Retail Buyers Guide: Boardshorts SS19
Interviewee: Karrie Blittersdorf / Product Line Manager
How is your boardshorts’ segment doing and how will it be spread next season?
Dakine was born in Maui, Hawaii, and our surf segment is strong as we continue to focus on quality, fit, and function.
Which direction is this product category taking?
We are continuing to focus on our core consumers and ensure we are exceeding expectations with fit, quality, and comfort. Our consumers live in their boardshorts in and out of the water and our product assortment has them covered. Beginning in S19, we are only offering styles in 4-way stretch and focusing on the higher quality price points.
What are the main trends for summer 2019?
We are seeing that throwback vibes will still be relevant and you will find this through many of our colours and prints. From a style stand-point, we are really cleaning up the lines and bringing in strong brand reads, such as a consistent branding across the line, and consistent pocket placement.
What colours/patterns will be next season’s hits?
Engineered prints and colour blocking, mixed patterns, throwback prints. This season will be Dakine’s 40th anniversary, so we are celebrating with throwback colours, graphics, and prints. We are very excited about our colour palette for this season, and promise it will be fun!
Any new fabric features and technical innovations?
We will be introducing Repreve recycled yarns in one of our new styles for this season, which we are really excited about. It’s a small step in the right direction, without sacrificing quality or hand feel. We are also bringing in more colour-blocked options through engineered prints to reduce seam lines. By reducing unnecessary seams, we can maximize comfort and ensure premium fit.
How much of your line is eco-friendly and how are you doing so?
This season we are working with Repreve to bring in a style with recycled polyester. Repreve yarns are extremely reputable, and we are excited to work with them to expand our offerings moving forward. Sustainability is very important to us at Dakine, and as a brand, we are working to reduce our carbon footprint each season.
Please describe your 3 hottest products retailers should carry.
Pavones 19” Boardshort – This boardshort has a nice 4-way stretch fabric with recycled content, welded hems and side pocket, and a rad offering of prints that will make your friends jealous. This style also has our updating high-density branding giving it a very clean look and is finished off with a smaller flat drawcord that will stay securely tied.
Sumbawa 20” Travel Boardshort – we are bringing this style back with 2 really great colourways in a tonal hibiscus print. This is your go-to travel short – it’s comfortable with a cotton blend to soften the hand feel. It has 2 vertical welded pockets that perfectly (and securely) fit your phone and wallet while you are cruising around town. It also has Polygiene Odor Control added, which is an eco-friendly & permanent technology that will keep your boardshorts fresh while you are enjoying your trip instead of doing laundry.
Plate Lunch 18” Boarshort – we partnered with the Plate Lunch crew in Maui again this season to create another awesome style. The silhouette has a retro feel with only 2 drawcord eyelets to give it an even greater throwback touch. Furthermore, the print is inspired by prints & graphics in Dakine’s early years, tying it all together nicely. The cotton blend 4way stretch fabric tones down the colours while keeping the pop that will stand out beautifully in store.