ASR Turns 25
Surfers, skaters and other members of the action sports industry took over the new House of Blues in San Diego’s Gaslamp Quarter when the Action Sports Retailer Trade Expo hosted its 25th-anniversary party on Jan. 20.
Partying was the agenda, but a fashion show sponsored by Elle Girl magazine took center stage. The fast-paced show featured looks from key industry companies including Hurley International, Billabong, Roxy, Ezekiel, Matix, Split, Ripcurl and O’Neill.
Fashion show producer and stylist Jill Lockhart said the biggest challenge of the show was blending looks from Summer and Fall, the two key seasons shown at the January trade show. Lockhart gave the show a “rasta, Baja surf” look with girls wearing sexy bikinis and looking “a little roughed up” in camo pants. Mexican serape scarves, long beaded necklaces and bulky bags accentuated the look. Rustic beachwear mixed with heavy pullover sweaters to show the overlapping of the seasons.
Long dresses with bold prints by Billabong were highlighted as key pieces for Summer. Boardshorts were layered under lightweight pants and rolled-up shorts; sundresses were layered over tank tops. The transition into Fall was shown by pairing American Apparel leotards, leggings and tights with scoop-neck tops and athletic looks from such lines as DC and Gallaz. Evening and nightlife looks combined peg-leg denim styles, riding jackets and ruffled blouses with Frye boots. Tall Wellington boots and stacked shoes added an extra fashion edge, and vintage belts and hats supplied from the Elle Girl styling closet accessorized the show.
The event also included a slide-show retrospective of ASR’s first 25 years and finished with a mix of ’80s music performed by heavy metal band Gunner Down. —N. Jayne Seward
