Dewerstone SS21 Boardshorts Preview

Saleswise, how are the technical boardshorts doing compared to the walkshorts and beachshorts?
Working within a defined category gives an immediate ceiling, a status quo to the end product before a sample has ever been made.

We set out to create the short we’d been dreaming about. No ceilings, no corners cut, no features left out, no preconceived direction, no category in mind or price point to reach. Just the goal of making the very best short we could, for any adventure.

The Life Shorts were built to be the short that you travel in, to be short you train in, the same short you dive in, surf in, climb in, adventure in, live day to day in.

If there was ever a category to do it all, the Life Shorts are it.

Life Shorts Muted Jungle

How has Covid affected your SS21 sell in plans ? (delays/range cancellations/carry over…)
Covid shook the World, it shook our World.

We opened our first retail location in October 2019 and shut it the same day we launched SS20, the same day we were planning to ship in to our first national retailer. For a brand that a couple of years ago was printing t-shirts in the garage, this was going to be a big year.

If we were going to rise from the ashes of 2020, it was time to dig deep, focus on why we are in business and remind ourselves that it was never easy to start with.

We sold out of Life Shorts by mid Summer. We either didn’t manufacture anywhere near enough, or people are really starting to value where we are coming from; all signs lead to the latter.

It’s with great pride that we turned what is arguably the most difficult year most businesses have ever had, into the best year we’ve ever had. It is a testament to the values we uphold, the people that form them and the customers that believe in them with us.

Just like everyone else we’re learning to live in a digital world, with product previews and sell ins via Zoom, training from a distance and a pause/rethink on new product being the new normal.

We’ve extended order deadlines to give retailers time to make the most of Summer and be in a good situation before them having to finalise orders for SS21. We’ll tighten our range for SS21 to carry more depth in our core product lines knowing that retailers are feeling cautious now more than ever.

What’s hot, what’s not (anymore) for summer 2021? (influences/silhouettes)
The world is literally hotter than it’s ever been. Whether it’s surf or snow, the boardsports community have always been tuned into the climate and its influence on the environments where we work and play. This is the underlying influence behind everything we do.

Aesthetic design has to be on trend but our product design has to run deeper than that if we want to see real change. The planet has to have a say in what we as brands are doing, what we are consuming and what we are putting into the atmosphere through the manufacturing and distribution process.

The reality is that systems to measure, offset and reduce exist. Whilst every system is not perfect, that is no reason to not do it. Consumers are aware of this and are beginning to look for the Climate Neutral Certified label on the products they buy.

As an industry if we want to continue to build brands around the environments the planet gives us, we need to be at the forefront of protecting it.

Life Shorts Tan/Gold

Sizing: boardshorts lengths are going up and down. Do you offer several outseam lengths?
We don’t. We’ve got a short that is built for any adventure, not a seasonal or fashion trend

It would be a contradiction to what we stand for and why we created the Life Shorts to start offering a whole host of different lengthed shorts based on what other brands are doing.

As an industry we need to slow the pace of fashion, we need to make less, not more and we need to build products that last years not seasons. The textile industry is a dirty industry and we as the outdoor and board sport industry need to lead the way in being a part of the solution, not contribute to the problem more.

What is the sweetspot for boardshorts as far as pricepoints are concerned?
The Life Short Pro sits in the upper end of technical board shorts. Our innovative design combined with technical features more commonly found on shorts twice the price give the consumer considered value.

However, ‘value’ as we know it is changing, the consumer is also becoming more aware of what brands do with their money, fueling the traditional stakeholder does not fuel the consumer anymore. The consumer requires more from the brands and retailers they buy from and as ‘value’ changes to ‘values’ it’s what we do with our consumers hard earned money that will define the brands of the future.

Our 1% for the Planet membership and our Climate Neutral certification are essential in maintaining our commitment to the retailers and consumers who buy our products and in doing so join us in our mission to protect the environment our brand is founded upon.

What colours/patterns will drive the SS21 season?
For SS21, in our staples, we’ll have focused colour blocks, with accents of colour that represent our brand heritage. Clean lines show technical design, in shorts designed to break the mould and disrupt the board short category as we know it.

In our patterns, we tell the story of our mission; It is our responsibility to protect the environment our brand is founded upon.

