamont will not formally exhibit at the Action Sports Retailer Trade Expo in September. Instead, Sole Technology will throw a party during the show for select retailers where they can preview the Holiday and Spring lines.
For Spring 2007, Altamont hopes to expand its distribution to include better specialty boutiques. —Erin Barajas
