English

ISSUE #078. AUGUST/ SEPTEMBER 2015. €5
WILCO PRINS RIP CURL CEO
SKATEBOARDING’S LOST GENERATION
SUP FOCUS & RED PADDLE’S JOHN HIBBARD
BRAND PROFILES, BUYER SCIENCE & MUCH MORE.
TREND REPORTS: ACTION CAMS & ACCESSORIES, ACTIVEWEAR, LONGBOARDS, LUGGAGE & RUCKSACKS,
SUNGLASSES, SUP, SURF APPAREL, WATCHES, WETSUITS.
US
Editor Harry Mitchell Thompson
[email protected]
Surf & French Editor Iker Aguirre
[email protected]
Snowboard Editor Rémi Forsans
[email protected]
Skate Editor Dirk Vogel
[email protected]
German Editor Anna Langer
[email protected]
SUP Editor Robert Etienne
[email protected]
Graphic Design Séréna Lutton
[email protected]
Web Media Manager Denis Houillé
[email protected]
Proofreaders
Insa Muth, Marie-Laure Ducos, Sam Grant
Contributors
Jokin Arroyo, Benoît Brecq, Gordon Way,
Fabien Grisel, Franz Holler, Adam Rowlands,
Robert Etienne, Anna Langer, Emma
Humphreys, Sam Grant, David Bianic, Robbie
Morgan, Francois Applagnat, Siana Ivanova.
HELLO #78
The boardsports industry has been through
a time of change and upheaval since the
global financial crisis coincided with brands
realizing the volume of product they had been
manufacturing was far too large.
Since then it has been sink or swim, and
Rip Curl are a brand who has come out with
their head well above water. For this issue
of SOURCE, Rip Curl’s European CEO Wilco
Prins tells us how the company has thinned
its product lines by 50% and has executed
a strategy, segmenting their lines to fit their
consumer with a high amount of technical
innovation, guaranteed quality and with the
stories being told by some of the finest athletes
in their field. Resulting in a solid bottom line
and setting a fine example.
As reported in our SS16 trend reports, brands
in general are vying for a more technical and/
or premium approach to the market for 2016,
meaning new products feature technical
aspects to justify their price tag.
Whereas before a consumer would buy all their
products from one brand, and one brand only,
it’s now the case that consumers shop around to
find the best product for them. This is opening
up the market for brands to start winning a
whole new customer base. Brands are no longer
searching for huge volumes, but are instead
looking for quality and repeat custom. And if a
customer buys a good technical product from a
brand, this creates loyalty.
Customer loyalty also extends to retail, where
one retailer’s satisfaction with a wetsuit, a
sunglass, SUP or longboard can equate to
large orders and given the right sales support
and payment terms will be the beginning (or
continuation) of a fruitful relationship.
SOURCE #78’s trend reports break down the
ever increasing amount of product information
available, as our experts review what’s worth
a punt for SS16 in everything from wetsuits
to longboards, sunglasses to action cams and
their accessories right the way through to surf
apparel and watches. We’re also looking at a
couple of new trend categories – the rise of
women’s activewear, and a category that many
brands are placing a real focus on, thanks to
the transient lifestyles we all live – luggage and
rucksacks. We have a special SUP focus for this
issue with a trend report and an interview with
Red Paddle’s Co.’s Co-Founder John Hibbard.
Always Sideways
Harry Mitchell Thompson
Editor
CONTENT
09 CONTENTS
59 SKATING AT THE OLYMPICS?
11 NEWS
62 WOMEN’S SURF APPAREL SS16 TREND REPORT
14 TRADE SHOW REVIEWS
65 MEN’S SURF APPAREL SS16 TREND REPORT
17 RETAILER PROFILE – NOMAD STORE
69 LUGGAGE & RUCKSACKS SS16 TREND REPORT
18 ACTIVEWEAR SS16 TREND REPORT
72 SUP FOCUS – RED PADDLE’S JOHN HIBBARD
To Subscribe
www.boardsportsource.com
[email protected]
21 SUP SS16 TREND REPORT
75 WETSUITS SS16 TREND REPORT
27 SUNGLASSES SS16 TREND REPORT
80 BUYER SCIENCE – IVO NISA, 58 SURF
33 SUNGLASSES PRODUCT PICTORIAL
83 BRAND PROFILE: MAUI AND SONS
Publisher
[email protected]
36 BIG WIG INTERVIEW: RIP CURL CEO WILCO PRINS 84 BRAND PROFILE: NICE SKATEBOARD
39 ACTION CAMERAS & ACCESSORIES TREND
86 BRAND PROFILE: KORUA SHAPES
Published by
ESB
22 Friars Street, Sudbury
Suffolk, CO10 2AA. UK
REPORT
88 GREENROOMVOICE LOOK AT OUTERKNOWN
42 WATCHES SS16 TREND REPORT
90 NEW PRODUCTS
45 RIDE O’METER
93 MARKET INTELLIGENCE
49 A LOST GENERATION
104 EVENTS
Boardsport SOURCE is published bi-monthly
© ESB. All Rights Reserved
53 LONGBOARDS SS16 TREND REPORT
107 ONE EYED MONSTER
Advertising & Marketing
[email protected]
Accounts Manager
[email protected]
On the cover: François Liets, Billabong Brand Manager surfing Mullaghmore, in Ireland. Photo: Laurent Pujol.
www.boardsportsource.com
No part of this publication may be reproduced or transmitted in any form or by any means, or stored in
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in this publication are not those necessarily held by the Publisher. ISSN # 1478-4777
9
#78
INDUSTRY NEWS
EUROSIMA SURF SUMMIT
14TH EDITION - OCTOBER 8-9, 2015
THE SWATCH FREERIDE WORLD TOUR
ANNOUNCES 2016 WORLD TOUR DATES
The EuroSIMA Surf Summit has confirmed the dates for its 14th edition.
