At the time of writing, Europe is finally seeing some much needed signs of summer. April and May, on the whole, were wet across the continent, spelling unseasonably green countryside and poor spring sales for boardsports retail. However, now the sun shines bright and rumours are rife of El Niño’s tail end heating both our oceans and air right the way through the summer. All is forgiven.
Our business is entirely dependent on Mother Nature and with the Wanderlust trend that’s sparked a heightened lust for travel in Millenials, spurred on by their need to document just how “at one” with nature they are, SOURCE explores a new trend category in our Camping & Outdoor trend report.
Adidas, a company steeped in sporting history also have a renewed focus for this summer. Headed up by skate industry heavyweight, Bjorn Wiersma and under the company’s Orginals umbrella, adidas have launched an EMEA action sports division. Bjorn takes to the hot seat for this issue’s Big Wig interview to explain all.
Also in this issue, we look at trends in boardshorts, swimwear, streetwear, skate protection and our Skateboard Editor, Dirk Vogel looks at how the new technology skate brands are introducing into their decks, wheels and trucks gives retailers great sales arguments for selling high end products. We also have our regular features; Corky from Stockholm’s Coyote Grind Lounge claims this issue’s Retailer Profile after their second place finish at last year’s Vans Shop Riot series. Titus from Germany won the competition in 2015 and their head of buying, PV Schulz gives us an insight into his buying tricks and tips.
Our summer tradeshow edition is thoughtfully put together to provide retailers with an extensive overview of SS17’s trends to assist them in placing their orders. Retailers should also send their staff home with SOURCE as homework to ensure all shop staff are up to speed with next summer’s trends.
Harry Mitchell Thompson Editor
On the cover: Bryce Campbell from Parlour Skate Shop in London. Photo by Normen Luzinsky.