WAVE HAWAII MENS UNDERWEAR 2025 PREVIEW

Retail Buyers Guide: Mens Underwear 2025 Retail Buyer’s Guide
Brand: Wave Hawaii
Interviewee: Carsten Raphael, CEO

How was the market for mens underwear in 2024?
Fantastic. We have introduced our AirLite 3in1 Multifunctional Wear and are delighted with the consistently positive response and higher-than-expected sales.

What are the key trends in Men’s Underwear for 2025?
We will continue to promote our AirLite 3in1 Multifunc Wear, as we have noticed that both our retailers and end consumers have been waiting for this idea. Our underwear can be used as swimwear, as water sports underwear under a wetsuit and as underwear in equal measure. Our designs are colorful and diverse. We will be adding some new styles here.

In which product segment of your 2025 collection do you expect your biggest growth?
Here, too, we are fully committed to our Airlite laundry and clearly see the greatest potential for us.

What shapes/designs do you offer in your 2025 collection?
For women, we are focusing on hipsters and bralettes with a four-way closure. For men, boxer briefs are the latest trend. We are planning to release more limited edition designs – some in collaboration with an internationally known artist from the surfing world. We are particularly looking forward to this.

What materials are you using? Any new ones?
On the one hand, we continue to use bamboo as a material. In addition, of course, our AirLite fabric, which is made from a special, recycled polyester blend. This is particularly skin-friendly, super soft and quick-drying.

What colour palettes and graphics are you featuring in this collection? Any standout prints or collaborations you’d like to highlight?
The classics are black, blue, grey, white. In addition, you can look forward to a constant stream of new and fresh styles that match our DNA. We are particularly excited about the collaboration with a world-famous artist who is very close to surfing. Details will follow soon on our website.

How are you addressing sustainability?
By providing high-quality products that can be used for a long time and don’t quickly end up in the garbage. We also do this by using natural and recycled materials and by using green energy and sustainable packaging. Our product displays are also made of cardboard and/or wood, for example.

How are you supporting retailers to sell your men’s underwear?
We have fantastic honeycomb surfboard displays and cardboard counter stands that showcase the products in the right light with a super-appealing look and take up little space. We want our retailers to not only like our products, but also to be able to make good money with them. That’s why our calculations are as they are. In addition, our after-sales service is always friendly, fast and reliable.

Key Products:

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