As the Quiksilver Pro, France moves its dates slightly later, so does the
Surf Summit, taking place at the Belambra at Les Estagnots in Seignosse
from October 8-9. The Surfing Lounge returns to the EuroSIMA Surf
Summit in Hossegor this year, where brands can showcase their latest
innovations for the surf industry to see. Speakers include: Renaud
Vaschalde, Sports industry analyst at NPD Group, surfer Dave Rastovich,
traveller, mountain and photographer Maurice Rebeix, Frédéric Beuvry Senior VP Brand, Design & Ergonomy at Schneider Electric and Jacques
Paget - LIBRA Conseil, Expert in negotiations and Illusionist. Charlotte
Cochaud – Michel et Augustin’s Brand Content Manager speaks, and
there will be a European Action Sports Retailers Round Table hosted
by ISPO.
The Waterman’s Ball will be held at the same venue as last year on
Friday October 9, 2015 starting at 8pm under the theme of ‘Hot Rod with
a denim dress code. As always this event provides the European surf
business with a focal point to network and discus industry issues, as
well as topical presentations. Look forward to seeing you there.
The Freeride World Tour’s line-up for 2016 has been announced with
the world’s finest backcountry riders kicking off in Vallnord Arcalis in
Andorra before descending upon Chamonix. The tour will then stop in
Fieberbrunn before ‘the cut’ thins out the competitive field. The tour
then takes flight over to Haines in Alaska, before the second and final
cut sees the top six male snowboarders and four female snowboarders
compete in Verbier to decide the 2016 Freeride World Tour Champion.
BRUNOTTI’S
REINVENTION
Brunotti are to have a complete reinvention of the company, which will
see the company launch 180 products in their RDP (Rider Developed
Product) collection. The company, having been founded in 1979 is also
to release a fashion-forward line, NMTC which will be through different
distribution and all geared towards their ‘All boardsports’ ethos, aimed
at getting people ‘on board’.
OAKLEY CLOSES EUROPEAN HQ,
JOBS MOVE TO LUXOTTICA OFFICES
Luxottica has closed Oakley’s Zurich headquarters, with these jobs
moving to the Luxottica offices in Milan, London, or elsewhere in Italy
as a part of the company’s restructuring of Oakley that will save z100
million over time between top-line growth and cost savings. Oakley are
expected to create ¤50 million revenues from the integration, while
saving ¤50 million in annual costs. Oakley was acquired by Luxottica in
2007, and has been run as a separate entity until now.
PENNY LAUNCHES LONGBOARDS
Penny skateboards have announced the launch of its longboard
category. Available in six classic colour combinations, the new Penny
36” Longboard skateboard offers a fresh riding style complimenting
their shorter cruiser boards and backpack product categories.
PATAGONIA APPOINTS ALEX BEASLEY
AS ITS NEW COUNTRY MANAGER - UK &
IRELAND
Patagonia have appointed Alex Beasley as its new Country Manager for
the UK & Ireland. This is the latest in a string of hires at the company,
as they continue restructuring across Europe. Beasley previously ran
sales for The North Face in the UK & Ireland, prior to starting up his own
digital marketing consultancy company in April 2014.
ISPO BEIJING: MESSE MÜNCHEN EXTENDS
AGREEMENT WITH ALPITEC CHINA
On July 31, it was announced that Beijing will be the host city for
the 2022 Winter Olympic games, and coming with that news is the
announcement that Messe München (owners of ISPO), have signed an
extension of their partnership with Alpitec China, the international trade
exhibition for mountaineering and winter technologies by Fiera Bolzano.
SUPERBRAND TO SUPPLY EUROPE WITH
SURFBOARDS FROM AUSTRALIA
After having their surfboards for the European market shaped by Nuno
Matta in Portugal for five years, SUPERbrand are to have their surfboards
manufactured for the region out of their Gold Coast, Australia facility led
by Adam “Sparrow” Fletcher.
SURFERS AGAINST SEWAGE ANNOUNCE
GLOBAL WAVE CONFERENCE, CORNWALL &
LONDON, OCTOBER 2015
Surfers Against Sewage have announce the Global Wave Conference, a
major international event focused on the protection of waves, oceans,
beaches and surf habitats worldwide, which will take place in Cornwall,
England from 12-13 October, and then move to the country’s capitol at
the Palace of Westminster on October 14.
FREEZE BIG AIR 2015, LONDON’S OLYMPIC
PARK, NOVEMBER 14, 2015
Freeze Big Air will welcome the world’s finest competitive snowboarders
and skiers to the UK’s capitol for the FIS Snowboard World Cup Big
Air and International Ski Invitational. Taking place at London’s Queen
Elizabeth Olympic Park, Freeze Big Air will see a jump made from real
snow spanning 120m x 41m. UK-based action sports PR agency All
Conditions Media have been put in charge of PR for the event, which
Olympic bronze medallist Jenny Jones and fellow British snowboarding
Olympian Jamie Nicholls are ambassadors for.
YOUR PEOPLE TAKES OVER ANIMAL
DISTRIBUTION IN GERMANY
Animal are to be distributed by Your People in Germany, joining the likes
of Smith Optics, Rome SDS, Holden Outerwear, Spacecraft, Foolmoon,
and Maui and Sons on the Stuttgart based agency’s books.
11
INDUSTRY NEWS
J-BAY OPEN CALLED OFF AS MICK FANNING
IS ATTACKED BY TWO SHARKS IN FINAL
EX PRO NUNO MATTA PRESENTS
MATTASHAPES
The South African stop on the World Surf League Championship Tour
was called off just moments into the final after Australian Mick Fanning
was attacked by two Great White sharks. Fanning survived unscathed
and The World Surf League decided to call the competition off, awarding
both Fanning and Wilson joint second place; sharing the prize money
and second place points.
Nuno Matta was one of Portugal’s finest surfers in the 90s, winning
national titles and placing in the top 16 of the European tour. Nuno was
also the only surfer on tour to shape his own boards. Now Matta, after
working on other projects for 20 years is launching MATTAshapes
surfboards.
PREMIUM GROUP BUYS BRIGHT
TRADESHOW
The Premium Group (owners of Premium and Seek tradeshows) has
acquired fellow Berlin tradeshow Bright in a five-year deal. Bright
had seen plenty of interest from other parties, but it was the Premium
Group’s offer that was the most attractive. The Premium Group has
purchased Bright founders Thomas Martini and Marco Asli’s shares, but
the pair will remain as managers and creative directors of Bright.
