Hurley SS21 Swimwear Preview

Brand: Hurley
Interviewee: Manon Jouanine, EMEA Product Manager& Valentine Grandamme, EMEA Marketing Manager

What are the key industry trends in women’s swimwear for SS21 and how are you implementing them in your SS21 collection?
We are in sync with the industry on trendy silhouettes such as high-waist bottoms, bandeau, triangle tops and drawstring cheeky bottoms. Popular one-piece swimwear are still a key piece of our collection. For this season we are also introducing new colorways and prints reflecting trends such as tie-dye, floral prints and bright colors.

What have been the major inspirations behind the designs in the SS21 range?
We get the inspiration on cuts and shapes from our athletes. They collaborate with us by sharing their precious feedback to build the line.

When designing our SS21 range, we focused on our ‘Purpose Built’ approach. Our swimwear is made for surfing and in-water comfort, which is why our products are featuring added support for no distraction. Our swimwear range is also designed with the purpose to be sustainable, which is why we are introducing the ‘earth friendly’ fabric made of recycled nylon.

This season we are also adding more ‘fashion’ pieces to the line, with trendy silhouettes and prints.

How has Covid-19 affected your SS21 sell-in plans?(Delays, Range cancellations, carry-over)
Our SS21 line hasn’t been affected by range cancellations. Actually, on the contrary, with the new brand organization, we were able to add new product categories that we believe have a great potential in our market such as sustainable denim, active hats, socks and underwear.

In addition to that, we had to be reactive and smart during the current season: in order to help our accounts for SS20, we decided to move some of the SU20 products to SS21. This decision not only helps clients reduce their orders and reduce the pressure on them but it is also a good way for us as a brand to keep control of the brand representation in the market.

Finally, as for many brands, Covid compelled us to switch from a physical to digital sales meeting. This was a first but was well-received and proved to be a successful new way of organizing go-to-market meetings. This was also made possible thanks to the great reaction and hard work from the team who efficiently built the line in a quick turnaround despite the challenges.

What style/shape of swimwear is most popular in your range?
At a sellout level we see a pretty homogenous interest across all shapes of swimwear.

The difference is then mostly happening at a country level where countries would opt for some more or less coverage.

In terms of performance, what materials and construction techniques are you working? Are you implementing new ones in the SS21 range?
In terms of performance, we keep our construction which has proven to work, ensuring the right amount of support. The main new change is that in SS21 we are introducing a sustainable fabric made of recycled nylon.

What colour palettes and prints will we find in your SS21 range? Any crossovers from other brand product categories?
In our SS21 range, you will find pastel tones and floral prints. We will also have some bold geometrical and animal prints as well as some more colorful/psychedelic prints.

What efforts are you making towards sustainability?
As commented above, we are introducing a range of sustainable swimwear. Made of recycled nylon, these products are nonetheless very fashionable. Our tagline : « Feel Good, Look Good, Do Good ». As part of the brand values and priorities this was very important for us to further develop our sustainable range.

Any exciting marketing campaigns for your SS21 collection? When will it be launched?
From a marketing standpoint, we will be powering up women and sustainability – not only through our sustainable swim collection but also through our new sustainable denim collection.

We are super excited to announce the launch of our new sustainable denim collection – the Oceancare Denim made in partnership with Wiser Wash.

The Wiser Wash process process eliminates the use of pumice stones and toxic chemicals involved in traditional washing while still achieving beautiful abrasions and bright contrasts through decolorization with only one cup of water.

What kind of support are you offering your retailers?
Due to the recent shift and retailers having to be even more active online, we are making sure to provide as much support as we can on a digital level by providing product imagery as well as social media/lifestyle imagery.

BEST SELLERS

Please name and describe your 3 highlight pieces.

