All-In Surf Robes and Ponchos 2026 Preview
Retail Buyers Guide: Surf Robes and Ponchos 2026 Retail Buyer’s Guide
Brand: All-In
Interviewee: JB CASTE, CEO
From a broader distance, Changing Robes seem to be (still) all over the place in 2026, shadowing Surf Ponchos. Does this feeling translate into sales (Robes vs Ponchos)?
While Changing Robes (outdoor jackets) have seen a massive surge, Surf Ponchos remain our core heartbeat. At ALL-IN, we see them as two different tools: the Robe is for protection against the elements, but the Poncho is the ultimate transition garment for comfort and style. Our Poncho sales remain extremely strong because we focus on the “beofe and after-session” feeling and lifestyle.
The Robes are no longer a core piece of apparel for watersports, worn by very different consumer profiles. How do you handle the core vs mainstream positioning as a brand?
We bridge the gap by staying true to our surf roots while offering premium quality that appeals to everyone. Our positioning is “Technical Lifestyle.” Whether you are a pro surfer or someone who just loves a cozy moment by the water, the soul of our designs, inspired by travel and life moments, speaks to all profiles without compromising our core identity
Are Robes and Ponchos a gendered garment? More women seem to adopt the style than lads. Plus they are a big hit among kids, right?
They are truly universal. While women love our specific T-shape cut for its style and comfort, men are very loyal to our V-shape and Classic cuts. As for kids, it is a huge market for us, we offer sizes for everyone from 1 to 15 years old, ensuring that the “ALL-IN soul” starts from the youngest age.
What’s new in your ‘26 Surf Poncho collection? (materials, silhouettes, colors/prints/patterns)
Our new collection, launching on April 1st, is a real “game changer.” We have spent years perfecting our 100% cotton recipe, achieving the perfect balance of softness, thickness, and print quality.
- Themes: We are introducing travel-inspired themes like Kai (our massive hit from last year), Floral, Rock, Yachting, and Surf.
- Materials: We feature premium 100% Cotton, Organic Cotton, and our innovative Quick Dry material—ideal for travelers as it is ultra-absorbent, lightweight, and sand-resistant.
- Silhouettes: Our iconic V-shape remains our signature, alongside our Classic and T-shape (women) models.
What’s new in your ‘26 Changing Robes collection? (materials, silhouettes, colors/prints/patterns)
We continue to evolve our Robe range to match the high standards of our ponchos, focusing on technical insulation and weather protection while maintaining the unique aesthetic of our ’26 themes (Kai, Rock, Surf)
Which pieces of advice do you have for retailers? Keep it core with dedicated watersports products or mix it up (core and casual)?
Mix it up! The modern consumer wants a product that works at the beach but also feels great for a “van life” trip or a cozy weekend. Retailers should highlight the “perfect recipe” of our cotton and the story behind each theme to create an emotional connection with the customer.
Key Products:
Kai Poncho:
Launching April 1st, the new Kai Poncho is the perfect example of our “perfect recipe.” After years of development, we’ve reached the ideal balance between thickness, extreme softness, and high-quality printing on 100% cotton. Inspired by travel and life moments, this V-shape poncho is a game changer for retailers looking for premium, soul-filled products that surfers truly love.
PVCREWSP25-03KAI-05
Quickd25 Flow:
QUICKD25-01FLOW-08
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