Interviewee: Dan Preston – Global Apparel Design Manager
Where do you see the state of the streetwear market in boardsports right now?
Crowded! All the more reason to develop ideas that enable brands to manifest and leverage their core business objectives through innovation and design. Now is the time for the industry to create influential stories that matter and drive audiences to act.
What are your main price points for next season?
We structure our ranges from entry level through to highlight premium pieces. Our pricing structure follows the same formula as most ASR brands, with our basics competitively priced and our highlight styles aimed at the boutique accounts.
How are you segmenting your streetwear collection?
We are targeting the multidisciplinary board rider.
For SS2019, our range has been segmented into 3 main groups along with our ongoing essentials category called ‘Goodstock’.
One of our key product groups is our ‘Concrete Collection’.
Merging classic design with function and durability, Inspired and endorsed by the riders of concrete. Featuring roomier tees and pants cut for skating, the Concrete collection blends directional colours and graphics with this season’s essential relaxed fits
We also have a smaller team rider capsules that also house some of our performance-driven pieces.
Another capsule of note is our Black and White out packs, keeping it simple with essential items from each of the product groups, united by the Red Bar.
MARKETING & STYLES
Amidst all the variety, are you seeing any dominant trends for SS2019?
Printed woven shirts.
Party vibe shirts headline our wovens and feature head-turning custom prints combined with functional and breathable fabrications.
Which colours and graphics are on trend right now?
This Spring the spotlight is on graphic stripes. These must have trans-seasonal staples are available in regular or relaxed fits and feature a mixed bag of louder-the-better colour combos.
What are the main cuts and constructions?
Wider fits Inspired and endorsed by the riders of concrete, with workwear-inspired reinforcement in the finer make and detail. Featuring roomier tees and pants cut for skating, the Globe ‘Concrete collection’ blends directional colours and graphics with this season’s essential relaxed fits.
TECH / ECO
What are the technical features customers demand from boardsports streetwear?
Quick Dry, multi-stretch, UV Protection, Recycled fabrics…to name a few.
Which sustainable features are you the proudest of?
Our Appleyard collection includes tees made from Hemp and Organic Cotton.
It’s a small change that can make a big difference in the long run.
Eco-friendly Hemp is eight times stronger than regular cotton fibre.
It’s breathable, durable, and antibacterial which helps decrease odour.
Please name and describe your 3 highlight pieces and items that retailers should definitely order.
Any pieces from our Goodstock collection!
Minimalist styles with maximum comfort, these wardrobe essentials are available in seasonal and staple colours. We are now offering a deeper stock service selection which makes life easier for our accounts with round the clock availability of key colours.