Newport Beach Lifestyle Brand Burgeons in Down Economy

http://www.malakye.com/asp/front/CMSPage.asp?TYP_ID=4&ID=2800

Newport Beach Lifestyle Brand Burgeons in Down Economy

Southern California lifestyle label Factor54 (F54) announced today a license agreement with apparel manufacturer Advance Sports Inc. Advanced Sports will design, produce, sell and distribute F54 products globally under a multi-year contract.

F54, while deferring its design, production and sales role, is reserving sole equity interest in the business and will continue operation of its offices in Orange County, Calif., in a creative and marketing capacity, ensuring the brand's integrity as it expands its product collections and distribution domestically and internationally.

"Our deal with Advanced Sports affords us world-class manufacturing and distribution competency along with resources that will better enable F54 to grow," says Todd Miller, F54 president and CEO. "We're excited to be able to concentrate our efforts on building our brand appropriately, while broadening our apparel offering and exploring cool new product assortments in complementary other categories. We get to do what we do better, smarter, and scaled-up to meet growing consumer demand with quality and unerring service."

F54 produces a select array of men's and women's graphic t-shirts, and men's pants, button-downs, walk shorts, swim wear, head wear and athletic socks. The company expanded its line in fall 2010 to include a broader assortment of its action sports-inspired staples, with additional development in the way of men's and women's wovens, outerwear and accessories.

"It's encouraging in this challenged economy to find a true core brand that is growing and thriving at retail, and we're really excited about this opportunity," says Brian Jellig, Advance Sports brand director. "The demand for F54 is proven in top specialty accounts, and we are looking to help the brand add more depth and technical styles to collections, capitalizing on that demand.

"The new fall/holiday line we developed with Todd and his team is in the market with the new rep force, and feedback has been overwhelmingly positive. The general sentiment from shops seems to be,'Finally, we've been waiting to see this happen!' Shops are looking for a new, fresh approach from a brand that is only specialty store-based, and that's exactly what F54 is doing."

F54's Eric Torres having fun at home in PR

Check out Eric Torres ripping the warm waters of his home break in Puerto Rico. Eric has started his first year in college and in between tests he's been putting in a lot of time shooting photos with Chad Oakley and it's starting to pay off!





http://www.mundorad.com/pg/id_38/title_Surf_por_Chad_Oakley_8

Andrew Thompson shows serious loyality

You got to love how committed the groms are these days. One of F54's top skaters Andrew Thompson tattooed the f54 logo on him...now, if that's not commitment then we don't know what is! You the man buddy!

Andrew's new tat

SD's Taylor Orman

We here at F54 know that Taylor Orman is a good skater, but he has been doing lots of artwork lately and it's really insane!

You have to check it out at: http://www.the6gun.com

Taylor is one of the coolest guys you'll ever meet and he rips at skating! We are super pumped on you buddy and we're stoked to have you apart of the F54 family!



Taylor's other passion

F54 now available at IG Board Shop in West Lake Village

We are happy to announce that IG board shop is now carrying F54! Dan IG is a legend and has been in the industry for decades and still surfs, skates, snowboards religiously everyday! If you haven't made it out to his store in West Lake Village stop by and check it out he's got everything you need! You can also buy online at: http://www.igboardingshop.com

5784 Lindero Cyn. Rd.
Westlake Village, CA 91362
Phone: (818)707-1944
Fax: (818) 707-7871





New product in the shop!



