ADVERTISEMENT

The Revolutionof

StreetwearFROM THE CITY TO THE SUBURBS, FROM PARACHUTE PANTS TO SKINNY

ot long ago, urban, hip-hop-inspired In the 1990s, urban consumers continued to differ- was anything but mainstream. Introduced as entiate themselves through their clothing, and urban part of a cultural movement in the ’70s, hip- soon began its transformation from a distinct, hop fashion was defi ned by emcees and confi ned look to an all-encompassing cat- breakdancers sporting comfortable, stylish egory. It has been growing ever since. Nclothing to fi t their lifestyles. The look originated in “Five years ago this was only a half-billion-dollar New York’s Bronx neighborhood and migrated to the [segment of the] industry,” said Marshal Cohen, chief clubs of . industry analyst at NPD. “It only hit the $1 billion It wasn’t long before major fashion and mark four years ago, and since then it has basically brands linked up with the hip-hop scene, quickly ex- tripled.” tending the style’s reach. Brightly colored track , The category also continues to broaden, according to parachute pants and heavy gold jewelry became sig- experts like Tim Bess, men’s fashion/trend analyst for nature hip-hop styles, bolstered by musicians like The Doneger Group. The bottom line: This once de- M.C. Hammer and the group Run-D.M.C. Throughout lineated segment of the fashion industry is no longer the ’80s these were worn in urban locales one-dimensional. across the country.

2650_Streetwear_Advertorial_10.indd 1 4/16/08 11:16:55 AM ADVERTISEMENT ADVERTISEMENT

“The streetwear kid is not Skate Awards, and I was blown away but people are failing to see it that way — they see the same as he was 10 years by the fact that some of the hip- it as a struggle. But now you don’t have to worry ago,” said Bess. “Today, young hopartists in the country were in- that a certain color plaid that’s popular on the men are blurring the lines and fusing their music with this tradi- West Coast of the U.S. won’t work on the East getting inspiration from all over tionally Caucasian-American sport Coast. It will, and this should actually make our the place.” of skate,” said Strumeier. “No one jobs easier.” In fact, a strong case could be ever would have thought there would Although the streetwear industry is international in made that the lines have simply be an opportunity to integrate skate scope, the U.S. remains the leader in this category, vanished, with styles being infl u- and rap music. It shows you that said Bess. “Everybody comes here to see what’s hap- enced by everything from hip-hop cultures, people and history not only pening in streetwear.” and rock to surf, ski and skate to evolve, but recycle themselves.” fi ne art and electronics. Current politics are further proof of KEEPING IT CLEAN “The [contemporary] looks that this evolution, added Cohen of NPD, you see at the Project Show are echoing Strumeier’s sentiments. “All of So what is happening in streetwear? Industry players now showing up in streetwear,” a sudden we are breaking gender agree that the cur- said Ricky Singh, owner of the Lot29 and racial barriers,” he said. “The rent buzzword in brand Xpress. “I don’t industry can’t ignore what is going “Five years ago this market is “clean” think there is a major difference anymore.” on in our culture. While there has – but don’t confuse traditionally been a cultural, ethnic focus in this this was only a that with dull. market, it no longer exists.” MAINSTREAM APPEAL half-billion-dollar Simply put, manu- Also nonexistent are the stylistic boundaries that [segment of the] facturers are confi - “The word urban — versus even two years ago — has once separated the West Coast from the East dent that cleaning undergone a major transformation. Once defi ned as Coast and the U.S. from Europe and Asia. Technol- industry. It only hit up their styles will ‘the ’ or inner-city, it is simply not that way any- ogy has accelerated the fashion cycle, according to the $1 billion mark lead them to clean more,” said David Strumeier, senior vice president of Abhishek Sharma, creative director for Ambition, a up at retail. That marketing, licensing and new business development new brand under the Ultra Pink . This has four years ago, and means sleeker looks, at Wicked Fashions, Inc. made streetwear a “global game” where the kid in since then it has slimmer fi ts that are Middle America can keep abreast of the styles in Indeed, urban has gone mainstream, confi rm indus- basically tripled.” truer to size, smaller Metropolitan London. try experts. Many, like Izzy Ezrailson, president and prints and minimal owner of specialty retail chain Up Against The Wall, “You can’t really separate it by region – Marshal Cohen, chief detailing. no longer consider it a category at all. Instead, he said, anymore — different areas are unit- industry analyst at NPD “Things that weren’t what you have are “urban-empathetic” consumers in ing,” said Sharma. “It is almost like considered part search of the most stylish trends. And those trends a ‘Golden Age’ all over again, of the urban look are no longer defi ned by race, ethnicity, location years ago are now or age. in the forefront and there is a lot of crossover,” said “Last year I was watching the Transworld Singh of Brooklyn Xpress. “You have the surf look, along with with vintage washes and an outdoorsy look.” With bottoms getting tighter and logos smaller, many brands are using color to remain exciting at a time

