Once upon a time, there was a smattering of nonconformist athletes whose desire to ride the waves, snow or pavement exiled them from the traditional sports industry. Today, those antiestablishment surfers, snowboarders, skateboarders and even motocross riders are the darlings of the commercial world.The X Games are televised on basic cable, HBO’s newest Sunday night series takes place at Imperial Beach, and preppie clothier Abercrombie & Fitch has found raging success cloning surf style at its 400-store Hollister chain. It’s no surprise that teens from coast to coast are snatching up apparel that enables them to feel, even if just for a day, like their action-sports heroes.
Many action-sports brands have ridden the surging wave, growing their own businesses as the industries around them exploded. But as the action-sports category grows, the competition becomes fiercer and the need to expand to a broader stage becomes paramount. And where better to increase your business than to ride into another action sport?
"You start one way as a baby, but why shouldn't you be able to choose your own path as opposed to culturally people telling you which way to go?" - Thom Browne at his men's spring 2018 show, where he celebrated gender fluidity. #pfw #wwdmens (📷: @delphineachard)
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)