BRAND: PICTURE ORGANIC CLOTHING
How has your winter wetsuits segment evolved since last winter? What are major changes in terms of products, categories and SKU?
Having started in May 2017, and now in our second year, we have added a 4.3 for men and one for women. We are still using an alternative solution to the polluting and rarely recyclable neoprene: NaturalPrene, made of 85% natural rubber from a Malaysian plantation called Hevea and 15% synthetic chlorine free rubber.
Is the demand for frigid waters’ wetsuits still growing?
Not at all, it is more a marketing question for most of the brand (Norrona for example) and at the end, the volume sold worldwide is almost the same, which means that we have to share the cake in more parts than expected.
Which new trends do you see on the 2018/19 wetsuits market?
Cold water surfing is purely outdoor/exploring surf, and we really feel that this trend is the future of surfing, even in summer.
How have price points evolved and what are the main price hot spots?
Around 400-470 euros is the main price point for the 5/4 and 4/3.
Regarding the rubber specifically (neoprene or not) any major improvements?
Improvements come mostly from the formula, which can be more sustainable with a commitment on NaturalPrene with FSC certification for all production of natural rubber. As you know we only use eco-friendly material and this is our main improvement.
Tell us a bit more about the linings’ benefits of your wetsuits?
We use a mix of PES and recycled polyester which are hydrophobic and move moisture from your skin efficiently. It is the NaturalPrene itself which keeps a certain quantity of water, just what is necessary to create a real insulation between your body and the outside.
What’s new in terms of fit and panel construction?
Our line has 100% carried over from last year. We have just added the power seam from SHEICO, which is the best seam covering you can find in term of stretch and durability
Please list some of the best selling arguments for a wetsuit?
Rank by priority :
Please take us through three key products that retailers should put on their order sheets.
TOPOGRAPHIC 5.4.3, its hood, gloves & Feet 60% NaturalPrene rubber, 30% recycled polyester, 10% Synthetic rubber.
Features : Front zip, glued & blind stitched seams, fully taped seams with stretch tape, comfort zone, glideskin neck seal, knee pads, embossed flex, motion pattern, key pocket, silicone tape and Power Seam; an advanced seam sealing that gives a narrow yet durable, flexible and watertight finish to your wetsuit.
Picture NaturalPrene stretch Technology, synthetic chlorine-free rubber eco-friendly water-based aqua glue, 100% recycled polyester inside and outside lining.
DOME 4.3 70% NaturalPrene rubber, 20% recycled polyester, 10% synthetic rubber.
Features: Front zip, glued & blind stitched seams, fully taped seams, dry Now lining technology, comfort zone, drain holes, silicone tape, power grip, knee pads, glide skin neck seal, hem glideskin shoulder (for better waterproofness), motion pattern and key pocket.
Picture NaturalPrene stretch Technology, synthetic chlorine-free rubber, eco-friendly water-based aqua glue and100% recycled polyester inside and outside lining.
POLA 4.3 70% NaturalPrene rubber, 20% recycled polyester, 10% synthetic rubber
Features: Back zip, glued & blind stitched seams, critically taped seams, dry Now lining technology, backside protection under zippers, drain holes, embossed flex, knee pads, glide skin neck seal, motion pattern, anti-abrasion velcro and key pocket.
Picture NaturalPrene stretch Technology, synthetic chlorine-free rubber, eco-friendly water-based aqua glue, 100% recycled polyester inside and outside lining.
Is eco-friendliness an issue for you and how do you approach it?
It is our way of life, with our FSC certified NaturalPrene we can offer the most sustainable product in the market. We are sharing that leadership with Patagonia which has been inspiring us for years.