There will always be trends when it comes to colours and patterns, however, for us there is meaning and there is story amongst what we do. Using our product to tell a story, to provoke a reaction in the consumer and to ignite emotion in something that is normally purely aesthetic.

The Dirty Fades colourway tells a story of a textile industry that needs to change, a call to action to be a part of the solution and a constant reminder to address the problem, not add to it.

The Muted Jungle colourway represents what was a leafy jungle, fading into the black. A story we all know too well, a story which we can rewrite.

SS21 is the opportunity to influence the change. Brands, retailers and consumers need to work together to be a part of a more sustainable future.

Polyblends or natural fabrics: what’s your take for SS21?
Right now our Life Shorts are made from recycled polyester and plastic bottles. Encouraging a World where we value recycled product is an important step in driving change and the shift from a fossil fuel to a climate economy.

We need to see value in the materials we use, ensure the fabrics are compatible with a circular economy and that we have systems in place to process them when they reach the end of life, with nothing thrown away.

Cultural barriers to this shift in mindset exist at every level: from manufacturers and fabric suppliers through to retailers and consumers. Our mission is to make sure we do everything we can to accelerate this change in mindset, which starts with valuing recycled product on a global scale.

Do you have an eco initiative associated to your boardshorts offer (manufacturing, education programs…)?
The planet is at a tipping point and we need to do something about it right now. As people that matter to us, as a brand, it is why we exist.

We feel that as a brand we’re able to open up those difficult conversations, bring up the subjects that need addressing and inspire other brands to rethink their strategy. The bottom line is no longer purely financial, we all have to step up and choose our future.

We see retailers as being in a real position to make positive change, through the brands they stock and the products they choose to offer. It’s not so much of a choice between right and wrong, but a choice for what happens next. As brands and retailers we need to be the solution that consumers will demand.

It’s no longer good enough to have an ‘eco range’ within a brands product offering, the boat has long sailed on that one. It’s time for brands to step up and take responsibility for their manufacturing actions and the environments they rely on to sell products.

All our products are Climate Neutral Certified, for every product we manufacture we plant a tree and through 1% for the Planet, we commit 1% of our annual revenue directly to non-profit environmental action groups.

Please describe your 3 hottest products retailers should carry.
SS21 will see us grow the Life Shorts category into two key products: the Life Shorts and the Life Shorts Pro.

The Life Shorts Pro continues as our flagship short, with fresh colourways for SS21. It is the ultimate go anywhere, do anything short – the short we always dreamt of creating.

The Life Shorts take what we learnt from developing our Pro model and combine this with a return to the simplicity of our original 2014 short. All the defining features of a Life Short are retained: the cut, shape and unique no laces system. But this is delivered in a trimmed down style, and of course uses our 4 way stretch fabric made from plastic bottles.

Best Sellers
Please name and describe your 3 highlight pieces and items that retailers should definitely order.

Life Shorts Pro – Navy / Tan Gold

The Life Shorts Pro were designed from the ground up to be the short we always dreamt of creating. A short designed for any activity, in the water or on land, ready for anywhere your adventures take you.

Our bold Navy and accented Tan Gold colourway reflects the foundation colour stories our brand was built on. The navy represents water, the rivers and the ocean, the tan gold representing the woodlands and the fall colours of the National Park in which we are based.

Life Shorts Pro – Muted Jungle

Muted Jungle tells a story of deforestation and a need for immediate action. What was once a leafy jungle has been destroyed by man and we cannot sit by and watch the jungle fade into the black.

Muted Jungle is a call to action, it is a statement from us as a brand, the retailer that sells it and the consumer that buys it. With that together we are going to make a positive change.

For every Muted Jungle Life Shorts Pro we make, 50 trees will be planted in Central America, directly helping to combat deforestation.

Life Shorts – x Gili Eco Trust

Destined for a life in the water, our Life Shorts are as at home in the ocean as the new born turtles Gili Eco Trust strive to protect. They are the guardians of their path to the ocean, ensuring they are safe from both human predators and man made ocean trash.

As one of our 1% for the Planet non profit partners, we are committed to supporting Gili Eco Trust and the incredible work they do not only to protect the environment in which turtles start their lives, but to restore coral reefs and bring recycling solutions to the Indonesian Island they call home.

