American Apparel pitches up at SXSW
March 7th, 2011 by brand-m
South by Southwest has inked a deal with American Apparel to make the brand the first major clothing company to establish a retail presence during SXSW Music. AA will pitch up at the Style X exhibition aimed at showcasing emerging talent in the fashion industry on 18-19 March.
“South by Southwest has always been a unique place for musicians, filmmakers, bloggers and web developers – it makes perfect sense that brands both established and emerging should join in,” said Joah Spearman, Style X co-founder and executive producer. “Having brands like American Apparel… demonstrates that not only does style deserve a seat at the SXSW table, but also that SXSW will continue to command more and more attention from the fashion world.”
TIGI Haircare is the official haircare provider for the Style X runway shows which will include musicians, many of whom are official SXSW Music performers, as the runway models.
Frank’s Chop Shop, a popular full-service barbershop in Lower East Side, New York City, will provide a gifting suite and a relaxed environment for musicians to get a clean, old-fashioned straight razor shave before stepping onto the runway at Style X.
Go Try It On, the New York-based tech startup, is serving as the official casting call partner for Style X with a dedicated website for musicians to submit their most stylish photos and have the chance to win a spot as a model in one of the runway shows.
Tags : brands, concerts, fashion, live music, marketing, music, retail, sxsw