Kavu SS21 Great Outdoors Preview

Kavu SS21 Great Outdoors Preview

Brand: Kavu
Interviewee: Jeremy Goodman, International Sales Director 

What are the major trends in the Outdoor Apparel market next Spring/Summer?  
Sustainability and Tie Dye.

What marketing stories and themes are you telling in your Outdoor Apparel line for SS2021?
KAVU makes a massive leap for SS21 in regard to sustainability – organic or recycled fabrics, eco-friendly packaging, recycled hang tags with vegetable dye ink, etc.

We have learned a lot since relaunching in Europe but the most impactful take away has been the necessity to reduce our environmental impact.

In SS20 only 5% of our line was made with recycled or organic fabrics. Fast forward one year and 55% of our SS21 apparel is made with sustainable, eco-friendly fabrics. It’s an amazing improvement in just 12 months.

What are the most important technical features & materials?
The “canned” answer is organic cotton, recycled polys with quick-dry and SPF protection.

But for us, technical features carry little value if the piece doesn’t make you smile. That’s why we play in the outdoors, right?

KAVU is here for a good time. And our products reflect that.

What about silhouettes, looks & styles?
KAVU days are about having fun. This means comfortable silhouettes made with lots of personality.

SS21 is loaded color, bright party shirts, fun designs, great prints.

Kavu SS21 Great Outdoors

 How do you match the needs of Outdoor Apparel that combines outdoor and lifestyle?
For us, there doesn’t need to be a compromise between outdoor and lifestyle. Being outdoors is our lifestyle.

We think it’s ok to play in the mountains or on the water all day and then grab a beer in town at night. All while wearing the same, good looking shirt. It’s what we do.

How has Covid-19 affected your SS21 sell in plans?
COVID-19 has impacted all of us – factories, brands, distributors, agents, retailers, and consumers. It has been a massive challenge but one we can manage with flexibility, a heavy dose of empathy, and plenty of open communication.

Early line showing reports from retailers, big and small, have been super strong. We’d be pleased with the feedback if we were in normal circumstances, so even more so considering the current climate. We are cautiously optimistic about SS21 sell in.

KAVU was fairly well prepared for the unknown. We already leveraged good digital selling tools before the pandemic, so we tweaked and increased our digital offering.

Due to extended factory closures, some samples are still unavailable. This doesn’t make digital selling easier but we’ve implemented more high res product imaging and on-body product videos for every possible style. 

Please talk us through your 2-3 of your key products for 2021.
San Blas – Women’s overall:
These relaxed fit overalls do not mess around. Wear them in the garden, at a music festival, or on the trails. The San Blas features adjustable KAVU brand webbing shoulder straps and a lightweight, quick-dry, spandex performance fabric made for adventure.

The Jam – Men’s shirt:

A short sleeve button up fiesta starter. It’s constructed from lightweight 3oz organic cotton in six one-of-a-kind prints.

Chilli Lite – Men’s short:

The Chilli Lite was one of the first clothing styles we made in 1995. After all these years it’s still our best selling short. It blends outdoor heritage cool with great features like tough cotton canvas, a gusset crotch, half-moon pockets, and a built-in buckle. 

How is Covid-19 impacting your business and can you see any opportunities for the Camping market as a result of the pandemic?
We anticipate increased interest in camping. Less plane travel means more staycations and time spent in nature.

Which items should every nature lover take with him on the next outdoor adventure?
A clear mind and some gear that makes her or him smile.

 Please talk us through your 2-3 of your key products for 2021.
Strapcap:

If you are sleeping in the dirt it helps to have the toughest hat on the market. The Strapcap was KAVU’s first product ever made and SS21 features the first update in over two decades. It’s made with the same beefy cotton canvas, but now it’s 100% organic.

And the back story of the hat is fantastic. In 1991 Barry Barr was running a commercial salmon fishing boat off the Alaskan coast. On one wet and windy day, not unlike the others, a gust of wind blew Barry’s hat off his head and into the drink. This would be the last time this happened because Barry had an idea; make a better hat. He had a pair of river sandals that just went to a market called Teva. He took apart and stitched the sandal webbing to the base of the hat as reinforcement.

Fast forward nearly 30 years and this beauty is still hand cut and hand sewn in Seattle by the same family. The secret in this hat lies in its construction and materials including beefy nylon tubular webbing with 4,000lbs breaking point, KAVU d-ring adjustment, five 43-stitch bar tacks, tough polyurethane bill, heat laminated underbill, and four-panel design secured with 1″ grosgrain covered internal seams.