JOFFREY DELFGAAUW APPOINTED HEAD OF
DESIGN AT BRUNOTTI
Joffrey Delfgaauw has been appointed the new Head of Design at
Brunotti. Delfgaauw previously served as Design Manager at Protest
for 14 years, where the company’s design team grew from three to 16
people. At Brunotti he will lead the different collection segments and
the designers.
SUPERBRAND APPOINTS DOUBLE
OVERHEAD AS UK DISTRIBUTOR
The Telegraph Ski and Snowboard Show London is changing location
for its 2015 show to Battersea Park. The show has also partnered
with Altitude Comedy Festival to provide comedic performances. The
show will run in London from November 5-8, and its Northern England
equivalent will be in Manchester from October 30 – November 1.
WAVEGARDEN PARTNERS WITH SKI LIFT
EXPERTS LEITNER
Artificial wave generating company Wavegarden have announced a
strategic partnership with Leitner - a company that has been making
the system that powers ski lifts and gondolas for 150 years. Leitner’s
DirectDrive provides a gearless system that will propel Wavegarden’s
‘wavefoil’ from one end of the lagoon to the other, resulting in waves
ranging from 50cm to 190cm in height, and lasting for up to 35 seconds.
THE RIDERS LOUNGE APPOINTED UK &
IRELAND DISTRIBUTOR OF SANDBOX
Double Overhead have been appointed the exclusive distributors
for SUPERbrand surfboards and apparel in the UK. Double Overhead
already looks after brands including Santa Cruz, Carve Eyewear and
Independent Skate Trucks in the UK.
UK based boardsports distribution company The Riders Lounge is to
take over the distribution of Sandbox in both the UK and Ireland. Rich
Wilder will be the protection company’s brand manager and Sandbox
join the likes of Capita Snowboards, Union Bindings, 686 Apparel,
DeeLuxe Boots and Coal Headwear on The Riders Lounge’s books.
ION CAMERAS & CONTOUR ANNOUNCE
MERGER
OCEAN AND EARTH RESTRUCTURE IN
GERMANY AND AUSTRIA
iON Cameras and Contour are joining forces, to give an overall distribution
network of over 10,000 storefronts in 40 countries. Together, the two
companies will invest in the innovation of camera hardware as well as
in software solutions to enable consumers to shoot, edit, share, live
stream and store their video/photo content in the cloud as simply as
possible. iON Cameras CEO and Founder Giovanni Tomaselli will serve
as the new company’s CEO. Contour’s current CEO James Harrison will
assume the role of president.Freedumb Airlines.
Ocean and Earth are restructuring their distribution in Germany and
Austria. The new structure will see Nuno Amado from Surfcloud
Portugal take the distribution rights for Germany and Austria. Toby
Hammer Products will act as the agent for Surfcloud in these two
countries. Nuno Amado from Surfcloud has been working with Ocean
and Earth in Portugal for over eight years. He has grown the Ocean and
Earth brand to be one of the biggest surf hardware brands in Portugal
and was awarded the Highest Distributor Growth Award last year from
Ocean and Earth.
PROTEST APPOINTS NEW MANAGERS
Protest Sportswear announced that Ine Wouters and Ingrid Kalma have
been appointed as Design Managers for the sportswear brand. After the
departure of Joffrey Delfgaauw Protest decided to promote both women
to the role of Design Manager. Ine Wouters will be responsible for the
creative part and Ingrid Kalma for the organisational parts of the design
department. Additionally Anjet Wesselink has been appointed as the new
head of Marketing.
12
THE TELEGRAPH SKI AND SNOWBOARD
SHOW MOVES TO BATTERSEA PARK
ARC’TERYX TO OPEN FLAGSHIP STORE IN
LONDON
Arc’teryx are to open their first European flagship store in London’s
West End. The store will be in the The Crown Estate and The Healthcare
of Ontario Pension Plan’s £100m Eagle Place development between
Piccadilly and Jermyn Street. Doors to open in August.
TRADE SHOW REVIEWS
BRIGHT, BERLIN, GERMANY, 8-10 JULY
Bright now looks and feels like a proper trade show at its new location
in the Berlin Arena. The new look layout, which is all on one floor
allows visitors to see from one end of the hall to the other, and to
get around much more easily. Bright announced a 20% increase in
exhibitor floor space, but the space in general feels much bigger.
Stands all vary in size, but there are no stands that feel oppressively
large with all booths in the centre having a shoulder high height
limit to allow for an open feel. The building itself is a continuation
of the de-industrial backdrop of previous venues and fits well with
the variety of the stand designs. Day one was a busy one with many
visitors taking advantage of Bright’s new location right next to Seek
to move between the two shows. This combination makes the Berlin
Arena one of the top draws of the Fashion week. Brands exhibiting
at both Bright and Seek commented on how they’d spoken with new
types of retailers, who were exposed to their products, thanks to their
new joint location. In fact on reflection quite a number of brands who
you would expect to be at Seek were at Bright looking for new retailer
outlets and at Seek there where also brands who you would expect to
be at Bright.
On the last day of the show it was announced that The Premium Group
who own Seek had bought 100% of Bright. A number of different offers
had been made for the show over the last few months but the synergies
and the desire to maintain the Berlin location made Premium’s the most
attractive offer. Bright’s Marco Aslim and Thomas Martini will both will
stay as Managing Directors and help maintain the Bright DNA. It will
be interesting to see this winter how the identity of these two shows
develop, but no doubt the new Bright-Seek combination with its 600
plus brands will be a force for years to come.
SEEK, BERLIN GERMANY, 8-10 JULY
Seek was held at the same venue as the winter show. The winter event
had been extremely busy as the show picked up traffic and brands
that had traditionally been at BBB. This popularity continued into this
summer’s show with visitor numbers increasing by a further 5%. The
hall is all on one floor and all the stands are of a standard size and build
and minimalist design with just the brand name and products on display.
All other band marketing is kept to a minimum inside the hall. This gives
all brands an equal opportunity to attract people walking the hall. With
the catering stands moved outside, additional space has been freed up
enabling more brands to exhibit at the show. The Hoppetosse boat/club
right next to the shows on the River Spree held the joint Bright/Seek
party.