Ambition

Pelle Pelle

5ive Jungle

04 The Revolution of Streetwear

2650_Streetwear_Advertorial_10.indd 4 4/16/08 11:17:08 AM ADVERTISEMENT ADVERTISEMENT

“Think about it,” said Bess. “Thirty- and 40-some- “I believe that young men from the things have grown up with hip hop. More designers up,” said Bess. “The word urban — versus even are catering to a ‘hip-hop kid’ who wants to lead a 5ive Jungle has seen success with its line of foot- professional life. A lot of true urban or streetwear lines wear, produced by Geoffrey Allen Inc., and Pelle Pelle two years ago — has undergone are trying to show at least a capsule for that guy.” a major transformation. Once is now eyeing the business as well. Take the recently launched Ambition brand, for ex- “This is a natural evolution for us since we are so defi ned as ‘the hood’ or inner- ample. Ambition apparel takes its cues from the Eu- dominant in the leather business,” said Ormandy. city, it is simply not that way ropean and high-end markets, offering fi ne quality anymore.” and styling for the 17- to -35-year-old man. “Streetwear has always been a lifestyle — you dress it, THE ART OF DISTRIBUTION – David Strumeier, senior vice president act it, sing it. But Ambition’s customer is growing up Many streetwear brands have built their business off and doesn’t want to be subject to a particular protocol specialty chains and mom-and-pop stores that target of marketing, licensing and new or stereotype,” said Abhishek Sharma, creative director. a niche customer. But that is changing. business development, Wicked Ambition is showcasing a look that is both preppy “The real growth came when urban migrated to what Fashions, Inc. I called the ‘sub-urban’ lifestyle,” explained Cohen. “Then the department stores jumped in and made it universal young men’s apparel. So over the past when the look is more important than the label and decade it went from being specialty store in pure even the most well-established brands need to rein- urban markets with four core brands — Sean John, vent themselves. Fubu, Rocawear and Phat Farm — doing less than “The retail fl oors looked really dark last year,” said a quarter-billion dollars combined, to a nearly $4.2 Bess, and things are looking brighter. “Consumers billion industry encompassing a lifestyle of products aren’t really wearing the big logos anymore, so at the and retailers.” end of the day, if you don’t have a logo, your brand This is both good and bad, depending on whom has to stand on its own.” you ask. For manufacturers, that means fi nding unique ways “So many brands are cannibalizing themselves,” said to present the more classic looks that are in demand. Ormandy. “This customer doesn’t want to see himself But there is a fi ne line between cleaning up your over and over on the streets.” Pelle Pelle focuses on product and boring your customer. the specialty market, he said, making its retail partners “We have a lot of fashionable, clean product that ap- “feel special” by not giving them any competition. plies to the cleaner customer but has a Pelle Pelle Although 5ive Jungle has considered selling to de- statement in its subtle fashion applications,” said partment stores, it is also keeping its distribution Tom Ormandy, vice president of sales at Pelle Pelle. limited for the time being. The brand, which retails at Judging from recent sales, Pelle certainly has enough mid-tier price points of $26 to $60, and sells mostly to going on to keep consumers interested. Last year, specialty and mom-and-pop stores, said Juan Bang, noted Ormandy, was one of the brand’s best years on marketing director at 5ive Jungle. record. For Fall 2008, Pelle will introduce new leath- Inspired by the need to create “a fashion-forward er items including a “hipster” and a slimmer, label at affordable price points,” Brooklyn Xpress is straight jacket with an all-leather bottom. geared toward mid-tier department stores the likes Good news for streetwear vendors, added Strumeier, 5ive Jungle of JCPenney. “These are our biggest customers,” is the fact that “unlike the true urban market of yes- noted Singh. teryear where kids had to wear the same brand head- This will be important for the brand Ambition to-toe, they are now cross integrating the apparel on and sporty for 2008, complete with rugby and polo during the economic slowdown. their body. They will pair a top from one manufac- styles, ‘pop’ colors, grained twills and luxury fabrica- “The urban consumer, suburban turer with a bottom from another.” tions. Retail price points range from $35 for tees to consumer and even the In other words, kids may be migrating to denim $220 for . brands like Levi’s, but they still want to pair them Further down the road, Ambition will expand into with a top from a company like Southpole. accessories — a category that Bess of Doneger is bullish about. ALL GROWN UP “I am all about accessories,” said Bess, noting “The streetwear kid is not the in particular. “When you clean up, accessories be- same as he was 10 years ago. According to industry experts like Cohen of NPD, come all the more important.” streetwear vendors need to broaden their assortment Today, young men are blurring to survive and thrive, catering to young professionals Wallets, luggage, headwear and skin care are in the the lines and getting inspira- with wear-to-work and social after-hours collections. plans for Ambition. Meanwhile Brooklyn Xpress is being aggressive when it comes to entering new tion from all over the place.” “Sean John was the true leader in trying to change the product categories. “We have several licensing deals dress mindset within this industry,” said Cohen. And on the table,” shared Singh. – Tim Bess, men’s fashion/trend analyst, then there was Russell Simmons, added Bess, who pioneered the “argyle culture.” Now, others are Of course, is an obvious product for The Doneger Group following . streetwear vendors to capitalize on.

