Cargo
Fashion • Art • Music
July 2009

Overview
Cargo is an independent fashion trade show and shopping event for tastemakers and decision
makers in the cutting-edge streetwear fashion industry. Participants include streetwear consumers,
designers, retailers, buyers, distributors, manufacturers, press and media. Reinventing the way
brands and buyers do business, Cargo strips away convention, providing an entertaining,
personalized environment to engage consumers.
Details
WHEN: July 20 & 21, 2009, 12 p.m. – 8 p.m.
Opening night reception: July 20, 9 p.m. – 1 a.m.
WHERE: St. Patrick’s Center, 268 Mulberry St., NY
Opening night reception: R Bar, 218 Bowery, NY
WHO: 2,000 consumers, fashion buyers, retailers,
designers, press
Event Elements Promotion and Marketing
• Fashion Trade Show • E-blasts/website
• Shopping Event • Pre-/post-event press releases
• Sneaker Battle • Radio spots (Hot 97)
• Art and Music Integration • Cargo viral videos
• Custom Sponsor Activations • Strategic media partners
• Social networks
• Cargo Manifesto e-newsletter

Background
Born of a vision to provide an alternative platform for the designer sportswear and luxury
streetwear markets, Cargo launched in July 2008 in New York City.
1. The first event showcased a handful of progressive brands in a non-traditional venue in New
York City’s Lower East Side, the burgeoning boutique shopping and avant-garde nightlife
scene. With good music, drinks and an intimate atmosphere, Cargo provided a productive
ambiance for an exceptional debut.
2. Following the debut, Cargo received incredible buzz. The sophomore show in January 2009
again broke new ground by opening the event to the public with Cargo’s Shopper’s Delight, a
lifestyle pop-up shop. The show quadrupled in size, showcasing a total of 27 brands and
attracted nearly 2,000 attendees.
3. In July, 2009, Cargo celebrated it’s first anniversary. The third installment trade show again
demonstrated the event’s growth and maturity through a refined set of exhibiting brands, the
addition of visual art showcases and new partners that added a deeper level of interaction with
event attendees. All in all, the third show generated more buzz and press than ever, officially
securing Cargo’s position among fashion industry leaders.

July 2009
Our Challenge
Due to the economy, the fashion industry found itself In the worst retail environment the industry has ever seen.
Budgets were cut, buyers were either not attending trade shows as they had in previous years or they simply were
not buying. Retailers had a dismal record of sales and found themselves sitting on inventory that they desperately
needed to sell. A conventional trade show for the industry only was not the best solution for the retailer going
through economic hardship.
Our Solution
In January 2009, we developed Cargo’s Shopper’s Delight, an independent fashion trade show event and lifestyle
pop-up shop—the sole trade show open to the general public. The two-day event was recreated again in July,
allowing fashion brands to sell wholesale to retailers with the added benefit of having consumers shop their
favorite urban, sportswear brands and emerging designers under one roof.

Testimonials
“The show was great. Love it. I think Cargo is doing a good job. I live how smaller, independent
brands are getting a venue to showcase their work. You guys are rockin’ it so keep going on...
We needed something to let people know that we're still around, so it's a good thing.”
- Triple Five Soul
“We had a great show again, as we did last year. I love it. My basic characterization for the show is
like the Village, New York City, circa 1990-91. No pretentions. It's a place where everybody from
every corner gets together. There's no established criteria for brands. If you want to come here and
have a good time, have a great show, this is really a good environment for it. I'd like to see Cargo
maintain the identity, stay organic. Grassroots man, that's what it's all about. Keep rockin’."
- The Brothers Brooks Showroom
“Bigger is not always better and the CARGO trade show is a testament to that notion. It was well
edited and had a laid back atmosphere. It offered everyone a more intimate experience that is
conducive to building relationships.”
- Eric Cano, Antenna Magazine

Experiential Activation
Lifestyle Pop Up Shops
Cargo’s Shopper’s Delight provided a platform to the following brands from across the
country. Each used a 10’ x 10’ booth space to exhibit their upcoming lines for the next
season to wholesale buyers, while selling their inventory to the general consumers at
a great price.
Amivectio Good Wood Rebel Aire Soulfood NYC
Burden Clothing Kana Beach Rich Yung Triko
Bryson Brooks Lavie Rolling Paper Triple Five Soul
Danny Hastings Odd Men Out Ruz Works Unnecessary Clothing
E.5 Charlie One Punch Machine Gun Sabit Wei Ng
FlyKickz Wild Child Nation

