Retail Buyers Guide: Boardshorts SS18
BRAND: PICTURE ORGANIC CLOTHING
How is your boardshorts’ segment doing and how will it be spread next season?
Our boardshort range is growing as we started from zero and have doubled our numbers, that doesn’t mean necessarily big numbers. But in any case, every single boardshort which arrives in stores, sells out. It is clearly becoming a summer strategic segment for us in addition to wetsuits which are our priority.
Which direction is this product category taking?
Of course, we keep the eco-friendly conception of our products, which is part of our DNA.
In addition to our very technical boardshorts, we are launching a hybrid/crossover piece, the Detroit, which is still technical, but with a street fit, which can be worn as a basic short. It seems that people are more and more looking for this kind of product.
Which are the main trends for next summer 2018?
We are giving more of a street fit to our boardshort line to create hybrid/crossover and technical boardshorts such as the Detroit.
From our outdoor origins, crossover boardshorts allow us to spread these products just as much in water sports stores as in outdoor stores; the function and comfort of hybrid boardshorts fits those two needs; you can use it to surf but also to walk on mountains.
The Detroit boardshort is the best example of a hybrid product, with a street fit without compromise on tech using the fast dry 4D stretch fabric technology.
This product is pretty successful because people are looking for hybrid boardshorts now : wearable for activities outside water, but without technical compromise for activities such as surf.
What colours / patterns will be next season’s hits?
For our hybrid crossover category, we use darker colours like grey, black, denim – more street tones.
Concerning the technical category, we are using pop design with bright colours.
Any new fabric features and technical innovations?
Our boardshort line is eco-friendly, just the same as our entire collection.
Concerning technical innovation, we have 2 very special kinds of boardshorts: Lotus – with the Fast dry 4D Stretch fabric, engineered laser cut perforations to drain, waterproof zipper, drawcord silicone tabs, full tape with no seams.
Neo – a hybrid construction between our Fast Dry 4D stretch fabric and the Naturalprene coming from our wetsuit program. The most eco-friendly material in a unique boardshort. The Naturalprene is located on the hip for ultimate comfort. Fully taped seams, the Neospan hybrid construction brings you the best mobility, anti-irritation warranty.
How much of your line is eco-friendly and how are you doing so?
Our entire boardshort line is eco-friendly, composed with a minimum of 50% recycled polyester, coming from recovered plastic bottles, converted into chips, transformed into granules and then, in a polyester woven fabric, which again, can be recycled!
Te factory in which the boardshorts are produced is also under a Fair Wear Foundation improvement process.
Please describe your 3 hottest products retailers should carry.
For men: Lotus – with the Fast dry 4D Stretch fabric, engineered laser cut perforations to drain, waterproof zipper, drawcord silicone tabs, full tape with no seams.
Neo – a hybrid construction between our Fast Dry 4D stretch fabric and the Naturalprene coming from our wetsuit program. The most eco-friendly material in a unique boardshort. The Naturalprene is located in the hip for best comfort. Fully seam tapes, the Neospan hybrid construction brings you the best mobility, anti-irritation warranty.
For women: Hawaii – with the Fast dry 4D Recycled Stretch fabric for maximal comfort, and a very colourful and original design
Price points: what are your main categories and what is the upper limit in this product category right now?
Basic models (biggest part of the market): between 50 and 70 euros
More technical: between 80 and 100 euros
Ultra-technical (niche market): between 100 and 130 euros