Any product from the Oceancare Denim collection : Sustainable denim made with only one cup of water. Soft, lightweight and flexible denim.
The Hurley Max Palm Paradise Swimsuit : Made for surfing on warm days. It is a long-sleeve bodysuit-shape made of a quick-dry fabric and with high compressive support, featuring a UPF50+ protection.
The Hurley Nebula Swirl Itsy Bitsy Bikini : A fashion triangle top and drawstring bottom. Made in our sustainable fabric. Reversible to match your mood. Featuring a psychedelic print.

Brand Previews

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Carver

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Florian Fischer (RIP) in Finland by Keke Leppala

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Surfdome STOKE Certified Sustainable Tourism & Outdoors Kit for Evaluation Harana Surf Resort Philippines Competition

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Burton's Chair of the Board Donna Carpenter and Senior Vice President of Global Strategy and Insights Ali Kenney

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Stance's Randy Sheckler - Director of Product Education

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MATTA header, photo credit @tomasloureiro_

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Hanuš Salz and Pavel Kubíček (HF owners) and Heida Birgisdottir with the HF design department

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Britt Merrick. Photo credit - Channel Islands

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Red Bull paris conquest, credit Pierre-Antoine Lalaude_ @pal_photo

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How to XV Manage Sluff Xavier De Le Rue Third Season YouTube

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TSG Helmets SS20 Skate Helmet & Protection Preview

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London Surf Film Festival Vans LS/FF Line up Announced

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Hike Bike Paddle Challenge, Youth Adventure Trust

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Telos

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Hike With Board + Clicker system. Mt. Hood with OMalley

Island Tribe

Oakley

Amplifi

Jeremy_Rohrer_Levi_MRohrbacher24_111-7082x4721-499cda68-6b11-43e1-b123-acb15a731ae0

Nitro

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Capita

Pally'Hi

Borealis

Lightning Bolt

O'Neil

Slingshot

Gara Split

Indiana

Naish

Cobian

Smith

Mistral

Electric Sunglasses

Pacsafe

UK MINI RAMP CHAMPS TO TAKE PLACE AT WHEELS AND FINS FESTIVAL

Wallien

Basque Country Surf S/S 22 Surfboards Preview

Basque Country Surf Company

GNU

Nikita

An #itsgreatoutthere activity with Hej främling - Hey stranger - Sweden_Credit_Bjorn Arnemo

Triple 8

Rip Curl

Horsefeathers

SINNER

SIC

CHPO

Aphex

Head

AA_20170524_VPSMALMO_5B0A3001_OscarRozenberg_FSOllie[2][3]

