South by Southwest (SXSW) announced it will introduce the inaugural Style X (pronounced Style By), an exhibition aimed at showcasing emerging talent in the fashion industry, during its 25th event in March 2011.
Style X will present dozens of up-and-coming brands that design and manufacture everything from women's dresses and swimwear, to eyeglasses, watches, shoes, and apparel. The new event will take place on Friday, March 18 and Saturday, March 19 at the Austin Convention Center.
"South by Southwest plays host to a one-of-a-kind convergence of creative industries, where fashion is playing an increasingly important role," said Roland Swenson, Managing Director of SXSW, Inc. "Style X will allow SXSW registrants to tap into an entirely new field of creative professionals who are pushing the limits and developing trends that affect and influence people around the world."
Designers currently confirmed for Style X range from Atlanta-based streetwear line We Are The Process and Austin watchmaker Tikkr, to Charleston, S.C. women's wear designer Cavortress, newly-launched eyewear company Tortoise & Blond, and Sweden-based sock maker Happy Socks. New York women's line Yours Truly Brand and women's swimwear line ToriPraver are among other brands showcasing. Keds, the original sneaker since 1916, will be a special exhibitor in Style X, creating an interactive experience of art, fashion, style and charity, in addition to showcasing their "Design Your Own" capabilities.
"Fashion is already widely on display at SXSW, whether it's the bands onstage, the fans in the crowd, or the brands participating in the event," said Joah Spearman, the event's co-founder and owner of pop-up sneaker boutique, Sneak Attack. "Style X will give SXSW attendees a chance to be introduced to some of what's next in fashion, and to see how it intersects with so much of what is happening in their own creative industries."
The event is free and opens to the public, and will feature runway shows, select gifting opportunities, on-site screen-printing, and experiential activations. Exhibiting designers will be selling their lines onsite.
Style X was developed in November 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.