L1 Mens Outerwear 2023/24 Preview

Retail Buyers Guide:  Men‘s Outerwear 2023/24 Retail Buyer‘s Guide
Brand:  L1
Interviewee: Jon Kooley Creative Director

What is the overall theme behind your 2023/24 outerwear range? From which big trends do you take your inspiration?

For the 23/24 season we wanted to really focus on the most technical portion of our line, the Theorem collection. This season we wanted to revamp the whole thing, almost every style got redesigned with the utmost intention. Maintaining familiar L1 design language but using this redesign opportunity to establish a foot in future direction.

What new fits / silhouettes are coming out in 2023/24? What pant and jacket styles are most important in your range?

The styles that are most important to the range are really our new Rankin franchise. In this collection we have a new jacket, pant and bib. Taking direct feedback from our team and offering some of the baggiest fits in the line. In addition to the Rankin, we broadened our genderless offering knowing that there are key oversized styles (Ventura and Axil) that we have equal parts men and women buying into. We simply expanded the size offering to accommodate the demand. 

What new colours / prints are you introducing?

We stepped away from our historic approach to prints and brought in a more sophisticated geometric print this season. As for our color palette, we maintained a mix of earth tone neutrals blended with softer pastel brights.

Any *NEW* technical stories with regards to fabrics and materials?

We are introducing a new lighter recycled poly 3L 4-way stretch fabric in the Theorem line we are calling NOVA-X. This will be in all of  the 3L styles for Theorem.

Any trends that your brand is moving away from?

We are moving away from super slim fits. We still have the Thunder in the line but when we bring new styles in, they tend to be on the more baggy end of the spectrum.

Outerwear Best Sellers/Hero products:

RANKIN PANT: This new team-inspired baggy-fitting pant allows maximum movement in the younger generation’s preferred fit and style. The full side zips offer breathability on warm days and added structure for every day. If you are looking for a progressive durable baggy fit with 20k/20k functionality that lasts, then the new Rankin is for you.


HURON BIB: The Huron Bib takes a classic bib silhouette to the next level with our lightweight 3-Layer stretch NOVA-X fabric solution and all the technical features you expect from the L1 Theorem line. In addition, the Huron has been updated with a splitboard-friendly construction providing more durability in critical areas around the pant cuff when hiking up and venting for cooling down.


ALPHA JACKET: The Alpha is L1’s premier backcountry jacket in the theorem collection. The reliable 20k/20k waterproofing and 4-way stretch of our NOVA-X 3-layer fabric will let you push the outer limits of exploration without sacrificing style or movement.


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