How to get noticed on the road

One of the most important technologies coming out is an improvement in reflective materials. Being visible to cars, cyclists and pedestrians mean the difference between life or a new date. Most cyclists know enough to have a rear and front light on their bike when riding in low-light conditions, but the addition of reflective materials on their clothing can make them even more visible. Runners often try to fit their training time into a hectic day by running at dawn or dusk and many think wearing white will help them be seen. In the beam of a car’s headlight, reflective material can be seen at much greater distances than a white shirt, giving drivers more time to react. The new and exciting 3M Scotchlight reflective material uses retroflective material. Just like the eyes of a cat its especially designed to return lights back directly to its original source. This is done by using glass beads and prismatic technologies. Whats next? 360 visibility, yes front, back and from the side. 3M you have me sold, but buyers beware and make sure to look your best, you will be seen at every angle!

Skate and Street WearTrade Show Trends

Current trends spotted at trade shows last year have emerged into the current style for skate wear design and influences.

Men: Olive and Tan palettes, Sturdy Canvas, Preppy Wovens, Nautical (lightweight jackets, red, white, and blue colors, horizontal stripes), Utility Stamping (tag on the outside branding), Overprinted graphics, 90's pop culture influences, Photo manipulation, Plaid, Bright colors.

Women's: Floral Patterns, Geometric Patterns, Ethnic Influences, Thin cotton for summer, Demure Hemlines, Preppy schoolgirl touch, Bold Statements.

Future trends spotted at trade shows for the upcoming A/W 11/12 season is clearly showing trends that are evolving and adapting into new styles based off of current and past times. Some trends are here to stay such as plaid, but new styles and themes especially for womens wear should cause some excitement. Both men and womens wear looks to vintage America for inspiration. From decades such as the 50's and 90's. But instead of bright 90's themes, inspiration is pulled from preppier styles of the 90's. College/varsity blues heavily influences both men and womens wear. Women's wear takes on new cuts, very long styles for jackets and dresses. Girls clothing also takes on a stronger durable style. The typical work wear theme for men continues into this season with subtle changes. Some of the popular current trends for both men and women, such as bright colors seem to appear in the A/W 11/12 season. But a new twist on colors is also spotted, bright colors are now evolving into faded brights, a vintage style.

Fortunately more new was introduced than old, which I think is a very fresh direction. Skate and street wear is meant to be durable, and durability is a huge theme for both men and women. I also think owning durable yet fashionable clothes is an investment for your wardrobe and a comfortable factor for the owner. I feel the same palettes, patterns, and layering trends have been dragging on for about 5 years now, its time to switch it up!

Spotted trends for both men and women for the A/w 11/12 go as follows.

Men: Earthier tones, Bright colors are more focused towards outerwear, Toned down 80's, Bright graphics updated into asymmetrical prints, Hunter/camouflage prints for jackets, Heathered textures on jackets, Work wear/vintage out doors continues, Rusty colors, Snow friendly denim, Varsity jacket, key item for street wear, Embellished backpacks

Women's: Longer cuts for jackets, skirts, and dresses, Rusty colors, Cape cut, Embellished backpacks, Larger selection of styles for jackets (feminine, bright colors, genres), Over-sized layering, Pleat front continues, Prep college influences continue, Nordic prints

Graphics: Experimental Photography, Animal inspiration is still heavy, Attitude Expression, Rude Humor, Vintage America, Skulls are still present, Optical graphics is a large trend (liner expressions), Art and science infused,More print techniques are being explored (rubberized gloss prints)

Un-buzzworthy breakthrough, so what can be next?