Experiential Activation
Sneaker Battle
Bringing another unprecedented element to the event, Cargo’s Shopper’s Delight
featured a custom sneaker battle, sponsored by Beck’s Beer. Artists from across the
country were invited to submit entries. Finalists showcased custom sneaker designs
live at Cargo’s Shopper’s Delight for attendees to vote for the winner. The sneaker
battle extends the artistic aspect of the trade show, further engaging consumers and
authenticating the lifestyle that is at the root of Cargo.
FlyKickz, Connecticut
Ruz Works, New York
Soulfood NYC, New York
Reble Aire, New Jersey

Experiential Activation
Sponsorship Integration
Cargo’s Shopper’s Delight provided a platform for sponsors to engage an often elusive
group of fashion-forward consumers and fashion industry decision-makers and
trendsetters. Through each specific activation, the following sponsors contributed to the
overall Cargo experience.
Beck’s Beer
Exclusive Sneaker Battle sponsor, Beck’s bar at Cargo’s Shopper’s Delight event, branded
premiums at bar, sponsorship of opening night reception, on-site signage and logo
exposure, logo in marketing materials and website
Medalgia d’Oro Coffee
Medalgia d’Oro coffee bar at Cargo’s Shopper’s Delight, product sample in gift bags, logo
in marketing materials and website, logo exposure at opening night reception
Pop Chips
sampling at Cargo’s Shopper’s Delight event, logo in marketing materials and website, logo
exposure at opening night reception
Zipcar
Zipcar “shuttle” service, on-site signage, logo exposure at opening night reception, logo in
marketing materials and website, mention and promo code in e-blast, brochure in gift bags
Colombian Power
Sampling at Cargo Shopper’s Delight, logo in marketing materials and website, logo
exposure at opening night reception
WB Mason
Professional products provided for exhibitors, WB Mason staff presence

Media Partners
Maximizing Cargo’s Reach
Through strategic media partnerships, Cargo reached a broad yet targeted audience
both locally in the New York area and nationally.
KarmaloopTV
The largest streetwear e-retailer.
• Announced Cargo’s Shopper’s Delight
through the Karmaloop blog
• Pre-event coverage
MadeMan.com Antenna Magazine
Leading fashion industry/lifestyle magazine.
New men’s national online lifestyle magazine.
• Featured Cargo’s Shopper’s Delight on
• Featured Cargo’s Shopper’s Delight and
Antenna website via hyperlinked banner
Sneaker Battle on site
• Provided product for gift bags
• Included logos, links and video
Thrillist.com
Men’s fashion, entertainment, trend website.
• Featured Cargo’s Shopper’s Delight & opening night party in
recommended events e-newsletter & on homepage of website
• Invited Thrillist readers to shopping hour and VIP party entry

Press & Blogger Coverage
• A-list Radio • Global Grind • RedOrbit.com
• Amivectio • Going New York • Revive Customs
• Antenna • Hot 97 • Sabit
• Burden Clothing • Jake’s Blog • SoJones.com
• ClubPlanet • Karmaloop.com • Thrillist.com
• Concrete Jungle • KarmaloopTV • Time Out
• Crème Magazine • Ladies Lotto • Twitter
• Dirty Debutante • Limite Magazine • Urb Magazine
• Entrepreneur • LinkedIn • Westport News
• Eventful
• MadeMan.com • Women’s Wear
• Examiner
• NBC.com Daily
• Facebook
• New York Daily News • Yahoo!
• Forbes
• Odd Men Out • Yelp
• YouTube
Total Impressions: 6,500,000+

Marketing Materials
Cargo Sneaker Battle Flyer
Cargo’s Opening Night Reception Flyer
Cargo’s Sneaker Battle Flyer
Cargo’s Shopper’s Delight Flyer
Cargo Opening Night Flyer

CargoTradeShow.com

Cargo Manifesto
Cargo Manifesto is a one of kind monthly newsletter
that covers a variety of topics within the fashion
industry. Past Manifesto’s have included the chart-
topping group Gym Class Heroes as well as the Who’s
Who of the fashion industry such as fashion buyer
juggernauts Will & Holland of Karmaloop.com and
Antenna Magazine’s Eric Cano.
Cargo Manifesto provides
a refreshing perspective and an inside look
to the fashion industry with candid interviews
from designers of their favorite fashion
brands to artists and personalities that are
forever pushing fashion forward.
Cargo Manifesto Facts:
• Monthly newsletter
• Great platform for Advertising
• One-of-a-kind within industry
• 10,000+ subscribers with high pass-along
rate

Next Shipment (sign up now!)
What: Cargo Tradeshow
Cargo’s Shopper’s Delight
For info contact us: info@cargotradeshow.com
When: January, 2010
Where: St. Patrick’s Center, 268 Mulberry St., New York, NY
Who: 2,000+ consumers & industry insiders

Appendix
(web coverage)