How is your boardshorts segment doing and how will it be spread next season?
Dakine’s surf category is booming at the moment. The arrival of John John Florence in the accessories team had an effect on the brand as a whole and all the surf products are benefiting from this tremendous energy momentum. Retailers see how much effort we put in our products and our marketing. Our long history of quality surf products – best leashes on the market since 1979! – make our effort legit.
What colours / patterns will be next season’s hits?
We received great feedback about the Field Camo print that was first introduced in our FW17/18 collection. Tonal colours are important and consistent throughout our lines.
Please describe your 3 hottest products retailers should carry.
The Storm Boardshort is our highest performance surf short. It has everything you need and leaves out everything you don’t. Field Camo colourway makes the Storm a no-brainer for any surf specialty retailer.
The Plate Lunch Boardshort is a key piece of our second collaboration with Plate Lunch, the small Hawaiian label created by the sons of Dakine founder, Rob Kaplan. It will have a strong marketing push. Dakine “Ohana”!
Finally, the Kailua Boardshort offers a traditional fit with palm prints that honour our Hawaiian heritage, giving a vintage touch to our boardshorts assortment.