WAVE HAWAII SURF ROBES AND PONCHOS 2025 PREVIEW

Retail Buyers Guide: Surf Robes and Ponchos 2025 Retail Buyer’s Guide
Brand: Wave Hawaii
Interviewee: Carsten Raphael, CEO

From a niche market to a popular must-have, Changing Robes and Surf Ponchos keep on growing.. What is your strategy for 2025: keep on expanding full tilt or has the time came to consolidate your offer?
With over 60,000 surf ponchos sold, 2024 was our best year ever. We are continuing this trend with many positive signs for 2025. With 11 additional poncho models, we now have a good 60 sustainable surf poncho models in our range, made of different materials and for various uses.

The Robe/Poncho appeal is so mainstream nowadays: have you considered reaching out beyond the boardsport distribution channels before the fashion big names take over the demand?
Even though the surf poncho has now become mainstream, we still consider it to be a niche product – more comparable to a ‘bath robe of modern times’. In the meantime, a few fashion brands have tried it, but with limited success. Such a product does not seem authentic enough for these brands – and in the end, the consumer decides by buying from brands that are genuine.

Recently, lighter and quicker drying options using micro-fiber cloth, rather than the thick terry Surf Poncho have gained traction, Do you offer both?
Yes, we even have three variants on offer, but in the sustainable range – without microfibre & co: 1) The natural line with cotton (terry, velour, waffle piquee) or bamboo.
2) The performance line ‘FastLite’ with recycled polyester for the fastest drying, smallest pack size and lightest weight.
3) The AirLite line as a high-end product with climate-regulating function and the best properties from the first two lines. Only the pack size is larger than for the Travelponchos and FastLite ponchos.

The (Changing) Robes are worn in very different situations: Après-surf, dog walking, camping, as an indoor plaid and as a fashion statement in the big cities! Do you offer specific models for those various activities or the all-in-one product is the go-to choice?
So far, our Stormponcho line has been an all-in-one product in our range, but we will be upgrading in the future to offer other qualities, colours and functions. I can’t say any more about that at the moment.

What are the key materials in your Robe range?
Polyester on the outside and two options on the inside:
1) cotton terrycloth for those who like to go into the ice bath with bare skin and want a high level of water absorption.
2) Sherpa fleece for water sports enthusiasts and anyone else who values an even higher level of warmth and low water absorption.

Style: As there is pretty much a single silhouette for Ponchos & Robes, the only way to stand out is via colors/prints/patterns. What do you have in store for 2025?
We remain true to our philosophy and stand out through quality, our typical style and sustainability. The focus is on our AirLite products, which were already performing superbly in 2024. In terms of designs, we are not afraid to experiment. The launch of our Limited Collection in collaboration with a world-famous artist will be particularly exciting. We can look forward to seeing what else is coming…

How are you helping retailers to sell more of your product?
Authentic product displays – e.g. our 2-metre-high surfboard display as a floor stand made of honeycomb cardboard. Fair trade conditions, low MOQ, quantity discounts, fast after-sales service, etc.

Key Products:

AirLite Poncho Paia:
AirLite Poncho Paia – our top material. Climate-regulating properties: warm when it’s cold outside, breathable at higher temperatures. Extra skin-friendly + fluffy. Sustainable material: 95% cotton according to Oeko-Tex Standard 100, and 5% recycled polyester, with only the cotton in contact with the skin. Lightweight, quick-drying and highly absorbent. Very robust and durable.

WAVE HAWAII Poncho Paia

Cotton Velours Poncho Kiholo:
Comfortable cotton velour poncho made of super skin-friendly and 100% natural cotton, Oeko-Tex Standard 100 certified. Thick material with high water absorption, so that wet skin dries quickly. Soft and robust velour on the outside, comfortable and absorbent terry cloth on the inside. Two-layer, extra-warm hood with high collar and cord. The large front pocket has room for shampoo, a brush and cold hands. A real eye-catcher.

wave_hawaii_poncho_kiholo

Travel Poncho Pahoa:
With a small pack size, made of 100% natural cotton, certified according to Oeko-Tex Standard 100. Pleasant on the skin, as functional as ever and sustainable. Can be rolled up nicely into the hood and conveniently used as a travel pillow. The waffle piqué material is sand-repellent and scores points with high water absorption, faster drying and a small pack size. Ideal for backpacking, air travel or tours by van.

wave_hawaii_travel_poncho_pahoa