Alder

Alder SS18 Wetsuits Preview

Retail Buyers Guide:  Wetsuits SS18

CATEGORY: WETSUITS
BRAND: ALDER
INTERVIEWEE: JOHN WESTLAKE (RUBBER MAN)

Alder

Firstly, can you tell us about how your spring/summer wetsuits line is evolving compared to your traditional fall/winter one?
Around 75% of our wetsuit sales are from the Spring/Summer range so the SS18 line includes more styles including ladies and youth. The lager sales numbers for Spring / Summer means we can offer more colourways which is always refreshing.

Regarding neoprene material, tell us about the characteristics and specific objectives of a summer wetsuit.
I guess the biggest difference is simply warmth, many of our winter styles even when offered in 3/2 mm are too hot so we offer simple styles without specific lining.

How do you make sure it’s strong enough to last?
The strength has to be designed in from the very start and you can only do this through experience. I see every single wetsuit that needs repair, and luckily there are very few, so I know when a common problem occurs and ensure it doesn’t happen again.

Alder

PYRO CHEST ZIP FULL MENS INK BLUE

Design-wise, how is the panel construction designed for comfort? How are you working to make sure your seams are resistant and stretchy?
We work closely with our suppliers to test thread and seam construction. New designs are given to our riders who then feedback their comments.

What’s the role of the lining in your wetsuits? What are its most important features during the summer?
The first aim of any lining is to increase the amount of air against your skin. The lining also needs to stretch as much as the outer nylon and then if the item will allow the price then we add fast dry lining to allow more than one surf a day!

In terms of style, which colours and patterns are the most popular for SS18?
Our most popular junior styles are using strong contrasts like Grey / Flo Red or Black / Flo Green, the lady and men styles are using more subtle flashes of thread colour.

In terms of price, which demographics/levels do you address here?
We identify very strongly with Mum, Dad and the kids, we know it can be an expensive exercise to kit the whole family out for summer on the beach so our aim is to offer a range of first quality kit at sensible prices.

Tell us a bit more about the unique benefits and high-end details of your wetsuits.
The top of our range for SS18 is Evo Fire, this is a chest zip style with 50% FDL (Fast Dry Lining) inside and 100% taped seams. These features mean it can be super stretchy but still incredibly warm!

Alder

PYRO CHEST ZIP FULL JNR BLUE ORANGE

What are your 3 key products in this category for SS18?
The key top end styles are PYROTECH 2 TONE which has a stunning “Melange” outer nylon combined with “aerocore” lining inside, the ladies is especially stunning.. EVO FIRE as mentioned before and PYRO. PYRO is simple but effective.

How do you make your business more eco-friendly?
In the UK we ensure to recycle as much as possible. As far as our products are concerned you will see eco friendly developments like “Dope Dying” of fabrics which saves huge amounts of water and energy.

Brand Previews

Advert

88 Spanish surf city

Retail Buyer’s Guides

Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Bottles & Flasks SS21

Backpacks SS21

Skate Hardgoods SS21

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

SUP 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

Magazine

ENGLISH_102-cover
Send this to a friend