Brethren Mens Outerwear F/W 2026/27 Preview

Retail Buyers Guide: Mens Outerwear F/W 2026/27 Retail Buyer’s Guide
Brand: Brethren
Interviewee: Chris - Director

In 2 sentences – how was the men’s snow outerwear market in 2024/25?
We went well, good sell through from our retailers and increased our overall sales for the forward winter by more than 20% overall.

What are the main trends you take your inspiration from for 2026/27?
We are consolidating the collection, stripping away elements that haven’t performed as well and looking to produce more higher caliber, technical clothing as the market has continued further demand for these products. I guess the customer feedback through retailers is such. The style across the industry has definitely shifted too, certainly toward those late 90’s and early 00’s cuts of oversized pants, with boxier fitting tops. Hopefully this leads on to the overall baggy style that I grew up snowboarding with! My best guess will be that eventually this leads to the resurgence of oversized jackets too. It wont be long before the cool kids go the other way and start tying in there knees and bell bottom fitting pants come back, I remember that era too.

What new jacket fits and pant silhouettes are coming out in 2026/27?
We wanted to release an all new ‘Baseline Collection’, however we didn’t have it ready and sampled in time to release for the selling season. We will continue to work on this and should have it ready for next year. We wanted to put a collection out that featured that same track suit style the baseline collection featured, only with upgraded technicality and lighter weight materials. The style would feature off centre and curved lines, straying away from out linear pinstriping thats been popular over recent years.

How are you addressing sustainability topics, not only in production of your products (materials, transportation, packaging) but also their after-life / repurposing?
Simple answer is we haven’t been able to solve that puzzle ourselves, we’re too small a company to be able to manage that responsibly and effectively, and it truely bothers me. What I personally would like to see from the bigger brands though is an element of responsibility in their marketing. What i mean by that is the same as what you refer to in the end of life capacity of the product. Even if the garment is made from recycled materials, those same polymer based fabrics end up in the same place, eroding in the same was, as plastic can only be recycled once in most cases. This means whether the item is made from ocean plastic or not, the end of life is the same, which is still the main problem we need a solution too as an industry. Whether thats an increased lifespan of the product in the first place, or a way to make use of old material, this industry still needs to have a level of honesty about what happens to the products when we’re finished with them as a consumer.

Any trends that your brand is moving away from?
We will continue to produce products that keep people on the mountain at affordable pricing. With the cost of living, progressive increases of lift tickets and all the other increases of life expenses the divide between the people that can enjoy the mountain and those that can’t only grows. We aim to bridge the gap, so we dont want the highest ticket, highest calibre products, that the majority of people dont need. Simple as that.

What are your big marketing campaigns for 2026/27?
This year we launched BA Supply, as level of maturing our company from Brethren Apparel. We launched a campaign using all the positive attributes of being a snowboarder i.e. Be A Bootpacker, Be A Rider etc. We will continue this message aiming for our customers to align with our values as mountain and winter enthusiasts.

Key Products:

Apex Jacket – Darkside Black_6669_WEB: