Style X 2011 Highlights from Style X on Vimeo.

A word from the founders:

Style is the final frontier of fashion. The advanced breed; the premium blend; the upgraded product. Gone are the days when the “fashion elite” sit upon ivory towers, point to a color, pattern or cut and utter the words, “This is in.” The icons of fashion influence in 2012 are much different than the icons we had in 1992 or even 2002. The new icons bring style.

Simply put, today is for both the style conscious and the style conscience. Just as Mark Zuckerberg demonstrated the potential of social media and Barack Obama the power of social change, Style X will bring forth the transformative power of social style. With the emergence of the Internet comes responsibility not only for those behind the industry but also for those on the front lines - consumers - to ensure we are wielding our power of style on behalf of the deserved.

In these pages are a number of those deserved: the creative, innovative, locally-driven, globally-minded forces of this new frontier. These brands will showcase their wares at Style X 2012 on Friday & Saturday, March 16 & 17 from noon to 8 p.m. each day. They will open themselves up to the public like never before and in a way the old guard never would have approved of; this event is free and open to the public. Everything from our pop-up showcase to our engaging panels to the runway shows featuring musician-models is available for SXSW attendees to see firsthand. No more velvet rope.

At Style X, we prove that it’s up to all of us - not just the “elite” - to do our individual part to take this bottoms-up style-centric approach all the way to the top of those ivory towers of fashion, and tell them, emphatically, “This time, only we can decide what is in.”

Joah Spearman
Executive Producer, Co-Founder

Jon Pattillo
Creative Director, Co-Founder

Visit the 2011 Style X website

Following a daring debut in 2011, Style X returns to the family of SXSW events for its second year. Featuring talented up-and-coming designers, this pop up retail event showcases the latest trends at the intersection of design and the creative industries. This industry and consumer event will offer everything from streetwear to menswear designers, shoes, eyewear and other accessories, and will pair emerging artists with established, iconic fashion brands.

To participate, submit your application here.