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Additional Reporting: Kelsey Smith

The second day of Agenda Long Beach came together with even more momentum than the first, closing with a thought-provoking evening conference, Agenda Emerge, powered by Group Y, which featured key speakers Jeff Staple, Johnny Cupcakes, Bobby Hundreds, and Marc Ecko.  Take a look at the detailed recap with photos and videos from the the first ever Agebda Emerge at Center Theater.

We floated between The Berrics, Agenda WMN’s, and the main lifestyle section of the show, checking in with heavy hitters like VonZipper, Volcom, Dwindle Distribution, and Element Eden. We also touched base with Stussy Women’s, Beach Riot, Wellen and Grover, as well as Z-Flex, Penny Skateboards, and AMBSN, to name a few. Agenda is becoming an even more widely diverse show than ever before, and  aims for continued growth of its new offerings like Agenda WMN’s and The Woods, according to Founder Aaron Levant, who mentioned that the show’s attendance numbers were the largest they’ve seen so far, up 40%.

The show’s high energy level really came through on Friday, despite a slightly slow start in the early morning hours on the floor. We saw a strong 90s, American streetwear resurgence trend everywhere throughout the show, becoming a dominating force across the board in lifestyle, surf, women’s, and streetwear fashion brands. Women’s overalls, jumpsuits, and lots of festival-inspired apparel and swimwear were a big part of brands’ collections for next season. Several brands from The Berrics were receiving some strong attention from retailers, most notably HUF, which had 15 or more retailers at its booth for line presentations for most of the day.

Many brands were zeroing in on telling the story behind their special collections and giving meaning to the line as a way for the consumer to give back, for example,  Element Eden’s advocacy line, Hex’s most recent collaboration with artists such as Eric Haze, or The People’s Movement’s use of up-cycled plastic. The larger message was that brands collectively are working towards transcending labels and not defining themselves through one category, but working to appeal to a diverse cross-section, from the core accounts to the fashion-forward retailer. Insight’s Larry Castro summed it up:  “Our ideal platform for our brand is the evolved, fashion-forward surf boutique.” Many brands seem to be following suit in evolving their line to speak to a broader youth demographic.

 Follow the jump to page two for more photos and a wrap up of day one in Long Beach.

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Additional reporting by Kelsey Smith and Hannah Katkov

Agenda LBC: Day One Coverage

Agenda Long Beach was a packed show today. Day one came with a high energy level on the floor,  providing a diverse offering of exhibitors and retailers. TransWorld Business had the chance to check in with key executives, including Nixon‘s Chad DiNenna, Element’s Vince De La Penna, O’Neill’s GM, Steve Ward, Etnies Founder Pierre Andre Senizergues, and Zeal’s President John Sanchez, and retailers like San Francisco’s Mollusk and San Diego’s Aloha Sunday.

Stay tuned for more coverage from day two.