Hurley SS21 Swimwear Preview

Brand: Hurley
Interviewee: Manon Jouanine, EMEA Product Manager& Valentine Grandamme, EMEA Marketing Manager

What are the key industry trends in women’s swimwear for SS21 and how are you implementing them in your SS21 collection?
We are in sync with the industry on trendy silhouettes such as high-waist bottoms, bandeau, triangle tops and drawstring cheeky bottoms. Popular one-piece swimwear are still a key piece of our collection. For this season we are also introducing new colorways and prints reflecting trends such as tie-dye, floral prints and bright colors.

What have been the major inspirations behind the designs in the SS21 range?
We get the inspiration on cuts and shapes from our athletes. They collaborate with us by sharing their precious feedback to build the line.

When designing our SS21 range, we focused on our ‘Purpose Built’ approach. Our swimwear is made for surfing and in-water comfort, which is why our products are featuring added support for no distraction. Our swimwear range is also designed with the purpose to be sustainable, which is why we are introducing the ‘earth friendly’ fabric made of recycled nylon.

This season we are also adding more ‘fashion’ pieces to the line, with trendy silhouettes and prints.

How has Covid-19 affected your SS21 sell-in plans?(Delays, Range cancellations, carry-over)
Our SS21 line hasn’t been affected by range cancellations. Actually, on the contrary, with the new brand organization, we were able to add new product categories that we believe have a great potential in our market such as sustainable denim, active hats, socks and underwear.

In addition to that, we had to be reactive and smart during the current season: in order to help our accounts for SS20, we decided to move some of the SU20 products to SS21. This decision not only helps clients reduce their orders and reduce the pressure on them but it is also a good way for us as a brand to keep control of the brand representation in the market.

Finally, as for many brands, Covid compelled us to switch from a physical to digital sales meeting. This was a first but was well-received and proved to be a successful new way of organizing go-to-market meetings. This was also made possible thanks to the great reaction and hard work from the team who efficiently built the line in a quick turnaround despite the challenges.

What style/shape of swimwear is most popular in your range?
At a sellout level we see a pretty homogenous interest across all shapes of swimwear.

The difference is then mostly happening at a country level where countries would opt for some more or less coverage.

In terms of performance, what materials and construction techniques are you working? Are you implementing new ones in the SS21 range?
In terms of performance, we keep our construction which has proven to work, ensuring the right amount of support. The main new change is that in SS21 we are introducing a sustainable fabric made of recycled nylon.

What colour palettes and prints will we find in your SS21 range? Any crossovers from other brand product categories?
In our SS21 range, you will find pastel tones and floral prints. We will also have some bold geometrical and animal prints as well as some more colorful/psychedelic prints.

What efforts are you making towards sustainability?
As commented above, we are introducing a range of sustainable swimwear. Made of recycled nylon, these products are nonetheless very fashionable. Our tagline : « Feel Good, Look Good, Do Good ». As part of the brand values and priorities this was very important for us to further develop our sustainable range.

Any exciting marketing campaigns for your SS21 collection? When will it be launched?
From a marketing standpoint, we will be powering up women and sustainability – not only through our sustainable swim collection but also through our new sustainable denim collection.

We are super excited to announce the launch of our new sustainable denim collection – the Oceancare Denim made in partnership with Wiser Wash.

The Wiser Wash process process eliminates the use of pumice stones and toxic chemicals involved in traditional washing while still achieving beautiful abrasions and bright contrasts through decolorization with only one cup of water.

What kind of support are you offering your retailers?
Due to the recent shift and retailers having to be even more active online, we are making sure to provide as much support as we can on a digital level by providing product imagery as well as social media/lifestyle imagery.

BEST SELLERS

Please name and describe your 3 highlight pieces.