IG and Dbah

F54's Gavin Klein finishes 3rd at HSA State Championships

Hawaii state champions crowned at Ala Moana event

Gavin Klein Gavin (blk and red shirt) and his trophy Hard Rock Cafe Skull Candy State Champs Presented by HSA Hawaiian Surfing Assn Ala Moana Bowls, Oahu 6 - 8 May 2010 Hawaii Team Now Headed for Nationals in California, June Surfersvillage Global Surf News, 9 May, 2010 : - - Honolulu -- Hawaii's 2010 state champions of surfing have been decided, following the three-day Hard Rock Cafe Skull Candy State Championships at Ala Moana Bowls, presented by the Hawaii Surfing Association (HSA). The state championships are the culmination of the regional Hard Rock Cafe Surf Series and determine Hawaii's team that will compete in the US National Championships in California next month. The HSA has been delivering champions for over 40 years, including some of the most famous names in surfing: Derek and Michael Ho, Eddie and Clyde Aikau, Gerry Lopez, Tony Moniz, Andy and Bruce Irons, and the list still grows today. Ala Moana pulsed with surf in the two- to four-foot range over the three days of the state titles, with thousands of waves ridden by the best boardriders from around the Hawaiian Islands. The younger divisions are the biggest attraction, drawing the lions share of attention as they offer a window onto the stars of tomorrow. In particular, the 16-17 year age group features Hawaii's top talent that is on the verge of entering the professional ranks of the ASP world tour. Oahu's Matty Costa and Alyssa Gonsalves were crowned champions of those divisions. Equally impressive were the youngest of all entrants: the 11 and under boys and girls, with Kaulana Apo and Dax McGill headlining their respective age groups. Other champions of the featured shortboard categories who are headed to the national titles along with Costa, Gonsalves, Apo and McGill are: Dorian Blanchard (boys 12-13); Bailey Nagy (girls 12-13); Kain Daly (boys 14-15); Lianna Patey (girls 14-15); Matty Costa (boys 16-17); Alyssa Gonsalves (girls 16-17). (Please see below for complete results of the finals.) As the birthplace of surfing and the home of the many of the world's most famous surf breaks, the HSA series is highly competitive and hotly contested by surfers of all ages, male and female, from around the state. This week, more than 200 surfers participated in the final round of competition, and Hawaii will send more than 50 surfers to California for the national championships. Mahalo to the tireless, year-round work of the event organizers, judges and officials of the Hawaii Surfing Association, to Hard Rock Cafe for their undying support of surfing in Hawaii, to Skull Candy for their enthusiasm and support, and to these partners: Sticky Bumps, Surfer Magazine, Penske Trucking, Local Motion, HIC, Town & Country, and O'Neill. Aloha. Results listed in order of 1st through 4th. Boys Shortboard 11 & Under Final: Kaulana Apo; Noa Mizuno; Loa Ng; Monte Grant Boys Shortboard 12-13 Final: Dorian Blanchard; Joshua Moniz; Elijah Hunter; Alex Pendleton Boys Shortboard 14-15 Final: Kain Daly; Kaimana Kinimaka; Kaito Kino; Keola Carreira Boys Shortboard 16-17 Final: Matty Costa; Ezekiel Lau; Gavin Klein; Kylen Yamakawa Girls Shortboard 11 & Under Final: Dax McGill; Mahena Maeda; Mainei Kinimaka; Kahanu Delovio; Moana Jones; Kylie Nagy Girls Shortboard 12-13 Final: Bailey Nagy; Tatiana Weston-Webb; Jenna Forti; Tia Blanco Girls Shortboard 14-15 Final: Lianna Patey; Kiana Fores; Makani Adric; Chloe Child; Jennifer Leon Girls Shortboard 16-17 Final: Alyssa Gonsalves; Alessa Quizon; Maili Enos-Branigan; Kylie Rodman Men Shortboard Final: Chatson Barrett; Aaron Swanson; Mack Ferry; Mitchell Alapai Masters Shortboard Final: Scott Shimoda; Darren Mahoe; Alex da Silva; Bryce Yamashita; Kapila Ciancio; Collin Steinberger Senior Men Shortboard Final: Young Tarring; Richard Patey; Kalani Ahina; Richard Tom; Brook Nottage; Adam Escobar Legends Shortboard Final: Craig Sugihara; Eddie Pieper; Lance Ohata; Gilbert Perea; George Matsuda; Herb Pruse Women Shortboard Final: Hana Harrison; Izumi Baldwin; Stephanie da Silva; Aleui Lyman; Dane Tortuga; Darlene Dubray Grand Masters Shortboard Final: Tommy Reyes; Raymond Shito; Kal Faurot; Steven Riveira; Tomo Saito; Andre Derizans Open Men Shortboard Final: PENDING AT TIME OF RELEASE Golden Legends Final (70+): PENDING AT TIME OF RELEASE Longboard Junior Men Final: Crispin Nakoa; Gavin Klein; Akila Weber; Bobby Lusica; Colten Rivera Menehune Longboard Final: Natalia Smith; Micah Liana; Kaoli Kahokuloa; Christopher Bluthardt Girls Longboard Final: Natalia Smith; Tatianna Weston Webb; Liana Patey; Kui Adric Longboard Men Final: Dustin Fernandez; Nick Riopelle; Dane McCallun

F54 is proud to be apart of the Hanger 94 family!