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French (speaking) SOURCE cover hall of fame. Pacome Allouis, Thierry Kunz and Etienne Pinon. But who wore it best?

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Grant 'Twiggy' Baker (ZAF), two-time Big Wave Tour Champion, at the 2018/2019 Jaws Challenge at Pe'ahi, Maui, Hawaii.

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22 Pictured - Kirra Seale has been appointed Senior Manager of the Longboard Tour

On the cover: Dragon Lodge Snowboarding's John Bassett. Photo Owen Tozer

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Vissla athlete Gatien Delahaye (FRA) in Ericeira. Credit WSL_Poullenot

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Snow Camp recieves award from HRH Princess Royal

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Directors and members of the Jury of the 16th edition of the International Surf Film Festival Anglet, with Bruno Delaye, the Festival Organiser.

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Nidecker

Gigi tightening screws at Shops 1st Try.

All-In

Appletree

Pacsafe

Burton

Outride

Picture S/S 2022 Women's Swimwear Preview

Picture Organic Clothing

JONES

TSG

Eleveight

Duotone

Thrust Glassing Portugal Simon Anderson Biography

American Socks

Salomon

Anon

Dupraz

Forum

Hike Bike Paddle Challenge, Youth Adventure Trust

ROXY

Vans

Basque Country Surf S/S 22 Surfboards Preview

Basque Country Surf Company

All-In

Duer

Oxbow

International Report on Snow & Mountain Tourism report 2022

clover

Volcom

SIC

SINNER

Evoc

Black Diamond

With a blend of vogue: DC Shoes tributes to the 30-year fall of the Wall

Nobile

Takiyama

Duotone

Manera

Oakley

Airush

Indiana

Forcefield Body Armour

ABS

Gaastra

Pyzel

BN3TH

Rip Curl

K2

Dragon

Glacier Optics

Ocean & Earth

Dragon Sunglasses

Jucker Hawaii

Bataleon

Stance

Aphex

Vans

Dakine

NSP

Dakine

Graystone skateboard coach Gabriel Njie. Photo: @eckersphoto

Borealis

SeventyOne Percent

GO FOIL

Red Paddle Co

Never Summer

Melon

DC

Origin Distribution

Verdad

Thirtytwo

PLOUGERNEAU MANERA 2021_Credit_Matt Georges

Hoff Flying Wheels

C-Skins

Aloe Up

Follow

SUNTRIBE

Spy+

Nidecker

PATAGONIA

XTRATUF

Patagonia National Park Volunteer Programme, credit Eugenie Frerichs

ROXY

Amplid

Quiksilver & Roxy

Public Snowboards

Freedom Foilboards

Ride

Red Paddle Co

Easy Snowboards

Lightning Bolt

K2

Never Summer

Mammut

Salty Crew

Burton

Reef

Cotopaxi

C-Skins

Opus

O'Neill

686

Lip

Iriedaily

Quiksilver

DB Longboards

Loaded

Salomon

ENFUSE

Mas snowboards

Borealis

Koo

Aphex

Northwave

JP Australia

Rossignol

Spinera

Brandit

Red Bull SPECT

Alder

Billabong

JONES

Halagear

Carver

PATAGONIA

Typhoon

Spektrum

Pro-Tec

Pret

Sooruz

Sandbox

Globe

Oakley

Kalama Performance Foilboards MANA Sarl Importer Europe Dave Kalama

Rusty

Triple 8

SUNTRIBE

Firewire

BBCo

Weston

Indosole

Nivia

Rome

Volcom Abandoned Playground Collection 2 Skate Urban 90s Fashion Military Sportswear

Sandbox

Flux

Forcefield Protection

Sessions

dryrobe

Airblaster

Lightning Bolt

Norden

Rusty

Thirtytwo

Rhythm

686 Outerwear

Horsefeathers

CHPO

PhilippHerfortPhotography_Kazakhstan_2024_SnowXplore-79__lowres-12-2024-FW2526_GSM

Evoc

Horsefeathers

NSP

Kanoa

Burton

Stranda

Fjell

és

Barts

Anon

Attika

Burton

Rad Air

K2

Thrudark

Manera

Eastpak

Flow

Oxbow

Hurley

From left: D/CAL co-founders Ryan Maconochie, Jared Prindle, Tony Hawk and Adam Wilson with Katherine Huber, director of client services, atop the Guardian Building in downtown Detroit, where they have an office for their new agency.

