Jetty Mens Surf Apparel S/S 2026 Preview
Retail Buyers Guide: Mens Surf Apparel S/S 2026 Retail Buyer’s Guide
Brand: Jetty
Interviewee: Cory Higgins – Co-Founder
Which segments did fine in the 2025 Men’s Surf Apparel market so far? Which didn’t? Any clue why? (good & bad).
Wovens and Elastic waist swim seems to be staying strong. E-Waist has been trending up for awhile and it’s just more comfortable to wear day to day. The average person doesn’t need true boardies.
How did you plan the SS26 offer accordingly? (carrying-overs vs new SKUs, quantities)
merch plan analysis of 25 performance and making SKU count adjustments as needed. Always adding a few new styles and cutting out a few that didn’t hit or lost momentum.
Styles: Heritage influence has been key during the past years. Is SS26 a continuation of that trend?
Yes definitely, not as much in S26, but very much so as we get into F26
Which stories are driving your SS26 collection in Men’ Surf Apparel?
Vintage inspiration from our Northeast USA roots
Customers pay way more attention to the fabrics than they used to: alternative natural fibers, organic, fair-trade issued, techy synthetic blends… Do you have exciting propositions for SS26?
nothing new in this regard. Natural fibers have definitely been on the rise and we lean more into those for 26 for sure. I think right now customers are more price conscious than anything else. It has to feel nice and they like the fabric stories, but the price has to check the box as well.
Which color/prints/patterns will trend in SS26?
haha rub your crystal ball and tell me. Predicting what will trend is so hard. We have some xerox style sketchy patterns and subtle non camo looking camos that we are bullish on. Then some fun florals with good color mix always seem to be winners.
How will you be helping retailers to sell your brand?
more retailer exclusive colors and styles, more in store events, and finally a few custom fixture displays hitting the market.
How are you expecting Trumps Tariffs to impact the European surf Apparel market?
Every brand in the US is affected by the tariffs. We’re all doing our best to not pass added costs on to the retailers, but it’s been a challenge. I wish I could predict how this is all going to shake out in the end but there are just too many factors and Trump could change the rules at any moment and we’re back to making new adjustments. Very frustrating times to operate a small business.
Key Products:
Garwood Woven in Light Blue:
The Garwood has been our #1 woven for 6 years running. With tons of little details and a Repreve / Cotton / Spandex blend, this shirt travels amazing and can be worn in any setting.
Garwood – Light Blue
Bayside Volley in Oyster:
The Bayside is a true volley swim trunk. 6” inseam with double side mesh lined pockets and a back zip pocket, it’s the idea short for the beach, boat or bar.
Bayside – Oyster
Fairview Corduroy Short in Agave:
The Fairview is the ultimate casual daily wear short. With 3% spandex it can dress down for a day on the couch around the house or pairs perfect with a polo or dress woven for a dinner out.
Fairview – Agave
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