Protest Mens Surf Apparel S/S 2026 Preview

Retail Buyers Guide: Mens Surf Apparel S/S 2026 Retail Buyer’s Guide
Brand: Protest
Interviewee: Marketing Team

How did you plan the SS26 offer accordingly? (carrying-overs vs new SKUs, quantities)
For SS26, we kept our usual balance between carry-overs and new items. Carry-overs: Our three core NOOS swimwear styles; PRTFASTER, PRTBAKY and the PRTDAVEY for men are still part of the collection. This time, we gave them a fresh update by adding new colors from the MIDSOMMAR MYTH theme. A few surf shirts were also carried over because they performed well last seasons, like the PRTCATER and the PRTDEER, new colors are added. New SKU’s: On top of that, we created a new range of beach shorts and boardshorts inspired by the MIDSOMMAR MYTH theme. These include new prints, colors, and styles that bring a seasonal and story-driven touch to the collection. Besides the shorts we also added new surf t-shirts, a long sleeve surf tee and a tank top style shirt. This mix keeps our strong basics while bringing in new energy and storytelling for the season.

Styles: Heritage influence has been key during the past years. Is SS26 a continuation of that trend?
Yes, SS26 builds on the heritage trend, but with a fresh twist. The collection is based on our MIDSOMMAR MYTH theme, which mixes coastal summer vibes with inspiration from old traditions and folklore. Think beach bonfires, midsummer celebrations, and local stories from small seaside towns. We’ve combined these influences with soft textures, natural colors, and relaxed styles that work both in and out of the water. It’s a modern take on heritage—easy to wear, full of character, and perfect for summer.

Which stories are driving your SS26 collection in Men’s Surf Apparel?
Our SS26 collection is inspired by MIDSOMMAR MYTH—a mix of coastal summer vibes and old-school folklore. We looked at things like Midsommar celebrations, bonfires on the beach, golden hour light, and the feeling of long, endless days by the sea. There’s a bit of mystery in there too drawing from local myths and stories passed down in small coastal towns. The whole collection is about capturing that magical summer energy—sun, surf, sport, and tradition—with a modern, relaxed style. You’ll see natural colors, soft textures, and pieces that work just as well in the water as they do hang out around a fire at night. It’s our way of celebrating summer at its most alive.

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?
Absolutely — a big part of our swimwear and surf apparel for SS26 is made from recycled materials. These shorts feature a water-repellent finish, making them ideal for beach days and watersports. We’re continuing to innovate with eco-conscious fabrics that deliver both performance and sustainability.

Which color/prints/patterns will trend in SS26?
For our SS26 collection, we’re diving into the magic of summer with Midsommar Myth. Imagine coastal vibes mixed with old-school folklore—it’s all about celebrating summer at its best. More about our color groups;

Sea and Sky: Look out for Dark Teal, Tourmaline Blue, Golden Yellow, Plum Mauve, and Bali Blue. These colors capture the beauty of the ocean and the sky.
Greens and Blues: Thyme Green, Fern Green, Clorofix Lime, and Cali Blue will remind you of lush landscapes and clear summer skies.
Warm and Cozy: Think Night Sky Navy, Burnt Peach, Hazelnut Brown, Amber Brown, and Bamboo Beige. These shades suggest beach bonfires and warm sunsets.

Prints and patterns this season:
Prints inspired by local myths and traditional stories add a touch of mystery. Soft textures and patterns that mimic waves, sand, and leaves will be everywhere. Our pieces are perfect for both surfing and chilling by the fire at night.

How will you be helping retailers to sell your brand?
Prints inspired by local myths and traditional stories add a touch of mystery. Soft textures and patterns that mimic waves, sand, and leaves will be everywhere. Our pieces are perfect for both surfing and chilling by the fire at night.

Key Products:

PRTJeremy surfable:

PRTJeremy surfable

PRTCanwood surf t sleeveless:

PRTCanwood surf t sleeveless

PRTLomond beachshort:

PRTLomond beachshort