South by Southwest Adds Top Emerging Brands from Australia, US to Style X

From Zanerobe, the fast-rising premium menswear brand from Australia, to What Goes Around Comes Around, one of the top vintage-inspired brands with a celebrity following, Style X (pronounced Style By) is preparing to showcase some of the best emerging brands from around the world. Style X, the official fashion showcase for SXSW, is highlighted by pop-up shops featuring dozens of brands that represent the intersection of music and style and innovative concepts in retail. One of America’s most exciting retailers, Charming Charlie, will serve as the Official Fashion Accessories Partner of the showcase.

What Goes Around Comes Around (WGACA) is a vintage-inspired line for both men and women with retail locations in New York and L.A. WGACA started off as vintage boutique, but later used experience collecting vintage pieces from all over the world to launch their own line. Today, WGACA is a renowned name in the vintage clothing industry and has many notable musician fans such Katy Perry and Lenny Kravitz.

“Our brand’s lifestyle is infused with how fashion, vintage and music mesh together,” said WGACA co-founder Seth Weisser. “We constantly draw our inspiration from the 60’s and 70’s Rock and Roll styles of classic rocks icons. SXSW is a perfect platform for What Goes Around Comes Around.”

WATCH: Style X 2011 Highlights

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Another company setting the world on fire is Houston-based fashion accessories retailer Charming Charlie. Charming Charlie’s founder and CEO, Charlie Chanaratsopon, was named an Ernst & Young Entrepreneur of the Year in 2010 in the retail category. That same year, the company won the American Marketing Association’s “Marketer of the Year” award and was named a “Hot Retailer” by the International Council of Shopping Centers for its innovative retail concept matching products by color in their stores around the country.

“We wouldn’t be where are today if we didn’t listen to our customer or take alternative approaches to what we do and how we do it,” said Chanaratsopon. “We’re thrilled to partner with such an innovative platform like SXSW to showcase our brand. SXSW is about people, innovation and fun—three things that are also at the core of our company.”


Not limited to U.S.-based brands, Style X also welcomes Zanerobe from Australia. The brand was launched by Leith Testoni and Jonathon Yeo nearly a decade ago and has quickly turned into one of the top emerging brands around the world with products featured in Japan’s Barneys, Saks and Neiman Marcus in the U.S. and Australia’s David Jones. Their collection is known for its workmanship and masculinity, but also for it’s clear musical influences.

Across the Pacific, Piper Gore is a beach-inspired menswear clothing line out of Southern California that is designed to allow clothes to go from the beach to the city, and anywhere in between. Piper Gore is casual luxury, and doesn’t skimp on sustainability—everything from the creation of their fabrics to production is all locally made in Los Angeles.

“SXSW is built around the idea of constantly searching for something new, an un-discovered talent – being pioneers. We are so excited that, true to their style of thinking outside the box, the SXSW team has thought to include fashion,” said Piper Gore, who worked with Lucky Brand Jeans and Levi’s before launching her own line in 2009. “At Piper Gore, we are all about living a fulfilling and beautiful life, always exploring new opportunities – Style X is one we would never miss! This is an amazing opportunity for new and established brands.”

Drawing inspiration from the cultural heart of the South, New Orleans, Jolie and Elizabeth was born. Jolie and Elizabeth creates dresses that are fun, feminine and functional with a Southern accent. The designs of Jolie and Elizabeth have been featured in various regional and national publications, including NY’s Daily Candy, Southern Living and New Orleans Magazine.

“We could not think of a better outlet to showcase our brand, our collections than SXSW in Austin, TX,” said Jolie Benson, who launched her own line after working in New York with Betsey Johnson and BCBG Max Azria. “We look forward to representing Jolie and Elizabeth and the growing fashion industry in the South amidst the already incredible lineup of participants.”

In addition to all the brands mentioned above, Style X will also be showcasing New York-based brands Block Headwear and Tar and Feather Designs, women’s jewelry collection Vivo, and Austin-based scarves maker Shimmer and Bliss.

SXSW® 2012 is sponsored by Miller Lite, Chevrolet, IFC, Brisk, Monster Energy, Mountain Dew, FreeCreditScore.com and the Austin Chronicle.