Action sports clothing brands go bold and splashy
School may be out for summer, but action sports brands are referencing the vivid secondary shades on a color wheel, angular 1980s T-shirt graphics and pencil sketch patterns that seem to be taken straight from drawings scrawled onto binder covers and textbooks.
Crayola colors and splashy prints are common themes in the action sports market. This season, brands such as Volcom, Insight and Element continue to channel the youthful aesthetic and beach-inspired ideas at their roots, while evolving to include more sophisticated details and fashion-forward looks than they did with their soft, flowy, hibiscus-printed pieces of yesteryear.
For instance, a green, knee-length dress from Insight with a dainty peplum can easily go from day to night, worn with sandals or strappy heels. And a Volcom tank dress with 1980s-inspired stencil triangle graphics would pair well with a sharp black blazer, proving that the beach-going gal who favored these brand’s faded denim cutoffs and floral-print, halter-neck tops as a teen is all grown up.
For the guys, plaid rules. Bold check button-downs in bright summery colors are being done in youth sizes as well as men’s. They are the no-brainer shirt for guys who throw them casually over a T-shirt and board shorts or pair them with nice, dark jeans and classic Vans oxfords to go to school or work.
Men’s T-shirts are festooned with drawings and graphics done by artists and musicians, making for a more creative and versatile shirt than the logo-driven tees of years past. Basics such as jeans, slacks and shorts are toned down in dark or neutral tones and clean, no-fuss silhouettes so they transition from weekend wear to most office settings.
Summer is in session and though these Orange County-based action sports labels get overshadowed by the bright lights of Hollywood’s red-carpet designers and runway-ready starlets, they capture what is cool about a Southern California summer: the beach, the sun and being outdoors.