The Revolution of Streetwear 05

2650_Streetwear_Advertorial_10.indd 5 4/16/08 11:17:12 AM ADVERTISEMENT

rural suburban wannabe in this market are the most likely to be price-sensitive,” said Cohen. “You have a large population of younger consumers using their parents’ wallets. Gone are the days of ‘I want these $250 jeans, Mom. Mom is going to say ‘Let’s try a lower-price version.’” Although with the dollar falling and overseas currency getting stronger, Singh said it will be challenging to stay cost-effi cient. Strong players will come forward as retail- ers struggling to pay their rents become more and more selective in the brands they carry. “A lot of stores are closing down. This is affecting many manufacturers. It is affecting us somewhat, but we are Not all streetwear manufacturers are focused on still doing well. I think it is because we are still new tailored looks and cleaner silhouettes. Juan Bang, and a lot of the specialty stores are looking for some- marketing director at the three-year-old label 5ive thing new and fresh to help grow their sales.” Jungle, believes bucking that trend will help his Due to the price sensitivity in the current market, brand to stand out. something has to be really new and special to sell at a higher price point, added Billy Rodnick, gen- eral merchandising manager of the Dr. Jay’s retail chain. 5ive Jungle

“We have a lot of fashionable, clean product that applies to the cleaner customer but has a Pelle Pelle statement in its subtle fashion applications.” – Tom Ormandy, vice president of “People think it is weird that we are not changing to this new concept that others are following,” said Bang. “At this point, Pelle Pelle sales for Pelle Pelle everyone is moving on, but I don’t really see that for us. There are still kids looking for the big graphics and prints.”

