Gallaz Skate Brand Launches Streetwear

Gallaz, the Australia-based company that has carved out a niche as an innovative women's-specific skate shoe vendor, is set to unveil its first-ever U.S. apparel collection in Spring 2003.

Gallaz has sponsorship relationships with several of the world's leading female action sports athletes and in September premiered the film "AKA: Girl Skater"?a documentary film on female skateboarding. The apparel collection is targeted to board sports enthusiasts, but has a definite fashion influence.

The Spring collection is highlighted by a line of specialty tops with a "do it yourself" feel and a full line of accessories. The tops include knits with raw edges, sloppy and all-over prints, engineered stripes, as well as specialty fleece separates with features such as sandblasting and stretch French terry. Detailing includes molded logo zipper pulls, and raw denim treatments.

"We are pushing the specialty tops because that is the best way to introduce a brand into retail," explains Tabitha Erhardt, Gallaz's Apparel Brand Manager. Though bottoms are not included in the Spring collection, Erhardt says that future collections will include fashion bottoms, including denim.

"I think this line is going to be a big surprise to lots of people," says Erhardt. "It's fresh and fills a void in the market. The line is creative and playful, both streetwise and feminine."

Each piece in the collection will retail for under $50. Distribution channels will include skate shops, specialty stores and boutiques. Gallaz will support its apparel line with a national advertising campaign set to launch in March 2003.

?CARA GRIFFIN