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 head of brand strategy and creative at Bonehook in Portland, Oregon.