SHITFOOT MONGOLAND (SFML), BERLIN, GERMANY, 8-10 JULY
Times and shows are a changing and skate has now got its very own
core gathering during Berlin fashion week thanks to industry vets Alex
Irvine co-owner of Witchcraft Hardware and Sean James of Perus.
SFML was across the river from Bright and SEEK in Neue Heimat
at the Urban Spree - an artist/music gallery/venue and was open to
public and industry. The show was well attended by the various skate
teams in town who hung out at the popup skate ramp and by crews of
skaters driving hundreds of miles to party and sell some decks. Brands
were allocated a small space for a small price, divided by wooden
pallets. Brands hung skateboards on walls, and decorated their stalls
however they pleased for an overall ghetto style. Evenings were
spiced up with the Lousy One Up Party, the Free Skate Mag x Sour
Skateboards and Carhartt’s work in progress from Dirt to Dust book
launch. SFML found a gap and filled it. So expect further developments
for this winter.
JACKET REQUIRED, LONDON, UK, 29-30 JULY
Jacket Required returned to London’s East End for a preview of
Spring/Summer 2016 lines. The first thing to notice was a change of
entrance, as visitors now enter on Hanbury Street, literally just off
Brick Lane. The space has extended, and now attendees walk through
an entire new hall before finding themselves back at the old entrance
leading to the rest of the show. The ‘action sports’ area was still in its
same place, and even sprawled further round to the left with Out of
Step Agency occupying a large space purely for their brands Brixton,
HUF and The Hundreds.
In the main hall, The Critical Slide Society had upped sticks from their
usual spot in the ‘action sports’ hub to mingle with a different crowd,
where Lightning Bolt and Eastpak set up shop again.
Event organisers had installed a massive air conditioning system
overhead in the main hall after complaints from last year’s sweltering
greenhouse-esque affair. However, with London’s unseasonably
14
cold temperatures, a number of exhibitors were reaching for display
hoodies.
As reported in our SS16 trend reports, brands are vying for a more
performance and/or premium approach to the apparel market for SS16,
meaning new products are full of technical features to justify their
price tag.
Prints remain strong for SS16 with those brands from a surf/outdoor
heritage telling stories through colourful designs and prints including
everything from tigers and sharks through to slices of watermelon, and
vintage designs from the 70s and 80s.
The brands with a more ‘gritty’ look, showed reimagined coach jackets
and flannel shirts with a more ‘workwear’ type vibe, to go along
with skateable denims and trousers. The show continues to grow in
size and importance reflecting London’s position in the international
streetwear market.
15
retailer profile
NOMAD, HENDAYE, FRANCE
Nomad Surf Shop in Hendaye started as a big dream to target a niche market in the Basque Country, aiming to
provide expertise, passion and technical knowledge to an area which was deemed a beginners surf spot. Eight
years later, specialising in both surf and skate equipment, business is better than ever, so we spoke to Nomad’s
Jeremy Jouhaud to find out a little more about Nomad’s success.
Please give a brief history of your store including when it was started,
who started it, who the owners and key players are.
I created Nomad Surf Shop in 2006. After being on the road for six
years - working in a ski resort in the winter and surfing on the Atlantic
coast the rest of the year - I decided it was time to settle down and
make a life time dream come true and open a surf shop. My best friend
used to live in Hendaye, Basque Country, and told me it was a perfect
place to open a shop because there was an influx of surfers, no surf
shops back then, only two great shapers and a couple of surf schools.
People told me I was a bit crazy because I wanted my shop to be a
technical store (not just another t-shirt store) and Hendaye was only
known as a beginners surf spot. But after a couple of years, it was
clear I made the right choice.
What are the benefits of having a physical shop over simply having
an online store?
It’s crucial to have real contact with customers; to help them
make the right choices when it comes to buying technical items.
For the customer, having good advice at the right moment can be
the difference between giving up a sport they feel that they can’t
progress at, or having a life long relationship with the sport. Talking
to passionate skateboarders and surfers in my local shops when I
was 10 or 12 years old changed my life forever. Online shops won’t
ever do this for anyone, they sell equipment, not passion.
What trends have you noticed for Summer 2015?
Longboard sales are changing a bit this year. Top of the range brand sales
are decreasing a bit and cheap boards are doing the same, meaning that
mid-range is increasing a lot. Surfboards are getting shorter and wider
every year, which is a good thing, because people always want shorter
boards than what they’re actually able to surf. With theses types of boards,
it’s easier to find the balance between what they want and what they need.
Please break down what your policy is regarding sales.
We are not salesmen, we are technicians. That means if you know
what you’re talking about (that means the technical specification
of each item you sell, the history of the brand as well as the latest
innovations) there’s no need to be a good seller. People will trust you
and things will sell by themselves.
Which products/brands are you most looking forward to stocking for
Spring/Summer 2016?
I started my own skateboard/longboard brand three years ago - Eat
The Beatume – and it’s getting better every year. Every winter I
challenge myself to find new designs and new features for my boards
while retaining a local supplier and low prices (boards are made local
here in the Basque Country). That keeps my mind pretty busy and very
excited until each new collection is released.
Do you have a specific schedule for posting product on social media?
I’m not a social media maniac. I try to keep the shop’s website as up to date
as I can, but we won’t post pictures and videos everyday on social networks.
Our website’s goal is to give customers all the information they need to get to
the shop and have a real chat with us.
What kind of advice can you give other independent retailers who are
trying to compete against the big box megastores?
People’s minds are really changing towards megastores and big
companies. People want more little shops, locals companies, quality
products and experts to sell it. Independent retailers have to choose
their suppliers carefully and be specialists on everything they sell; that’s
what makes the difference between us and them. But don’t forget that
each time a megastore sells a board to a beginner, he may be a future
customer of your shop! A lot of people will buy their first skate or
surfboard there... and that creates new riders who will eventually end
up in a real board store, when they want a good board.
