American Apparel Joins Style X Showcase

South by Southwest's first-ever fashion showcase focuses on emerging designers

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Feb 24, 2011, 12:32 ET

AUSTIN, Texas, Feb. 24, 2011 /PRNewswire/ -- South by Southwest (SXSW) announced today American Apparel has signed on as a special exhibitor at Style X (pronounced "Style By"), an exhibition aimed at showcasing emerging talent in the fashion industry, during its 25th event on March 18-19.

In Style X, American Apparel, the first major clothing company to establish a retail presence during SXSW Music, will have a new home for its flea market setup that typically took place outdoors during the music festival.

"American Apparel is excited to be at SXSW for its third year in a row!" said Ryan Holiday. "We're bringing more than 20,000 garments from Los Angeles and hope to have our biggest and best event ever in the Austin Convention Center."

Style X, which features manufacturers of women's dresses and swimwear, eyeglasses, watches, shoes and accessories, is free and open to the public from 3 p.m. to 9 p.m. on Friday, March 18, and noon to 9 p.m. on Saturday, March 19. Exhibiting designers will be selling their lines onsite and Square, the San Francisco-based startup, will serve as the official payment processor.

"South by Southwest has always been a unique place for musicians, filmmakers, bloggers and web developers...it makes perfect sense that brands both established and emerging should join in," said Joah Spearman, Style X co-founder and executive producer. "Having brands like American Apparel and Keds demonstrates that not only does style deserve a seat at the SXSW table, but also that SXSW will continue to command more and more attention from the fashion world."

Designers currently confirmed for Style X range from New York-based women's eyewear company Lumete and Atlanta-based streetwear line Fresh.i.am to Austin's own Sanctuary Printshop and Toxophilite, a women's line debuting at Style X. Tortoise and Blonde, a newly-launched eyewear company from New Jersey, is serving as a showcasing sponsor.

Also today, SXSW announced the inclusion of TIGI Haircare as the official haircare provider for the Style X runway shows scheduled for Friday and Saturday. The runway shows are set to feature the showcasing brands' works in accessories, streetwear, men's and women's wear and will include musicians, many of whom are official SXSW Music performers, as the runway models.

Frank's Chop Shop, a popular full-service barbershop in Lower East Side, New York City, will provide a gifting suite and a relaxed environment for musicians to get a clean, old-fashioned straight razor shave before stepping onto the runway at Style X.

Go Try It On, the New York-based tech startup, is serving as the official casting call partner for Style X with a dedicated website for musicians to submit their most stylish photos and have the chance to win a spot as a model in one of the runway shows. Musicians interested should visit: http://www.gotryiton.com/stylex/

Complex Media Network is serving as the official media partner for Style X. SXSW® 2011 is sponsored by Miller Lite, Sonicbids, Chevrolet, AOL, IFC, Pepsi, Brisk, freecreditscore.com, Monster Energy and the Austin Chronicle.

SXSW will announce additional confirmed designers and details about Style X in the coming weeks. Designers, boutique and shop owners, media and companies interested in learning more about Style X are encouraged to visit: www.sxsw.com/stylex

About SXSW

The South by Southwest® (SXSW®) Conferences & Festivals offer the unique convergence of original music, independent films, and emerging technologies. Fostering creative and professional growth alike, SXSW is the premier destination for discovery.

Year after year, the event is a launching pad for new creative content. New media presentations, music showcases and film screenings provide buzz-generating exposure for creators and compelling entertainment for audiences. Conference panel discussions present a forum for learning, business activity thrives at the SXSW Trade Show: The Exhibition for Creative Industries and global networking opportunities abound. Austin serves as the perfect backdrop for SXSW®, where career development flourishes amid the relaxed atmosphere. Intellectual and creative intermingling among industry leaders continues to spark new ideas and carve the path for the future of each ever-evolving field, long after the events' conclusion.

About Style X

Style X was developed in 2010 through a partnership between SXSW and two Austin business owners, Joah Spearman and Jon Pattillo. The founder, Joah, is the owner of Sneak Attack, a pop-up sneaker boutique and co-founder Jon is co-owner of Sanctuary Printshop. Over the last decade, Joah and Jon have produced music and fashion-related events, and successfully consulted for global brands, startups and non-profits, developing marketing, media and merchandising strategies. StyleXAustin.com