Street Beat: Rhythm

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November 18, 2010

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Photo: Rhythm
Rhythm Marketing Manager, Gus Cawley, doing some
festive shopping.Created in response to the homogenization of the action sports industry, Rhythm is an apparel brand that provides fresh takes on classic garments. You can see creative distinction in Rhythm's tees, walkshorts, boardies and more, which makes sense, because Rhythm rallies troops of the action sports, music, art and fashion industries to embrace "the sound of change."

Originally founded in Australia, Rhythm made its U.S. splash at the 2008 ASR trade show (RIP). Marketing Manager Gus Cawley was stoked to speak about the 2010 fashion capsule collection. Enjoy!

- Danny Spyra

Photo: Rhythm
The Collect Tank, part of the 2010 fashion capsule
collection

BNQT - IS THERE A STORY BEHIND THE RHYTHM CATCH PHRASE "THE SOUND OF CHANGE"?

Gus - The story behind the sound of change is the story behind Rhythm. Rhythm is a collaboration of like-minded individuals set on expressing themselves through music, art, and board riding. We are supplying an alternative to the increasingly standardized nature of the mainstream action sports industry.

Photo: Rhythm
The sound of change. Embrace it.

BNQT - RHYTHM'S 2010 FASHION CAPSULE LINE-UP IS LOOKING SOLID. ARE THERE ANY CERTAIN THEMES THAT RUN THROUGH IT?

Gus - The 2010 fashion capsule was our way of subtly introducing the US market to the more fashion-forward style of Australian surf design. It was received so well that it has actually become fully integrated into our standard offerings and will include more denim, interesting takes on trunks and walkshorts, and the super-comfy Rhythm t-shirt blank.

Photo: Rhythm
The Cham-T

BNQT - I LOVE THE USE OF FRONT POCKETS ON THE CHAM-T AND MALIBU SHIRTS. WHAT INFLUENCED THE DESIGN OF THESE TEES?

Gus - The use of front pockets not only adds texture and depth to an otherwise basic t-shirt but also provides an awesome place to keep things (i.e. wax, sunnies, money, pens, lint, etc). These tees are indicative of the unique nature of Rhythm and specifically the capsule line as the pockets are hand-sewn, the tees are an exclusive, premium blank, and the buttons on the Malibu-T are all mismatched to keep everyone from looking the same.

Photo: Hurley
Kieren Perrow poppin' off at the recent Hurley Pro.

BNQT - SURFING RUNS DEEP IN RHYTHM'S BLOODLINES. WHAT'S THE LATEST WITH KIEREN AND THE REST OF THE TEAM?

Gus - Kieren is absolutely killing it right now having just re-established himself as a force to be reckoned with on the tour. Within the states we are currently focused on growing a strong group of amateur riders who serve as our brand Ambassadors both in and out of the water. These guys are involved in everything from helping reps check up on shops, to planning events, to helping with the design of the apparel and direction of the marketing. Specifically though, Dane Anderson has been surfing really strong and is getting ready to head out on the WQS after spending the winter in Hawaii and will definitely be someone to keep an eye out for.

Photo: Rhythm
The 17 inch Duke boardies in blue.

BNQT - MOST OF THE BOARD SHORTS RUN A BIT SHORTER AND INCORPORATE WAISTBANDS. IS THERE A CERTAIN VINTAGE VIBE TO THE RHYTHM BOARDIES?

Gus - I think vintage might not be the best word as the style is derived from things that we have seen in past few years around the globe, most prominently in Australia and New York. We do have the benefit of observing trends from a global level which gives us a little wider perspective and allows us to stay current if not ahead of what is represented in the states. The shorts that you are referencing incorporate a fabric specific to our boutique line called surf cotton, a blend of 80% polyester and 20% cotton which allows for the graphic to be sublimated while still maintaining functionality as a semi-technical boardshort. The drawstring waistband is a callout to yesteryear as well as our friends in Australia but it really just comes down to a more comfortable short to ride and spend time in.

Photo: Rhythm
The Pier jeans in raw black.

BNQT - WHAT MAKES RHYTHM DENIM UNIQUE?

Gus - Rhythm denim is unique in every facet, from rivet detail, to the denim used, to the fits and the way that the jeans hold their shape. The lay person might look at our denim and think "Oh, this is priced a little higher than your average action sports jean," while a denim aficionado would remark, "What a great deal for true Japanese raw indigo denim, a 12.5 inch leg opening that doesn't stretch out, and front and back detailing on each and every rivet, button, accent." Our denim stands out because it is truly economy priced premium denim. We use only the very best from designers to materials and the result is the most amazing pair of jeans you will put on, period.

Photo: Rhythm
The Avenue-Beat walk shorts, country club approved.

BNQT - I DIG THE AVENUE-BEAT WALK SHORTS; THEY'RE LIKE SEERSUCKER SHORTS WITH A DISTRESSED TWIST. WHAT WAS THE INSPIRATION FOR THEM?

Gus - The inspiration was again, the ever-present, sound of change. It had become clear that classic styles like solid navy and khaki, madras, and shorter cuts were coming back in homage to the country club kid so we decided to take the ultimate fabric from this range, seersucker, and beat it into something that looked like it had been worn since it was last in style. The result is a pair of seersucker shorts that can be worn from the beach to the country club, and back.

Street Beat Archive:

Colin Tunstall with Saturdays Surf NYC

Shaun Neff with NEFF Headwear

Joe Freitag with Arnette

Nigel Alexander with Markisa

Josh Sherman & JJ Thomas with YEA.NICE

Matt Biolos and Ryan Divel with ...LOST

Chris Gougeon with DROP MFG

Elizabeth Miller with Flat Fitty

Anna Sherwood with Quiksilver Women

Jeff Kelley with Sanuk

Bob Carlson with Arbor Collective