South by Southwest Going Bigger, Better with Style X in 2012

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Sep 20, 2011, 11:00 ET

AUSTIN, Texas, Sept. 20, 2011 /PRNewswire/ -- South by Southwest (SXSW) announced today the continued growth and prominence of its new showcase Style X (pronounced Style By). Style X debuted this past March and featured emerging talent in the fashion and accessories industries, attracting some 15,000 shoppers to the pop-up retail event. The 2012 event will take place on Friday, March 16 and Saturday, March 17 at the Austin Convention Center from noon to 8 p.m. each day.

"Style X has been a great addition to the SXSW community," said Roland Swenson, Managing Director of SXSW. "We are excited to continue SXSW's growth as a showcase of what's emerging in all things creative, especially as style continues to play a role in music, film and technology."

A major new segment of Style X will feature showrooms and collectives of emerging designers such as The Foundation, a showroom that represents streetwear brand Play Cloths, Super sunglasses, Urbanears headphones and Native shoes. Also showcasing will be the Durable Goods Concern, a collection of primarily San Francisco-based designers and labels such as ready-to-wear shirt maker Taylor Stitch.

Additional emerging designers already confirmed to showcase at Style X in 2012 include handbag label Bryna, fashion accessories maker Hex, and innovative house wares manufacturer Museum of Robots.

"We think the SXSW audience of innovators, technologists, creators and appreciators will be receptive to our design philosophy and products," said Vicki Kung of Museum of Robots. "Style X provides a curated shopping environment where we can reach them."

Back by popular demand from the 2011 showcase will be Austin-based brands Helm Handmade Boots and Tikkr Watch, New York-based sunglasses maker Lumete and shoe line BedStu, Charleston, S.C.-based women's label Cavortress, Atlanta streetwear label We Are The Process, and jewelry and accessories maker By Samii Ryan. Krochet Kids, the hat maker that empowers women in Northern Uganda with job assistance and training, will also return.

"SXSW features some of the most stylish musicians in the world," said Joah Spearman, the co-founder and executive producer of the event. "Style X is a uniquely positioned opportunity for designers and labels, who consider themselves musician friendly, to collaborate and communicate with both artists and their fans."

Tortoise & Blonde, the affordable luxury eyewear brand that debuted at Style X 2011, will also return. As a result of their Style X success, the company has rapidly expanded its music-based partnerships. In August, the company hosted an event with notable electronic and indie music booking agent Tom Windish before Lollapalooza in Chicago and, last week, hosted a pop-up event in Downtown Austin during Austin City Limits Music Festival.

"Style X gave us the platform to launch our brand successfully, and at the same time acted as a proving ground for our experiential marketing campaign," said Dr. Steven Weisfeld, a long-time optometrist who started Tortoise & Blonde with his son, Evan.

Along with these new and returning brands, SXSW will announce additional confirmed designers and details about Style X in the coming weeks and months. Designers, media and companies interested in learning more about Style X are encouraged to visit: http://sxsw.com/trade_shows/style_x

SXSW® 2012 is sponsored by Miller Lite, Chevrolet, IFC, Pepsi Max, Brisk, Monster Energy and the Austin Chronicle.

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 and 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 is the official fashion showcase of SXSW featuring emerging designers in the apparel and accessories industries. Along with the designer showcase, Style X includes runway shows with SXSW musicians as the models, panels with special guest speakers discussing emerging trends impacting the fashion industry, gifting opportunities, on-site screen-printing, and other experiential activations. The event is free and open to the public and exhibiting designers sell their lines directly to consumers in the Austin Convention Center.

Style X was created by two Austin business owners, Joah Spearman and Jon Pattillo, in partnership with SXSW. Joah is a style contributor to The Huffington Post and serves on the Austin Music Commission. Jon is co-owner of Sanctuary Printshop, a design and marketing company focused on apparel design, music merchandising and retail development. Visit www.AvecMode.com for more information.