ALL-IN SURF ROBES AND PONCHOS 2025 PREVIEW

Retail Buyers Guide: Surf Robes and Ponchos 2025 Retail Buyer’s Guide
Brand: All-In
Interviewee: JB CASTE, CEO

From a niche market to a popular must-have, Changing Robes and Surf Ponchos keep on growing.. What is your strategy for 2025: keep on expanding full tilt or has the time came to consolidate your offer?
For 2025, ALL-IN is adopting a dual strategy: continued expansion into new markets while strengthening our core offer. The popularity of changing robes and surf ponchos keeps rising, and we want to stay ahead by refining our designs, materials, and functionalities. We are also reinforcing our distribution network and deepening partnerships with key retailers to sustain long-term growth. Our Plaid line (Ponchos, Blanket, underwear..) that we launched 4 years ago, is becoming a big success in winter, and this collection is very popular not only for surfers, but for people who needs to get comfy during winter at home !

The Robe/Poncho appeal is so mainstream nowadays: have you considered reaching out beyond the boardsport distribution channels before the fashion big names take over the demand?
Absolutely. While ALL-IN remains deeply rooted in the board sports community, we recognize that changing robes have become a lifestyle essential. We are actively expanding into outdoor retailers, lifestyle boutiques, and even wellness-focused stores. Our goal is to maintain our authenticity while making ALL-IN products accessible to a broader audience.

Recently, lighter and quicker drying options using micro-fiber cloth, rather than the thick terry Surf Poncho have gained traction, Do you offer both?
Yes, we offer a diverse range to meet different needs. Our original thick terry ponchos remain a favorite for comfort and warmth, while our lightweight, quick-drying microfiber options cater to those looking for ultra-portability and convenience. Whether it’s for surf sessions, travel, or everyday use, we ensure our customers have the right choice.

The (Changing) Robes are worn in very different situations: Après-surf, dog walking, camping, as an indoor plaid and as a fashion statement in the big cities! Do you offer specific models for those various activities or the all-in-one product is the go-to choice?
At ALL-IN, versatility is key. While our core poncho design remains adaptable to multiple uses, we have developed specific models tailored to different lifestyles. For example, we offer waterproof and insulated robes, our STORM SERIES, for outdoor enthusiasts, compact microfiber and our new material 2025 called QUICK DRY ponchos for travel, and fashion-forward designs suited for urban wear. Our mission is to cover every moment of comfort, no matter the setting.

What are the key materials in your Robe range?
We prioritize premium, sustainable materials. Our range includes organic cotton terry for softness and warmth, recycled polyester for our Plaid line and Polar Series collection, and recycled polyester microfibers for quick-drying performance, and technical waterproof fabrics for extreme outdoor conditions. Sustainability is also a key focus, and we are continuously working to improve our materials while reducing environmental impact.

Style: As there is pretty much a single silhouette for Ponchos & Robes, the only way to stand out is via colors/prints/patterns. What do you have in store for 2025?
Not at all for us. You must know that ALL-IN was the first brand to focus on changing Robe market in 2012. While all brands continue to have the same classic silhouette, ALL-IN has developed in 2013 his own silhouette called the V Poncho. Wilder shoulder to get a maximum of comfort and room when you need to change. It’s our design and good way to recognize easily an ALL-IN Poncho from others and we have legally protected the design for it. For 2025, our design team is introducing bold, nature-inspired prints, psychedelic wave patterns, and minimalist geometric designs that reflect the essence of surf culture and outdoor adventure. And this Summer we will have a special collection named KAI dedicated to Surfer’s Dog. Kai was my lovely dog that I lost 1,5 years ago and to celebrate his memory we developed a full collection about him and about the relationship between a dog and his owner. Our color palette is driven by earthy tones, ocean blues, and energetic pops of color like coral and emerald green. We want our ponchos to be both functional and a true expression of personal style.

How are you helping retailers to sell more of your product?
Supporting our retailers is a priority. We provide Premium in-store displays that enhance product visibility. This year we will have a strong storytelling and branding materials to engage customers. By combining high-quality products with strong marketing support, we ensure our partners maximize their sales potential.

Key Products:

V PONCHO:
Thanks to its triangular or “V” shape, the top of this poncho is wider than on our Classic models. And always so soft and comfortable (100% cotton velvet terry)! We created this poncho to ensure greater freedom of movement in the arms and shoulders.

V PONCHO

STORM PONCHO:
The poncho for extreme conditions

Waterproof and windproof 100% recycled ripstop exterior
100% recycled sherpa interior
Two sizes available:
- Adult (1m55 to 1m90)
- Junior (1m20 to 1m55)
  STORM-PONCHO-BLACK-ADULTE-FACE

PLAID PONCHO:

The poncho of your winter! Warm, soft and ultra-comfortable.
Soft 100% recycled GRS (Global Recycled Standard) certified fabric: velour on the outside, sherpa fleece on the inside.
Reversible: go from white to color in a single step!
Like a hoodie: long sleeves with thumb holes, lined hood with adjustable ties, large front kangaroo pocket.
POLARPONCHO-POP80