Rhythm SS21 Men's Surf Apparel Preview

Rhythm SS21 Men’s Surf Apparel Preview

Retail Buyers Guide:  Men’s Surf Apparel SS21
Brand:  Rhythm
Interviewee: Marie Azam, Brand Manager Europe

The hardgood categories were strong in 2020 despite the pandemic and lockdowns, but how much of a hit did the men’s apparel take?
We suffered some cancelations on the pre-orders for Spring 2020, especially in the UK and Spain where the lockdown was longer or stricter than in other countries. But once the sell-out season started, we got really good feedback and a lot of replenishment orders, especially from the coastline stores who beneficiated from a good season after all, which enabled us to gain back part of the loss from the lockdown

Has the COVID-19 affected your 2021 collections? (delays, range postponed, carryovers…)
Rhythm is designed and developed from Australia and the business is international including the USA which suffered quite a lot from the covid crisis. Rhythm presents 4 collections a year.

With that in mind, the decision was made to focus and recenter the ranges for 2021 with fewer numbers of sku. We also launched our Classics collection, these are our tried and tested styles purposely made for like-minded individuals that share an interest in Rhythms lifestyle. We are set to deliver a permanent collection where each piece is ingrained with classic style, timeless design, and is authentic to Rhythm. The Classics will carry on through the year.

Rhythm SS21 Men's Surf Apparel

What are your collection stories for SS21?
Our latest collection features three key directions aiming to offer a diverse and meaningful collection. Our anticipated introduction of the Rhythm Classics collection that encapsulates classic style, timeless design, and a unique personality true to Rhythm, an offering of seasonal favourites introducing a new flavour to our variety of silhouettes, and the addition of two artist capsules with Californian based artists Jeff Canham and Schuyler Beecroft.

How do you mix heritage patterns and colours (floral/tropical prints/SoCal mood) with different styles?
The intention of design has been to allow the merchandising of each story both individually or mixed without compromising on uniformity. The collection offers a large choice of vintage-inspired prints, easy to combine with premium basics for an effortless silhouette.

Rhythm SS21 Men's Surf Apparel

Do the outdoor and streetwear styles have an influence on your design?
Rhythms’ aesthetic is heavily influenced by vintage fashion, the earlier days of surf lifestyle, as well as travels, music, and art in all its forms. More than following major trends, it’s more about the brand’s relaxed approach to everyday life, creating meaningful garments and effortless silhouettes.

Which fabrics and (durable) materials are you relying on for SS21?
In 2020 Rhythm through our product and the way we run our operation will be looking at how we can do things with more consideration. Whether it’s the packaging we use for our garments or selecting natural & sustainable yarns in our fabrics. Our collection offers a variety of natural fabrics like cotton and linens.

All Standard fit T-shirts use organic cotton and we offer a selection of Trunks & Beach Shorts in recycled fabrication options.

Are you anticipating Olympics boost on the Surf Apparel sell-ins after this year postponement?
With these times though comes opportunity; unified solidarity and an ever-important need to connect culturally as human beings driving inspiration and creativity.

The good sell out and reorders we had in 2020 make us confident for the year to come. The brand has still room to grow in the European Market and we’re excited about what the future holds and welcome this latest collection with pride, hoping it helps drive inspiration and creativity during this time.

Please name and describe your 3 highlight pieces and items that retailers should definitely order.
CORD JAM – A “Jam” is the Rhythm term for elastic waist shorts designed to be worn as a comfortable alternative to the regular walk short becoming an essential garment for outdoor living.

Our CORD JAMS are iconic pieces for Rhythm, a must-have in your summer wardrobe, with new colourways introduced each season.

ALOHA TIGER SS SHIRT – Our Cuban style shirt in a linen blend, featuring a custom vintage tiger artwork.

EVERYDAY STRIPE TEE – Our standard fit cotton jersey t-shirt with a yarn-dyed vintage look stripe featuring a contrast neck bind, easy to wear, classic Rhythm look.

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