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MAGIC whisk up Streetwear for August market

12
Aug '06
MAGIC International is restructuring Streetwear at MAGIC for its upcoming fall show, taking place from August 28 – August 31.

Taking steps to improve show floor access for buyers while accommodating one of its fastest growing markets, the streetwear category will be re-merchandised to better showcase exhibitors from within its five main categories: street culture, urban, contemporary streetwear and progressive urban, board sports, and sub-culture.

By relocating some of the larger exhibitor booths to the outer perimeter of the hall, show organizers have created easy-to-navigate neighborhoods encouraging attendees to explore the entire Streetwear area and its unique environments.

In response to the success of the Buyers Resource Center, a Retail Lounge will be located at the main entrance of Streetwear. Members of MAGIC's retail relations team will be available with insight on resources on the floor to make the buyers time at the show more productive.

The street culture sub-category within Streetwear is one of the most rapidly expanding segments of the category. Street culture focuses on unique, exclusive brands, often art-based, that tend to adopt a limited distribution sales strategy.

Mama, Mighty Healthy, Shmack Clothing, Mishka, The Hundreds and House33 are among the street culture brands that will exhibit alongside Obey, Fresh Jive and Stussy in August.

Streetwear's urban roots remain a focal point for MAGIC, with up and coming brands such as Miskeen, Omavi and Cerbae joining industry leaders including Rocawear, Phat Farm, Jordan, Akademiks and Apple Bottoms in the area.


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