Retail Buyers Guide: Women’s Outerwear 17/18
CATEGORY: WOMEN’S OUTERWEAR
What’s the overall theme behind your 2017/18 outerwear?
A considered approach to technical snowboard outerwear
From where do you take your inspiration? What other brands, designers, artists or collectives do you follow who influence the style of your brand?
At Nitro, we’re pretty fortunate the we have such a large pool of team riders, artists and designers. I would have to say that I take most of my inspiration from all of them; while we ride, travel and have beers together.
Most of the inspiration I get from trade shows is from seeing and talking to the materials suppliers.
What are the two most important products in your 2017/18 range? Why? Please tell us about them.
This is a hard question; we’ve streamlined the whole AW17 outerwear assortment with performance, design details and price in mind. But I would have to say the Monashee Jacket and the WMNs Yamanouchi bibs. These pieces were designed for being lightweight and layering ready.
The Monashee jacket is a 3layer shell jacket, that has a 20K/25K waterproof breathable membrane, along with a C6 (eco) DWR; along with a considered balance of details and features.
The Yamanouchi BIBs were designed and built to be lightweight and ergonomic; featuring a 20K/25K waterproof breathable membrane 2Layer fabric, with a C6 (eco) DWR.
What percentage of your outerwear is sold online vs in store? What’s the best way to connect with customers who buy via both of these channels?
We currently sell only through our core family of stores, but have future plans to sell through an online channel. I feel that the best way to connect with customers is to go out and ride and or have beers with them afterwards.
Are your price points going up or down?
We feel that accessibility is a big part of our industries growth, so we are really trying to bring our price points down; without compromising on quality or performance.
What new fits / silhouettes are coming next year?
Our fits/silhouettes for women have been designed to complement in form and function. We’ve created our AW17 women’s outerwear line using the same technologies and features as our mens line, but added women’s specific detailing.
What’s new in colours / prints?
For the past few years Nitro has been in playing with earthy tones, but for AW17 we’ve added some brighter colours like Dusty Purple and True Red.
We wanted to give a very feminine touch to the Women’s collection, so we designed a print called ‘Xray Floral’; this was to complement the uncompromising technical features of the line.
Here’s the place to talk about fabrics, features and technical innovations. Here we’re principally interested in *NEW* technical stories that you haven’t offered to retailers previously.
Every season we try to up our game with new features & materials and this season is no different. For the last couple seasons we’ve been marrying technology from a company called 37.5, with lightweight waterproof breathable 2L & 3L fabrics.
These fabrics help the rider to maintain their optimal body temperature by moving water vapour/sweat away from the body. 37.5 is basically carbonised coconut husks ground down to ultra small active particles and then applied to the side of the fabric that is closest to your body.
Our biggest technical story revolves around how we’ve really stepped back and considered everything from form + function to all the materials that go into the individual pieces in our AW17 outerwear line.
Any played-out trends that your brand is moving away from?
gore-tex™. gore-tex™ was probably the first to market with a membrane that gets laminated to the backside of fabric. Since its debut there are easily a handful of other branded membranes (hyperbola, event, pertex, etc) that do the same thing. Some are good and some are pretty crap; but with there huge marketing budget, they have basically indoctrinated everyone to believe that they are the best.
For the most part the average consumer doesn’t even fully understand what they do and how they work. When you see water beading on the surface of a jacket…that’s actually the DWR (durable water proofing) doing its job.
The membranes are basically a micro-porous layer that gets laminated to the back side of a fabric and acts like a valve. These microscopic pores/holes are much smaller than the smallest raindrop, yet large enough to allow water vapor carried by the heat of your body, to pass through to the outside of the jacket. Our body heat generates a higher pressure on the inside of the jacket, so it helps keep water from seeping through from the outside (lower pressure) via the same pores/holes.
BASE LAYER FOCUS: Do you do baselayers? What’s happening here, what’s your base layer strategy next year? Please let us know your tech innovations, materials, colours and pricepoints.
Our strategy for the baselayers is around function and so we’ve also incorporated 37.5 technology into all the pieces.