A cold and windy May has spelt a slow start for Europe’s summer surf season, but now as we move into June, promises of an impending heat wave has retailers across Europe wetting their lips, with rails full of this summer’s latest offerings.
In this, our SS16 edition we have all the trend information you’ll need to cut through the sales pitches and tradeshow white noise. We take an in depth look at the boardshort and swimwear markets, where multi-functionality is key for next season. With the 90s taking hold of SS16 streetwear you can expect to see a plethora of new denim cuts, while prints and patterns remain strong for next summer.
For the issue’s Big Wig Interview we speak with Ollie Berney, European GM of Absolute Board Co., the company responsible for Penny Skateboards in Europe; who have created a new demographic of skateboarders, as we’ve seen cruisers become a gateway drug into skateboarding.
Skate Editor Dirk Vogel looks at “the next wave of independent skateboard brands on the scene, driven by seasoned professionals using their own names as brand equity.”
Dirk also examines the hardgoods market, and confirms the ‘Skate Everything’ mantra employed by Vans in their hit movie Propeller – skaters are going wider on all aspects of their setups to allow them to attack and destroy all kinds of terrain. Dirk also looked at the protection market, noticing that low profile designs are allowing for discrete use, while it would seem that helmets are no longer a taboo when skating street.
Surf Editor Iker Aguirre proposes that the boardsports market has experienced a paradigm shift, with two possible outcomes: one of decline and one of prosperity. A return to our core values, and Iker is sure we will benefit from the latter.
Skateboarding will once again be on show at Europe’s fashion weeks for all to see. Love or hate the high street’s infatuation with skateboarding, the combination of our thriving hardgoods market and the growing number of skate parks with the ever-increasing number of European skate tours shows skateboarding’s stalwarts will always insure it’s in safe hands.
If we haven’t already caught up at one of the skate tour stops, see you at a summer trade show soon.
Heavily Optimistic & Always Sideways
Harry Mitchell Thompson