RETAIL : Surf-Wear Industry in Fashion Transition; Neon Is a Wipeout

Nearly all the biggest names in the local and national surf-wear industry were displaying their fall lines at the Action Sports Retailer Trade Expo in San Diego, one of the best-known trade shows in the industry. The problem for manufacturers, though, was a scarcity of retail buyers.

As for product trends, the message on one T-shirt put it best: “Friends don’t let friends wear neon.” After the neon craze of the 1980s, the look has turned to darker colors more associated with inner-city streets than the surf world. The urban prints that have been popular during the past year are giving way to 1960s-style tie-dyes and prints in updated colors.

Some buyers at the show, which ends its three-day run today, said manufacturers were experimenting with just about everything. “It’s very transitional right now,” said Sue Painter, a Los Angeles retail consultant.