Any product from the Oceancare Denim collection : Sustainable denim made with only one cup of water. Soft, lightweight and flexible denim.
The Hurley Max Palm Paradise Swimsuit : Made for surfing on warm days. It is a long-sleeve bodysuit-shape made of a quick-dry fabric and with high compressive support, featuring a UPF50+ protection.
The Hurley Nebula Swirl Itsy Bitsy Bikini : A fashion triangle top and drawstring bottom. Made in our sustainable fabric. Reversible to match your mood. Featuring a psychedelic print.

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Jobe

Sector 9

Adidas

Oakley

Goodboards

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

Dupraz

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

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Nitro Snowboards has joined the European Outdoor Group

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@craig__anderson, Db. Photo credit_@nathan__hensaw

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I-Sea

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

Nelly - hardflip Southbank 2014 - photo by Sam Ashley

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The epic lesft of North Narrabeen will welcome the world's best surfers for the second stop of the upcoming Australian leg of the WSL Championship Tour.

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Snow Camp recieves award from HRH Princess Royal

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Nikwax

RED EQUIPMENT

Gin Kiteboarding 2023 Kiteboarding S/S Preview

GIN Kites

Head

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

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SeventyOne Percent

Equip SUP station, credit Samuel McMahon

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WSF General Assembly in Belgrade, Serbia

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Equip General, photo credit Samuel McMahon

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11 Surf Expo has moved to new hall in the Orange County convention center

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

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The GKA awards presented by Lewis Crathern and Jo Ciastula

EQ

Hours is Yours

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Ion Wetsuits

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

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The partnership uplifts the importance of rallying around community and youth, fostering a kinder world and equality for all

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JEAN-LOUIS RODRIGUES ELECTED PRESIDENT OF EUROSIMA

SHOPS 1st TRY 2020 Alpbach Alpbachtal Snowboarding Equipment Retailers Registration

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Surf Ranch Pro 2018 winner Gabriel Medina. Photo HMT

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sweet protection

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Salomon

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Volcom

Drone of The Wave Site, credit Nick Hounsfield

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Nitro

Black Diamond 21/22 Men's Outerwear Preview

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

Lib Tech

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Sven Thorgren Spektrum Sponsorship Sweden Snowboarding

SHRED

NSP

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CHPO

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F2

Sooruz co-founders MATTHIEU-BARAT-&-YANN-DALIBOT

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Mark Held, EOG President, addressing delegates at EOS

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CÉBÉ

Reigning World Champions Carissa Moore (HAW) and Italo Ferreira (BRA), winners of the Rip Curl Newcastle Cup pres. by Corona. Credit @WSL_Dunbar

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L1 Premium Goods New Winter Collection 2019 2020 20K Standard Snowboarding

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Nicolas Foulet, Boardriders President EMEA

[From L_R] Carissa Moore, John John Florence, Italo Ferreira, Tyler Wright, and Ryan Collinnan at Newcastle Cup pres by Corona press conference_Credit WSL_Dunbar

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Amplid

100%

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

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Head

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Starboard 2026 Wings 9.1.25-6466 (1) (2)

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DC SNOWBOARD BOOTS-1_0001_DC Snowboard Boots

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Caption- The Margaret River Pro has been called off due to safety concerns. Caption- © WSL Cestari

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Flux

Dragon

Cabrinha

Billabong

NSP

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

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Tahe

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Dakines Falvien Foucher, Bucher + Walt's Julien Boucher and Dakine's Frank Heissat

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Tim Humphreys, Nidecker at Crans Montana. Credit Ed Blomfield

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Kevin Klemme_Tail Drop_Photo by Alex Hancak

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Jones 20-21_Freedom-Tools_Solution-Series_3D-Contour-Base_Solution_

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Natural Selection and Red Bull Content Pool - Ben Ferguson. Photo Tim Zimmerman, @fotomaxizoomdweebie

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Free surfers warm up before the launch of the Rip Curl Pro Anglet 2021. Credit_WSL_Masurel

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photo credit_ Christa Funk. surfer_ Gopal Butler. location_ Oahu, HI

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Red Bull paris conquest, credit Pierre-Antoine Lalaude_ @pal_photo

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4 The entrance to the village of the Base Camp

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Photo courtesy of Pirate Movie Productions

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I-Sea

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

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Stokehouse's Paul Naude and Derek O’Neill

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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.

