INTERVIEWEE: RONNIE REYES (HEAD OF DESIGN)
How is your boardshorts product category evolving when looking back on previous seasons?
Boardshorts is our most important category for Spring/Summer and we wanted to be sure we went deep into all the details of print, colour and fabric. We are introducing a new fabric called Doube D. It’s a modern version of the Diamond Dobby fabric we used to run that did really well for us. This new fabric has a cleaner finish and softer hand but retains the same performance qualities such as reduced friction, quick dry and light weight.
What’s the main focus for summer 2017?
Our main focus will be our shorts category which includes BoardShorts, BeachShorts, AmphibianShorts and WalkShorts. There is something there for everyone! BeachShorts continue to grow for us and we will continue to explore this area with fresh prints and fabrics.
Which colours / patterns have made it into your SS17 pallets?
In addition to some vibrant photo-real florals, we will also be highlighting our Modern Original prints which provide a very unique point of view to the market. Our in-house artist, Luke DuChateau, has put together some of the most original prints the brand has offered and have been getting great feedback from early line showings. Vibrancy is the key with lots of colour without being too flashy.
Any new fabric features and technical innovations?
In addition to the Double D fabric, we are also offering a double layered boardshort in our top tier style, New Wave Highline. This is a unique process of bonding 2 very thin layers of fabric together to create a super lightweight short that is durable and further reduces friction.
Please detail your unique features.
Throughout the collection there are many small features that are both functional and aesthetically pleasing. From welded pockets, custom drawcords, moulded waistbands, and original artworks, everything is very thoughtful and made to suit each style.
Which client demographic are you targeting with your SS17 boardshort collection?
Quiksilver covers a very broad range of consumers from boutique level clients in our Modern Originals, to active sports consumers with our Mainline offering, and then back upstream to high end swimwear clients with our Waterman Collection.
Price points: What are your main categories and what is the upper limit in this product category right now?
The sweet spot for the swim categories is around 60 euros but we go all the way up to 175 euros with our most technical styles. Our main categories start with BoardShorts which lead into BeachShorts and AmphibianShorts.
How much of your line is eco-friendly and how?
Roughly 30% of the line uses Reprieve recycled polyester. We’ve been partnering with Reprieve for almost 2 years now and will continue to expand this technology into other categories.
Any thing special you want to add about this market?
Quiksilver is the Original BoardShort company and we continue look back into our archives to release select styles every season. We call this collection QOB. All of the product is handmade and faithfully reproduced for the discerning customer.
What are your 3 key product pieces for SS17?
Our Crypt Scallop boardshort which features our Double D fabric, the Slash beachshort in 4-way stretch, and the Highline Vee style which also uses the Double D fabric.