XXL Sits Down With Aaron Levant The Founder of AGENDA Show

Agenda Show has become one of the largest trade events in North America taking place three times a year in New York, Long Beach, CA and now Las Vegas Market place. The show attracts hundreds a brands from street-wear to action sports and everything in between. XXL got the opportunity to sit down with the shows founder Aaron Levant and discuss the creation of the show, growth and the unique platform to share such a common ground between companies and industry friends.

XXL: Where did the AGENDA Show journey begin?

Aaron: A long story story but cliff-note version is ... In the early 2000's I was working at an LA based street-wear brand called GAT (Gypsys and Thieves). I became one of their interns in the late 90's, early 2000's where I basically worked my way through the company from an intern to graphic designer to marketing to sales. All throughout that time as a brand we would attend trade-shows as a brand from Magic to ASR. One of the things that I learned was the the show sucked if you were a little brand. Brands like NIKE & Roca-Wear would get a lot if love and as a small brand you would be pushed in a corner and given a ticket number.

In 2002, I basically created the concept to start my own show and the little guys would be the important ones. I grouped together 30 of my peers and rented a restaurant across the street from ASR show in Long Beach, CA which was the beginning of my career. I charged brands $500.00 which was a fifth of what the other shows were charging at the time. It wasn't about making money, it was about a group supporting each other. We got about 250 buyers to our first show and was 10years ago. We've since gone from 30 brands to 50 brands to 75 brands and now at 650 brands. Over time we've been able to get the attention of the nigger brands and they've all jumped on with what we were doing. The shows grown very organically over the course of 10years. It wasn't an overnight success as it may look from the outside looking in.

XXL: What are the three key ingredients that make up the AGENDA Show?

Aaron: The number one ingredient is invite only and curation. Not anyone that signs up for the show can be apart of this community which is very opposite from a lot of other trade-shows. If you have money many of the other trade-shows will find a space for you. I personally review and personally invite each brand out to the show. We turn away hundreds brands each season that want to be apart of our show. We're looking for brands with very original and authentic goods that aren't just chasing trends or style. Second thing would be the way that the show is itself, it's pretty simplistic, it's just about the best product rather than who can build the biggest object in the room. The third thing would be that we treat AGENDA Show like a brand which we collaborate on products, utilizing our social media as a voice along with producing a lot of own original content. These are the three things I would say make us different from other shows.

XXL: How do you start you day during AGENDA show week?

Aaron: I'm usually at the shoe before everyone else making sure everything is where I want it to be. If I don't like where a trash can is placed on the floor I'm personally picking it up and moving it. I work hard to be very hands on and involved with the details. AGENDA is rapidly growing and we now have a team to support that but I never want to get away from being hands on with what has made us very successful over the years.  I make it a point to stay customer service driven and making sure all of our brands are well taken care of.

XXL: What do you feel is the key aspect in AGENDA culture and lifestyle?

Aaron: All of these brands here at AGENDA aren't the same, some are surf brands, skate brands and street-wear brands at the end of the day I think it's all about doing shit that you love. Everything we do from the food we eat, to the clothes we wear to the music we listen to is what helps build the culture. This group of people live to do what they want when they want are somewhat rebellious and that's what helps the lifestyle.

XXL: Who are 3 people that have inspired your career?

Aaron: Lewis Pallido former co-founder of AGENDA Show and the first person who gave me a shot in this business, Rick Klotz from FRESH JIVE learned a lot from his mentor-ship and about the business on a sales aspect and Jay-Z his music is what gets me going.