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

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co-CEO Donna Carpenter announcing the news @ Burton Snowboards HQ, Vermont

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Shark

Wave Hawaii

Thirtytwo

SINNER

Templeton

Rossignol

Jobe

Protest

DC

Dirty Dog

Tahe

Duer

Drake

Rossignol

MIZU

Zeal Optics

Eastpak

Oakley

Endeavor Snowboard

Northwave

Zeal Optics

Manera

Torq

Supernatural

Iriedaily

ROXY

Clew

West

Rad-Air

After Essentials

Fanatic

Fjell

Catch Surf

Sooruz

LOST

Amplifi

Aphex

ORTOVOX

Academy

Plum

Spark R&D

Helloid

Spy+

Dakine

Heat It

Now

Connelly Skis Inc

Pret

Boardworks

Salomon

BIC

Goodboards

Rome

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Bosiny

Tiki

Boa

Smooth Star

Rusty

Giro

Airblaster

Torq

Dakine

Ride Snowboards

Supra

Eleveight

Hydro Flask

Lib Tech

Naish

Globe

Salomon

Connelly Skis Inc

Sessions

Norrona

K2

clover

Gladiator Paddleboards

Surftech

EMERICA

Colour Wear

Head

Oxbow

Capita

White Space

Head

Homeboy

Jetpilot

Jbay.Zone

Spektrum

New Balance

Vertical Unit

Globe

DC

Indiana

Jet Pilot

Burton

Northwave

Forward

Norden

Norrona

International Report on Snow & Mountain Tourism report 2021

The James Brand

Melon

Sandbox

GO FOIL

Bote

Nobile

Wave Hawaii

New Balance

686 Founder Mike West & Marketing Lead, Brent Sandor

NSP

Von Zipper

Hours is Yours

Ride Skincare

Easy Snowboards

Vans Park Series and Tony Hawk Announce Broadcast Partnership

SIC

Osiris

Mons Royale

SIC

Quiksilver

EMERICA

Easy Snowboards

Liquid Force

SIC

Aphex

Globe

Florian Fischer (RIP) in Finland by Keke Leppala

SIMS

Norden

Rossignol

Venon

Armstrong

Pret

Anon

Element

GNU

Oosc

MUB S/S 2023 Lifestyle Backpacks Preview

MUB

ROXY

A New Earth Project x Atlantic Packaging

Oxbow

Catch Surf

686

Slingshot

Oakley

No Normal Coffee

REKD

Gotcha

Nikita

Dakine

NSP

Vimana

sweet protection

Sandqvist

Stranda Snowboards

Alder

Norden

Gath

Thirtytwo

Loaded x Unlimited

Loubsol

Graystone skateboard coach Gabriel Njie. Photo: @eckersphoto

Helinox

O'Neil

TSG

Korua

Flaxta

Element

Picture Organic Clothing

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Dakine

Cariuma

Shark

Mistral

Electric

UNITED SHAPES

Lightning Bolt

Roxy 2023/2024 Women's Outerwear Preview

Roxy outerwear

Picture Organic Clothing

Tahe Factory SUP credit Emmanuel Berthier

L1

Head

LOST

Loaded Boards

Telos

Levitaz

Nidecker

All-In

HSC_Evergreen_NewClassics_LittleAmericaBackpack_1920x1080_05

Herschel

Adidas

Rojo

Picture

Quiksilver

Herschel

Vision

Mindless

Evoc

GLORY BOARDS

K2

ROXY

AndyWirtz-by-GoPro-TableBay-Longboard-SUP (1)v2S

Norden

Elevated Surfcraft

Primaloft

dryrobe

Quiksilver

No Normal Coffee

Sun Bum

Brakeburn

High res-Nidecker_23-24_Bindings_Supermatic_N.24.BNM.SPM

wip

Aleck

Airblaster

ROXY