F54 is pleased to announce that La Mesa's premiere surf, skate and snow shop Hanger 94 is now carrying our product. Milo, Mike and crew are the real deal and we are so stoked to be apart of their family! If you are ever in the area you have to stop by and check them out...they have everything you could imagine and great customer service too! Check them out at hanger94.com and tell them we sent you.



Hanger 94



Inside the store



F54 rep Jeff Deffenbaugh and Milo

Hanger 94 La Mesa
5270 Jackson Dr.
La Mesa, CA. 91942
(619) 469-9494

F54's Kevin Miranda at the Bowl Bash!

Edited by: MRZ from Concrete Disciples

http://www.concretedisciples.com/forum/index.php?action=vthread&forum=28&topic=9092&page=0#msg94696

JFA had a little bowl bash at Punkers over the weekend. They filmed a video for one of the songs on there soon to be released album. The song is Danny Sargeant's trucks. Needless to say, a lot of grinds were layed down. Plenty of rippers and lurkers were in attendence. This little get together was two fold. Get the video done and more importantly, it was a send off skate party for Brian Brannon. Brian is getting shipped off to Afganistan to do his duty. Bless you my friend. Be safe. Here's some pix from the day.
Overview.
Young gun. Kevin Miranda

F54 Rocks Newport Brew Co. April 22nd

All Photos by Driftwood Photography Studio's

F54 Newport Brew Co. Party April 22nd

F54 kicked off the Spring in style at the Newport Brew Co. April 22nd. The place was a madhouse by 8:00pm (because of the Laker game), and just continued to rock throughout the night! Hot girls, good friends and lots of alcohol makes for really good times! If you missed this one don't worry we will be throwing a bash sometime this Summer...so don't miss out!

Click on people's faces in the photo to tag them.

Click on people's faces in the photo to tag them.

Click on people's faces in the photo to tag them.

Click on people's faces in the photo to tag them.

Click on people's faces in the photo to tag them.

Newport Beach Lifestyle Brand Burgeons in Down Economy

http://www.malakye.com/asp/front/CMSPage.asp?TYP_ID=4&ID=2800

Newport Beach Lifestyle Brand Burgeons in Down Economy

Southern California lifestyle label Factor54 (F54) announced today a license agreement with apparel manufacturer Advance Sports Inc. Advanced Sports will design, produce, sell and distribute F54 products globally under a multi-year contract.

F54, while deferring its design, production and sales role, is reserving sole equity interest in the business and will continue operation of its offices in Orange County, Calif., in a creative and marketing capacity, ensuring the brand's integrity as it expands its product collections and distribution domestically and internationally.

"Our deal with Advanced Sports affords us world-class manufacturing and distribution competency along with resources that will better enable F54 to grow," says Todd Miller, F54 president and CEO. "We're excited to be able to concentrate our efforts on building our brand appropriately, while broadening our apparel offering and exploring cool new product assortments in complementary other categories. We get to do what we do better, smarter, and scaled-up to meet growing consumer demand with quality and unerring service."

F54 produces a select array of men's and women's graphic t-shirts, and men's pants, button-downs, walk shorts, swim wear, head wear and athletic socks. The company expanded its line in fall 2010 to include a broader assortment of its action sports-inspired staples, with additional development in the way of men's and women's wovens, outerwear and accessories.

"It's encouraging in this challenged economy to find a true core brand that is growing and thriving at retail, and we're really excited about this opportunity," says Brian Jellig, Advance Sports brand director. "The demand for F54 is proven in top specialty accounts, and we are looking to help the brand add more depth and technical styles to collections, capitalizing on that demand.

