Earlier this month, the Surf Expo January show brought together a mix of established labels and fresh concepts, all looking to capture the attention of buyers for the seasons ahead. Beyond the standard orders and networking, several brands debuted accessories, gear and apparel that pushed into new categories. Here are a few of the notable finds that caught our eye on the floor.
Cassandra Hoyt, director, field marketing and trade shows, Birkenstock. Photo by SESO.
Birkenstock’s EVA Big Buckles
It’s no secret that Birkenstock is a best-selling brand among so many retailers, but the pressure is still on to bring newness to their classic designs like the Arizona and the Boston clog. The brand showcased its full molded EVA shoes (MSRP $55) that now come with different buckles, such as the stealth buckle and the big buckle, rather than the classic buckle.
Photo by SESO.
“It’s super comfortable, it feels like a hug on the foot,” said Cassandra Hoyt, director, field marketing and trade shows at Birkenstock USA.
Goodr Specialty Sales Director Scott Forrestall. Photo by SESO.
Goodr’s Floating Title G Sunglasses
Inglewood, Calif.-based Goodr was especially excited about its new Title G sunglasses (MSRP $45), which are fully polarized, provide 100% UVA and UVB protection, and they float.
“The most recent news is we just had a small price increase earlier this week,” said Scott Forrestall, specialty sales director, adding that it’s due to increased tariffs. “Retail went from $25 on our OG to $30. It’s the first price increase in the history of our company.”
Avery Strickland and Mason Brent of Howler Brothers. Photo by SESO.
Howler Brothers’ Workwear and Embroidered Shirts
There was a lot to look at the booth hosted by Austin, Texas-based Howler Brothers, but the new Waxed Depot Jacket (MSRP $225) was a standout, priced accessibly and with a heavyweight waxed cotton exterior, a lightweight flannel lining and a stretch corduroy collar.
Photo by SESO.
Howler’s country-nostalgia embroidered shirts are also popular, said Wholesale Account Manager Avery Strickland and Wholesale Director Mason Brent.
“We’ve had a lot of the Southeast surf accounts for years now, and we’re getting more and more into the L.A. to San Diego region now, too,” Brent said.
Neso’s Bow-Kay Esparza and Sabrina Wheeler. Photo by SESO.
Neso’s Gigante Tent
It was Encinitas, Calif.-based Neso Tents’ fourth year at Surf Expo, said Neso’s Bow-Kay Esparza and Sabrina Wheeler.
Neso’s Gigante tent. Photo by SESO.
They were showing off the wide coverage of the best-selling Neso Gigante (MSRP $190) in the expanded Shoreline area of the tradeshow floor, as well as how compactly the 11 ft. by 11 ft. tent folds down when it’s put away in its carrying bag.
Life is Good Territory Sales Rep Jake Reece. Photo by SESO.
Life Is Good’s Rebrand to Basics
Mass. and N.H.-based Life Is Good has historically been known for its graphic tees, but now the company is dipping into the basics apparel space, said Territory Sales Rep Jake Reece.
Life Is Good has a new logo, too — a dragon that was inspired by the owners, who grew up modestly, without a lot of money.
Photo by SESO.
“Their mom was always super optimistic,” Reece said, and she’d tell them bedtime stories. “One of the stories that resonated with them was a dragon that breathes love instead of fire.”
That love comes partly in the form of the company’s charitable donations. Ten percent of net profits go to programs that help kids, Reece said.
Wave Riding Vehicles’ Leo Ravina and Leigh Ann Britton. Photo by SESO.
Wave Riding Vehicles’ Mothership
Virginia Beach-based Wave Riding Vehicles has its staple boards, but the company is also always bringing something new, such as the Mothership, which is designed specifically for nose riding, said Shaper Leo Ravina and Factory Director Leigh Ann Britton.
Photo by SESO.
“There’s a lot of good energy here,” Britton said, adding that business this year hasn’t been easy. “It ebbs and flows. We’re hoping this is the one where it’s going to flow.”
Melonz founder Jarrod Sanders. Photo by SESO.
Melonz’s Eyewear in Three Sizes
Melonz founder Jarrod Sanders said that after working in eyewear for his whole career, he realized sunglasses were becoming overly complicated, with too many designs and not enough sizes to fit all of the unique face shapes among customers. That’s why he started Melonz, which he sells online for between $39 and $54, in a limited number of frames, simple color schemes, and in three different sizes for each.
“Normally everybody just throws up a rack of glasses,” Sanders said, referring to retailers. “You got to pick out a frame color. You got to pick out the shape — it could be among thousands of frames. I simplified it all.”
Shadeabout’s Maurice Lange and Erin Hardy. Photo by SESO.
Shadeabout’s Portable Sunshade
Clearwater, Fla.-based Shadeabout just launched this last year with its portable shade design (MSRP $79) that folds up like a folding chair, stakes into the ground or affixes to the ground with sandbags. Shadeabout’s Maurice Lange and Erin Hardy aimed to find retail partners at Surf Expo after operating solely online since its launch.
The sunshade provides approximately 75% UV protection, Lange said, and families can also bring several shades along for the day so they don’t have to move them around as the sun moves.
