Tight Pants…Not Just For Indie Posers Anymore

LA Times looks at the popularity of Santa Ana-based lifestyle brand KR3W.

“KR3W’s smoking,” said Steve Carlson, general manager of Central Coast Surfboards in San Luis Obispo.
“Each time I look at a new season line from them, I’m like, ‘Whoa, doggie man. This one’s testing me out.’ ”
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KR3W’s appeal is linked to the popularity of its skaters and what Carlson calls an “urban crossover attitude” that attracts young suburbanites. Its edgy punk styles struck a chord with young shoppers as tight pants became the uniform of a growing number of skateboarders over the last few years.
“There are definitely a lot of pros that are rockin’ that look,” said Laurie Bergthold, marketing director for the International Assn. of Skateboarding Cos. in Mission Viejo.
And nonpros.
“That’s all I wear,” said Garrett Gundy, a 13-year-old Foothill Ranch resident who wore snug black KR3W pants that bunched at the ankle at Etnies Skatepark of Lake Forest recently. Garrett said he had half a dozen pairs. “You can see your board better than you can in baggie pants,” he said.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.