By  on February 25, 2010

Advanstar Communications, owners of MAGIC, Project and Pool, launched a boutique show this season called Workroom that featured about 30 brands, split evenly between men’s and women’s.

Vendors at the show, which was located in a prime spot at the entrance to Project at the Mandalay Bay Convention Center, included directional labels such as Lacoste Red, Surface to Air and Kova & T.

The no-frills setup featured uniform racks for vendors and a hip, utilitarian aesthetic in its furnishings. “The goal is to offer an intimate environment that also benefits from the traffic to Project,” said Sharifa Cudjoe, a sales director at Project who was involved in overseeing Workroom.

“It looks like they are going after the Capsule crowd,” noted James Hammonds, men’s buyer at American Rag, referring to the crosstown trade show in The Venetian hotel that attracted progressive and designer brands.

Philip Sitbon of denim brand Sitbon Laundry showcased intensely washed and repaired selvedge jeans with silver-plated hardware, retailing for $200 to $450.

Grown & Sewn featured similarly appealing wash techniques, but on a range of chinos, while Hyden Yoo offered up stylish mixed-media outerwear in wool and nylon or fleece and nylon, in silhouettes with an architectural bent.

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