5ive Jungle targets an 18- to 25-year-old consumer, and offers a boys’ collection, sizes S-XL, and kids’ sizes 4-7. In the Southeast U.S. — the main region the brand caters to — Bang continues to see robust sales of oversized bottoms and T- with large prints incorporating city themes and logos. “We do have some smaller fi ts, but those are not our main Brooklyn Xpress items,” he said. “We are not tailoring to fi t the mainstream.”

Still, many vendors contend that when it Likewise, the Vintage Don brand will “remain loyal to its comes to streetwear, if the customer wants an core customer,” said Abhishek Sharma, creative director, item of clothing, he fi nds a way to afford it. with loose fi tting jeans, embellished tees and detailed . Said Sharma of Ambition: “The customer we Rather than alter the brand’s “rich street tradition” the parent are going after always lived a bit beyond his company, Ultra Pink, launched its new Ambition label for Fall means. He may eat out less now, but he still has an image to maintain. He knows that 2008. Ambition is a contemporary collection for young men other guys can tell when something is bought ages 17-35 that offers a clean preppy look with a luxury feel, in an off-price store, and he’s not going to get said Sharma. caught slipping.” Pelle Pelle

06 The Revolution of Streetwear

2650_Streetwear_Advertorial_10.indd 6 4/16/08 11:17:26 AM ADVERTISEMENT ADVERTISEMENT

TRENDWATCH/// THE FORECAST CALLS FOR BRIGHT COLORS AND PATTERNS, RUGGED OUTDOORSY LOOKS, AND STYLES STRAIGHT FROM THE SLOPES

For Fall/Winter 2008, said Bess of The Doneger Group, there will be a down woven plaid can be fashion and a varsity jacket can be continuation of the whole “urban goes suburban” theme we’ve seen fashion. There is no specifi c dominant item in the marketplace.” in the last couple of years — but it goes way beyond that. There are defi nitely trend categories, however, that are certain to hit “What is really interesting is the fact that not one company can retail fl oors later this year, said Bess. Others agree that prevailing pinpoint one specifi c trend that is capturing American fashion right themes will include Classic, Old School, ’90s, Utility and Snow/Ski looks. now because American fashion has become so diversifi ed and so Military looks will take center stage, according to experts like Rod- multi-cultural,” noted Strumeier of Wicked Fashions, Inc. “A perfect nick of Dr. Jay’s. Meanwhile, Ambition is bullish on the rugby/polo example of that is the fact that a basic white T-shirt can be fashion, trend and classic styles. and a medieval-theme, foil-print T-shirt can be fashion, and a button-

CLASSIC ‘90s/// Inspiration here is threefold. Hunting looks feature sherpa, fur and ///////// animal prints that create an outdoorsy feel. The rocker style contin- A menswear-inspired twist ues to be strong, but gets more colorful and artwork-inspired. Skulls on the preppy look. Think are more stylized, and paint splatters adorn different silhouettes. classic items like button-down Colorful fl annels and lumberjackets receive updates in the form of collar shirts, menswear vests, mixed media and different sized patterns. cardigans, argyle and varsity jackets.

08 The Revolution of Streetwear

2650_Streetwear_Advertorial_10.indd 8 4/16/08 11:17:53 AM ADVERTISEMENT ADVERTISEMENT OLD SCHOOL ///////////////// When it comes to retro, the ‘80s are still huge. Colorblocking continues to be extremely important on and track jackets. Look for all different types of prints and patterns including “old school” stripes, plaids and checks.

The fast-paced urban market, “changes on a dime,” said Ricky Singh, owner of Brooklyn Xpress. “You have to be alert and stay on top of where the trends are going.” For those not on top of it, this partial list should bring you up to speed.