The hat is built like a tank, is crazy functional, and looks great.

Rope Sling:

Our best seller. A sling bag with a unique silhouette in durable and vibrant 600D poly fabric with water resistance. Awesome pocket construction, great style, and a classic KAVU rope shoulder strap inspired by climbing rope.

Kavu SS21 Great Outdoors

Washtucna:

Swiss-army knife of belt bags with killer color blocking colorways and packed with all sorts of features: Breathable mesh back with super-secret stash pocket, removable drink koozie, KAVU webbing daisy chain, interior, and exterior pockets, and fixed nylon webbing handle when you aren’t into sporting the pack on the body.

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Red Bull paris conquest, credit Pierre-Antoine Lalaude_ @pal_photo
Boards at Colors of Surfing's concept shop
Alexey Krasniy Ollie Up Popshuvit Off DVL
1600
Stance- shop local
life_TSG

TSG

Harrison Roach Creatures of Leisure
PJ Gustafsson by Mike Goodwin(Method Mag)/@boilingdenim
Drone of The Wave Site, credit Nick Hounsfield
K2 2022/23 Snowboard Boots Preview

K2

Eric Geiselman
DC 2022/23 Snowboard Boots Preview

DC

Mark Held, EOG President, addressing delegates at EOS
K2 2022/23 Snowboard Preview

K2

Powertec Power Air
Party mayhem
Vans AV Pro - Photo HMT
TSG SS20 Wakeboard Hard Goods

TSG

Aleck 006 helmet profile
TEN Publishing
GLOBE
Gold Coast Longboards header
Jussi Oksanen, Mizu Co-Founder
Vissla creators gathering 2020
elooa_VIDEO_THUMB_18SNB5
National Snow Show 2021
Red Paddle x PLC
EXTREME
050916_TonyHawk_068_0
MarketIntel AUT
Down & Out in Switzerland
Primative Skateboards
Snow and Rock Snowboard Buyer, Sam Clark. Photo James North
Black Diamond 21/22 Men's Outerwear Preview
SIA x Mike West
Cobra Prepeg Compression Mould
OA2 FuSSSion 2022
Weird Waves season3
nsp action final

NSP

Travis Rice
Shops 1st try cancelled
Picture Organic Clothing FW20/21 Technical Snow Backpacks
Go Foil
HotzoneOpening 2020 MetalBattle Markus Olimstad by @becknaphoto
Maca Ville x FW Apparel
Web copy
Screen Shot 2018-06-11 at 18.11.06
Gnu 2022/23 Snowboards Preview

GNU

HLC acquires AEND
Ryan climbs the West Ridge of Denali on a 2013 Alaska expedition. Photo - Max Lowe
David Djité K2
K2 2023/24 Splitboarding Preview

K2

Capsule Skateboards header
Lightning Bolt #FW21 Lifestyle Pic
Columbia Sportwear Company
Element x Hotel Radio
Jamie Thomas & Matt Barr. Looking Sideways. Photo byt Owen Tozer.
VF Corp
Amplid_Pally'Hi Board Meeting
Stinky series ep 1
Shapers Club Cardinal Surfboards-Hugo
SITTING IN WATER 2
Elevate Outdoor Collective
Phantom lens AR technology
Wetsuit Recycling Program Alaska_MHO_CWN
The Wave Bristol Render
Photo Red Bull
Eurosima
Credits by Vans
Hotzone.tv Opening Werni Stock and Torstein Horgmo, Hintertux by becknaphoto
outdoor-by-ispo-1920x1030
Thomas Chassagne aka « Chazou » - Nose Blunt
ArborCollective_SnowboardManagers
Stephanie Gilmore hitting the waves

NSP

STANCE-DAN-LU-3
Northwave booth
Z-Flex Black Hex skateboard
Skate the Strand header
RRD 2023 SUP preview

RRD

Tony Alva story
Olympic surf gold winner
Chroma World Premiere header
Jim Frazier, Senior Vice President, Global Marketing at PrimaLoft
World Rookie Tour finals 2022
Kaunertal Pop Up Park
PallyHi_Udo_Heyder_Peter-Bauer_Johannes-Ritter(left-to-right)
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Choppy Water GmbH Tahe Outdoors Germany Austria Distribution Tahe Marine Zegul Egalis Artistic, Robson
16x9 heart supply
DAKINE
K2 FW20/21 Snowboard Preview
Surfers Lab store front
EUROSIMA SURF CONFRENCE
Golden Ride mag Crowdfunding
sympatex_Kim Scholze