Columbia Sportswear is first and foremost and outdoor product company, but their family of Omni technologies always considers consumers comfort in mind. Insect Blocker technology you say? Mad scientist I say, who have created a revolutionary defense in the battle for those who dread mosquitoes, ants, ticks and any other biting bug! You know who you are, fear not your days of painful itching are over. Using a synthetic version of a naturally occurring insect repellent found in a very special species of chrysanthemums it offers protection that is integrated right into your clothing. It requires no re-application or special care of any kind, which is convenient on your wallet and perfect for those grab and go days. There are only a few articles of clothing in this line, but if this specific line doesn't have your color don't forget Omni Technology offers 11 other core technologies, ranging from sun protection to blood and gut shield. Whats in the future if we have every major and or minor worry fixed by a magical fabric blend? Well my thoughts are leaning towards geo tracking body suits!

Patagonia introduces the feminine side of the trail

This season Patagonia gives us a whole new reason to hit the trail, skorts! With the weather finally starting to warm up in Seattle, you will definitely see more and more people head to the hills to enjoy the fresh summer air. Thankfully, Patagonia has an answer to my number one question, what do I wear? With adorable skorts offered in a variety of colors it's easy to see why hiking has people running to the hills. The downtown Seattle Patagonia has a beautiful display which will inspire even the most forest phobic of people, such as myself, and show that hitting the trail doesn't mean you have to give up a feminine silhouette, bright summer colors, or a little bit of sass.

Women's outdoor wear is becoming increasingly popular and you will definitely see feminine designs making their way into this market. My prediction over the next couple of years, innovative accessories that are functional and dresses of course!

Made in the USA

ModBod is a clothing company based in Salt Lake City, Utah. Since they opened in 2001 they have been advised that they should take their manufacturing overseas to reduce their costs and increase profits. They are now expanding their swimwear line and are adding jobs in the U.S. with their expansion. This is a trend that we have been seeing- made in the USA. I have to say I am proud to see companies thanking this incentive!

Read more about their company and their job offerings at http://www.abc4.com/content/news/national/story/Utah-company-brings-jobs-overseas-back-home/jjhb2xm9qku-Bv1_ALtDMQ.cspx?rss=21


ModBod Store In Phoenix, Arizona



3 Hot Beach trends to try this Memorial Day weekend!

1. The 70's inspired cover-up, Try something in paisley with a loose fit to key in on this trend. This is a great way to follow this trend without investing a lot. This trend seems to be rising to quickly to last long.

Victoria's Secret $68

2. The Crochet Dress, Wear this with some cute gold wedges and your favorite beach tote and your ready to go to any event this weekend might take you. This dress is a great investment piece, lace is a classic and will always be in fashion. The Color is something that we could see returning in trend summer after summer.

Anthropologie $178

3. The White Beach Tote, I absolutely love this handbag! This is a great staple for this summer and is very versatile. It is great for anywhere from the beach to the workplace.  This handbag was also seen on Kate Middleton arms toted around as a shopper bag.

Melo Milo $625

Q & A with Quiksilver

Interview with  Ozhan Kashkooli, my personal friend and sales rep for Quiksilver in Orange County, California.

Why do you shop there:
Other than loving my discount,  Quiksilver are trend setters when it comes to surfwear. They always have the raddest graphics with great quality. 

Are there any new trends that you are seeing at Quiksilver:
They are always coming out with new ways to reinvent the boardshort. Right now their focus is on new technology in their textiles. Their featured patented textile is a four-way stretch with a Diamond Dobby feature that ensures no rash from eliminating up to 30% of the contact on the skin. This patented technology also has a stretch that has fabric memory so it keeps its shape while still providing flexibility and is quik-dry.  A cool feature that this also features is that its feather light, it feels like your wearing nothing.

Where do you see this trend going:
They already have women's rashguard's that use this technology so i could see them branching out into bikini's and maybe into their everyday clothing.


Below is a short video on some more information on Quiksilver's Diamond Dobby technology, Enjoy!

No Sweat Yoga Wear

Improvements in fabric technology

The sweat apparel

phenomena may be credited to innovative technology and improvements in fabric, according to Mike May, a spokesperson for the Sporting Goods Manufacturing Association (SGMA), the global business trade association of manufacturers, marketers

and retailers in the sports products industry. “The quality of fabric keeps throughout the day, so women don’t have to change. The fabrications are better than ever before; it’s wash and wear and easy. The plus side is that women look nice while they’re wearing it.”