Reversible hoodies SNOW/SKI/// Varsity jackets Moving into Holiday 2008, expect Colored denim to see more sweaters, cut & sewn knits, ski jackets, puffers Button-down collars and . Vests lend them-

selves to layering. Nordic IN Cardigans prints and the “wet nylon” look prevail. Flannel shirts Toggle

Saggy bottoms In-your-face logos UTILITY/// Colorful all-over print Non-denim pants will surface in materials hoodies like twills, canvas and ripstop. Utility also comes through in a major way in outer- Oversized anything wear showcasing the jacket. Extreme back pocket details OUT Hook-ups

Source: Tim Bess, men’s fashion/trend analyst, The Doneger Group

2650_Streetwear_Advertorial_10.indd 9 4/16/08 11:18:24 AM ADVERTISEMENT

HIP-HOP CULTUREON DISPLAY

It seems more and more museums are paying Won’t Stop: The Beat, The Rhymes, The Life.” The The museum has so far collected clothing and other tribute to the evolution of hip-hop culture and plans to build an unprecedented perma- items (see photos) from Russell Simmons, Fab 5 Freddy, and its impact in the U.S. over the past few decades. nent collection displaying the infl uential reach of the Grandmaster Flash and a handful of other major names Last year the Museum of the City of New York fea- hip-hop culture. in hip-hop. It is the second Smithsonian museum to tured its “Black Style Now” exhibit, chronicling the black examine the infl uence of hip-hop music and style on “Hip-hop has reached well beyond its roots to diverse fashion revolution, including what became known as American culture. The National Portrait Gallery opened national dimensions and has been an integral part “urban style.” The installation featured items like the Adi- its “Recognize! Hip-Hop and Contemporary Portraiture” of American culture for almost 30 years,” said Brent das sneakers that rap group Run-D.M.C. popularized exhibit last year, showcasing contemporary photos and D. Glass, director of the National Museum of American in the ’80s, apparel from pioneer urban brands of the paintings of some of the faces of hip-hop. History. “The Museum is committed to telling the story of 1990s and garments worn by black style-setters such as the American experience, and with signifi cant contribu- Beyoncé, Sean “Diddy” Combs, LL Cool J and Tina Turner. tions from the hip-hop community, we will be able to In 2006 the Smithsonian National Museum of Ameri- place hip-hop in the continuum of American history and can History launched a collecting initiative, “Hip-Hop present a comprehensive exhibition.”

10 The Revolution of Streetwear

2650_Streetwear_Advertorial_10.indd 10 4/16/08 11:18:29 AM ADVERTISEMENT

BRAND SNAPSHOTS Pelle Pelle Since being founded as a leather to design a studded for Grandmaster Flash and the Furious Five, outerwear company in 1978 by owner and will be featured in the 2009 motion picture “Notorious,” chronicling the life of and chairman Marc Buchanan, Pelle rap artist Biggie Smalls. Pelle has developed into one of the 21st “Our product is seen in so many venues,” said John Green, director of marketing. century’s leading young men’s lifestyle “The kids know that when a high-profi le star is wearing a particular brand, it is brands. Pelle Pelle celebrates its 30th something the star wants to be seen in. That is happening to us on a regular basis.” anniversary this year, with plans for continued growth and success. Pelle Pelle has also ventured into new product categories, licensing a kids’ line last year that has been a “phenomenal success,” said Green. Footwear could be “Everyone has been talking about how next, he hinted. the urban market is not the area of growth that it has been in the past,” For now, the global brand continues to update its current product while build- said Tom Ormandy, vice president of ing on its well-established base of specialty retailers. sales, “but in 2007, one of the hardest years at retail, Pelle Pelle had one of its Contact: best years.” Pelle Pelle NYC Showroom Ormandy attributes that to the “cre- Corporate Headquarters 1385 Broadway Suite 1004 ative genius” of Buchanan, as well as 2903 Technology Drive New York, NY 10018 the brand’s innovative, fashion-forward Rochester Hills, MI 48309 Tel: (212) 840-3232 products, state-of-the-art graphics and Tel: (248) 829-3500 Tom Ormandy, high-end collectible jackets. Pete Gawel, President Vice President of Sales Pelle Pelle is a favorite among major musicians and celebrities. The label was recently honored by some of hip-hop’s founders when it was asked

