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Wave hawaii Mens Underwear 2024 Preview

Retail Buyers Guide:  Mens Underwear 2024 Retail Buyer’s Guide
Brand:  Wave Hawaii
Interviewee: Carsten Raphael, CEO

How was the market for mens underwear in 2023?
For us, the market was and still is very dynamic, but we always lacked functional underwear for water sports enthusiasts that can be worn during sports and every day. That’s what we developed in 2023.

What are the key trends in Men’s Underwear for 2024?
We focus on multifunctional underwear that can be worn under a wetsuit as well as every day at work, in your free time, at the gym and in the club. As our people have come to expect from our AirLite products, we are taking a clear path in terms of sustainability, combined with a wide range of applications. So you can wear the underwear under your wetsuit, as swimwear and as everyday underwear. For those who like it completely natural, we are at the start with great bamboo underwear.



In which product segment of your 2024 collection do you expect your biggest growth?
We recognise a clear trend towards our AirLite products, which can do more than people are used to. The keywords are: Sustainability, multifunctionality, quick drying, durability, 1-year guarantee. In addition to surf ponchos and socks, we also expect great sales in the underwear segment.

What shapes/designs do you offer in your 2024 collection?
For men: Boxers in mid length. For ladies: Hipsters and braletts.

What materials are you using?

  • AirLite: Developed from a special perforated, recycled polyester. Very skin-friendly and quick-drying.
  • Bamboo: Very cosy and breathable material

    wave_hawaii_airlite_underwear (22)

    wave_hawaii_airlite_underwear (22)

What colour palettes and graphics are you featuring in this collection? Any standout prints or collaborations you’d like to highlight?
Our underwear collection is currently centred around surf, beach, vanlife and lifestyle. But we can also offer solid white, grey and black.

How are you addressing sustainability?
A special perforated polyester fabric made from recycled materials was designed for our AirLite collection. This underwear is produced with the lowest possible environmental impact. Around 2 – 3 recycled plastic bottles are shredded to produce the yarn for one piece of underwear. This uses significantly less water and energy than other materials. This not only protects the environment, but also reduces the burden on landfill sites. With our bamboo underwear, we cover the natural part of our range. Viscose made from bamboo is ideal for people with very sensitive skin and has a fantastic eco-balance.

How are you supporting retailers to sell your men’s underwear?
In addition to excellent retail margins, we have compact, rotating counter displays for underwear and socks for the POS. We also have really cool surfboards as floor stands on which our underwear and socks can be hung. We usually have our collections in stock at all times and can dispatch them within a day.

wave_hawaii_airlite_underwear (26)

wave_hawaii_airlite_underwear (26)

Brand Previews


120 Wave Hawaii  surf robes and ponchos and sunglasses

Retail Buyer’s Guides


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