Spring 2017 Looks, Live From Agenda Long Beach: Day One

Reporting: Kailee Bradstreet, Kelsey Smith, and Hayley Helms


Captain Fin

Captain Fin has a classic surf vibe that always has us stoked on their next season offerings. For Spring 2017, the brand has strategically expanded their boardies, going from 10 styles last season to 15 styles for 2017. The art on the upcoming shortboard fin collection features inspirations from the greats, including the one and only Dane Reynolds. And arguably the coolest new thing coming out of Captain Fin for Spring is their heavy-duty beach bags. The bags act as an all-in-one durable bag for the ultimate adventurer.


Captain Fin friends Leila Hurst and Quincy Davis designed the first collection of women’s specific shortboard fins for Spring 2017 and they’re just fabulous.


And then we can’t forget about Mr. Dane Reynolds, whose shortboard fin will drop Spring 2017. His black jaguar art will be fiercely ripping through oceans everywhere come next season.

In their third season of board shorts, Captin Fin is seriously stepping up the game.

In their third season of board shorts, Captain Fin is seriously stepping up the game.


Captain Fin’s cool boardies are an ever growing installment for the surf brand, but what caught our eye were their “ultimate beach bags” for Spring 2017. The wet/dry packs are fairly priced and have literally everything you need for that adventure, whether it’s a safe place for your laptop or a dry bag for your wetsuit.


Hayn out of Hawaii is one of the newest brands we met at Agenda Long Beach. The partner pair were influenced by their home roots of Hawaii to start this “slipper” flip flop brand. They’ve come out with a bang, collaborating with some of the biggest names in the space for their first collection. Hayn is offering two silhouettes for Spring 2017, both boasting their tonal and white bottom sole for that “100-yard read.”


The Undercover collab with Japanese fashion designer Jun Takahashi




Walk Lightly is Hayn’s mantra. Seen here is the brand’s first slipper offering with the white bottom sole.


SUPERbrand is always an awesome brand to check out during the tradeshow circuit. Their line has diversified year-over-year, all the while, maintaining this core DNA that has them placed firmly as one of the more nimble and fun brands to watch in the market. This season brings a larger offering of their boardies, both hybrid and technical. We also saw a unique offering of tee shirt/surfboard collaborations with artists and photographers. Arguably the coolest collab coming out for Spring 2017 is with surf photographer Brain Bielmann. His work is on several tees and on the new ‘Big Foot’ board.


SUPERbrand’s Marketing Director Justin Cote proving that the new Toy boardies can conquer even Cloudbreak. “See, this is me wearing them!”


SUPERbrand’s new apparel designer Jason West showing us the collab with Brian Bielmann. Their new board, the Big Foot, is dropping Dec. 1st. “It’s the board for that guy who is coming off the foam top and needs a fun board to mature with.”


The boardies line has taken some great progression in the hybrid board short category. This is another boardie/surf collab for Spring 2017.


According to Scott Huffman, the brand’s National Sales Manager, their men’s short sleeve wovens are killing it with retailers.

DC Shoes

DC Shoes has some cool stories coming into Fall and Spring (2017). With the resurrection of DC Surf after a brief hiatus, Bruce Irons’s Recoil “slipper” is a big push for the surf program. The Recoil sandal has DC’s Impact-I technology, allowing it more cushion for impact resistance. In addition to surf, DC is also building out their women’s program. The women’s Heathrow in white and rose gold has been doing well at the show. DC also has a collaboration with London-based skate shop, Slam City Skate that’s said to come out for Spring 2017.


Bruce Irons’s signature Recoil “slippers” – The DC Surf team was resurrected this month after a three-year hiatus


DC’s Storm Collection with textile company out of Italy, Prima Visione


DC Women’s is on-point for Spring 2017 – all white everything.



Element’s collection going into 2017 includes a more technical approach with their classic outdoor-inspired story. Element’s Flex fabrication, seen here in men’s wovens, is a big push for the brand. Bags have a feel-good story where a portion of the proceeds from each bag purchase go to sending a kid to Element’s Skate Camp. Element has also signed a contract with the MBL, creating custom decks and completes for all of the major league baseball teams. The sell through on all MBL items has been incredible since the collaboration started this year.


A glimpse at the MLB collab


Element’s Flex wovens


A portion of the proceeds from each bag sold goes towards sending lucky campers to Element’s Skate Camp.


Element Eden

Element Eden is taking a nod from their men’s collection for Spring 2017 and tying in a “borrowed from the boys” mentality with similar graphics, logos, and Flex technical fabrication. Denim and dresses have remained a strong staple for Eden–dresses, alone, representing 20% of the women’s business–so expect to see these silhouettes built out in-store come 2017.


Denim program is solid for Element Eden, Spring 2017.


Tees and flannels share this “borrowed from the boys” mentality, tying in similar aesthetics in the tees and the Flex fabrication in the flannels.


Jersey dresses and maxi dresses make up a good portion of Element Eden’s dress array for Spring 2017.

Richer Poorer

For Spring 2017, Richer Poorer is expanding their brand focus with the launch of their Inner Wear line, which focuses on everyone’s “favorite” staples- socks, t-shirts, and boxers.

Richer Poorer's Innerwear line features women's muscle tanks and crew necks

Richer Poorer’s Inner wear line features women’s muscle tanks and crew necks


The Inner Wear box is Richer Poorer's new retail and shopping concept, where customers can mix and match styles and colors

The Inner Wear box is Richer Poorer’s new retail and shopping concept, where customers can mix and match styles and colors


For their Spring 17 line, Duvin is focusing on offering bright colors, minimal design aesthetic, and the idea of standing out from the crowd.

Duvin's Spring '17 line focuses on bright pastels and standing out from a sea of dark colors

Duvin’s Spring ’17 line focuses on bright pastels and standing out from a sea of dark colors

Matching short and shirt sets are great for poolside get-togethers

Matching short and shirt sets are great for poolside get-togethers



Jungmaven Founder Robert Jungmann has been advocating for hemp production in the U.S. since 1993. The crop, while reducing the amount of carbon in the air, also lends itself well to the apparel market. Seen here: reverse fleece yard dyed pullovers, new for Fall/Holiday.


DSC04416Agenda’s surf zone, The Point, had great foot traffic early Wednesday. Firewire was an anchor in that aisle, showing a new Kelly Slater traction pad, crafted from pond algae.

DSC04418Firewire is also releasing two new boards in the Rob Machado range for 2017: a small wave performance hybrid and a retro fish with a modern twist, pictured above. The brand is also planning to add to the Tomo and Kelly Slater ranges.


DSC04444The big story over at Brixton is the new All Terrain line. The brand’s first foray into a technical men’s hybrid short, the All Terrain  features quick dry nylon rip stop, two-way stretch, reversible stow pocket, custom dry bag, and comes with a knot tying book.

DSC04449Brixton women’s has been seeing some serious momentum around their cut and sew, with pieces like the Fiddler Cap. Expanding on that for next season, Brixton gave us a sneak peek at a couple new styles in that division as part of its “Spring Selects” program—a response to the consumer demand that brand has seen during peak “hat season”.

Brothers MarshallDSC04453Brother’s Marshall scored the best spot on the show floor, front and center near the main entrances, and were attracting a strong crowd mid-day.