The scene: The Action Sports Retailer Trade Expo experienced a “Fashion Revolution” as core labels debuted on the runway at the recent ASR show. Hot apparel trends for Fall ’09 were showcased in a nothing short of bold action-sports tradition during the Jan. 22–24 run of the show. Inspired by the edgy looks of the London Underground scene, the show combined plaids, stripes and checks with a mash-up of vibrant colors, textured fabrics and shiny glam fabrics. The look was reminiscent of the 1990s with a nod to the Kurt Cobain era of grunge. And there were plenty of T-shirts and denim to cover all fashion bases.

The ASR runway has become a place for designers to show their fashion-forward looks, according to Show Director Andy Tompkins. “Fashion is now an integral part of the action-sports industry, as evident in both the aisles and on the runway. Buyers come to ASR for an all-encompassing look at the youth culture, fashion and action-sports markets,” said Tompkins in a prepared statement. The show previewed Summer and Fall collections that were on display from over 60 young contemporary and juniors lines, including Billabong, Oakley, Reef, Element, DC, Ezekiel, Lost, Zoo York, Rusty, Fox Head, Elwood, Alpinestars, O’Neill, Vans and Volcom. —N. Jayne Seward