[ Designer: Gerry Kelly and models: Anna, Matisse and Lawrence ]

POOLTRADESHOW is the original independent tradeshow, established in 2001 for the boutique market and leading retailers world-wide. POOLTRADESHOW is hosted bi-annually every February and August in Las Vegas in conjunction with MAGIC Marketplace. POOLTRADESHOW carefully curates each show, balancing fresh talent with established brands. Each POOL brand is pre-screened to provide a well-rounded representation of items that will keep the boutique and lifestyle market at the pulse of emerging trends


Sonas Denim was founded by Gerry Kelly an Irish born festival enthusiast living in San Francisco since 2000. Gerry was born in Dublin, Ireland. At the young age of 20, he got an itch for travelling after spending a few weeks on holiday in Greece.  The following Summer, he returned to Greece where he sold t-shirts and jewelry on the beach to other fun loving travelers.  When the holiday season came to an end in Greece, he moved on to Turkey, Israel, Sinai and Egypt where he continued to buy clothing and jewelry to sell to fellow travelers to fund his own travelling.  His tastes in fashion were a hit!

After a few years on the road, Gerry went back home to Dublin to visit his family and to rest for a few months before setting out upon the world again.  He had, as they say, “the travel bug.”  He decided to continue his ongoing search of fun music festivals and good times.  He especially loved to meet passionate party people. He traveled constantly to different festivals and raves around the world, living his dream of partying and meeting new friends.