"Monsieur Jerome is an influencer and a blogger that Project has hired, and he consults with them and he finds the hottest designers all around the globe," John said.
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One of the lines Jerome selected, Baffi Collection, makes wooden pocket squares. TMRW offers them a chance to be seen by fashion buyers beyond their native Toronto.
"We're trying to push the sales in the U.S. markets," Jerome said. "Project is the biggest trade show in the U.S. This is the biggest push that they can get here."
More established brands also trek to Vegas for this event. Hudson Jeans was there, and John pointed out what made CEO and creator Peter Kim so successful.
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"When a woman wears a size 12, there are actually 17 different sizes of size 12," he said. "The butt's too long, the crotch is too small, the ankles, everything else. So Peter has to actually be an architect of the human body. And one thing about women—no matter what the jean is, if their tushy doesn't look right, they're not wearing it."
Liberty Fairs was another part of the show that took place at the world-famous Sands. It was here that John caught up with Etonic, an American athletic brand that was launched in 1876.
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John bought the brand two years ago, and is bringing back its most famous shoe, the Hakeem the Dream, named for 1984 first-round draft pick, Hakeem Olajuwon. Not only is the player in the NBA Hall of Fame; the shoe is, too.
"This was the shoe that made it all, this is the shoe that actually created the industry," John said. "This shoe proved the fact that athletes were viable and they can actually convert into sales."