Thursday, September 13

2001 ASR Recap

By Dave Finger
EXPN.com

It's that San Diego ASR time of the year again and as Sal would put it, "the Trade Winds are a Bro'in." For those of you out there who may not know what ASR is - it stands for Action Sports Retailer. The San Diego Trade Show is where all of the industry personalities converge to present themselves and their companies to the retail community. Shop buyers from all over the world flock to this event to check out the new product, hob-nob with the pros, go to video premiers/cool shows/parties and to get swaged out to the maximum with free t-shirts, stickers, pens, pins, specialty items made just for the show (like branded retractable janitor style badge holders) and if you're a really big buyer you might even get something quite special like free fancy dinners, VIP to the parties (drink tickets included) or even a walkthrough of the company warehouse (meaning a gratis shopping spree for next years proddy before it hits the streets of your town). And of course this is where the business of selling your goods is at its peak.

Since most companies are headquartered down in SoCaliwood the turn out of representing heads is staggering. It's kind of like if every cool kid in your town each had their own big party with all their tightest homies making an appearance - crammed onto one block times about 500.

Tony Hawk in front of the Blitz booth (distributors of Birdhouse).

That's the feeling of the San Diego Convention center during this weekend of high fives and what ups - Brodeo in full effect. Cruising around and watching all the pros hangin' out in their environments is definitely an exciting thing. Seeing Tony Hawk chillin' in front of the Birdhouse booth and Shaun White milling around saying hello to Volcom reminds me of what a strong connection the companies have with their team riders, and that we're all here for the same purpose - to feel the stoke.

The thing I appreciated most at this event was the energy of the people involved with the companies. This unabashed youthful passion for what one is doing is what drives the positivity and fun associated with this kind of a lifestyle. Everybody was really feeling the love for their place in life as well as their place within their respective companies; hence everybody was stoked. And it's this stoke that drives my love for action sports and the people that make it happen, because without the people there would be no community, and this community is where I like to dwell.

OK enough of the love letter, let's talk about steez. What's old is new again and it seems like the big thing for people to be doing is melding all the styles of the 80's into one look. So you have kids wearing tight black jeans with a kind of heshed out tight black tee, then throw in some sort of mutation of the studded belt and just when you think you've got this look pinned - Boom! There's a bright neon pink headband worn with irreverent pride.

Etnies - What's old is new again and even better.

Remember the first skate shoes of the 80's? Well they're back. Not only are companies like Nike re-releasing classic OG skate shoes like the '89 Airforce but pure skate companies such as Etnies are taking the look of some of their original skate shoes and melding them with advanced technologies like new sole cushioning techniques and ollie protection systems. Plus their booth proudly displayed their lineage of pro models starting with the first Natas all-red signature kicks and moving through to other high top classics that you thought you'd never see again. Then there's the new line of iPaths with their style meets skate aesthetic and a late release of some two tones that look like the type of shoe that would be dope both now and circa the first pair of Jordans.

Then there's the whole movement of bringing a higher element of style into the world of skateboard clothing. Good-looking people rockin' brands like Elwood, Aesthetics, Stussy and Zoo York are spearheading this blur of fashion and skateboarding. Design sense and a high level of taste create lines that are clean and classic with elements of branding that look just as good in the club as they do clankin' down a 12 set.

Take a look for yourself at our ASR galleries and peep all the latest product, booths and parties - then weasel your way in next year.