Ronix

Newly elected board of the World Snowboard Federation

Homeboy

Follow

wip

Picture Organic Clothing

Eastpak

SIMS

Smith Optics

Ari'Nui

Nitro

Nidecker

ROXY

Slash

Hurley

Salomon

Miller Division

Forcefield Body Armour

Amplifi

GNU

Duotone

Semente

Columbia

Captin Fin

Gogglesoc

Stranda Snowboards

Red Paddle Co

Brethren

Flux

Noir

JS Industries

Evoc

Maui and Sons

Rojo

Mindless Longboards

ROXY

CORE Kiteboarding

Carver

YukaFujimori_C26JPNShoot_TeineJPN_KentaroMatsuda

Burton

Panda Optics

Ryan Longboards s/s 2023 Longboards Preview

Rayne

Rossignol

Nitro

Primitive

Pete_tricelogcar_jib_by Annette Veihelmann

Smith

Nidecker

O'Neill Wetsuits

Recco

Wesc

Hurricane

Elevated Surfcraft

Sandbox

Aleck

Burton Welcomes New Chief Marketing Officer Sarah Crockett

JONES

Pyzel

Norden

Forcefield Protection

2023 International Report on snow and mountain tourism

Aphex

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

Flux

SINNER

Town & Country Surf Designs

HarukiTakeuchi_YudonosannJPN_KentaroMatsuda_4967 (1)

Burton

Lib Tech

Bliz

ENFUSE

Sustainability Boot Camp: Committing to a responsible industry

Head

The Family, Adam Neate for Clown Skateboards

Reell_BCN_April'22_1600px_©Reichenbach_FRP_95821

Reel Jeans

Indiana

Black Diamond

Will and Becca at Spark R&D new warehouse

Rayne

Homeboy

Red Paddle Co

NAKED

Kevin Casillo - Sr. Global Marketing Manager, Surf & Snow. Photo HMT.

K2

Drake

Osiris

Element

Helinox

Crans-Montana, Nidecker Banked Slalom 2022-(c)Ed Blomfield

LAKAI

Sipa

686 Founder Mike West with the Hydrastash

JONES

[108] Cobra’s senior team including legendary shaper Kym Thompson (captioned)

Roark Revival

Nikita

Volcom

Voited

Korua

Cotopaxi

Lightning Bolt

JP_NP_24_Gran Canaria_Philip Mackenbrock__LOC7398

Neilpryde

Ride

Duotone

686

Dragon Sunglasses

Amplifi

Burton

Nidecker

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Stewart x Sample N'Co licensee and distributor

Quiksilver

JONES

Jet Pilot

PATAGONIA

Salty Crew

Niseko Tourism_skiing photos by @alexgerni_47

Amplid

Picture Organic Clothing

Zeal Optics

Dakine

ORTOVOX

Jucker Hawaii

OP

Vision

Duer

Flaxta

Salomon

Dakine

Aesmo

ROXY

Bleed

Hydro Flask

Norden

F - ONE

Destyny Mine77 Big Snow NJ Peter Cirilli

Airboard

JONES

KINC Appointed as UK Communications Agency for Sole Technology

Forvert

West

Opus

NRS

Les Arcs says no to Brexit_Simon Beck photo

Double Deck

Electric

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Dakine

Dirty Dog

Wetsuit Recycling Program Alaska_MHO_CWN

Amplid

Gara Split

Rhythm

Arva

Konvoi

Aztron

NCHE

Klean Kanteen

Protec

TSG

Hydroponic

Armstrong

Rhythm

Rusty

West

Plenty Humanwear

O'Neill Wetsuits

NSP

Barts

Rhythm

JONES

Liquid Force

Horsefeathers

C1rca

New Balance

OBfive

Indiana

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Hurley SS21 Swimwear Preview