"The new fall/holiday line we developed with Todd and his team is in the market with the new rep force, and feedback has been overwhelmingly positive.  The general sentiment from shops seems to be,'Finally, we've been waiting to see this happen!' Shops are looking for a new, fresh approach from a brand that is only specialty store-based, and that's exactly what F54 is doing."

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F54 signs new deal to help business grow!

Factor54 founder on new licensing agreement

http://www.shop-eat-surf.com/news-item/1539/why-factor54-has-signed-a-licensing/-

By TIFFANY MONTGOMERY | April 19, 2010 06:15 AM

Factor54 Founder Todd Miller. Shop-eat-surf file photo.

Young brand Factor54 has signed a licensing agreement with Advance Sport Inc.

Advance Sports will handle design, production, sales and distribution for the brand globally.

F54 will retain sole equity interest in the business and will work on marketing and creative.

I asked F54 founder Todd Miller about the deal.

Why did you decide to take the license route?

It enables us to go to the next level in our business. Overall, we were selling-in and selling through at retail much faster than we were prepared to handle from a manufacturing and distribution perspective. We literally could not get product produced quickly enough.

The bigger challenge was meeting demand for a deeper, properly merchandised line. We were pretty much an items business -- mainly printables, board shorts, hats, socks ... the basics ... and our bigger accounts were requiring a broader and deeper assortment than we were tooled to produce.

So we looked at a number of options, and a healthy licensing solution was clearly the best choice.

Is Ted Wueste still involved in the company?

Yes, Ted is still with the business as an equity partner; however, he is not involved in day-to-day operational matters.

(Above: Todd Miller and Ted Wueste in Factor54's garage/office. Shop-eat-surf file photo.)

I haven't seen much of Factor54 in local surf shops lately. Did you have enough resources to produce goods?

It's a classic case of "be careful what you ask for, because you might get it."

It took us six years to become an overnight success. We were blowing up, we were a hot brand, but we didn't have the product to supply the demand.

We literally could not make ship dates because orders were too big and required quicker turnarounds than we were prepared to handle.

More important, the brand grew bigger than the product line. That is to say, we were still an items business, and retailers were demanding properly merchandised lines and broader categories.

We needed to turn what was basically a garage operation into a real operating apparel business, or we were going to choke on the paper retailers were giving us.

Continued (page 2 of 2)...

Instead of attempting a scale-up on the fly, which would have been madness and would have taxed us financially and mentally, we pulled the reigns on the business as it was leaping, and took a moment to compose ourselves.

We realized it was more important for us to grow in a sustainable and healthy way than to be reactionary and frantic.

We were lucky to find a licensor that found F54 complimentary to its business, and which shored-up some holes in its retail channels. They loved the brand, they were excited about it, and it was apparent that offloading the manufacturing, sales and distribution to a business with infrastructure and great experience was the solution to our challenges.

They can keep up with the operational demands, and we can manage the brand... a perfect relationship.

What are some of your top accounts now?

We're still supporting the same specialty surf and skate businesses: Jack's, Frog House, ET, Zumiez, Skatepark of Tampa.

Will the vibe of the brand, which I remember somewhat skate oriented, remain in the new arrangement?

We're not changing our brand identity or marketing focus whatsoever. We are expanding our vibe to a geographically broader set of the same type. Specialty skate and surf is what we are.

I wouldn't know how to be anything else, and I wouldn't want to be anything else. Thankfully, our customers dig us that way.

Why did you choose Advance Sports Inc.? What other action sports brands are they involved in?

They do stuff for Body Glove, Jet Pilot, some other big brands. We chose them because of two things: ability and enthusiasm.

They were really excited about slotting a core skate and surf brand into their stable, they liked what we were about, and we were impressed by their capabilities and coolness.

Are you relieved to have the operational support?

More than I can tell you.

Factor54 gets to realize its full potential now, and we get to keep all of our interest in the business. It's a great balance of talents, and everyone gets to do what he/she does best.

F54 groms Justice and Kala rip at Ian Walsh's menehune mayhem in Maui!

Click on people's faces in the photo to tag them.

