New Categories at CMC's Urban/Suburban
The seventh edition of the California Market Center’s Urban/Suburban show will run Oct. 13–15 during the Los Angeles Junior & Contemporary Majors Market at the CMC.
Specialty retailers such as Bernini, D.E.M.O., Metropolis, Mr. Rags, Mensland, Focus and AQ are expected to return to shop the urban-influenced lines on the CMC’s fourth floor.
Urban/Suburban started out as a young men’s urban streetwear show almost two years ago but since has grown to include urban junior and urban children’s apparel. To accommodate the growth in the urban streetwear category, the CMC has combined some of the lines into shared showroom spaces.
Urban streetwear exhibitors Fubu, Ecko Unltd, Drunknmunky, Unlimited, Dada, Pelle Pelle, Snoop Dogg, G-Unit, Def Jam Universities and AKA Collection will show their lines alongside young women’s urban resources EckoRed, Fila, Chica, Baby Phat, J.Lo, Mecca Femme, Coolwear, Glo Jeans, Matrix Apparel, Mudd Jeans, Zanadi, Hollywood Jeans, Apple Bottom, Fubu Ladies, Lady Royalty, New Breed and Queen Bee.
Traditionally, Urban/Suburban has been held off-market following MAGIC International, a time when buyers could sit down and write lines on a one-on-one basis, said CMC Director of Merchandise Karen Mamont.
But urban reps requested that the appointment- driven show be moved to coincide with the junior volume market, when major department store buyers from around the country come to Los Angeles to shop lines such as Self Esteem, Guess, XOXO and Hot Kiss, Mamont said.
“The convergence of junior and urban provides an opportunity for retailers to see what’s driving these expanding segments of the market,” said Mary Hill, executive director of special events for the CMC.
An Urban/Suburban runway event is scheduled to take place in the CMC fashion theater at 6 p.m. on Oct. 14. The event will be sponsored in part by radio station Power 106. At press time, organizers were studying market trends to determine which styles to feature on the runway. —Claudia Figueroa
