Sullen’s newly developed custom catalog application for the iPad recently made its debut on the trade show floors at San Diego’s ASR and MAGIC in Las Vegas. The application was designed and developed by Sullen’s creative and IT teams, and was created with the brand’s online channel in mind, which features art, music and athlete programming. Here’s a video outlining the new technology and the official release:

HUNTINGTON BEACH, Calif. (September 2, 2010) — Sullen Clothing, the art-driven lifestyle apparel brand defined by its focus on TRUE ART, has again demonstrated its creative strength as an industry upstart by introducing the first iPad catalog application for Action Sport and Lifestyle apparel brands in use at the recent ASR and MAGIC apparel industry tradeshows.

“The Sullen Clothing catalog application for the iPad demonstrates how committed our team is to pushing the envelope from every angle,” said Ryan Smith, Sullen co-founder and creative director. “As a growing brand focused on art and lifestyle, a tool like this let’s us immerse people in our culture. It becomes more than words and images through the multi-media aspects and the touch screen interface. It becomes a total sensory experience. It amplifies the TRUE ART at the core of our brand to levels that traditional static modes just can’t reach.”

The application is a custom program developed by Smith and the Sullen Creative/IT team for the newly released iPad. The concept originated from the growth of Sullen TV, the brand’s dedicated online channel featuring art, music and athlete programming, and the desire to better incorporate its powerful statement as a marketing initiative. Developed specifically for handheld use on the tradeshow floor, the Sullen iPad catalog application allows buyers and peers to navigate pages that feature men’s and women’s apparel lines by season, but also image galleries of the Sullen family athletes, models and musicians as well as various live action video clips from Sullen TV that feature athlete competitions and exhibitions, live music, art shows, and supporting interviews with relevant talents across the same spectrum.

“From the confirming response we got from buyers and our peers at both recent tradeshows, it is safe to say Sullen is the first action sport or lifestyle apparel brand to leverage this technology,” said Jeremy Hanna, Sullen co-founder and director of marketing. “We want to be first movers in style, art and best practices. The application was a huge success for us on all those levels. The technology allowed our sales reps to better interact with our buyers, and allowed us to show the brand story in a way that immediately provides a gateway to our culture and marketing profile.”

Some of the benefits Sullen’s iPad application demonstrated at ASR and MAGIC included:

Portability - The iPad is a slim, hand held device, making it especially attractive in a tradeshow environment for ease of use while moving from booth to meeting.
Buzz Factor - Use of the iPad had many buyers more interested in seeing the complete line through the new medium rather then the physical line to experience new technology.
Efficiency - Use of the iPad allowed reps to show the line about 4 times more often then showing with only product.
Image Quality - Due to magnification options, the iPad provides a detailed, close up view of each piece so the buyer gets an actual sense of what a given product will look like.