UGP TO DEBUT SPRING/SUMMER ‘09 ECHO PARK-INSPIRED COLLECTION AT ASR, SURF EXPO AND INTERBIKE TRADESHOWS

Aug 19, 2008

Written by Bart de Jong

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Underground Products (UGP) is set to debut its Spring/Summer 2009 collection at three upcoming tradeshows:

-Action Sports Retailer (ASR), booth #3735, Sept. 4-6, San Diego Convention Center
-Surf Expo, booth #392s, Sept. 12-16, Orlando Convention Center
-Interbike, booth #5746, Sept. 24-26, Las Vegas Convention Center

This will mark the first season the action sports apparel and footwear brand, best known for its roots in wake and BMX, has shown at ASR in several seasons. For the big debut, UGP is excited to showcase expanded accessory and sport-specific product offerings, as well as, a vibrant, new apparel collection.

The biggest addition for Spring/Summer ‘09 is UGP’s vast line of sport-specific products. For BMX the brand is now offering 32 different seat options including “pivotal slim” and “flat land” seats, bicycle grips in six new colors and double-sided BMX race number plates. (UGP is the first company in BMX to offer a reversible and fashionable number plate.) On the wake side, UGP is launching a collection of life vests in both Coast Guard-certified and competition models, which will be available in four different styles and colors.

According to UGP Creative Director Sebastian Surroca: “The Spring 09 apparel and accessories are all about bright!” Ironically, the Florida-based brand’s inspiration for the collection was Echo Park, a Historic area of northeast Los Angeles where Surroca grew up. The theme is artsy and fun with a lot of Mexican and Spanish cultural influences. The colors are “nuclear” – with bright oranges, greens, yellows and blues – “like the palette was extracted from a Mexican blanket.”

Key new styles for men include a structured blazer and a lightweight cardigan sweater. For women, there’s a fun new dress silhouette, as well as, new board short cuts and a cardigan sweater. In accessories, the roster of hats, belts, socks and bags has been supplemented with a new cabbie-style hat, reversible belt and leather wallets, all with impeccable details.

“Our new collection is all about attitude and commitment,” continues Surroca. “We’ve taken a very cheeky approach to our creative. We do the things that no one else will. Our emphasis is on detail and steadily evolving every garment to its fullest development.”