Rusty Mens Surf Apparel S/S 2026 Preview
Retail Buyers Guide: Mens Surf Apparel S/S 2026 Retail Buyer’s Guide
Brand: Rusty
Interviewee: Craig Butcher - European Sales and Marketing
Which segments did fine in the 2025 Men’s Surf Apparel market so far? Which didn’t? Any clue why? (good & bad)
Baggy jeans and Tees are on trend and Rusty’s fashion forward garments are filling this demand.
How did you plan the SS26 offer accordingly? (carrying-overs vs new SKUs, quantities)
There are definitely a few carry overs but the majority of SKUs are fresh. The SS26 collection has been reduced to Best Sellers only as retailers have the opportunity of getting fresh ‘injection orders’ at least 4 times a year outside of the pre-order seasons.
Styles: Heritage influence has been key during the past years. Is SS26 a continuation of that trend?
Yes, 90’s style heritage influence is definitely showing through with all brands. Luckily Rusty has been around that long and there are a lot of reference points within our own brand to use.
Which stories are driving your SS26 collection in Men’ Surf Apparel?
Quality meets style and functionality within the SS26 offerings. Whilst the heritage influence of the 90’s is apparent, focus ia on meeting the demands of the youth.
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? We are offering only high quality, heavy duty fabrics on all of our garments. The lowest 100% cotton tee shirt grammage will be 160gsm with the majority being at 220gsm. Rusty garments are made to last separating the brand from many competitors by keeping the product on the consumers body for longer, and away from wast dumps.
How will you be helping retailers to sell your brand?
Fortunatley yhe Rusty brand is sought after and and has the advantage of maintaining a ‘core’ image through it’s offering of both apparel and high performance surfboards seen under the feet of top surfers across the globe. Alongside this, we are rolling out a solid marketing campaign through summer and going into Automn to get the most reach and gain more brand awareness.
How are you expecting Trumps Tariffs to impact the European surf Apparel market?
For the moment the EU surf apparel market is out of the spotlight with regards to the USA’s ever changing policies on tariffs but most have learnt to expect the unexpected.
Key Products:
Flip Daddy 2.0 Jean:
The new Flip Daddy baggy jean is built tough using 100% cotton Indigo Demin. A staple best seller in the Rusty collection is right on point with market damand stemming from the youth segment. Featuring a flashy back bocket embroidery and the signature Rusty side tape, this garment is a solid winner.
Flip Daddy 2.0 Jean
Flip Daddy cord short:
Highlighted by oversize back pockets and a 22 inch outseam, the Flipp Daddy cord short overflows with style and functionality. This fixed waist 100% cotton, 8 wale corduroy walkshort is set to be one of the best selling baggy shorts in it’s class.
Flip Daddy cord short
Dead ringer short sleeve tee:
Sitting at 220gsm (after wash) , the Dead ringer short sleeve tee keeps on impressing in both the style and quality departments. Featuring bold black sleeve and neck cuffs with mathing chest print, this Rusty tee is equaly impressive on the beach as it is for a night out on the town.
Dead Ringer tee
Brand Previews
