After Essentials Surf Robes and Ponchos 2026 Preview

Retail Buyers Guide: Surf Robes and Ponchos 2026 Retail Buyer’s Guide
Brand: After Essentials
Interviewee: Rémi Chaussemiche Marketing director

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)?
In southern Europe Surf Ponchos remain dominant compared to Changing robe. We have demand for changing robe in norther Europe but sales wise the surf ponchos are still performing better.

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?
True, Changing Robes and Surf Ponchos are now used by very different customers, any water sports and aquatic activities lovers can use them. Ponchos are a super useful item on many occasions before and after many activities: Surfing, Kite surfing, Wakeboarding, Windsurfing, swimming at the sea, pool or lakes, camping, working out at the gym, relaxing at the spa etc… At After Essentials we like to segmentate our range by Series, a bit like what the skateboard deck industry has been doing for years with their graphic. Because surfing is our root, we always make sure that we have some really core surf related Series like our Shaper Series (Timmy Patterson, Polen, Chipiron, Chienville, Stewarts), our Pro model Series (Maud Le Car, Kyllian Guerin, Joan Duru, Tony Silvagni) and our Destinations series (most of them represent Iconic surf destinations). Even our mindset Series is very surf inspired. On another hand we also open our lines to other markets with other series inspired by different influences and sport activities. For example, this season we launch the Swim Club Series drawing inspiration from the retro graphic world of 1950s swimming clubs: clean lines, chic two-tone prints, and sunny colors reminiscent of the natural pools of the Mediterranean. We also have the Outdoor Series inspired by the mountains’ world and wide-open spaces, fitting the outdoor lovers, campers and aficionados of fresh water activities. Our Sports Series shows an athletic look, inspired from the Gym club. With our wide offer in term of style and designs every retailer we work with can propose a selection of products that really suits the vibe of their store whether it is a core costal surf shop, a mountain outdoor store, a lifestyle-oriented boutique, or a more traditional sports store.

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?
Kids love ponchos, they do several sessions a day, they hang around all day at the beach barely taking their wetsuit off, so poncho is a must have for them. It is also a super useful garment for toddlers and babies, so you can cover and dry them quick when you’re at the beach or by the pool. For that matter we offer a broad range of kid’s ponchos with various designs in 3 different sizes (Baby, Toddler and kids). At the start it was definitely more of a women market, but now we see more and more men using them too. It is such a useful item when you practice surfing, water sports or any activities you need to get dry or changed. Then kids are growing up and those who have been embracing the changing ponchos for years, still use them as young adults. At After Essentials, we make sure to offer diversity in our designs so any gender can find a poncho they like and wear it proudly.

What’s new in your ‘26 Surf Poncho collection? (materials, silhouettes, colors/prints/patterns)
Our big Launch and Marketing Focus this season will be The After Lab, a changing ponchos’ collection inspired by our passion for art and the unique creativity of the action sports world. Each piece is the result of an exclusive collaboration with internationally renowned artists—photographers, street artists, and creators working in humanist, modern, abstract, or minimalist styles: Former pro skateboarder and photographer Arto Saari, UK based designers Kai & Sunny, artist and illustrator Jerome Masi, abstract Street Artists Mambo and L’Atlas. We gave the 5 of them total freedom to design their own beach poncho. As mentioned earlier the launch of the Swim Series is also a big focus. It offers a clean and chic retro style with some water drops, stripes and checkers declinations for pattern. Colors are definitely reminding the esthetic of the 50’s, 60’s Mediterranean swim clubs. This year we also propose High End Version of our ponchos, with a thicker 100% cotton terry fabric, the silhouette with Raglan sleeves and kangaroo pocket is wider and longer for more comfort and warmth after surfing.

What’s new in your ‘26 Changing Robes collection? (materials, silhouettes, colors/prints/patterns)
On this segment we have decided to differentiate ourselves from the competition by providing a variation of the changing robe more oriented toward the warmth and comfort and not on the waterproof capacities. We call it the Heat Ponchos, originally designed for cocooning at home during cold days, it appears to be a super good product to wear before and after winter sessions, by the sea or on the mountain. We have updated all of our heat ponchos (ponchos with sleeves made out 100% recycled polyester polar fleece) with a new, thicker, comfier polar fleece. We offer 12 different pattern and colorways. For rainy days, we developed rain ponchos: waterproof, easy to put on, easy to carry, easy to pack, bike ride friendly, our rain ponchos are the ultimate items to dodge rain falls.

Which pieces of advice do you have for retailers? Keep it core with dedicated watersports products or mix it up (core and casual)?
My first advice to retailers would be to select some qualitative products helping them to set apart from the very cheap offer. I think having quality ponchos with a diversified offer of prints and colors will contribute to elevate their offer and not enter into competition with the really strong sport chain stores able to offer very cheap prices and strong discounts. Mixing between core and casual can be a smart choice, to provide diversity and reach different type of consumer, from the occasional to the hardcore watersport afficionado. I think it is always cool for retailers to work on their own brand too. For this, we propose to do custom ponchos with stores so they can work their branding in collaboration with After Essentials. The fact we produce most of our product in Europe facilitates the process with short lead time and low MOQs.

Key Products:

After Lab _Arto Saari Rainbow:
Arto Saari is a Finnish photographer, filmmaker, and a former professional skateboarder. Deeply rooted in skate and surf culture, his lens captures raw moments with authenticity, emotion, and a strong visual identity. His work blends documentary style with artistic precision, often exploring themes such as movement, solitude, and freedom. Whether photographing world-class athletes or serene landscapes, Arto brings a unique sensitivity to everything he frames—a visual storyteller with a rebellious heart. This Rainbow beach poncho features a striking artistic photograph from Arto’s collection: a rainbow emerging from a deep blue ocean and spreading across an entirely pink sky. The immersive composition captures the magic of the moment, transforming the poncho into a true wearable piece of art.3

AFTER LAB _ARTO SAARI RAINBOW

High End Bleached Blue:
Longer, thicker and even more comfortable, the High End After Essentials poncho is the ultimate choice to stay warm and dry while changing after a swim at the beach, the pool, or any other water activity: surf, wakeboard, foil, kite, sailing, paddle and so much more. When the temperatures drop, the High End poncho is the must-have accessory before and after your aquatic adventures.

HIGH END BLEACHED BLUE

Shaper Series Chienville:
Born from a collaboration with shaper Chienville, this surf poncho embodies a free-spirited and committed attitude, blending a punk look with skate inspiration. Designed for the beach and post-session moments, it reflects the raw and creative world of the shaper based in Soorts, known for his innovative board shapes and designs. Made from absorbent terry fabric, this poncho ensures quick drying and immediate warmth after your session while providing excellent comfort.

SHAPER SERIES CHIENVILLE