Wave Hawaii Surf Robes and Ponchos 2026 Preview

Retail Buyers Guide: Surf Robes and Ponchos 2026 Retail Buyer’s Guide
Brand: Wave Hawaii
Interviewee: Carsten Raphael, 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)?
We cannot confirm that at all. 2025 was another top-selling year for us, with around 80,000 surf ponchos sold. However, our focus is clearly on surf ponchos. In this field, we offer different materials for different areas of application and climate zones. Changing robes still play a minor role in our business, but we will be launching a new offensive with fresh ideas in the course of the year.

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 remain true to our core roots in surfing and develop our products for this target audience. At the same time, we see ourselves as a lifestyle brand that is open to other markets.

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?
We generally offer our ponchos in unisex styles. However, some models are designed to be more gender-specific, meaning that they are sold more to women or men respectively. The overall ratio is around 60% women and 40% men. Children also play a big role, of course. We have some great collaborations specifically for kids, e.g., with Peanuts, Harry Potter, Superman, Barbie, etc. It was important to us to stay true to our DNA with these ponchos and to design minimalist designs that kids would love so much they wouldn’t want to take them off.

What’s new in your ‘26 Surf Poncho collection? (materials, silhouettes, colors/prints/patterns)
As mentioned above, there are several comic ponchos in the WAVE HAWAII style—not only for kids, but also for adults who still enjoy these themes. Furthermore, we have added our new NatureLite material to our travel poncho segment. In addition to the waffle piqué material, we now offer a smooth cotton fabric that is super fluffy, has an extremely small pack size, weighs little, and dries quickly. In the cotton velour material range and for the zippered ponchos, we have 11 new designs – for kids and adults. Overall, we are well positioned with around 70 different models.

What’s new in your ‘26 Changing Robes collection? (materials, silhouettes, colors/prints/patterns)
We will soon be receiving optimized materials made from recycled fabrics with a water column rating of 10,000. In terms of our styles, we will be supplementing our single-color models with subtle two-tone designs.

Which pieces of advice do you have for retailers? Keep it core with dedicated watersports products or mix it up (core and casual)?
It wasn’t just in Fuerteventura that I noticed very clearly this year that many retailers sell the same or a similar range of products and that end consumers are often confronted with a “one-size-fits-all” approach. Unfortunately, this also applies to materials that have potential for improvement. This does not make the shopping experience any more exciting for consumers. Many retailers should have the courage to think outside the box and consider successful brands that have been established for years but are not offered by their regular suppliers. There are brands that have surpassed traditional brands online—without retailers even noticing. Retailers are leaving more money on the table here than in direct comparison with their local competitors. A little more openness would certainly invigorate the retail landscape, appeal to new buyer groups, and bring more differentiation and sales to retailers.

Key Products:

Cotton Velours Poncho Kiholo:
Cotton velour poncho Kiholo. Comfortable poncho in size S/M made from super skin-friendly and 100% natural cotton, Oeko-Tex Standard 100 certified. With high water absorption, so wet skin dries quickly. Soft and robust velour on the outside, comfortable and absorbent terry cloth on the inside. Double-layered, extra warm hood with high collar and drawstring. Large front pocket with plenty of space.

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NatureLite Poncho Stripes blue:
The WAVE HAWAII NaturLite travel ponchos made from 100% high-quality cotton are your best companions for the beach, sauna, travel, and adventure. Ideal for warm temperatures. Comfortably soft material, ultra-light, absorbent, quick-drying—and can be rolled up into a travel pillow in the hood in no time. Perfect for surfers and others who travel with little luggage. The ideal alternative to waffle piqué ponchos.

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Zip Poncho Phuket:
Comfortable surf poncho made from super skin-friendly and 100% natural cotton velour. With practical 2-way zipper for easy access—no need to slip it on. Comfortable soft and absorbent terry cloth inside, robust and fluffy velour outside. Double-layered, extra warm hood with high collar and drawstring. Large side pockets with room for shampoo, brush, and cold hands. A real eye-catcher.

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