California Apparel News

Project hoped to inspire buyers with an element of newness.

A statement released before the contemporary fashion event ran Aug. 18–20 at the Mandalay Bay Convention Center said 30 percent of the brands at Project and its satellite shows were new brands. Established brands also debuted new lines at Project.

Michael Stars introduced a men’s line. Clover Canyon also introduced a men’s line. Lacoste introduced an underwear line. Shirting line Kennington LTD introduced outerwear. Affliction presented the American introduction of its denim collaboration line with Korean jeans label DPSR.

Brands exhibiting at Project noted that retail traffic was strong for much of the show, albeit it came in waves, said Joseph Castrorao, Affliction’s vice president of sales.

“Monday was hit and miss. So many other shows were going on,” he said. “Tuesday, everybody poured in from other shows. It was all hands on deck.”

Project’s specially “curated” section, The Tents@Project, featured some designer brands such as France’s The Kooples, Apolis from downtown Los Angeles, Life After Denim, Vince and Fred Perry.

California boutique retailers such as Sy Devore in Studio City, Gary’s in Newport Beach and K Frank of Santa Barbara reportedly shopped at The Tents. The eternal questions of the purpose of trade shows also played out at The Tents: Is it about marketing? Is it a good forum for business?

For Steven Dang, founder of the Railcar Fine Goods line, based in Monrovia, Calif., The Tents was about getting noticed. “We’re trying to get out and give people the opportunity to see us. It’s the trade show goal,” Dang said.

For Jeff Shafer of Agave, headquartered in Ridgefield, Wash., The Tents was about business. “We use the show like a showroom in a market. We come here to do work,” he said. He booked appointments to ensure that his booth would be packed with retailers. However, the show’s hallways often seemed lightly trafficked, Shafer said.