Hurley Mens Outerwear F/W 2026/27 Preview

Retail Buyers Guide: Mens Outerwear F/W 2026/27 Retail Buyer’s Guide
Brand: Hurley
Interviewee: Manuela – Product merchandiser

In 2 sentences – how was the men’s snow outerwear market in 2024/25?
For us, it was a challenging season as we are new to the market. The snow conditions were irregular, the market was saturated, and consumers focused more on hardgoods than apparel, often favoring more established brands over newcomers like us.

What are the main trends you take your inspiration from for 2026/27?
For 2026/27, our main focus is on technical innovation—including Heat technology, Polartec, water-repellent fabrics, Recco, Phantom, and PrimaLoft. In design, we are introducing baggy fits alongside classic regular fits and aligning our snow capsule collections with our broader brand capsules, such as 048 with playful prints, and Built with more aggressive graphics.

What new jacket fits and pant silhouettes are coming out in 2026/27?
For 2026/27, younger riders are requesting baggy fits for a more relaxed, street-inspired style. However, we continue to offer a full range of fits, including classic and regular silhouettes, to cater to all preferences and riding styles.

Tell us about colours and prints:
For jackets not linked to any capsule, we are using minimalist Hurley logos. In the 048 capsule, inspired by athlete Pedro Carvallo, designs include illustrations interpreted by our design team, featuring mushrooms and phrases like “have a nice trip.” The Built capsule, returning from previous seasons, features prints of skulls, eagles, and Gothic lettering.

Any *NEW* technical stories with regards to fabrics and materials?
We have new models featuring PrimaLoft technology, and we have also updated our CREAM jacket, which previously had a 15,000mm waterproof rating and now has been improved to 20,000mm. Additionally, we are launching a new Polartec collection to enhance warmth, comfort, and performance.

Any trends that your brand is moving away from?
We aim to remain an authentic brand, open to both snowboarding and skiing, offering products that reflect Hurley’s signature DNA.

What are your big marketing campaigns for 2026/27?
Marketing

Key Products:

CREAM +
The Cream jacket is a 3-layer technical jacket for skiing, snowboarding, and splitboarding, offering 20K waterproofing and breathability. Made from 100% PFC-free polyester with fully taped seams, it provides wind, water, and snow protection. Features include a helmet-compatible hood, RECCO rescue system, adjustable ventilation, reflective details, and practical pockets, combining high performance with everyday comfort.

BP PRIMALOFT JACKET
The Primaloft Ice Jacket features Black Insulation Rise with high loft, excellent compression recovery, and compression resistance for long-lasting warmth. Its insulation retains loft even when wet, providing reliable performance in cold conditions. Made with 100% recycled content and circular-enabled design, this jacket combines sustainable innovation with comfort, durability, and thermal efficiency for all your snow adventures.

BB OVERALL PANT
The Overall Pants are crafted from 100% PES with 10K waterproofing, featuring 40g insulation for lightweight warmth. Elastic mesh ventilation panels provide breathability and temperature regulation during high-intensity activity. Designed for comfort, mobility, and protection, these pants combine durable performance with functional features, making them ideal for skiing, snowboarding, and all-mountain adventures in variable conditions.