Flux

Thomas Delfino Credit-David Malacrida www.elmerjack.com

Horsefeathers

Spektrum

EQ

Otis

Protest

Oxbow

Miller Division

Jobe

ORTOVOX

Semente

Roark Revival

SnoKart

Rossignol

Ethika

Lib Tech

Vans

Nidecker

Giro

Naish

Norden

Aquadesign

Brethren

Flux

Hydroponic

Loaded

Vans

Maui and Sons

GA Kites

SUNTRIBE

Indosole

Circa

Sandbanks

Boa

Catch Surf

Bent Metal Binding Works

Rossignol

After Essentials

TSG

Pioneer Flasks

Stewart Surfboards

Picture Organic Clothing

Soöruz

Burton

Thomas Chassagne aka « Chazou » - Nose Blunt

Homeboy

Starboard SUP

GNU

Spy+

Hilx

wip

Nixon

Spinera

The GKA awards presented by Lewis Crathern and Jo Ciastula

POC

Evoc

REKD

Miller Division

Mistral

NSP

TripleEight-deepcover launch-Lilly Erickson-action-2024_004

Protec

Pyzel

Oakley

Slide

GNU

SUN ZAPPER

Indiana

Starboard SUP

Sky Brown, ROUGE COCO PLAYGROUND Chanel, London

Hobie

MowMow

Rossignol

Curfboard

XION

Wave Hawaii

Helinox

1 Jacket Required, located at the Old Truman's brewery on Brick Lane in the middle of Shoreditch, one of the world's leading fashion districts

Mistral

Black Diamond

Globe

786494-r2-25_growthads_yotei_black_finn_m_blank_insitu_02_91x1

Mons Royale

C-Skins

PATAGONIA

Clew

The men's 2021 season fronted by World Champ Italo Ferreira is set to kick off December 8th with the Billabong Pipe Masters presented by Hydro Flask. Photo credit WSL KELLY CESTARI

SINNER

Solite

TSG

Gotcha

Salomon

Indiana

Scott Sisamis - Vans Global Director Action Sports, Surf & Snow. Photo HMT

Korua

Steven Belly Surfline Photo credit Leo Fioravanti

SP25_Performance_Road_Aerocraft_HIPER_60032-00018_1

100%

Nitro

The Wave and Rip Curl announce Partnership

DVS

Bollé

MVT452_A_LASSEN3LXPOREJKT_ALLUREBLUE-BLACK_2

Picture

Giro

Iriedaily

Maria Frykman has been appointed Chair of Scandinavian Outdoor Group

Brethren

Nidecker

TSG Helmets SS20 Skate Helmet & Protection Preview

TSG

Amplid

Yunika

Kanoa

Deeluxe Rider_ Alex Fischer; Photo by_ Rudi Whylidal

Union

West

Easy Snowboards

Arbor Skateboards

Nidecker

Rossignol

Himaya

2020 Spektrum Ostra Premium White Evelina

Raen Sunglasses

SIC

0425-Freeride-Lyngen-Alric Ljunghager @alric.ljunghager-HQ-V 017

SWEET

Black Diamond

Rome

Victoria Vergara, by studio_255 x kevinMETALLIER

Alpha Industries

Hydroponic

VonZipper

New Balance

Hydro Flask

Burton

Liquid Force

ROXY

Brixton

Picture

Jobe Watersports

Absinthe Films Isle of Snow European Tour

Photo credit Julien « BINCH » Binet https- www.instagram.com accounts login ?hl=fr&next=%2Fjulienbinchbinet%2F&source=follow

GNU

Ethika

Rayne

Db x Looking Sideways fund, Photo - Aaron Schwartz

RED EQUIPMENT

Indiana

Duo Boards

Triple 8

Oxbow

Lightning Bolt

Mistral

Bent Metal Binding Works

Yow

Rossignol

West

Deeluxe

JONES

Takayama

Evoc

Rome

Horsefeathers

Gul

Norden

Rojo

ABS

Rossignol

Liquid Force

Torq

wip

ipath

Swox

DB Longboards

Derek O’Neill and legendary Australian surfer shaper Wayne Lynch at the Vissla Sydney Surf Pro in Manly Beach Australia