As far as enhancements in fabrications, “The biggest thing that we’ve noticed is wicking,” observes May, referring to the ability of fabric to remove perspiration from the skin while remaining dry, “so women can go from work on a casual day to a baseball game to the supermarket and be perfectly comfortable.”

But May is also quick to admit that stylish updates are also driving sales of sweat apparel at the moment. “The fashion element is quite strong right now; sweat apparel looks good and feels good.”

WGSN, November 8th, 2010

Tough workout? Lots of Sweat? Errands to run? NO WORRIES!

Women who live in there exercise gear no longer need to worry about a lingering smell if they can't shower and change after the gym! There has been a new trend for women to wear the workout gear around when they need to run there errands and the trend to make this socially acceptable is here! Manufacturers are using new fabric technology called "wicking" to create there yoga gear! Wicking is a technique used when creating the fabric that helps absorb sweat during a workout and after workouts, so that the clothing stays dry and also absorbs the smell! This is becoming very popular in yoga wear as well as many different exercise gear. Don't worry if your in a rush, you'll still smell great if you run into a crush!

From Raw to Finish; Skatewear Brands and Evolving Manufacturing Trends

Last week the Fashion Forward Fitness Team was assigned the task of spotting a specific trend in our market; active wear. First the basic sports like running, tennis, and baseball popped into my mind when hearing the word active. But after a moment of brainstorming I started to consider all categories that are related to active clothing. I have grown up in a time where alternative sports such as skate or surf became extremely popular, widely accepted, and fashionable. I can remember the first time seeing classmates in elementary school with graphic tees, wearing brands foreign to my eyes that would eventually invade my closet throughout high school. This style is known as Urban Skate Wear. I've witnessed skate wear evolve from a black sweatshirt with the logo of a flaming devil, to beautifully detailed skirts and dresses that appeal to the fashionable consumer.

Urban Brands have grown into other markets and place their logo on a variety of products, but a leading foundation and direction will always guide Urban Skatewear, like any category in fashion. Whats interesting about active wear is its emerging innovation. Style is of importance but unlike dresses and blouses, active wear has to provide support in all areas for athletics. This aspect may limit the construction of garments, but also opens up more doors for experimental aesthetics. Shapes can be experimented with for better stamina during sports and Urban Skatewear interacts heavily with the art world. It appeals to an experimental target willing to play around with bold new colors, and creative fresh graphics. Skatewear is generally geared towards males but is also expanding into the women's market as well. Urban brands not only provide durable gear but are now experimenting with fashion items such as purses, sunglasses, wallets etc.

One of the major trends I personally perceive is Urban Skate Wear as the new preppy. Just like the popularity of Abercombie & Fitch in the late 1990's through the early 2000's, A large portion of the youth has started representing more alternative brands in the last few years. Urban Skatewear provides a larger variety design wise than "preppy". Once I noticed the majority of kids decked out in Volcom or Enjoi, and the minority of kids dressed in preppy brands, I recognized a popular trend of current times. Preppy and Skate are two totally different styles, but fashion is fashion, and follows the same life cycle formula, from A to Z.

Below describes researched emerging trends for A/W and S/S 11/12. These trends are specifically focused on manufactured results regarding details such as stiching, textiles, finishes, technology, dying, cut, graphics, and the overall mood created and design trend that will surface.

1. Textiles

-Casual Jersey deciphers urban looks

-Natural synthetic jersey contrasts with flawed characteristics with melange and yarns.

