CATEGORY: MEN’S SURF APPAREL SS18
INTERVIEWEE: Richard Sutcliffe
How has the Surf Apparel segment evolved since last summer season in terms of products, categories and SKUs?
The adventure surf trend has notably increased especially in accessories and utility products as well as transitional multi-use apparel pieces
How do you deal with competition from fast fashion and chain stores?
We stay true to the brand ethos, that’s what sets us apart from generic fast fashion. Fast fashion is the second most destructive industry after the oil industry. At Passenger we are mindful and reduce our impact wherever we can, each order plants a tree, we offer things fast fashion can’t.
What are the main trends you see popping in your SS18 Surf Apparel line?
The continuing trend of outdoor exploration is very relevant to us, and we already design products that help people to get off grid and find those empty breaks.
What are the key inspirations behind your collection this year?
Our products are already designed with adventure in mind so you’ll see more of what can help you get to the those beach breaks or secret spots. There’s also a retro nod to those first surf explorers back in the 70’s.
What are your colour palettes for men’s SS18 season?
We’ve tapped into the sun fade with washed back reds and greens, alongside classic blues and natural marl for a balanced colour aesthetic.
In terms of fabrics and materials, which new stuff are you working on for next season?
We’re developing water resistant fabrics for our AW18/19 range, which is something we will use year round for changeable climates. This alongside insulated styles for both apparel and accessories.
In terms of prices, which demographic do you target?
Our target demographic is 25-35 with a margin either side, we feel this best reflects the Passenger audience.
Please take us through three of your key products that retailers should put on their order sheets.
Our new twill over shirt is a men’s heritage classic updated, perfect piece for the transition between spring and summer.
We’ve also added in a summer weight canvas jacket, but wearable year round, durable yet feels soft and aesthetically on point.
Any of our backpacks totally work wherever you’re going to head for summer, with multi-use utility features they work for surf trips, mountain trails or as your daily carry.