Public Snowboards

Pro-Tec

JONES

Mistral

Flux

Vision

The Quiksilver and ROXY Pro France comes back in 2021 as a Challenger Series event. Credit_WSL_Poullenot

Telos

Oakley

Brixton

Dragon

Forvert

Red Paddle Co

LB7524-SUP-TEMPO-11_6-IN-SITU-©MOOVING-1

Aquadesign

O'brien

Horsefeathers

PAG Neckwear

Columbia

@glennleerobinson Aquaglide Kush SUP Yosemite

Picture Organic Clothing

ACTION_2_Nahia Milhau - by yassin erraya

Sooruz

FW

Salomon

Dakine

686 Founder Mike West with the Hydrastash

Head

Smith Optics

https://www.boardsportsource.com/?p=102385&preview=true

Head

Flux

Buddy Buddy

Daniel Lutheran + Kalle Wiehn with a Security Guard Moscow

GNU

TSG

ABS

Nitro

GiGi slashing (L) Photo James North. (R) Photo by Theo Acworth.

Rome

Peter Lynn Kiteboarding

Anon

Endeavour

Lib Tech

Iriedaily

Dewerstone

Quiksilver

Fjell

Naish

DB

VAST

TSG

1991 Denim

Oosc

Spinera

CLWR

Loaded Boards

Bliz

Jobe

Dakine

Cool Shoe Corp.

Transworld's 1st cover 1987 and last one 2012

Gul

Never Summer

Dakine

Reedin

Rome

Saint Denim

Reell_BCN_April'22_1600px_©Reichenbach_FRP_95821

Reel Jeans

Birkir_Georgsson-YES-Trondheim-6439-Photo_AlexRoberts-HI

Yes

Stance

Bataleon

Lib Tech

Giro

Aquafil

Prism

Rehall

ROXY

Red Bull SPECT

100%

Tahe

Zeal Optics

Smith

XBrave

TSG

Triple 8

Spektrum

BradenHoban_BsNoseblunt_BaltimoreMD_KyleSeidler

EMERICA

Rossignol

Borealis

Slingshot

POC

radiator

Vans Custom Culture Shoe Design Contest Customisation

Melon

Telos

Bliz

Volcom

Elevated SurfCraft x Good Question Supplies

Arbor

Slingshot

Madness

Proof

Rome Co-Founder Josh Reid with downtime in the Lodge. Photo Tom Greenhill

TJ Brand

Aqua Marina

Borealis

Bern

2023_YesXNOWXLobster_Founders_LimoProduct_jakepollock

Yes

wip

Rome

O'Neill

Alder

Wave Hawaii

Dakine

Salomon

Globe

Arbor

Picture Organic Clothing

Euroglass

Wallien

Never Summer

3 It's been a while since we've seen the Hintertux Glacier in such glory in the beginning of October

CÉBÉ

EMERICA

Hurley

Starboard SUP

Greyson and Dibi Fletcher wth their skateboard art

SPY_MONTANA_SOFTMATTEBLACKwGREENFADE_HAPPYGRAYGREENwGREENFLASH_673407843695-01

Spy

Templeton

Korua

Nitro

Globe

Salomon

Looking Sideways episode 100a&b. Danny MacAskill & Nicolas Muller. Photos by former SOURCE art director, Owen Tozer

Pyzel

ROXY

BIC

Dakine

Moai

BIC-SUP_2019_SUP-AIR_Pierre-Bouras_PBO_3980_HR POST

BIC

Gotcha

Rhythm

Globe

Mundaka

Forcefield Body Armour

Burton

CHPO

Aphex

Soöruz

Nuura

NSP

GIN Kites

Moskova

Dragon

GNU

Rhythm

NSP

NSP

JONES

Black Diamond

JONES

Oxbow

Roark

Mammut

PIEPS

Rossignol

Olukai

Jet Pilot

1 Orange county convention centre, Orlando, home of Surf Expo

Saxx

Amplifi

SINNER

Rossignol

Simon Anderson

Ari'Nui

Quicksilver

100%

Dragon

Jetty

Horsefeathers

Dewerstone

Vertical Unit

Slingshot

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