-Powdered, mottled yarns

-Engineered cotton and twill. (This will produce classic flat fabrics the produce the "workwear" style that is pointed out in the RVCA article as their trend for S/S 11

-Sherpa and lined fleece for winter

2. Stiching

-Exposed linings

-Exposed seams

-Double face construction

-Materials like sportwear seaming and taping are used for practical and visionary applications

3. Cut

-Cutwork

-Contrasting fabrics

-Multi-pull inserts

(All add dimension to tee's and pants)

-Cut and sew jersey and woven fabrications are paired with subtle resistance

4. Finishes

-Pollutes spray dyes

-Pigment washing

-Emulating weathered surfaces

5. Color

-Bleeding gradient color and linear fills add depth to prints

-Mixed combo of pattern and solid

6. Technology

-Natural and technological applications contrast surfaces and provide warmth in the winter through the uses stripes and plaid. (Yes, plaids and stripes will still be a popular pattern for skate and snowboard brands alike.)

-Performance denim improves function resulting in endurance lasting, urban sportswear. Particularly the use of Selvedge denim being utilized throughout premium lines in sportswear brands.

-Laser cutouts, the use of this cutting edge technology is filling the runways. It is of importance to the activewear market, as they were the first to adopt the technique. Laser cutouts allow the opportunity to create unique pieces of merchandise. Its popularity will continue to rise.

7. Graphics (In my opinion graphics are one of the most important elements when it comes to alternative brands.)Personally I have witnessed a large interest in graphic arts and tee applications. Many people are creating their own graphic tee shops for many reasons. It has also become a way for artists to show case their art, and the consumer to express expression on their chest through images.

-Vulgar or blunt images, (i.e offensive, humorous, sarcastic) are distorted or shredded or spliced. These pieces are then cleverly or cunningly repositioned and worked into strong typographic statements and assertive motifs in harsh scales.

The application of graphics may prove to be raunchy but the construction and design elements of other pieces like sweatshirts, sweaters, blouses, and accessories create an attractive look. Where spiritual and cultural Middle Eastern Influences meet modern day characteristics and quality. A quote from a WGSN article describes my thoughts on skatewear that I have witnessed emerge.

"WGSN looks at how superior construction and refined styling is moving Casual Skatewear in a premium direction".

Research conducted through wgsn.com and stylesight.com

Images obtained from wgsn.com, stylesight.com, and tumblr.com/tagged/skateboarding

RVCA Spring Look

Haight Ashbury Store

RVCA Spring Lookbook

RVCA strives for inspiring a generation while focusing on life as the big picture. Providing substance to culture with integrity, states the mission on their facebook page. Their spring look can be described as a workwear look mixed with an alternitive take on fashion. RVCA works heavily with the art scene and incorporates this into their designs and window displays as noticed above. While incoprporating these elements they still stay true to their roots as a surf and skate brand. RVCA has become increasingly popular in the past few years and is continuing to be a recognizable brand associated with fashion, an alternative lifestyle, and alternative sports.

Billabong Window Display

Green is in! litterrally, Billabong is creating clothing out of recycled materials. Their focus is on coverups, with bright fun prints perfect for the beach or the street! Stripes seems to be a major trend at billabong this season, with basic black and white (which honestly is nothing new). However they are taking a new spin and mainstreaming  new fun color combinations such as the coral and white. Personally I am just excited that there is beachwear on display, showing that summer is just around the corner!

PPR Buys Volcom for $607.5 million

On May 2nd PPR Bought Volcom for $607.5 million to strengthen lifestyle sports unit with skate and snow gear. PPR through experience with brands like Puma and other luxury groups has the potential to bring more sourcing capabilities, market knowledge and other operational expertise in areas such as product development, and retailing to help the Volcom company grow globally while still remaining to true to the authentic image the Volcom image upholds, states Joelle Diderich in an article on wwd.com

Volcom already obtains a recognizable logo in the market place that in someways can be compared to a luxury skate brand. Volcom products have always obtained a desirable physique, strong quality, and unique designs. This recent purchase just reaffirms that the brand is here to stay and expand. Volcom is more than just a skate brand. Its a fashion statement with visual appeal and active durability.

Yogawear Window Display

Blue and purple are in for this spring! Varying shades of blue and purple are seen in the window display at Lululemon. Tight fitting jackets and capri yoga pants were displayed on all the mannequins! Grab your bold colors and hit the yoga mats this spring!