Skate and snow brand arrives down under

MELBOURNE: The exchange of drunken pub stories has prompted an American snow and skatewear label to launch into the Australian market. At least, according to its national distributors Mat Ryley.

"In September, [I was] at the Action Sports Retailer trade show in San Diego looking for a couple of exciting new brands to introduce to Australian retailers," the Varlet Distribution brand manager said. "I ran into a friend of mine and we were talking about skateboarding and general drunken pub stories when he told me about Ambiguous Clothing. I went and saw the range and loved it." 

Distributed to fashion and action sports stores throughout the US, Canada, Europe, UK and New Zealand, Ambiguous Clothing has just secured a lucrative deal with one of America's largest retail chains Pac Sun. The brand will make its consumer launch in Australia over the July/August period with Victoria's PSC store, Western Australia's Beyond Skate and South Australia's Daily Grind as some of the key stockists.

The spring/summer 2008/09 range will include basic logo shirts at $40, printed T-shirts at $60, check button down shirts at $70, reversible boardshorts, chino cut walkers and super skinny denim at $90, relaxed fits at $140 and a range of New Era caps at $70. All printed garments are manufactured in America while a majority of the cut and sew is produced in China. Ryley said the range was targeted at a broad range of consumers.

"Although it has an amazing skate and snow team, I wouldn't pigeonhole it and call it an action sports brand," he said. "It's more a lifestyle driven sportswear brand that appeals to both the general public as well as the hardcore participant."
In an effort to drive the domestic profile of Ambiguous Clothing, Varlet Distribution will plaster large street posters in all capital cities, undertake a print media campaign and offer point-of-sale and window display packages. Ryley said it would also stage in-store competitions and build an Australian skate and snow team to match its American counterparts.

"The next 12 months are just about brand awareness for Ambiguous and making sure all the kids know about the brand and are stoked to wear it."

By Assia Benmedjdoub