Photo (right): After many years with Adidas, the Bryan brothers (2010 Australian Open champs) signed a deal with K-Swiss, the headquarters of which is a 40-minute drive from their home.

By Liza Horan

New York—Last week as I was walking into a seventh floor loft in the fashion district to preview K-Swiss’ Fall 2010 collection, TENNIS Magazine gear editor Bill Gray was on the way out. “I don’t like bling. You know I don’t go for that,” he said to me. “So this is good.”

Bill rides the old-school sensibilities of functional apparel and footwear, but lives for advancements in technology. A few weeks ago I swung by the TENNIS offices, and stopped by to say ‘hi’ to the native midwesterner who I worked with for many years while at TENNIS.com. His office walls are bare, the desk resembles organized chaos, and the floor is covered. Shoes and racquets everywhere.

“One day you’ll be hollering for help after an avalanche in here,” I teased him, pointing to a metal shelf nearly full of tennis gear.

Bill’s not distracted by beads and baubles, preferring classic lines that make tennis the elegant, tough sport it is. That’s why he likes what he saw in K-Swiss’ spring, summer and fall pieces that day.

A glimpse at the collection: Classic styling with contemporary updates
The centerpieces of the fall line-up are in production right now so visiting sports and fashion writers, editors and stylists—from Health, Footwear News, MTV, Maxim, Men's Fitness, Lucky, Vogue, and others—had to settle for sketches of those, while seeing and touching the spring and summer collections.

The color palette for women is bright white, Brilliant Blue and Raspberry Rose. For men, it was shades of blue, accents of orange and white. Menswear includes board shorts, debuted by Sam Querrey at the Australian Open, that transition “from door to court” for lifestyle and performance. For the ladies, fitting camisoles, A-line tops with piping, Y-back dresses (right),and skirts that are plain or pleated with ribbon detail. A company spokesperson pegs the skirts in a word: "Fabulosity!"

The fall collection for ladies features a stunning diagonally striped look of black and white in dresses, skirts and tops with princess-seam piping. For Wimbledon, K-Swiss ladies Vera Zvonareva, the Bondarenka sisters and Liezl Huber will be wearing all white (of course) in the form of pleated skirts or straight skirts, Y-back dresses and sweetheart tankinis. The men—Sam Querrey, Mardy Fish and the Bryan brothers, will have classic shorts, polos and board shorts (left) to choose from. The board shorts come in a shorter length for women.

All pieces are constructed of moisture-wicking materials that allow freedom of movement.

Last year marked the 35th anniversary of the K-Swiss Classic leather tennis shoe, which debuted at Wimbledon in 1974 as the first tennis shoe made of leather not canvas. That shoe is for sale now, and so are its more modern kin that retain the signature five stripes, D-ring for laces and colorways. The update includes other materials (suede, canvas) and metallic colors, available in the mid-top style, all of which are available on www.KSwiss.com.

K-Swiss returns to roots and re-brands
"We've been a tennis brand since 1966," says a spokesperson, adding that a new ad campaign positioning K-Swiss as the "California Sports Company" will break.

Many people don't realize that K-Swiss is a private American company that was founded in California in 1966. In fact, the “K” stands for the state, and the founders were two Swiss brothers, Art and Earnest Brunner, who were avid tennis players and skiers. The company enjoyed a big boost in recent times as hip-hop stars embraced the brand, which led to the development of a street-style line. Now the company is led by another pair of brothers, Steven and David Novich.

Some questioned the brand’s integrity as a performance brand. The Noviches made a deliberate decision a few years ago to return wholly to K-Swiss’ roots in sports, focusing on tennis and running. The 2010 collection reflects the switch—gone are the wool and down jackets. The popular hoodies will stay, casual off-court shoes will continue, and men’s polos and button-downs will return in force.

Last year K-Swiss restated its commitment to performance by elevating its tennis line and signing new players.

"There's been a lot of roots laid down last year and this year," says K-Swiss' spokesperson, noting that the brans' first permanent retail store is a performance running concept shop located one-half mile from the end of the Los Angeles Marathon finish line. "And 2011 is going to a great year."

Tennis wear is not available at the shop; the full tennis line is available for sale on www.KSwiss.com.

Committed to tennis and growing
In addition to signing new players to the K-Swiss brand, the company is becoming more visible. They've gotten very involved with the LA Road Runners and are three-year sponsors of the Ironman, and in tennis plan to continue grassroots efforts and host fashion shows. Their 2009 U.S. Open-timed fashion show and party featured Zvonareva and Anna Kournikova on the catwalk.

The sixth annual K-Swiss Desert Smash, a pro-am and celebrity match, at La Quinta Resort in Palm Springs, Calif., takes place tomorrow and Wednesday. The K-Swiss tennis players and celebrities, including Christian Slater, will participate.

"Last year the Bryans played for their foundation, this year they are playing because they are K-Swiss players," says a K-Swiss insider, noting that the company is a good fit for the brothers. [At Adidas] they were small fish in a big pond. They're No.1 in the world! We're really a tennis company and we put them on a pedestal. It makes sense for them to be with a tennis brand."

Both Querrey and the Bryans live about 40 minutes away from the Westlake Village headquarters so "they can stop by anytime they want."