Saint Jacques Robie Surf Robes and Ponchos 2026 Preview

Retail Buyers Guide: Surf Robes and Ponchos 2026 Retail Buyer’s Guide
Brand: Saint Jacques
Interviewee: Stan Bresson, Président

Changing robes seem to be (once again) everywhere in 2026, at the expense of surf ponchos. Is this perception actually reflected in sales figures?
First, it is important to clearly distinguish between the two categories: the cotton surf poncho, which is pulled over the head like a sweater, and the changing robe, a long robe with a zipper, waterproof outer shell, and fleece lining, designed for harsh northern winter conditions. These are two very different products that serve different needs. Saint Jacques is exclusively focused on premium cotton surf ponchos and that is a deliberate choice. In our segment, sales remain strong. The cotton poncho is perfectly suited to the temperate climates of Southern Europe, where we generate most of our sales. Changing robes dominate the conversation because brands like dryrobe invest heavily in marketing. However, on the ground, in French surf shops, the cotton poncho continues to hold a prominent place.

Robes are no longer reserved for watersports and appeal to a wide range of consumers. How do you manage your core versus mainstream positioning?
Our DNA is board sports — surfing, kitesurfing, wingfoiling, and paddleboarding. We are not trying to turn the poncho into an urban fashion item or a generic lifestyle product. What clearly differentiates us from competitors is our aesthetic choice: we stick to solid colors that are understated, timeless, and elegant. While competitors multiply prints, graphic collaborations, and psychedelic patterns to attract a mainstream audience, we take the opposite approach of discreet elegance and durability. Our ponchos are designed to last for years, not to create a buzz for a single season. This positioning attracts customers who value quality over trends. Paradoxically, this clean, French-inspired universe also resonates beyond the core surf market without us actively pursuing it.

Are robes and ponchos gendered garments? Women seem to adopt them more readily. And how important is the children’s segment for you?
Our ponchos are unisex by design, one adult size, a loose fit, and colors that work for everyone. No men’s model, no women’s model: we keep it simple. That said, women have often been the earliest adopters because they particularly appreciate the privacy and comfort a poncho provides when changing, whether in a parking lot or at the beach. As for children, it is indeed a key segment for us. We offer junior sizes (ages 9–14, 80×75 cm) and kids’ sizes (ages 4–8, 60×55 cm), made from the same 380 g/m² velour cotton as our adult models. Families who equip their children often become loyal long-term customers, it is a genuine driver of customer retention.

What’s new in your 2026 Surf Poncho collection? (materials, silhouettes, colors/prints/patterns)
Our strength is precisely that we do not chase novelty for novelty’s sake. We maintain our positioning: 380 g/m² OEKO-TEX® certified velour cotton, a loose fit, adjustable hood, and refined finishing details. No synthetic materials, no compromises on quality. In terms of colors, we remain faithful to our editorial line: solid, classic, elegant shades. While competitors are racing toward prints and graphic collaborations, we offer ponchos that you will still want to wear five years from now. For 2026, we are expanding our color palette with new timeless solid shades, while continuing to offer our Magellan model in 280 g/m² honeycomb cotton for travelers and warm-water destinations. This ultra-light model, delivered in a reusable bag, perfectly complements our range by covering all uses and all seasons.

What’s new in your 2026 Changing Robes collection? (materials, silhouettes, colors/prints/patterns)
We do not manufacture changing robes in the technical sense of the term, no zipper, no waterproof shell, no synthetic fleece lining. This is a deliberate choice for consistency. Changing robes are highly technical products designed for extreme conditions of cold, rain, and wind, mainly in Northern Europe. At Saint Jacques, we have chosen to focus on what we do best: premium cotton surf ponchos. Our conviction is that a well-designed cotton poncho meets 90% of the needs of watersports enthusiasts in Southern and temperate Europe. We prefer to excel within our territory rather than dilute our expertise by copying products in which others have a ten-year head start.

What advice do you give retailers? Stay core, or mix core and casual?
Our advice is simple: be consistent with your category and embrace it. A surf shop selling well-positioned core ponchos with authentic storytelling around the sport will be far more convincing than a diluted section filled with soulless casual products. What we offer retailers is a product that is easy to sell: quality that is immediately noticeable to the touch, a justified price point (€59 for the Magellan, €65 for our velour ponchos), and an accessible premium positioning without being elitist. No divisive prints, no looks that age quickly — just products that are repurchased and recommended. For retailers who also want to reach a broader audience, our solid-color options work perfectly outside the pure sports segment as well,but the customer decides that, not us. Preserve your core credibility; that is what sells.

Key Products:

Vianney Adult Poncho – 380 g/m² Velour Cotton:
Our absolute bestseller. Made from 100% OEKO-TEX® certified 380 g/m² velour cotton, featuring a loose fit, adjustable hood with drawcord, two pockets, and an embroidered logo. Worn like a sweater for discreet changing anywhere. Rolls into itself using an elastic strap, transforming into a beach pillow or towel. Unisex, available in adult (from 1.65 m), junior, and kids’ sizes. A timeless solid-color alternative to competitors’ prints. €65.

poncho-vianney-logo-saintjacques-capuche

Magellan Poncho – 280 g/m² Honeycomb Cotton (Travel):
The poncho for travelers and sunny destinations. Made from ultra-light 280 g/m² OEKO-TEX® certified honeycomb cotton: the same comfort and absorbency as velour, with half the bulk in your bag. Features two front pockets, two side access openings, an adjustable hood, and comes with a reusable carry bag. Ideal for surf trips, kitesurfing, and paddleboarding. No synthetic materials. The best value for money on the market. €59.

Magellan Poncho

Duo Adult Poncho – 380 g/m² Velour Cotton, Two Deep Pockets:
The two-deep-pocket version of our flagship poncho. The same DNA: 100% OEKO-TEX® certified 380 g/m² velour cotton, loose fit, and adjustable hood. Two large pockets provide space for keys, a phone, and warm hands. Unisex, available in understated and elegant solid colors. Easy to roll up and take anywhere. A product built to last for years — far removed from trend-driven prints that quickly go out of style. For retailers, the sales pitch is simple: visible quality and an honest price. €65.

Duo Adult Poncho

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