What’s on the Agenda?

All photos by Matt Smith | Words by Morgan Williamson 

Summertime, and Agenda was busy. The trade show kicked off at The Long Beach Convention Center bright and early. Every company beneath the blistering sun premiered their new summer line. Brands, buyers, retailers and industry personalities alike shuffled in, eager to snag a glimpse of the new digs. Beers and cocktails were flowing, food trucks riddled the courtyard outside, while beautiful girls strutted around modeling for the brands, or not. The CT guys were vacant, for obvious reasons. But the usual suspects were out and about. Brad Gerlach kept it breezy at the Banks booth. Reef McIntosh kicked it at Quik. Which these days, is all about the endeavour to ‘Stay High’ –  it was plastered all over the booth providing a delightful change to their typical motif. GoPro got the crowd chanting… uh… ‘GoPro!’ Chant for a camera, get a T-shirt: be a hero.

Socks are so 2015… Stance had one of the biggest booths in an area heavy with foot traffic. They debuted their underwear line, which is comfortably fitting. And, were easily one of the most popping attractions. Richer Poorer, another sock co. amongst many, were also buzzing. DaKine continues to branch outside of their surf accessory gig, and into the Albee Layer-endorsed boardshort line. The frothers over at Catch Surf had their newest foamies and street gear, steering slightly (not much) away from pattern overload. And, into suitable clothes outside of the party scene, more subtle. The Mad Hueys stormed in. In the only fashion they’re capable of, slamming shoeys and pouring beer at their booth. Reminding everyone to ‘stay over it’. Volcom’s got some fresh new ideas, and their trunks are looking killer. They’re taking on a ‘Welcome to Water’ campaign, connecting people together by the means of that necessary H2O. O’Neill’s going green, making their tees with recycled materials from the ocean. Hopping on board to that sustainability gig, which is something we can stand behind. And, Luke Egan’s Depactus had their booth showing face, presenting an aura of exclusivity. Which, actually, was a common thread amongst the surf industry this year.

The surf side was all business. It was in the air, money moved, deals done. On the skate side of the table different hors d’oeuvres were served. Torey Pudwill was kicking it with the kids. Chad Muska was being Chad Muska. Vans split the mold, sitting between surf, skate and street and denying anyone without an appointment entrance. We got in, and were asked to keep the cap on our lens, real hush-hush. Here’s a hint to their new line: It’s similar to their old line. Sage Erickson’s Style cover ensured that the latest Stab print issue was nowhere to be found by noon. Which was no problem, since Penthouse dropped off a stack and upped the naughty to eleven.