Hurley Wetsuits F/W 2026 Preview

Retail Buyers Guide: Wetsuits F/W 2025 Retail Buyer’s Guide
Brand: Hurley
Interviewee: Manuela – Product merchandiser

After a few seasons of (mostly) carryovers, fresh pieces were introduced in FW25. How did things pan out saleswise?
For FW25 we mainly focused on color updates across our existing wetsuit range. As a key novelty, we introduced two 1.5mm thermal vests, one with a hood and one without. These new pieces performed well at retail and were well received by consumers, especially as versatile layering options for colder conditions.

The Fall/Winter collection is where innovations and new models come to life: which are the key additions to your range for FW26?
For FW26 we continue to refresh our core range with new color updates while introducing several new models. Key additions include the PLUS 6/4mm with hood, designed for surfing in very cold water conditions, and the ADVANT 5/3mm with hood. We are also launching new ADVANT Back Zip 4/3mm and 3/2mm wetsuits featuring a refreshed design direction for Hurley, with vintage-inspired logos. In accessories, FW26 will see the introduction of new AIR 4/3mm surf boots.

Most wetsuit brands contained the rise of prices so far. Will FW26 remain stable regarding pricepoints?
Yes, price points will remain stable for FW26.

Do you notice a discrepancy between the sales ratio of premium wetsuits and entry-level ones?
Sales tend to concentrate on mid-range wetsuits. Consumers usually look for a balance between performance, comfort and price, rather than choosing either top-of-the-range or entry-level models.

The shift to non-petroleum based foam is close to the take over. Are you relying on established suppliers or developing your own proprietary technologies, as seen among some brands for a couple years?
Hurley relies on established and trusted suppliers that are actively developing more sustainable, non-petroleum-based foam solutions. This allows us to ensure consistent quality, performance and reliability across our wetsuit range.

Any innovations in the linings for 2026?
No major changes are planned. We will continue using the same proven linings already present in our current range.

Do you notice any difference in the consumer habits of women? (wetsuit thickness, entry/closure systems, colors…)
Women tend to prioritize comfort, flexibility and ease of entry. Lighter entry systems, functional fits and clean, well-balanced color options are especially appreciated, alongside performance comparable to men’s models.

Please briefly mention the repair/recycle programs offered by your brand.
MKT

How are you helping retailers to sell more suits?
MKT

Key Products:

PLUS VEST HOOD 1/1.5MM THERMAL TANK TOP (MSJ0011129):
This 1/1.5mm thermal tanktop wetsuit vest features Neospan material for lightweight insulation, keeping you warm without bulk. Its stretch construction allows natural movement, while the quick-dry thermal lining retains body heat. An integrated hood with Smoothskin seal blocks water entry. Versatile design works under a wetsuit or alone in mild conditions. Flatlock seams ensure comfort and durability.

PLUS HOODED 6/4 MM FS (MFS0011604):
This Plus 6/4mm Neospan fullsuit with hood features Extend 2.0 thermal insulation across the chest, back, and legs for maximum warmth. Fully taped seams ensure superior waterproofing and durability. The integrated hood with Smoothskin seal blocks water entry, while the flexible construction allows natural movement. Perfect for cold-water surfing, offering comfort, performance, and full-body protection.

SURF BOOTS || AIR 4.3MM (USURF00005):
These 4/3mm Hurley surf boots provide warmth, comfort, and grip in cold-water conditions. Constructed with flexible neoprene, they allow natural movement and agility on the board. The durable sole offers traction and protection, while the ergonomic fit reduces water entry and enhances performance. Ideal for surfers seeking reliable, high-performance footwear in all conditions.