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.’ ”
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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.