Contemporary Brands at ENK Vegas

ENK Vegas returned to The Wynn Hotel Aug. 16–18 with a strong selection of the top women’s and men’s brands in contemporary clothing and premium denim. Alex Towhidian, owner of Novecento boutique in Newport Beach, Calif., shopped ENK Vegas, MAGIC, Project and Workroom. Novecento carries contemporary collection–driven lines from Europe and directional Los Angeles brands such as Poleci and Chan Luu.

“[Our customers] look at us to tell them what to wear this season. They come to us for head-to-toe, the complete outfit, the complete wardrobe,” said Towhidian, who placed orders with Religion and Three Dots at ENK Vegas. Towhidian was on the lookout for new resources and clean styling. “Things are getting much cleaner. Less embellishment, less jewels,” Towhidian said.

This was the third ENK Vegas for Los Angeles–based menswear collection Life After Denim, which launched in 2009. Jason Shelby, director of merchandising, and Michael Choi, brand manager, said they met with buyers from the East Coast, the Midwest, Japan and Canada at the show.

“We’re trying to attract new retailers,” said Choi, who said he thought buyers were much more positive this time out than in previous seasons.

“This show is big for us because we’re on the West Coast,” Shelby said. “We’re hearing more buzz about the brand. A lot more people are exploring the high-low concept. We are the opening price point in higher-end boutiques. Nothing is over $250 retail.”

Exhibitors applauded the upscale atmosphere and high caliber of buyers at ENK. Natasha Marin is the director of the West Coast showroom for Genetic Denim and Decades Denim, the denim lifestyle collection, which launches for Spring 2011. “There wasn’t the traffic that there was at Project. It was a higher quality of traffic,” said Marin, who wrote with buyers from Ron Herman, American Rag, Curve, E Street Denim, Planet Blue, Scoop and Revolveclothing.com for Immediates and Spring deliveries.

Jeff Shafer, owner of Agave denim, said the atmosphere of ENK encouraged buyers to get down to business. “Project—it reminds me of speed dating. People are running around and checking each other out,” Shafer said. “If you were an advanced contemporary denim retailer, you could shop 80 percent of the lines [at ENK]. That environment-the music and carpet and lighting—you can sit and work.”

Buyers shopped Agave’s men’s and women’s jeans with distressed washes that looked genuinely worn and vintage. “It has to look very authentic,” Schafer said. “The consumer has gotten more sophisticated in the difference between good or great quality. The washes today are way more sophisticated.”—Rhea Cortado