Extratuf Great Outdoors S/S 2026 Preview

Retail Buyers Guide: Great Outdoors S/S 2026 Retail Buyer’s Guide
Brand: extratuf
Interviewee: Milly Pestell Marketing Manager, International

What trends do you see currently shaping the outdoor industry?
Gorpcore continues to inspire our product development and marketing efforts, however, 2025 has been the year of ‘fisherman core’. A style inspired by traditional fishing gear that blends function and fashion. Think waterproof fabrics, utility vests and XTRATUF’s!, Our rugged boots are both practical gear and a style statement. This trend reflects a broader shift toward durable, heritage-inspired products that work in both outdoor and everyday settings, blurring the line between performance and lifestyle.

How is your brand responding to the increasing demand for sustainability and ethical production?
Our Product Development team are constantly looking for ways to infuse more sustainable, environmentally friendly materials into future product, trialing new materials across our range including bio-based TPUs, recycled webbings and Oceaya.

What challenges are you seeing in the outdoor market today—retail, consumer behavior, or otherwise?
Consumers are demanding more from their products than ever before, and rightly so! Our challenge is to create product that lives up to consumer expectations, both functionally and sustainably, whilst maintaining a price point that appeals to both retailers and consumers.

About the Brand:

What is your brand’s core mission or philosophy, and how does it influence your product development?
XTRATUF is built for those who live, work and play in the harshest conditions to enable them to perform at their highest level. Our products are designed to live up to that promise. We will never compromise on product functionality, quality or our brands authenticity and heritage.

How has your brand evolved in the outdoor market over the last few years?
XTRATUF’s heritage is the ocean, however, over the last few seasons, alongside our classic outsoles designed for boat decks and slippery rocks, we have begun to add lugged traction outsoles suited for all terrains. For FW25, we will be introducing our ‘Camp Collection’ – a version of the ADB, with a slip resistant outdoor inspired outsole, biolite footbed and faux shearling (and 100% waterproof).

Who is your target customer today, and how has that profile changed over time?
XTRATUF is more than a boot, it is a lifestyle – our target consumer is anyone who lives that XTRATUF lifestyle, whether that be chasing monster waves, travelling across Europe in a campervan or fishing for salmon on the wilds of Alaska.

Which items should every nature lover take with him on the next outdoor-adventure?
Well that depends on where their adventure takes them! A pair of Legacy’s for true Alaskan grit, a pair of sliders for hotter climes and beach days, ADB Ice for snow, the all new Camp Collection for colder nights around the campfire – and everyone should have a pair of classic ADBs – just incase!

Take us through your brand line in detail for SS26
The Product Development team have excelled themselves for SS26 – alongside colour-ups of our existing styles, we are introducing some all new technology.. watch this space!

Key Products:

ADB Camp Collection:
Our new outdoor inspired version of the classic Ankle Deck Boot.