WWW.NOMADSURFSHOP.FR
17
trend report
trend report
or even just keeping dry at a music festival,” Neil explains. All with
their signature, super stylish Scandi design feel, with proven cuts
and twists to their successful winter patterns such as a Pink Leo
or Swedish Camouflage. Fabrics are also crossed over from the
CLWR Winter outerwear, “including highly waterproof 20k membrane
fabrics called Pintech, or the fast drying Polyester Swiftdry which
we incorporate in our fleeces, running shorts and training tees for
example, mixed with mesh breathing panels.”
photos: Bench / Burton
Breathability is key for all activewear and is one of the main features
of the SUPPLEX fabric that Billabong is using in their collection. “This
fabric doesn’t crease, it is highly resistant and still leaves you all
the freedom of movement needed to train. Whatever your body shape
or attitude to working out, these high performance fabrics will only
quit when you do,” says Virginie Medel, Billabong Design & Product
Developer. Inspired by tropical designs, the collection “truly embodies
our identity, the beach spirit,” Virginie continues. With “fresh colours,
turquoise and lemon yellow buttons, bright, large tropical flowers
and broad stripes,” it ties in nicely with their surf capsule collection,
similar to the brand’s first foray into the fitness realms in Fall 14.
Fulfilling their customers’ elusive dreams of living life by the sea:
“whether you are living in a city or by the coast, this line will whisk
you close to the ocean.”
With a “play on modern nautical”, Finisterre also draw inspiration from
the home of their main passion - surfing, albeit in a less “high shine
and traditional sport looks” with “matt textured blends” as Product
Director Debbie Luffman explains. Incorporating organic cotton,
WOMEN’S ACTIVEWEAR TREND REPORT
The “sexiest buzz word of 2015: Athleisure” (according to digiday.com), refers to the fusion of athletic and leisure clothing, and
gives the rise of the yoga pants that we’ve mentioned in several trend reports on women’s wear a proper name. And deservedly
so, as it doesn’t look like that trend is waning any time soon, if anything it is picking up speed and volume. Because even
though some cynics might attribute it just to lazy people wanting to wear their comfy sweat pants all the time, it also reflects
bigger overall developments in our society that is adopting a more healthy lifestyle and thus opts for more functionality and
comfort in clothing. Trying to fit fitness routines into busy days, means it looks like “leggings are the new denim,” as Nike CEO
Mark Parker stated at the Women’s Innovation summit in New York last Fall, and even Wikipedia has its own entry for the word.
Rooted in active lifestyles, boardsports related brands have quickly taken this on and integrated activewear into their women’s
collections, sometimes even in stand-alone capsules. Anna Langer compiled a report on the category.
Roxy “started to work on a specific performance range three years
ago,” Marie Lauga, Global Head of Design fills us in and adds: “It’s
quite new but our first client feedbacks are very positive which is
always encouraging.” They focus on “three disciplines: running,
yoga and water, which really corresponding to the brand’s spirit,”
aiming to not only merge technical features with style but also to
improve comfort during these activities. “Most of our products are in
a polyester / spandex fabric with specific features” such as wicking,
quick drying or compression “for better support in pants.” But, Marie
adds, “fabrics also have to be fashionable,” as “fashion is an important
side of the range and many pieces can be worn out of the sport
practice.”
Bench also focus on practicality for their main target group of “city
dwellers”, integrating “moisture wicking, windproof, water resistant
and breathable fabrics along with reflective trim detail and new pack
away product categories,” says Chief Product Officer Sebastian
Streck. The first pants in this style that were offered by Bench
date back to 2011 but were “only available in the North American
market, where the trend started much earlier,” Sebastian informs
us. The first collection available in Europe was Winter 2014 and has
expanded considerably since then. The inspiration for next year’s
range is “celebrating the nocturnal party atmosphere of the city” with
a colour palette of “rich dark tones and neon brights”, followed by
softer shades “as dawn arrives in the city, perfect to inspire an early
morning fitness call - whether running through parks or swimming in
outdoor pools.”
CLWR will be launching their first designated activewear collection
in Spring Summer 2016, although International Brand Manager Neil
Slinger states that the “outdoor aspect has always been a strong
aspect of the CLWR range in Spring,” taking their Winter expertise
over into the Summer line. Hence CLWR present their range under
the tagline “every day outdoor”, not ”restricting it to running wear,
or yoga clothing, but rather functional clothing for outdoor lifestyles
for creative individuals. Be it trail running in the forest, cycling to
work, checking the surf on the rough Northern Europe coastlines
“Fashion is an important side of the range and many pieces can be worn out of the sport
practice.” Marie Lauga, Global Head of Design at Roxy
18
prints that can be worn for years to come” plays into minimizing waste
and consumption on yet another level, giving crossover functionality
another edge on its own.
Interpreting functionality in their very own way as well, Burton’s
activewear line is “built around the idea of fitting everything you
need for a weekend trip into a single backpack”, focusing on three
key themes: packability, lightweight and durability. “We’ve focused on
creating a juxtaposition of technical fabric with lifestyle silhouettes
to create more opportunity for women to wear their favourite pieces
everywhere, everyday,” says Senior Global PLM of Softgoods
Stephanie Renaud, mentioning the reversible Plasma Legging as
a prime example with “a printed and a solid side, so it’s wearable
from the street to the gym or the hiking trail and back again.” Adding
function beyond that of a regular garment, the packable styles “fold
neatly into one of their own pockets to become a nice little bundle.”
Rooted in winter sports as well, Eivy have featured “multifunctional
base layers” since 2009 and are now expanding their approach. “Our
customers had been using our base layers for working out for a
long time,” says founder and designer Anna Vister, “and we wanted
to provide them the same level of functionality in a lighter fabric
for summer/indoor activities.” Translating their “street and hip-hop
inspired design language” to the summer season, means blending
“fabrics that perform when working out, providing comfort and
breathability but with a streetwear look and feel” with “marble and
floral prints, paired with colour blocking, cut and sew wedges and bold
logos.”
CLWR present their range under the tagline “every day outdoor”, not ”restricting it to running
wear, or yoga clothing, but rather functional clothing for outdoor lifestyles for creative
individuals. Be it trail running in the forest, cycling to work, checking the surf on the rough
Northern Europe coastlines or even just keeping dry at a music festival.”
