Surfers worldwide already know about Mavericks, a one-day, big-wave winter contest in northern California that can convene anytime from December through March and with just a 24-hour notice, as soon as the giant, fleeting swells arrive off the coast of Half Moon Bay.
Now, owners of the event are looking to make the competition a household name with ambitions to sell a Mavericks outdoors and après-sports apparel brand for men and women that goes beyond surfer chic.
“There are a strong set of brand values you can attribute to Mavericks besides surfing,” says Hap Klopp, who’s advising Mavericks Surf Contest sponsors on how to create an apparel brand from such a cult sports event. In the Seventies, Klopp transformed San Francisco–based The North Face mountaineering supply stores into an outdoor apparel line that now is owned by VF Corp. Klopp says Mavericks can make a similar leap to international apparel fame by pairing quality apparel with the surf contest’s image of courage, athletic integrity, authenticity, natural beauty and raw excitement.
The branding of Mavericks started five years ago when San Francisco sports promoter Keir Beadling joined forces with Jeff Clark, a surfing legend and surfboard craftsman in the nautical burg of Princeton-by-the-Sea, which is near Half Moon Bay. As a teenager in the Sixties, Clark was one of the first known surfers to ride the giant waves off of Pillar Point that are more typical of Hawaii. Those waves eventually were named after his dog. Until Mavericks Surf Ventures was formed in 2004, the competition had only been held twice, with surf brand Quiksilver as a sponsor.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion