Fashion in the action sports industry is directly related to the athletes that represent certain brands. Each company has a certain style and the athletes they sponsor are hand picked to represent what that company stands for. Core customers understand this and can spot their favorite athlete, and what brands they endorse, just by taking a glance at an ad or photograph. This is huge considering the amount of brand loyalty young men have in this action sports realm. Just this past month Leo Romero was named the 2010 Skater of the Year and got the cover of Thrasher magazine. Leo has a certain style that is easy to identify in both the way he skates and the clothes he wears. More and more in the skateboarding community I have been seeing kids trying to emulate his style. One of the biggest fashion trends he helped start was rolling up the cuffs on the bottom of his pants. At local skate parks I see numerous kids cuffing their pants up. Along with cuffing pants I’ve noticed a lot more mustaches around. It is something that was not around in the past year but I can see more people at the parks rockin it. Leo Romero’s style is in right now and I can expect to see it staying around at least until the end of this year.
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