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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Screenshot 2019-03-01 at 07.02.38
Chroma World Premiere header
VF Corp
Drop In Surf by Creatures of Leisure
Nimbus Surf Hero
Rip Curl x WSL finals
L1 FW20/21 Women's Outerwear

L1

Airhole Daily Mask
Dani & Jimmy Jenks chillin’
Endeavor Sandbox
VF Corp
MarketIntelUK
Boardriders logo
Hike Bike Paddle Challenge, Youth Adventure Trust
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SIC 2023 SUP preview

SIC

DOM
VF Corp
PrimaLoft_circularity_visual
Absolute-Snow_SquareLogo
Paddle Expo 2019
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Inside Surfing color
Screenshot 2019-03-07 at 14.16.23
PSFF
MEO Portugal Pro
Vans Shop Riot Finals
Northwave Drake Coronavirus report
International Board Shop Day
Hurley x Tom Sachs _ HTLHTS
next summer tradeshow
Nike logo BSS
Slappy Feast Poster
MarketIntelFrance
elooa_VIDEO_THUMB_18SNB6
Screenshot 2023-01-18 at 14.01.54

L1

Screenshot 2021-04-01 at 09.07.17
Black Diamond performance footwear
brandwave
WSL Surf Ranch
FRAN-MARTINEZ-FLIP-MATARO-photo credit-HELENA-PINTOR
Quivers ecommerce source boardsports
Danny Way Frame
New to Surf Expo exhibition
The Red Bull Bowl Rippers 2020 podium by TEDDY MORELLEC RED BULL CONTENT POOL
Burton Snowboards
The Riders Lounge logo
ISPO Award OutDoor Edition - New quality seal for outdoor products
shiner-penny
SORUCE Issue 109.jp_Scott
SIGB snow test
Audi Nines Switzerland 2021
Montafon Banked Slalom
Issue 94 Social Media preview  copy
Retailer brand wants web copy
Globe Ramones Hero Decks header
Jumping On Shadows founder
DC FW20/21 Women's Outerwear

DC

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Nike logo BSS
Tony Alva story
SPY+ 2022 Sunglasses Preview

Spy

image
Jacket Required
Frontpage
DC Stubai Zoo Spring Session
NUURA 1600x900
Hanuš Salz and Pavel Kubíček (HF owners) and Heida Birgisdottir with the HF design department
FAR Skate header
Halldor Helgason 32
UK MINI RAMP CHAMPS TO TAKE PLACE AT WHEELS AND FINS FESTIVAL
Shops 1st try cancelled
Red Paddle x PLC
1 Nestled into the very end of the Alpbach Valley in Tyrol, Austria, Shops 1st Try is growing every year
Sport-Achat Bikexpo Summer Lyon B2B Venue Sports Industry Event
Columbia Sportwear Company
Rumpl blanket
sympatex_Kim Scholze
Nordic acquired Isbjorn of Sweden
POW The Time is Now
Alt 138 team
[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
Jeanne Duval's 21
Bolle Eco Atmos Eco Award - Lifestyle
BSD 2020
London Calling
Danny and Dennis from Bataleon
WSL Postpones events through June
X Games 2021 medallist
etnies
Wavy earplugs
Rolling Thunder Co. x MLSL
Sooruz Jorgan by Fred Lecoq
Tobias_Groeber_Messe Muenchen 16x9
HOTpachtwork(1)
Thomas Delfino   Credit-David Malacrida www.elmerjack.com
Deeluxe Rider_ Alex Fischer; Photo by_ Rudi Whylidal
Loveletters, LGBT  Series 11
MarketIntelUK
VF Corp
Ludo w Clown Single Board
DVS FW 2021 Skate Footwear Preview

DVS

Ben Clark - Chill CEO
OG SKATESHOP.jpg (WEB COPY)
Grant 'Twiggy' Baker (ZAF), two-time Big Wave Tour Champion, at the 2018/2019 Jaws Challenge at Pe'ahi, Maui, Hawaii.
4 The entrance to the village of the Base Camp
O'neill Snowdonia
Portugal Market Insight
Photo by Jacob Lambert
Lightning Bolt 50th anniversary
From Day One Spark R&D
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BP Exit Bux header
Smith Optics Scott Randall
SUPRA
Now Bindings 2023/24 Preview

Now

Play Snowboards Laax
FIS logo
EuroSima 2023
Channel Zero
Polo Tornado and Vale Ducourtil came all the way from France
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The press, one of the Lab's custom machines - Credit_ MVD Media
Julia modelling One World
Ali Kenney
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Albee Layer and Matt Meola. Take Shelter Productions
World snow federation general assembly
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Gnu 2022/23 Snowboards Preview

GNU

Bern Helmets Big White, Dec 5
Loveletters, LGBT  Series 11
NSP SS21 Surfboards Preview

NSP

Surfing Olympic Pictogram
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Screenshot 2019-01-17 at 18.24.22
Iconic boardsports brand Quiksilver has joined the EOG