CLWR International Brand Manager Neil Slinger
merino wool, tencel, modal as well as recycled nylon and polyester
derived from post industrial nylon and PET, including fishing nets and
drinking bottles, “the design of our activewear is very much informed
and led by the fabric selection and by performance and quality,” she
continues. “We don’t believe in over-teching and over designing.”
Despite their origins in water sports ION’s activewear for 2016 is
focused on female mountain bikers, catering to their specific needs in
terms of durability, function and lightweight, while at the same time
maintaining a “casual, yet sporty look that also works without a bike,”
explains International Marketing Manager ION Bike Andi Lipp. Fabrics
include Drirelease®, Coolmax®, Polyester and Polyamid, as well as
“elastic softshell materials for the bike shorts and a combination of
Polyester and Cotton for the shirts”, mostly in “subtle colours with
vivid accents.”
Outdoor veterans Patagonia “have been making activewear for many
years” without referring to it as a separate segment. “We see it as
the expansion of product created for activities into every day living,”
elaborates Helena Barbour, Senior Director for Sportswear. With
strong brand ethics when it comes to sustainable production and
environmentally friendly products, Patagonia wants “women to be
able to combine and use these pieces whether they are into yoga or
climbing” but, most importantly, they want “them to have a choice,
a choice towards pro environmental and social responsibility.”
This is implemented with “fabric technologies that meet functional
needs and are comfortable: quick dry, stretch, easy care, UPF, odour
control, lightweight and versatile” and are produced in a “socially
and environmentally responsible way”, including Fair Trade, organic
cotton, Bluesign, and recycled materials. Striving to “find colours and
“Mons Royale has always been about versatility. From the very start
we’ve tried to design garments that function both on the mountain and
off it” says Mons Royale founder Hamish Acland and Creative Director
Hannah Aubrey adds: “Versatility is our key theme, for example our
Cap Tee has a drop-tail, which is perfect for mountain biking and also
looks great with a pair of athletic leggings.” Made from lightweight
170g merino wool, that “wicks, breathes and dries quickly” and is
“warm when it’s cool and cool when it’s hot”, their range “is cut to
allow for movement – for example most garments are slightly longer in
the body so you can wear them to ride in.” Colours are mostly primary,
contrasted with charcoal mesh panels where increased breathability
is needed. Prints are “themed from our home town of Wanaka, New
Zealand including ‘from the bottom of the world’ which obviously goes
well with underwear.” says Hannah.
Whether all this active dressing will actually lead to more active
consumers is still actively in the making though...
HIGHLIGHTS
Practical comfort
Tech fabrics
Fashionable cuts
Reflective details
Colourful prints
19
photos: Starboard
trend report
REACHING SUP’S TIPPING POINT
The summer of 2015 will go down in SUP history as the year where the sport’s popularity exploded through the following
combination of elements: 1. Product availability through various networks. 2. Exceptionally warm weather in key waterfront
cities across Europe. 3. Increase of SUP rental centres with licensed instructors dedicated to the sport. The convergence of these
factors has created a surge in demand and caused many boardsports companies to rethink their future product portfolio in order
to get a larger piece of this rapidly growing market. Trend Report by Robert Etienne.
We can also thank the early adopters and other industry enthusiasts
for setting the trend. It is due to years of diligence, perseverance and
promotion from these passionate enthusiasts that all this happened.
Today SUP activities are present on almost every European body
of water and it has become this summer’s ‘in’ activity. It is an
unprecedented phenomenon and is envied as the fastest growing water
sport for the past few seasons. As in any rapidly growing sport there
will be many hurdles that still need to be overcome, but because of its
broad appeal, accessibility and mainstream fun factor, the SUP industry
will certainly keep its freshness and remain lucrative over the years to
come and beyond.
Many retailers have come to realize that this industry has a lot more
to offer than they ever imagined. As we enter the 2016-buying season,
both SUP specialists and mainstream buyers will need to plan carefully
and buy smart for next season. Retailers will have to carefully evaluate
their 2016 pre-booking, as they will not want to miss the impulse
buyer, once the first rays of sunshine hit the European coastlines and
waterways early in the season.
SIZES, SHAPES AND FEATURES
As the market matures, manufacturers are fine-tuning their range with
a clearer understanding of what the consumer wants. The majority of
entry level 2016 production will remain relatively wide (32’’/34’’ up to
36’’) with volumes in the 240-300 litres range. As the sport matures,
riders begin to acquire more than one board for varying and specific
uses.
SUP product managers understand the importance of focusing on ease
of riding and wider all-round boards in the 11’ category. In addition, the
growing interest in touring requires that displacement hull noses be
accessible to all, combining stability, performance and speed. Steve
West, Mistral’s Brand Manager comments: “One thing has become clear,
‘Splash and Dash’ commercial operations, remain focused on short,
wide boards in the 10’ x 36” range, while commercial schools see the
value now in longer boards of 11’ The small business owner who runs
a centre, will invest in top notch brands and is not affected with high
price tags as he will not need long to amortize them.”
On the majority of the European waterways, there’s a “discovery” trend
on the rise, in which
Silvain Aurenche of Lokahi sees potential: “Touring boards are, for sure,
are very important now on European waters, 12’6’’ x 30’’ are and will be
very popular with a wide tail to assure comfort.”
Benoit Brecq, Hoff’s Marketing Manager recognizes the need for more
volume and glide on the race front and analyses: “Due to a few changes
in the SUP race regulations we have seen a big jump into 14’ race SUPs
with narrower 26” to 27” widths as well as for downwind 14’ SUPs. Allround 10’6’’, 11’ or 10’2’’ (but wide) SUPs are still popular to match the
average Joe’s needs.”
“We have seen another amazing year for SUP, growth and the sport is beginning to be seen as
a year round activity, which will really open things up even more”
Starboard’s Scott Warren
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trend report
INFLATABLE BOARD CONSTRUCTION
In last year’s BoardSport Source SUP Trend report, inflatables were
recognized as the fastest growing and largest segment of the SUP
industry. One year later, apart from quality, purpose-built boards, there
are now tons of low-grade inflatables, misleading consumers with low
quality generic product.
