Women A Focus At ASR

Skate labels launch girl’s brands, women have swim show of their own, while leading ladies of surf take charge

Laguna Beach, CA (August 28, 2003) — Over the last 4 years, the number of women who surf everyday skyrocketed 280%, giving women a quarter share of the wave riding population. On the skate side, girls make up 26% of skaters and between 2001 and 2002 saw a 17% leap in participation according to Board-Trac*. With no signs of a slowing trend, the action sports industry meets the call at ASR September 5-7th with the launch of women’s specific labels, swim and juniors fashion shows for girls and a seminar where the world’s top women in surf discuss the sports future.

“Over the last 4 years, girl’s participation has risen notably in the board sports we study,” says Co-Founder and Managing Director of Board-Trac Marie Case. “There is tremendous growth potential in the girl’s segment of the action sports market as is represented throughout ASR.”

Eyewear trailblazers Von Zipper launch Eye Shadow Opera with highly stylized new looks coinciding with an attention-grabbing ad campaign, Obey offers up their first looks for women only, while skate brands like Grind King, Element and DC are showing more of their female side with the introduction of new labels or huge expansions to existing lines. Grind King will introduce Grind Queen, self-described as having thrasher attitude, with a touch of punk, a little rawness and some Latin flavor on the side.

Both Element, the first label to create clothing specifically for women who skate, and DC, who waded into the girl’s world over the last few years, are reacting to the increased demand and taking the full plunge escalating their commitment and style offerings to the ladies side of skate at ASR this September. “When girls skate, it is really great,” says Johnny Schillereff, founder of Element who was first inspired to skate by his older sister. “We offer a core skate option with an urban vibe to the kind of girl who can fend for herself.”

Juniors styles will be on stage at the 3 Prt Mix on Friday and Saturday at 4 as Von Zipper, Osiris, Volcom, Illmindmuzik, Frank 151 and ASR team up to explore different avenues of creativity and expression through art, music and fashion. Bid on some exclusive art and be entertained throughout ASR at the 3 Prt Mix in room 15 on the Mezzanine.

SG: Snow, Skate, Surf Girl magazine, which launched last September at ASR, Rusty and ASR put fashion in motion right in the trade show aisles with Girlstyle: A Swimwear Preview. On Saturday the 6th at noon stop by aisle 100 at the SG Girlstyle Stage to check in with the future of swimwear on the runway months before the styles hit the beach. The suits and accessories walking the runway will come from current product offerings being seen by retailers at ASR and will be available to consumers next spring.

The top women of surf including 5 time world title holder Layne Beachley, Rochelle Ballard and Keala Kennelly, who both gained mainstream fame in Blue Crush, Jodie Nelson and Holly Beck, one of the women in WB’s Boarding House join forces at ASR to shed some light on the women’s market. These members of the IWS (International Women’s Surfing) will discuss the current state of women’s surfing, where it needs to go and where it can be expected to be in the next five years. Starting at 3 on Saturday, these women will be open to questions and comments in room 28 at the San Diego Convention Center.

“The women in surf, skate and snow are receiving well-deserved recognition as they continue to push the envelope and break down old stereotypes,” says Kevin Flanagan, Show Director for ASR. “ASR in September will reflect the growing prominence of women in action sports through fashion shows, seminars and new and enhanced product offerings.”

In addition to the upcoming September 5-7th show in San Diego, ASR is now hosting a fall show in Huntington Beach for the fall and back to school season and ASR Europe in Anglet, France. Be sure to catch ASR in San Diego, now twice a year with new dates for January, the 17-19th, 2004.


ASR (Action Sports Retailer) Trade Expo, produces industry only events for the surf, skate, snow, moto and youth culture world. With 4 events a year, ASR is THE place for the industry to get the very latest trends, styles and designs year round and now worldwide with the introduction of ASR Europe. For additional information regarding ASR, please contact Lora Bodmer at Stanwood & Partners Public Relations by phone 307/733-1514 or email at lbodmer@wyoming.com. Or visit the official ASR website at www.asrbiz.com