Oxbow Mens Surf Apparel S/S 2026 Preview

Retail Buyers Guide: Mens Surf Apparel S/S 2026 Retail Buyer’s Guide
Brand: Oxbow
Interviewee: Manon JOUANINE – Chef de Produit Homme Lifestyle

Which segments did fine in the 2025 Men’s Surf Apparel market so far? Which didn’t? Any clue why? (good & bad)
For Oxbow, several segments performed strongly in the 2025 Men’s Surf Apparel market. T-shirts, a flagship category for us due to our strong graphic presence, saw excellent results. Additionally, fleece and jacket categories experienced significant growth, which we attribute to the weather conditions during the order period. We had a particularly challenging summer with cold and rainy weather, leading consumers to favor warmer products. Conversely, we saw slightly weaker sales in shorts and short-sleeved shirts, likely as a knock-on effect of the same weather patterns.

How did you plan the SS26 offer accordingly? (carrying-overs vs new SKUs, quantities)
In planning our SS26 offer, we haven’t made radical shifts in the overall category breakdown. It’s difficult to definitively predict whether the weather patterns of 2025 will repeat, or if they were an anomaly. However, we have strategically adjusted our approach in several ways. Notably, we’ve increased the number of new mid-season products. These are designed to bridge the gap between winter and summer seasons, allowing retailers to introduce the summer collection earlier in the season. We’ve also moderately increased the quantities of fleece and jacket styles. But we haven’t decreased our offerings in the more traditional summer categories. On another side, we have significantly expanded our boardshort range. This category is experiencing a strong resurgence for Oxbow, and we’re focused on leveraging that momentum to gain market share.

Styles: Heritage influence has been key during the past years. Is SS26 a continuation of that trend?
Yes, the heritage influence remains a significant trend, and it’s definitely present in our SS26 collection. In fact, one of our key marketing stories is titled ‘Future Memories,’ which specifically highlights the design trends of the 90s and 2000s. This retro inspiration is something we anticipate seeing continued demand for in upcoming collections. Furthermore, Oxbow consistently seeks to connect with its own DNA and history by reinterpreting some of our iconic products and graphic designs from the 90s. This allows us to bring our successful past into the modern context.

Which stories are driving your SS26 collection in Men’s Surf Apparel?
For our SS26 Men’s Surf Apparel collection, we’re focusing on two key marketing stories. The first, for the early part of the season, is titled ‘Lost Places: A quest for the best waves, lost somewhere on planet earth.’ This story connects with our longboarder ambassadors like Laure Mayer and Simon Routa, as well as adventurers such as Kepa Acero. It evokes a shaper/single fin vibe, with inspiration drawn from space exploration, urbex, and secret or abandoned locations. Our second story, ‘Future Memories: A journey through the best eras of surfing,’ is inspired by the 90s and 2000s. This is a journey back in time where we revisit historical pieces and feature younger, progressive surfers like Maud LeCar and Miguel Blanco.

Customers pay way more attention to the fabrics than they used to: alternative natural fibers, organic, fair-trade issued, techy synthetic blends… Do you have exciting propositions for SS26?
Yes, as a B-Corp certified brand, Oxbow is continuously seeking new solutions to offer an increasing number of eco-responsible products across our ranges. We are expanding our use of organic cotton and also incorporating more recycled cotton. Our goal is to transition all of our polyester to recycled polyester. We also feature several products made from linen. Linen is a highly sustainable fiber; it’s derived from the flax plant, which requires significantly less water and fewer pesticides than cotton. It’s also a strong and durable fiber, and biodegradable. Finally, our entire swimwear collection is made using Repreve, a certified recycled polyester fabric.

Which color/prints/patterns will trend in SS26?
Our SS26 collection features distinct color and print palettes aligned with our two main stories. For the ‘Lost Places’ story, the color palette is designed to transition from winter to summer, while still incorporating rich tones. We utilize a lot of pastels, various shades of blues, greens, and dusty roses, combined with earthy browns to reinforce the theme. The all-over prints in this range draw inspiration from vintage wallpaper found in abandoned hotel lobbies, as well as prints taken directly from our own archive. In contrast, the ‘Future Memories’ story embraces bold and vibrant colors, reminiscent of the hyper-colored trends of the 90s and 2000s. Expect to see purples, greens, oranges, and blues, all competing in their intensity. The prints for this story are a direct throwback to popular designs from that era, with a focus on geometric patterns.

How will you be helping retailers to sell your brand?
Oxbow is committed to providing retailers with comprehensive support to effectively sell our brand. We are continually developing new tools and resources to empower them. For example, we provide a detailed Tradebook that outlines the season’s marketing stories and product stories. This includes in-depth product descriptions, imagery, and fit guides, enabling sales staff to confidently present our products to customers. Beyond this, we supply high-quality digital assets, including photos for online promotion. And our team is always available to provide ongoing communication and support, ensuring our retail partners have everything they need to succeed and can easily make re-orders if needed.

How are you expecting Trumps Tariffs to impact the European Surf Apparel market?
It’s difficult to definitively predict the precise impact of potential tariffs on the broader European surf apparel market. The situation is complex and depends on various factors. Currently, for Oxbow, the direct impact is limited as we do not conduct business with the United States. However, we recognize that changes in trade policies can have ripple effects across the global market, potentially influencing consumer confidence and overall economic conditions in Europe. Therefore, we are monitoring the situation closely and will adapt our strategies as needed to mitigate any potential indirect effects. At this time, our focus remains on delivering high-quality products and strong support to our retail partners.

Key Products:

DART Shirt : a cotton linen shirt:
Discover the natural performance of linen, a sustainable fiber that’s as kind to the planet as it is to your skin. Naturally breathable and thermoregulating, linen offers exceptional comfort in any climate. Grown without pesticides and requiring little water, linen is a truly eco-friendly choice that doesn’t compromise on performance or durability. Inspired by the Oxbow heritage, the DARTS collection features an exclusive print from our archives. Reborn for the present, this print infuses a glimpse of history with authenticity to modern and comfortable pieces.

DART Shirt

OUTBLAST Walkshort:
A printed short in an organic cotton dobby fabric. Step into a time warp with OUTBLAST, a collection designed for those who dare to stand out. As part of our “Future Memories” theme, this print features bold graphics and vibrant colors 90s-inspired.

OUTBLAST Walkshort

RESORT Weekend Short:
Experience ultimate comfort and versatility with our Weekend Shorts. Crafted from sustainable, recycled materials, these stretch shorts dry in a flash, making them perfect for any adventure, in or out of the water.

RESORT Weekend Short