CATEGORY: SURF APPAREL
How has the Surf Apparel segment evolved since last summer season in terms of products, categories and SKUs?
Trunks, printed tops and yarn dyes stripes are strong and will remain a key focus, as it’s our surf heritage. Headwear is also an area that we have seen growth in styles.
What are the main trends you see popping in your SS17 Surf Apparel line?
We keep working with our brand’s aesthetics and pick up on a few trends that might fit well, but ultimately we want our brand to look like Rhythm and not follow too many mainstream trends.
What are the key inspirations behind your collection this year?
It’s a bit of an eclectic collection regarding prints & patterns – we are mixing everything from Hawaiian floral, paisleys & camos to form a pretty unique collection that still tie together well.
What are your colour palettes for men’s SS17 season?
We still have a very earthy feel to the collection regarding our colour palette, although we are starting to introduce some lighter more washed out colours which adds some new interest.
In terms of fabrics and materials, what are you working on for next season?
We are testing some new trunk fabrics, which will hopefully be ready for the next collection along with some shirting fabrics.
In terms of prices, which demographic do you target?
We aim for the premium surf customer.
Please take us through three of your key products that retailers should put on their order sheets.
- Casablanca Shirt – A Moroccan motif inspired yardage with a vintage soft wash (as pictured top of page). (1st Image on page)
- The Julian trunk – A great basic style inspired by our surf heritage in a cotton stretch blend. (2nd image on page)
- Everyday Stripe T-shirt in Vintage Navy – vintage surf inspired T-shirt in great colours. (3rd image on page)