Fortunately, companies such as Red Paddle, who only produce
inflatables have been at the forefront of innovation as their Media
Director, Luke Green points out: “Our mission has always been to
produce boards that offer an authentic experience. This has meant we
have been focused on using hand laminated second layers to increase
stiffness and durability, which uses quite a lot of glue, material and of
course is open to human error and differing quality during production.
Over the last 18 months we have worked on an automated system
where we are able to fuse the second layer on to the drop stitch core
during the raw material phase rather than at the board production stage.
This is done by machine and is therefore completely controllable and
measurable. We call this MSL Fusion (Monocoque Structural Laminate).
This means we now have boards with a superior cosmetic finish, that
are up to 2kgs lighter and actually stiffer at a lower inflated pressure
than before.”
It must be stressed that one needs to look closely at the configuration of
the drop stitch construction as if not closely woven it will not support
pressure’s above 17-20psi. In terms of the results obtained, Scott
Warren of Starboard remarks: “The materials take another leap forward
in technological understanding. Being lighter, stiffer and stronger the
new inflatable boards offer a better paddling experience than ever
before. The main area of development has been within the material
itself, looking at how to produce lighter, stiffer and stronger materials
which maintain the flexible, durable qualities required for inflatable
products.”
stabilized in a near future,” and Helgo Laas has a more positive note and
states: “It will get close to 90% in certain countries in Europe”.
Karin Gertenbach, Head of Marketing at Fanatic International goes on to
say: “The iSUP sales are still increasing, however many customers start
with an iSUP, getting them over the barrier of the large size/storage/
transportation of a SUP is what iSUP’s are perfect for. Casual users
will keep their iSUP for a few seasons, however I have personally seen
that many of the iSUP customers move onto composite boards/add a
composite board to their quivers, as they get addicted to SUPing.”
For Bic it’s a different story as in their Vannes factory, they produce
hardboards only. So Benoit Tréguilly, from Bic’s Marketing &
Communication department sees a stabilization or slower growth, while
“We have continued to grow in accordance with our
forecasts and expect this to continue by at least
30%. Luke Green at Red Paddle Co.
Scott Warren of Starboard explains: “For the past few years inflatable
boards have been leading the way in sales figures. For 2016 the growth
we are seeing will continue to expand as the sport gains more spotlight
in the world’s media”. Brunotti, the lifestyle clothing company, has lately
entered into the SUP market and have ambitious plans for the future
as conveyed by Casper Bleijenberg, Brunotti Sales Director: “The SUP
trend is growing rapidly in a complete new target group and will keep
growing for many years to come.”
photos: Fanatic
It is evident that the inflatable market has completely changed the
split between hardboards and inflatables. In this shift, it has brought
in all types of customers as Red Paddle’s, Luke Green concludes: “The
inflatable technology side of the sport has allowed the sport to really
flourish and our focus on producing an authentic board with genuine
performance means the inflatable side of the sport will continue to grow
at a fast pace. There is now a viable product for all types of paddlers
whether it is schools, families or people looking for the most practical
solution. If the trend is to continue, as it has over the past five years,
then we can expect to see an even greater shift towards the inflatable
technologies.”
FUTURE INFLATABLE SALES
Leading brands are finding it difficult to continue to maintain market
share as the sport matures and more brands fight to enter the inflatable
market that now counts for between 80-90% of the market depending
on the country. In some markets such as Germany we could hardly
believe it when Markus Schörling Germany’s Red Paddle distributor told
us at Paddle Expo last year that the German market was 90% inflatable.
This trend has continued to evolve as Silvain Aurenche of Lokahi
highlites: “It all depends where we look at. Today 98% of SUP boards,
in Germany are inflatables. But in countries like France, Spain, Portugal
and also the Scandinavian countries we still sell a majority of hard
boards.”
Delpero of BONZ is more nuanced: “We think that this market will be
22
SUP SALES IN 2015
Sales remain consistently strong as the interest in SUP continues to
rise. Agencies for the most part have missed sales, because they failed
to carry inventory. Brands with structured distributors are calling the
shots in their respective marketplace. Luke Green at Red Paddle Co.
notes: “We have continued to grow in accordance with our forecasts
and expect this to continue by at least 30%. In emerging markets there
is huge potential to match the growth and success already witnessed
through our distribution across the globe. That is the beauty of SUP. It
is the only boardsport that you can do in every country! “
So how does this read for brands that are diversified in other water
sports? Jacopo Giusti of RRD reports: “Talking about overall RRD
Turnover, in one year SUP has grown from 18% to 25% of total RRD
turn over, so besides windsurfing, kiteboarding, wetsuits and boardsport
accessories, year after year, SUP is becoming a very important
business for the brand.” So as summer comes to an end, the outlook
according to Starboard’s Scott Warren is bright: “We have seen another
amazing year for SUP, growth and the sport is beginning to be seen as a
year round activity, which will really open things up even more”
trend report
feel in the handling of our boards. He concludes without hesitation:
“MSL Fusion represents the single most significant development in
board construction.”
CHEAPER OPTIONS
The ¤400 inflatable kit (board – paddle – pump) that appear to have
been the summer hit had extremely low price tags (at least 50% below
the average price for an all-round inflatable). These excessively low
prices send a confusing message; the user feels that he’s standing on
a soft mattress instead of a ‘real deal’ engineered SUP. He does get the
expected experience but he is disappointed with this first purchase. If
these first timers, do not understand that the reason they did not enjoy
their ride, was due to poor quality and ill fitted equipment (insufficient
air pressure, poor board shape and construction coupled with a short
flimsy paddle). While it allowed for them to discover a new activity, there
is no assurance that this customer will be not be disillusioned.
Helgo Laas at SIC analyses Far East production: “The inflatable market
seems universally under pressure with price points. An increase
in Asian labour costs and the US Dollar having been so volatile has
added to keep costs down. Seemingly, the hardboard market has been
less affected, but this depends on your manufacturing processes in
particular.” The rise of the Dollar has given advantages to the few
companies still producing in Europe for hardboards, since the product is
sold in Euros.
photo: Red Paddle Co
OUTLOOK:
As we’ve heard from the participating brands, the ongoing trend is to
keep boards highly accessible to entry-level consumers. Consumers are
paying more attention to their gear. For example, a high performance
paddle with a choice of flex, is becoming a vital piece of equipment as
riders progress.
