Kavu Great Outdoors S/S 2026 Preview
Retail Buyers Guide: Great Outdoors S/S 2026 Retail Buyer’s Guide
Brand: Kavu
Interviewee: Callum McDonnell – European Brand Manager
What trends do you see currently shaping the outdoor industry?
Theres still a continuing appreciation for lifestyle oriented outdoor gear. Clothing that functions in the wild, but look great as everyday wear. Additionally, retro aesthetics and bold colours are thriving which fits right into KAVU’s fun filled ethos.
How is your brand responding to the increasing demand for sustainability and ethical production?
KAVU are increasing sustainability efforts season-upon-season. Recycled polyester is used in our best selling fleeces and organic cottons are used in our pant and short offerings, and we aim to spread these fabrics further into the ranges every season, where possible! Our packaging is now all fully shipped in VELA bags which are recycled paper bags.
What challenges are you seeing in the outdoor market today—retail, consumer behavior, or otherwise?
One of the biggest challenges in today’s outdoor market is the cautious consumer spending – people are ever more selective with their purchases and prioritise value and versatility. Retail challenges seems to be increased costs and a high discount culture, but luckily we work with some great customers who stray away from this.
How are the latest U.S. tariffs and customs regulations affecting your business strategy and supply chain?
The US tariffs, these are an ever present cloud over everyones head right now causing a huge amount of unneeded unrest and uncertainty. We’ve already made some small changes to cut costs, as it stands, Europe is safe from any price changes or product cancellations. Who knows what Mr he-who-shall-not-be-named will do next?!
About the Brand:
What is your brand’s core mission or philosophy, and how does it influence your product development?
KAVU’s core mission is to build fun into everything we do. Making it a KAVU day. (A blue sky thinking type day, where the possibilities are endless)
How has your brand evolved in the outdoor market over the last few years?
Over the last few years, we’ve had some great success in the UK, but also some real strong growth across Europe which we hope to build on further as we grow.
Who is your target customer today, and how has that profile changed over time?
Target customer today, is the type of person who wants a long lasting, functional product to fit their lifestyle.
Take us through your brand line in detail for SS26
S26 is a winner. We’ve taken some styles back to the drawing board and updated their fits for the first time thanks to community feedback. We’ve got some great new fun colourways and bold patterns as ever on our bags and accessories, alongside some new additions such as the Roam Sling. Our shirt and short offering is jam packed more than ever and with increased depth in the sun-shirt category and layering pieces, we expect a strong S26 selling season.
Which item(s) do you expect to grow the most in SS26?
Gilets
S26 – WEST VEST (for men)
S26 – OZETTE (for women)
Both of these are new Fleece Gilets which we are so excited to share. Perfect for layering up for daily adventures, or for throwing on once the sun has set at that party that’s gone into overtime.
Key Products:
WEST VEST:
NATURAL
OZETTE:
PURPLEKALE
TEANNAWAY:
TERRAINTOPO
Brand Previews
