ASR launched Thursday, January 24th with all of the excitement that comes with walking the trade show halls of fashion from the giants of surfing, skateboarding, motocross, and action sports lifestyle. Of course the Volcom area had it usual themes this year including neon green and pink, and Electric Vision next door which was just bought out by Volcom celebrated with a Let It Snow theme and confetti snow everywhere. But interestingly the motocross area continues to expand and provide new energy -all surrounded by Famous Stars & Straps. Check out next week’s stories for more from the show floor.