Agenda's eye was on the street rather than the beach, as evidenced by its presentation of 250 streetwear and edgy action sport brands at the San Diego Concourse on Friday and Saturday.

The venue was appropriate for exhibitors such as Nikita, a women's action sport line based in Iceland, which relocated its booth to Agenda from ASR for the first time. "Nikita is crossing over from board sports to street fashion," said Rúnar Omarsson, Nikita's general manager.

On Agenda's floor, rainbow-bright colors highlighted everything from jeans and swimwear to oversize graphic T-shirts. Los Angeles-based Kill City showed high-waisted reactive-dyed skinny stretch jeans in yellow, pink and blue that wholesale for $36 apiece. Also from Iceland, Forynja offered short blue overalls with a teddy bear print in acid orange.

Purple also reigned. New York's Hellz Bellz featured a jersey motorcycle jacket with a houndstooth-lined hood in the rich hue, and the U.K.'s Fenchurch displayed a short-sleeve blouse in purple-and-black plaid.

Alicia Gentz, a buyer for Powerline 6 in Hermosa Beach, Calif., embraced bold colors such as a red hooded dress with a futuristic fern print and a $160 retail price tag from Italy's Pharmacy Industry. Although her shop is in a beach community, she said her store's core clientele is Japanese tourists seeking directional looks. "We can get into high-end lines," Gentz said.

Karen Meena, vice president of Ron Robinson Inc./Fred Segal in Los Angeles, also welcomed bright hues since black and gray dominated this fall's palette. One item that she ordered was Swedish-based WeAretheSuperLativeConspiracy's turquoise leather jacket with perforated details that wholesales for $235.

"We're looking for color," Meena said. — Max Padilla

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