It was a busy trade show season and we are catching up with our brand updates. Today, we have updates from Matix, Hurley and Fox based on interviews at S.L.A.T.E.
Matix
The Capital CollectionMatix had a booth showcasing its entire Spring 2012 line at S.L.A.T.E. so I spoke with Brand Manager, Jim Leatherman, to find out what was new.
Leatherman was excited about Matix’s new collaboration with Hawaiian retailer In4mation.
Called the “Capital Collection,” the made in the U.S. line is based on the Hawaiian agriculture look. “It’s kind of the Americana feel but for Hawaii,” he said. The items will be available to all Matix accounts for Spring 2012.
Besides the Capital Collection, Leatherman said the brand is also pushing other collabs including a Mike Anderson Krooked Series collaboration that will feature Ts and denim.
Products like cut and sew, denim and signature series products, have been driving the brand, though things will shift from the branding side in the near future.
Under new CEO Paul Gomez’s leadership, Leatherman said we should expect to see some slight brand direction changes. “We’ll be working hard over the next year to develop a stronger brand identity,” he said.
Leatherman himself has changed roles at the company. While he used to oversee DVS, Lakai and Matix the last three years, Leatherman is now 100 percent focused on Matix.
See Page 2 for updates from Hurley and Fox
Hurley
Hurley’s John Heelan, Cindy Harrigan and Ryan Mangan
At the Hurley booth at S.L.A.T.E., I had a quick chat with Ryan Mangan.
Ryan was busy showing the Spring 2012 collection to shops like Macy’s, Sun Diego, and ZJ Boardinghouse. He said the Phantom for both men’s and young contemporary is still all the rage.
“We are (using) the Phantom in all categories, so we are taking what’s successful fabric-wise and putting that into our walkshorts, woven shirts and beachriders,” he said.
In regards to marketing, Ryan was also excited about the fact the brand is co-hosting the Australian Open at Manly Beach, this coming February.
Fox Update
James Onstott, Kurt Schleicher Jeff Shine of Fox HeadAt the Fox booth, I chatted briefly with Sales Director Kurt Schleicher about what’s new for the brand.
This was Fox’s first showing at S.L.A.T.E.
The brand was showcasing its entire Spring 2012 range, and Kurt said the new vintage moto collection, Junior’s swim, and new eyewear and footwear collections were all being well received.
He also said that the hybrid walkshorts have been a new “uptrending category” for the brand.
“They have the aesthetic of a walk short, but are made with the technical boardshort fabrication, and have been selling incredibly well,” he said.