Brooklyn Xpress 5ive Jungle Brooklyn Xpress is the brainchild of presi- If is the “Urban Jungle,” then 5ive dent and owner Ricky Singh, who began Jungle is the perfect name for a brand inspired his retail career as a young boy watching by the Big Apple’s fi ve boroughs. his parents run their New York City stores. Founded by Jean Choi, former design director for The 14-year-old brand was inspired by the urban brand Southpole, this three-year-old label need for cutting-edge, urban fashion at an fuses the energy of the city with that of the wild. affordable price. “We have been very successful at taking a com- “We aspire to be meaningful to our custom- plex city look and mixing it with jungle themes,” er by giving them more bang for the buck, said Juan Bang, marketing director. “One of our plus national brand recognition,” said Singh. main images is the lion, and we try to build in A reference to one of the birthplaces of skyline themes and urban graffi ti.” hip-hop, Brooklyn Xpress is a fi tting name 5ive Jungle targets a diverse, 18- to 25-year-old for this successful company. “Urban wear originates from the fi ve boroughs consumer attracted to products with an aspira- which include Brooklyn,” said Singh. “Since there’s such a great mix of styles tional attitude. The brand also offers a line of footwear produced by Geoffrey Allen and cultures in Brooklyn, we get a lot of our inspiration there.” Inc., a boys’ collection, sizes S-XL, and kids’ sizes 4-7. Brooklyn Xpress prides itself on its ability to keep pace with trends that While other streetwear manufacturers lean toward simplicity, 5ive Jungle is staying “change on a dime,” said Singh, and on its personal connection to its con- true to the baggy styles and large graphics that have made the brand a hit.Oversize sumers —eight- to 30-year-olds evoking the “true urban lifestyle.” denim, T-shirts, woven shirts and fl eeces are among the label’s top-selling items. Retail price points for the collection range from $40 to $60 for bottoms, $28 “There is a lot of the same product out there, with brands moving on to a new, to $50 for T-shirts and polo shirts, and $42 to $60 for fl eece. Brooklyn Xpress cleaner concept,” said Bang. “I don’t really see us doing that. There are still kids is available at mid-tier department stores like JCPenney. that are looking for those big prints. This helps us to stand out.” Expect a fresh look and image for this brand in the months ahead. With 5ive Jungle retail price points range from $26 for a T-shirt to $60 for a fl eece jacket. the company’s recent upgrade to a 10,000-square-foot showroom and plans The young brand sells in more than 200 independent specialty stores nationwide, to license product in several new and exciting categories, Brooklyn Xpress offering something new and fresh for the mid- to upper-tier market. is truly on the move. Contact: Contact: Brooklyn Xpress 5ive Jungle 530 7th Avenue Juan Bang New York, NY 10018 201-935-3332 x109 Tel: (212) 398-5410 [email protected] Jay Schwartz, VP