F54's mini groms Justice and Kala from Maui lit it up at the Menehune Mayhem Contest  at Hookipa Beach Park last weekend. These two have been turning heads lately and by the turn below you can see why!

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F54 groms Justice and Kala rip at Ian Walsh's menehune mayhem in Maui!

F54's Eric Torres ripping in PR!

F54's Eric Torres ripping in PR.  Check out the link at:Surfermag.com:  http://www.surfermag.com/photos/flash/puerto_rico/

F54 team goes BIG at WSA Salt Creek!

RESULTS - WSA/GATORADE CHAMPIONSHIP TOUR - SALT CREEK - APRIL 17 & 18 #1798568 - 04/20/10 03:55 PM

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Bobby busting!



Zack P



Jesse J


Results - WSA Gatorade Championship Tour Event #8
April 17 & 18, 2010
Salt Creek, Dana Point, CA

The Western Surfing Association Gatordade Championship Tour returned to Salt Creek last weekend for the 8th event of the season. Salt Creek has never disappointed and this year was no exception. Glassy surf in the head high range greeted over 400 competitors this weekend. They made the best of the amazing conditions with numerous barrels and lip launches in the perfect, punchy conditions.

Results are below. Next up is our final event of the regular season at “The Rock” Morro Bay. Go to www.SurfWSA.org to register before it fills up.

BOYS U18**
1. Bobby Okvist, Costa Mesa
2. Zach Porteous, Newport Beach
3. Levi Gregory, San Clemente
4. Jesse Johnson, Newport Beach
5. Nick Fowler, Costa Mesa
6. Britt Galland, Rancho Santa Fe

MICRO GROM BOYS/GIRLS LB U9***
1. Ethan Mudge, Capistrano Beach
2. Alyssa Martin, San Clemente
3. Griffin Foy, Fullerton
4. Spencer Fanticola, Glendora
5. Ethan Hurst, Cypress

BOYS/GIRLS U10
1. Cole Houshmand, San Clemente
2. Zach McCormick, Encinitas
3. Ian Diamond, Dana Point
4. Nicholas Marshall, Enicinitas
5. Griffin Foy, Fullerton
6. Noah Atwood, Capistrano Beach

BOYS U12*
1. Nolan Rapoza, Long Beach
2. Micky Clarke, Ventura
3. Kai Diamond, Dana Point
4. Cole Houshmand, San Clemente
5. Gavin Cook, Dana Point
6. Jordan Collins, Carlsbad

BOYS U14**
1. Jay Christenson, San Diego
2. Daniel Tieman, San Clemente
3. Jade Morgan, Enicinitas
4. Brighton Reinhardt, Dana Point
5. Kyle Crompton, San Diego
6. Andy Hirata, Oxnard

BOYS U16**
1. Blake Bowie, Newport Beach
2. Hunter B. Smith, Carlsbad
3. Zach Emge, San Diego
4. Jose Carlos Aguirre, Solana Beach
5. Ethan Carlston, San Clemente
6. Justin Davis, Long Beach

About Western Surfing Association
The Western Surfing Association (WSA) is the oldest amateur surfing association in the world. The WSA, established in 1961, is a California non-profit corporation dedicated to promoting and preserving the sport of surfing through fun, family oriented surf competitions. For more information on the WSA, please visit http://www.SurfWSA.org. WSA is an official West Coast member organization of Surfing America. WSA is a path to earn entry into the Surfing America US Championships and Surfing America Prime Surf Series.

About Surfing America
Surfing America is the ISA-recognized National Governing Body for Surfing in the United States and is responsible for holding the official USA Championships and for selecting and fielding the USA Surf Team. The International Surfing Association (ISA) is recognized by the International Olympic Committee (IOC) as the World Governing Authority for Surfing, Bodyboarding, and Surfriding. WSA is a Member Organization of Surfing America serving West Coast athletes. http://SurfingAmerica.org

The 2009/2010 WSA Gatorade Championship Tour Season is sponsored by: Gatorade, Gidget, Kicker, Ocean Minded, Sticky Bumps, NewEra Cap, Soleo Organics Sunscreen, Betty Belts, Liquid Vision Industries, Victory KoreDry, TransWorld Surf, SurfersVillage.com and Surfline.com