Retail Buyers Guide: Men’s Streetwear FW18/19
Brand: Santa Cruz
Category: Men’s FW1819 Streetwear
Interviewee: Nathaniel Jones, Senior Apparel Designer
Are you seeing any dominant overall trends for FW2018, like work wear for instance?
I’m more interested in the mixing of traditional skate trends, you mentioned work wear for example we’re now seeing more traditional work pants mixed with vintage sportswear inspired pieces, and the guys wearing tracksuit bottoms and button down shirts. 90’s is still coming through with bigger pants and boxier fit sweats. We’ll be layering up hooded sweats and coach jackets as always.
What is your collection theme and which stories are you telling to get customers stoked on streetwear with a boardsports flavor?
Our collection is split into 3 main stories Santa Cruz Classic, SCB and OGSC.
Classic features some great new guest artist versions of the Screaming Hand and Classic Dot graphics along side new colour ups of Jim Phillips art. We’ve added a few more cut and sew streetwear inspired pieces this season.
SCB (Santa Cruz Black) features a darker colour palette tonal fabrics and textures, lifted by some strong pops of colour in the prints. Work wear inspired shirts and jackets. SCB is home of Jason Jessee’s iconic Guadaupe graphic some new artwork from Eric Dressen.
The OGSC collection is built around some lesser seen graphics from the NHS archive and ties in with the hard goods re-issue program. This season we have legendary graphics from Hosoi, Salba and Jason Jessee in the mix. Hooded coach jackets and rugby shirts add some classic cut and sew to this strong pintable’s story.
What makes this product category important to your brand and what are your USPs?
Jim Phillips graphics are synonymous with Santa Cruz heritage every season we pull from the archive and re imagine the classics in fresh new ways.
What is the “must have” boardsports look (head-to-toe) for next season?
Hood up hats down.
What are you doing with materials, colours and textures?
Heavy weight jersey, pique, loopback fleece all feature. Some heavy weight brushed twill workshirt and brushed plaid with some stretch add for added functionally.
What are the trends in prints, graphic designs and patterns?
We have some smaller front prints and some cleaner graphics mixed in with bright neon pops.
More variety in print techniques high build ink, puff prints, neon’s and embroidery.
Please name and describe your 3 highlight pieces and items that retailers should definitely order.
Along with our Screaming Hand and Classic Dot staples the new Strip panel ¼ zip sweat in the classic line is looking great, in OGSC line Hosoi Graphic on tees and hoods is a real stand out.
In SCB we have an amazing washed black denim jacket with a full tonal embroidery of the Jessee’s Guadalupe on the back panel. Straight fire!