Robie Surf Robes and Ponchos 2026 Preview

Retail Buyers Guide: Surf Robes and Ponchos 2026 Retail Buyer’s Guide
Brand: ROBIE
Interviewee: Jimmy Pinfield

From a broader distance, Changing Robes seem to be (still) all over the place in 2026, shadowing Surf Ponchos. Does this feeling translate into sales (Robes vs Ponchos)?
We’re seeing a strong return to the classic surf towelling robe. The Dry-Series has become a year-round staple, but the Original-Series ‘robie’ as towelling robes are often referred to, is still our core volume driver. It’s what people grab without thinking when they’re heading to the beach.

The Robes are no longer a core piece of apparel for watersports, worn by very different consumer profiles. How do you handle the core vs mainstream positioning as a brand?
We don’t really see it as a conflict. The mainstream customer still wants the same quality and function that a core surfer expects, so we just focus on getting that right. By staying true to our Cornish roots, everything still feels grounded and authentic. As the brand’s evolved, we’ve also updated the logo this year. It’s a cleaner, more refined look that sits just as comfortably in a lifestyle store as it does in a surf shop.

Are Robes and Ponchos a gendered garment? More women seem to adopt the style than lads. Plus they are a big hit among kids, right?
Our design approach has always been unisex. It’s about function first, not gender. That said, for 2026 we’ve opened up the colour palette quite a bit to give people more choice. Kids is where we’re seeing some of the most natural growth as well. Parents see a Robie as more than just clothing. It’s something that keeps them warm and comfortable after being in the water.

What’s new in your ‘26 Surf Poncho collection? (materials, silhouettes, colors/prints/patterns)
This year is all about texture and tone. We’ve introduced a wider colour palette, with options like Mesa Rose, Orchid and Teal. We’ve also tweaked the Original-Series silhouette slightly, while sticking with the same premium, plastic-free Turkish cotton.

What’s new in your ‘26 Changing Robes collection? (materials, silhouettes, colors/prints/patterns)
At the moment, we’re focused on the Original-Series, but the bigger shift is happening behind the scenes. We’ve got a completely new Dry-Series collection landing later this year, with a full rethink on our weather protection, next-gen recycled fabrics and a more considered fit. It’s a big step forward for us and something we’re looking forward to getting out there.

Which pieces of advice do you have for retailers? Keep it core with dedicated watersports products or mix it up (core and casual)?
That core-casual mix is where it really works. It’s not just about what people wear in the water, it’s everything around it as well, getting changed, warming up, hanging out after. That’s where we see the opportunity. The Robie Original Series is designed to sit just as well in a lifestyle setting as it does in a surf shop. The retailers doing well are the ones blending those two worlds rather than treating them separately.

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