12 The Revolution of Streetwear

2650_Streetwear_Advertorial_10.indd 12 4/16/08 11:18:37 AM ADVERTISEMENT

BRAND SNAPSHOTS Wicked Fashions, Inc. The parent company of Southpole and Lot29, Wicked Fashions, Inc. was These new brands are the perfect complement to the company’s established founded in 1991 to provide stylish, affordable apparel to the urban consumer. labels. Southpole, a force in the apparel industry for more than 17 years, brings Seventeen years later, Wicked stands by its proven ability to offer fashion at exciting fashion merchandise to market and appeals to the diversity of Amer- accessible prices. ica. The brand is a value-driven moderate urban/suburban crossover fashion collection, distributed in a unique mix of moderate and upscale retailers includ- With the launch of two new young men’s brands in 2008, the company contin- ing JCPenney, Mervyns, Dr. Jay’s, Epic, Belk, East Bay and Against All Odds. ues to demonstrate its apparel expertise. The Wckd label, available for Back to Southpole is also sold internationally in Europe and Japan and has branched School 2008 at national retailers Kmart, Against All Odds and Mervyns, offers into other product areas such as headwear, and bags. smart fashion basics for street-savvy teens. The “Southpole does a fabulous job of eliminating risk by delivering demand-right line’s signature is a “fresh fashion versus trendsetting fashion,” said David Strumeier, senior vice president approach to cool basics.” of marketing, licensing and new business development for Wicked Fashions. “We pride ourselves on identifying the trends that are successful and bringing Wicked’s second new them to the mid-tier so they are relatively risk-free and worthy of the retailers label, Whitetag, caters to who are purchasing them.” the mid-tier market with an inventive approach to The same holds true for Wicked’s 7-year-old streetwear brand, Lot29, which premium, trend-focused comprises affordable luxury and stylish designs. Featuring eye-catching graph- denim styles at value ic styles, the brand offers customers options for a complete wardrobe while prices. The collection pairs providing retailers with a variety of merchandise to display on selling fl oors. the latest looks with qual- Lot29 incorporates airbrush techniques and fun art, appealing to consumers ity workmanship and is who express their individuality through apparel. Lot29, in contrast to Southpole, available at JCPenney and is a limited-distribution model, with average retail price points ranging from Against All Odds. $58 to $68 for fl eece products. Against All Odds, Dr. Jay’s, Macy’s (for juniors), In addition, the company Man Alive, and Epic are some of the leading retailers where Lot29 can be found. recently debuted Southpole In the future, Wicked Fashions will continue to cater to various tiers of distribu- Collection, a dressy, club- tion and to a “multicultural, integrated consumer,” said Strumeier, “with the oriented juniors’ label sold understanding that the Southpole business model of fashion and quality at a at Mervyns and Sears. value is paramount to anything else.”

Contact: Wicked Fashions, Inc. NYC Showroom Corporate Headquarters 525 Seventh Avenue 222 Bridge Plaza South Suite #1707 Fort Lee, NJ 07024 New York, NY 10018 www.southpole-usa.com | www.lot29.com | www.mywckd.com Tel: (201) 242-5900 Tel: (212) 840-9881 Tel: (201) 242-8466 Fax: (212) 840-9882

Ambition Ambition, a new brand under the revolutionizing traditional menswear concepts. Ultra Pink umbrella, takes it cues The brand caters to the mid- to high-tier market, targeting specialty retailers from the high-end and European such as YRB, Michael K, Pulse, Planet Funk and Metropark, said Sharon Young markets. The contemporary col- Leary, account executive. Retail price points average $40 for tees to $90 for lection, designed for the 17- to bottoms and $150 for jackets. Several other categories are also in the works, 35-year-old man, had a soft launch Sharma added, including young men’s accesories and skincare. last spring and will hit retail fol- lowing the Project Show this fall. Ambition’s parent company, Ultra Pink, is the maker of Vintage Don, an authen- tic urban brand that offers cutting-edge fashion at affordable prices. Vintage Abishek Sharma, Ambition’s cre- Don stays true to the traditional urban concept and fi t. ative director, categorizes the la- bel as “urban prep” with a luxury feel. “Ambition features clean Contact: concepts with unusual graphic Ambition designs and key elements that NYC Showroom make the line really stand out,” 1410 Broadway he said. Among Ambition’s top Suite 1804 sellers to date are screened and New York, NY 10018 embroidered T-shirts and jackets. Tel: (212) 869-3150 Also important are silhouettes Sharon Young Leary, Account Executive www.ushouldhaveit.com

14 The Revolution of Streetwear

2650_Streetwear_Advertorial_10.indd 14 4/16/08 11:18:55 AM