Blue Cult

When the apparel trade shows in Las Vegas open their doors on Feb. 13, visitors will notice that, in order to offer something for everyone, the events keep getting bigger. The size can be so unwieldy that an increasing number of designers and companies will erect multiple booths in different shows in an attempt to stand out.

MAGIC International— which serves as the anchor for satellite shows The Exclusive, Pool Trade Show and ASAP Global Sourcing Show and newcomers Brighte Companies and Project Global Trade Show— will unveil New Window, a juried area for women’s sportswear and dresses, and Platform, a section for premium sportswear and contemporary clothing. For the second time, MAGIC will sponsor High 5 to help buyers who did not go to Action Sports Retailer or other recent shows focusing on the skate and surf markets.

Celebrities will amplify the din. Macy Gray will launch her new clothing line, Ghetto, and Jessica Simpson will show her collection, Sweet Kisses. Radio personality Ryan Seacrest will introduce his T-shirts and cashmere sweaters, made in partnership respectively with Jem Sportswear and (D.P. Textile & Apparel Inc.’s) Raw-7, and the Black Eyed Peas’ Will.i.am will display his I.am streetwear. Also count on seeing the return of celebrity collections from Pamela Anderson, Nicky Hilton, Sean Combs’ Sean John and Nelly’s Apple Bottoms LLC.

With so many shows fighting for retailers’ attention, Los Angeles’ Agave Denimsmith will participate for the first time this year in both The Exclusive and MAGIC. “As a newer company and a company growing, we need exposure,” said Agave’s owner, Jeff Shafer, who does not have a showroom. He said the semiannual trade shows in Las Vegas account for half his business.

As part of The Exclusive’s advisory board, Shafer said it is important for him to have firsthand knowledge of the show. But The Exclusive also attracts representatives from better men’s luxury stores, many of whom will not go to MAGIC, he said. Shafer estimated that it will cost $5,000 for The Exclusive booth and $20,000 for the MAGIC booth, which will be custom-made to reflect the concept of his brand.

Other companies using dual booths are Lone Pine Leathers (MAGIC and The Exclusive); Zova (MAGIC and The Exclusive); Tokidoki LLC (MAGIC and Pool); American Apparel (WWDMAGIC and Pool); and Blue Cult Jeans’ parent company, Blue Pen Inc. (MAGIC and Project). read more...