Every year fashionistas, hipsters, and taste makers travel from all corners of the globe to Las Vegas, Nevada for a group of trade shows hosted concurrently at the Mandalay Bay Convention Center and the Las Vegas Convention Center. The shows are fragmented into smaller, more concentrated areas, each focusing on a particular sector of the apparel market. Streetwear is among the most prevalent represented at the shows, but the spectrum of brands showing their lines at this year’s event is an eye opening indicator of just how obtuse the term “streetwear” really is.
From Ed Hardy to L.R.G., Tap Out to Obey, Nautica to No Fear, and Sean John to Perry Ellis, it seems like every sector of the lifestyle apparel business is represented in some way, shape, or form at these shows. While the shows are well organized, one turn can take you from understated earth tones and clean designs to bedazzled rhinestone skulls and $200 tea-dyed hoodies.
Within Magic, S.L.A.T.E. appears to be the most relevant area for brands with roots in action sports, and the aisles looked busy on the first day of the show. Several exhibitors said they were happy with the initial turnout, and are looking forward to two more days of doing business and meeting with key accounts. For instance, True Love & False Idols’ newly appointed VP of Sales & Marketing Jim Shubin said the brand had a productive first day, and that he was able to meet with international distributors as well as open several new domestic retail accounts.
Project, on the other hand, got off to a slow start by some reports. But by day two (as you can see in the photo above) it was bustling with brands and buyers from around the world. Project is more of a fashion-based show, located downstairs from Magic and S.L.A.T.E., but there are still plenty of familiar faces—and brands—on the floor. DC Shoes, Incase, Howe, Coal, and Insight neighbor booths like G Star Raw, Diesel, Rock & Republic, and 7 For All Mankind. It’s an interesting mix of product to say the least, and from the looks of traffic on the floor on day two the show was in full swing.
The shows are completely separate, but it’s a case of the sum being greater than the individual parts when it comes to drawing in retailers. According to a press release sent out from Magic, the show increased its footprint by 16 percent in order to accommodate 1,200 new exhibitors and has seen high single digit growth in first time buyer registration.
