Iriedaily SS19 Women’s Streetwear

Retail Buyers Guide:  Women’s Streetwear SS19

Brand: Iriedaily
Interviewee: Ines Schwitzky Category Manager Women’s & Denise Graff Brand Marketing Manager


What are the major trends in the women’s streetwear market next Spring/Summer?
Logo’s in different executions like embroideries, prints, multicolour prints in different sizes are still a big trend for the next Spring/summer.

80’s inspired colour blocking on sweatshirts, sweats and jackets in bright and fresh colour combinations.

For Dresses and pants, expressive tropical patterns are a must, besides this major trend, everything can be mixed and matched together for the perfect summer look e.g. Colour block sweats with fresh Hawaiian inspired  embroideries and all over prints

What are the main marketing stories and themes in your women’s streetwear line for 2019?
We celebrate our 25th anniversary in 2019! The whole year will be filled with a lot of special birthday activities. Let us surprise you!

All vegan products will be featured through special hang tags and our Fair Wear Foundation membership will be an important part for the communication activities.

What is the main inspiration behind the line?
If you cant bring the city to the beach, bring the beach to the city.

Tropical pattern and prints, palms, Hula girls and fresh colourful stripes are the main themes in this summer collection

What colour palettes are you working with?
Summer pastels mixed with bright colours like yellow and bright green.

What about patterns & prints? Any collaborations?
Pattern, prints as well as mini embroideries are the most important part in the collection.

For our T-shirt prints, we worked with different artist like Juli Jah to offer a variety of graphic styles

Fresh tropical all over prints on viscose and jersey providing the real summer feeling

Can you talk us through some of your key silhouettes?
Besides our basic fits, the key silhouettes are from slightly oversized boyfriend fit especially on sweatshirts to short and cropped fits on our tops and shirts collection.

What are your most important styles/models? Please outline 2-3 of your key products.
1.  Maila Breaker – a soft Nylon breaker with fresh summery colour blocking, the ideal style for colder summer nights.

2. Fleuri Sweat – mid weight logo sweatshirt with expressive flower embroidery.

3. Different Hoodie – slightly oversize boyfriend cut, featuring our logo on front and embroidered on back

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