Trade shows are splintering as growing subcultures, particularly in streetwear, continue to shake up the industry of fashion. As MAGIC International Fashion Trade Show still dominates the overall scene in Vegas, August 27-30th, it was alternative shows such as United created by Rama Mayo and Ryan Walker, that brings attention to the fact that trends are coming from the bottom-up, from the people, rather than dictated by fashion runways and staid designers. To be core today is all about being your own brand, or at the very least, finding out about new and up-and-coming brands from which to support through personal purchasing decisions and store hype. This is what United taps into by providing a platform for the up-and-coming brands and even established brands that are looking to re-invent themselves, along with a flock of buyers looking for an alternative to MAGIC.
In many ways, United reminds us of the Warped Tour and the platform it provides year after year for new bands and new audiences. Just as director Kevin Lyman of the Warped Tour predicted massive success against the nay-sayers who claimed the tour had no real “headliners,” it came off as the most successful in 13 years. And ironically, ending the day before United started, United like Warped “unites” the small-stage brands which in the end, with more than 250 showing, captured the attention of the industry as the break-out trade show in town.
In its second version, this time United took over most of the Alexis Park Resort and Hotel which was divided into 3 room themes from Main, Green, and Gold connected through chrome-plated walkways. Each had DJ’s, artwork, of course access to WiFi and a massive pool. On Tuesday night was the United block party in downtown Vegas that attracted hundreds of fans who came to check out rappers and DJ’s such as Hieroglyphics, Fly Society + Blue Scholars, Fabulous, DJ Green Lantern, and DJ Zimmie and DJ Nugget.
In cooperation with Label Networks and our bi-annual Label Lab Exhibition and Media Stage, there was also on-site media and interviews taking place staged in a high-profile and unique setting with artists in the background such as Sole Junkie, ManOne, Shiro, and Nataka in the Gold Room. We can tell you first-hand that the show has a multiple of stories from the diversity of the brands themselves. For example, Free Gold Watch delivers what’s next in screen-printing techniques out of San Francisco, whereas Bijules NYC delivers what’s up in jewelry for women streetwear fashionistas. Cardboard Robot carries on its political themes, as well as new brands created from very young war veterans including Poetic Rage out of Florida. Nicacelly creates women’s dresses and colorful ethnic-patterned pieces including sash-belts, while across the aisle Miss Wax takes jewelry to new levels combining symbols like subway maps and cigarettes with colors. Brands such as Toy Plane move on a “year” theme such as ’92 during the LA riots and car culture aesthetics, but on the flip side, there’s old-school Z-Boy taking designs from the original Dogtown and Zephyr scene (from an original player) to apparel and footwear. Cocaine Mule, Etchstar, Han Cholo all showcased new concepts in crossover fashion such as bags, technology lazering to DIY computers, and high-end ring and jewelry designs along with the launch of their apparel collections. Eno was a stand-out as the only brand there representing the new streetwear scene from Shanghai. Bleeding Star Clothing taps into the creativity of inspiration from the band-merch scene, whereas a new brand called G8 captures the creativity of video gaming. Other brands to watch for include Leroy Jenkins, Durkl, Keep, Born Uniqorn, JB Classics (sneakers), Official caps, Steven Shein jewelry, Modern Day heroes, SNAC, T.U.K. Footwear, Worn Free, Idol Caliber, Ambission, 31 Cornlane, Atwater, Atticus, Brains on Fire, Farmer Industries, and U.S. Rags.
Stay tuned for individual interviews and video clips over the next few weeks.