Dakine

Picture Organic Clothing

Picture Organic Clothing

Smith

BN3TH

Zealous

Mammut

Nidecker

Nikwax

Amplifi

SIC

LAAX OPEN VOCKENSPERGER, credit Leon Laemmerhirt

MIZU

Giro

JONES

Maui and Sons

wip

Cabianca Surfboards & Agote Surfboards

Gramici

Picture Organic Clothing

Prosurf

Salomon

PAG Neckwear

Arbor

@Gabe_Rovick_Zeal2025_HighAlpineCamp-045

Zeal Optics

Spect

SeventyOne Percent

G-Form

Nitro Snowboards has joined the European Outdoor Group

Bern

CÉBÉ

Madrid

Jbay.Zone

Lokahi

Short Series Co

Gul

Horsefeathers

Mistral

Tur

EMERICA

Red Paddle Co

Gath

Kanoa

Salomon

Rome

Spektrum

Roark

Picture

Otis

Indiana

Yes

JONES

SIC

Volte

Vans

Rome

Prism

Firewire

Amplifi

Gul

Lightning Bolt

RED BULL AIRBORNE FRANCE PREPARES FOR COLLISION OF AERIAL INNOVATORS

RipCurlXSonOfCobra12_Errenteria_1018_KevinMetallier

Patrick & Savador Stilwell - Photo by Fernando Sousa

HEAD Snowboards Action Shooting Flachauwinkl

Kanoa

Norden

Alder

SINNER

ROXY

Burton

Head

Hours is Yours

Brethren

Amplid

Crans-Montana, Nidecker Banked Slalom 2022-(c)Ed Blomfield

Pro-Tec

Manera

Rehall

Academy

Nitro

POC

Semente

Nidecker

Norden

Rome

Quiksilver & Roxy

Capita

Forcefield Protection

Yes

Airblaster

Nitro

CrazyFly

Red Paddle Co

Head

Oceanstories for Surfaddicts - the Cine Mar - Surf Movie Night

SINNER

WOMENSTEAMHELIPRO20LJAMIEANDERSON-ANDERSONWATERFALL-10004174-ANDERSONWATERFALL-LIFESTYLE11

Dakine

UtdS_CovertSplit_GrayThompson_©FrediKalbermatten

UNITED SHAPES

Solite

Its On Zinc

Head

Burton

Globe

SINNER

ROXY

GNU

Cool Shoe Corp.

Brethren

CHPO

O'Neill

Slash

After Essentials

ROXY

Landyachtz

JONES

Takayama

Sooruz

POC

Rome

Goodboards

Hilx

Elliot Brown

Saxx

Cabrinha

Nitro

ROXY

Dakine

Nidecker

Karokoram

Spektrum

JONES

Fjällräven

Gladiator Paddleboards

Globe

Roger Hinds

786494-r2-25_growthads_yotei_black_finn_m_blank_insitu_02_91x1

Mons Royale

State

TAN18_Action SNB_Gigi Ruef & Carlos Garcia Knight_Klaus_Polzer_102_MR

Sabfoil

ROXY

Ride

Airhole

LOST

BN3TH

Sven Thorgren Spektrum Sponsorship Sweden Snowboarding

Ride Snowboards

Sooruz

Nelly - hardflip Southbank 2014 - photo by Sam Ashley

Simon Anderson

Head

Picture

Jobe

O'Neil

Nidecker

Deeluxe

Daniel Lutheran + Kalle Wiehn with a Security Guard Moscow

K2

Von Zipper

ROXY

thul-F6D2A393-19F3-4BED-B7F0CBD87FA4329C

Anon

KINC Appointed as UK Communications Agency for Sole Technology

Iriedaily

Got Bag

Quiksilver

Slingshot

The Foam Life

Aztron

Rome

Phunkshun

Slingshot

Sandqvist

Head

Evoc

Spy+

Horsefeathers

Flojos

Salomon

Ice Breaker

Adam Ellis has worked at Zumiez – the American action sports retailer and owner of Blue Tomato since 2012

Naish

Adidas

Liquid Force

Will and Becca at Spark R&D new warehouse

Endeavor Snowboard

Crazy Foil

Gaastra

Recco

Arbor Skateboards

Vimana

STARBOARD

Academy

Rip Curl

Starboard SUP

Drake

Spinera

Ripcurl

Rhythm

Himaya

A New Earth Project x Atlantic Packaging

Ride Engine

Flow

Lightning Bolt

Sandbox

Arbor

C1rca

O'Neill

Amplifi

vb1245533_Finisterre - Donegal - Lifestyle-67

Evoc

EQ

Voited

Prism

Reef

10th fest header, Laura Enever photographed by Stu Gibson

Jobe

Sandbox

wip

Nuura

SIC

Cotopaxi

Evoc

Rossignol

Iriedaily

Mathieu Lefin President - Rip Curl Europe

Lightning Bolt

Gaastra

32

2023 International Report on snow and mountain tourism

Aqua Marina

Pioneer Flasks

Cabrinha

Electric

Triple 8

Follow

Hurley

Oxbow

Saxx

Freedom Foilboards

Homeboy

Naish

JP Australia

Ride

Play

sweet protection

photo credit_ Christa Funk. surfer_ Gopal Butler. location_ Oahu, HI

PATAGONIA

Euroglass

Venon

Borealis

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Hurley SS21 Swimwear Preview