Reef Boardshorts SS18 Preview

Retail Buyers Guide:  Boardshorts SS18



How is your boardshorts’ segment doing and how will it be spread next season?
For spring 2018 we segmented our boardshort offering into three main groups; Surfairs, Swimmers and Surfable Walkshorts. The bulk of our business focuses on the Surfairs, offering a range of 4-way stretch fabrics as well as vintage inspired cotton blends, all ranging from 18”-21” outseams.

Our newly added Swimmers address the need for storage and style, while poolside. With side seam pockets, utility loop, zippered back pocket and a half-back elastic waistband, these Swimmers keep you comfortable and your belongings secure. And our Surfable walkshorts offer the classic styling of a walkshort, while activating technical 4-way stretch fabrics that perform in and out of the water.

Which direction is this product category taking?
We will look to put a marketing focus on our top tier boardshorts, constructed from our newly developed, Perforated 4-Way Stretch, performance fit, high hip zippered pocket and stylish prints to match the performance look.

Which are the main trends for next summer 2018?
In terms of trend, anything goes these days. From wild all-over floral prints, to tasty commercial stripes, we are committed to offering the freshest, most unique prints to the market. We develop all custom prints in-house and work with an array of talented artist to bring you unforgeable prints, that REEF is known for.

What colours / patterns will be next season’s hits?
We will continue to support our top selling, retro inspired horizontal stripe styles with addition colourways and are offering a beautiful gathering of hyper tropical florals that are sure to get a double-take.

This boardshort collection offers two distinct colour stories, one bright and beautiful and the other a bit darker than you would expect for spring, but off-set with bright accent colours.

Any new fabric features and technical innovations?
For Spring 2018 we will be introducing our new, perforated 4-way stretch fabric, that will be available in both boardshort and surfable shorts. This brilliant new fabrication is comfortable, lightweight and has a water repellent coating.

Please describe your 3 hottest products retailers should carry.
Retailers should focus on our PMI styles, as they are our seasonal Product / Marketing Initiative and will be pushed by our marketing campaign. The Peeler, Triple and Islands are our top tier styles, constructed from perforated 4-way stretch and the Simple 2, Magical and Project are all constructed of vintage inspired cotton blends.

Price points: what are your main categories and what is the upper limit in this product category right now?
Our most upper price point comes in at $65 USD and drops as low as $39.90 USD.

Brand Previews


87 Surfexpo TRADE

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Swimwear SS21

Skate Shoes SS21

Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Snow Helmets FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Snowboard Boots FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20


Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20

Surfskate SS20

Backpacks SS20

Skate Shoes SS20

Eco Textiles SS20

Longboards 2019

Surfboards 2019

Underwear 2019

SUP 2019

Sunglasses 2019

Facemasks FW19/20

Powsurf FW19/20

Beanies FW19/20

Wetsuits FW19/20

Cruisers 2019

Goggles FW19/20

Snow Safety FW19/20

Socks 2019

Snowboards FW19/20

Snow Helmets FW19/20


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