INTERVIEWEE: JACOB BYRNE (BRAND AND DESIGN MANAGER)
How is your boardshorts’ product category evolving when looking back on previous seasons?
I guess it’s all about evolving and fine tuning. Looking back we have had some really well received trunk collections but looking forward the collections feel even more aligned with our brand’s direction. This is due to a whole a lot of things which I guess just comes down to experimenting and working on our strengths as a brand.
What’s the main focus for Summer 2017?
Ensuring that we are evolving and offering individual product to the market.
Which colours/patterns have made it into your SS17 pallets?
We have experimented with a whole assortment of patterns in the SS17 collection, it’s a thought out mishmash that works together in a unique way.
Any new fabric features and technical innovations?
We introduced a new poly-cotton stretch fabric in the Australian summer which is a lighter weight version of our signature Rhythm TC cotton short. The new fabric offers our washed out look in a more technical fabric suitable for those who like a little tech but prefer the look of a vintage short.
Please detail your unique features.
Our choice of fabrication is usually our most unique feature offering that washed out look and a more organic inspired colour palette. We also use a poly-suede inner waist lining for comfort and to keep the trunks on your hips. Most other details are designed to create a classic looking trunk that is made for surfing.
Which client demographic are you targeting with your SS17 boardshort collection?
We always design product for Rhythm and like minded people who just enjoy surfing and having fun, experimenting with all types of surf crafts, traveling and finding new waves with good friends and not taking it too seriously.
Price points: what are your main categories and what is the upper limit in this product category right now?
Trunks, T-shirts, Jackets, & headwear.
We just aim to be in line with the market in price although if a certain garment deserves a higher price point it usually doesn’t effect the sale if the detail and quality is there.