On an industry note SUPIA (SUP Industry Association) in the US is
growing rapidly. It endorses Surf Expo’s two annual shows in Orlando
and Outdoor Retailer’s Summer Market in Salt Lake City. In Europe,
Paddle expo in Germany is gaining tractions and positioning itself as the
leading European SUP Tradeshow.
NEW TECH FOR 2016
With SUP developments progressing so fast, we are now seeing the
product designers taking in a much more ‘user friendly ‘hands on’
approach in bringing to market products specifically designed with the
novice end consumer in mind. This in turn, will help make their access
into SUP easier than ever before. This is significantly different than in
the past, where watersports such as windsurfing ultimately suffered a
strong decline, mainly because of products destined for an elite user.
The progression of high modulus carbon materials is helping build
stiffer and lighter racing hulls. Karin Gertenbach of Fanatic notes: “For
composite, we stick to our world class production facility at Cobra
for 95% of our products, always choosing the most exclusive layups
possible.”
In terms of technology, since the inflatable business has become such
an important part of the SUP industry, brands are developing SUP
specific materials such as Red Paddle’s MSL technology mentioned
above. Luke Green adds: “Also, thanks to this new laminate we have
been able to reduce swing weight, enabling an even more responsive
After more than 10 years as an industry, we can safely say that SUP is
out if its infancy stage. Let’s hope lessons have been learnt from past
industries that rushed into extremes with lack of foresight and little
to show for it. The SUP industry has a bright and lengthy future to the
extent that the players can share the common goal of ensuring that
every newcomer, goes away with such a positive experience, that his
only desire is to share and perpetuate the SUP STOKE!
HIGHLIGHTS
Laminated ultralight inflatable materials
Accessible entry level models
Inflatable growth exceeds 30%
European production rises
Inflatable increases to 80% of the market
“The iSUP sales are still increasing, however many customers start with an iSUP, getting
them over the barrier of the large size/storage/transportation of a SUP is what iSUP’s are
perfect for. Casual users will keep their iSUP for a few seasons, however I have personally seen
that many of the iSUP customers move onto composite boards/add a composite board to
their quivers, as they get addicted to SUPing.”
Karin Gertenbach, Head of Marketing at Fanatic International
24
photo: Melon
trend report
50 SHADES OF NEW TRENDS
Actually not quite, as after a couple of seasons of proper action with bold new styles and innovative developments in materials
and lens technology, the eyewear sector is calming down a bit. Leaving trends some time to spread through the whole
population and offering brands an opportunity to refine as well as solidify their styles. By Anna Langer.
While there were at least one or two new trends to report from each
brands in previous season, the major trend in 2016 will be “simply to
simplify!” thinks James Robinson, Art Director/Brand Manager at Carve.
“The last few seasons have been about brights, fluos and being bold,” he
continues and sums up: “the eyewear is not the hero piece but part of the
overall look.”
perfect combination of style and performance simultaneous in
each pair of sunglasses they purchase”, Animal agree that “sports
sunglasses are becoming more lifestyle inspired” and Zeal add their
automatic goggle lens technology, “to provide a seamless transition in
the lenses’ tint no matter what weather Mother Nature throws at you,”
says Nate Hrivnak from Zeal Marketing.
“ATHLEISURE”
“The “athleisure” movement has had a huge impact on all fashion and
accessories. As a result, we are seeing that consumers are looking
for product that looks good but still offers performance aspects
like polarized lenses or Hytrel™ rubber on the frame,” says Juliette
Koh, Curator of Happy Eyewear (Product Director) at Spy. Dragon
had already anticipated this last year, when they launched their XP
Performance lenses. “This season’s collection boasts a complete
range from directional lifestyle designs to elite performance features
bound by a cohesive design language that visually speaks for the
brand,” explains Mike Tobia, Director of Product. Electric is going
in a similar direction, offering “style that performs” with their new
S-Line products, that are “a mash-up of our most popular styles with
performance enhancing features,” state Mike Nelson and Thom Moran
from the Global Product & Design Team. “We’ve done this in response
to the lack of good looking performance products out there.”
Roxy and Quiksilver on the other hand stick with their line division in
two parts: “Performance and Lifestyle” for the girls, “Performance and
Modern Original” for the guys. “The products have details on quality
and innovation dedicated to sports (surf/ snow). The main focus is
on lens technologies and on frames features,” according to Eyewear
Product Manager JP Bonnemason. “Our Lifestyle / Modern Original
collection is based on core market fashion and eyewear trends.”
A vital factor in performance is the fit of the glasses on your face,
more precisely the nose, where they should neither pinch nor slide
off. Smith address this with “megol nose and temple pads and Smith’s
new detachable sunglass leash” or even “tailor fit adjustable nose
pad technology” on their metal models. “Nose pads engineered with
two-position adjustability, providing a personal fit while also designed
specifically to not pull or catch your hair when worn on top of your
head” illustrates Joe Snyder, Category Manager Eyewear. Electric
work with “Performance Grip nose pads and temple sleeves to prevent
frame slippage even during rigorous activity or while sweating” and
Neff also highlight rubber nose pieces in their favourite models.
Shred Optics also reference the “desire of consumers to have the
27
trend report
This will excite ladies who prefer unisex models, but there will also be
more female specific models from Electric, Shred and Animal, who are
expanding their ranges in this sector.
LEAN & GREEN
Another trend factoring in favour of the female customers are efforts
to make sunnies light as a feather. Dirty Dog doesn’t use a specific
new material, says General Manager Martin Jones, “but we are
developing light weight options which will feel extremely flexible as
well as extremely comfortable.” VonZipper use Nylon Grilamid for
their “sportier styles. Getting together with durability and lightweight”
states Aecio Flávio Costa, Brand & Marketing Manager Europe and
Shred even patented their NOWEIGHT™ formula for hyper-lite glasses.
Metal can also be an option for lightweight frames, as Animal use it.
And also Spy is “exploring more that can be done with metals” but
instead of “the same aviator”, they are trying “different metal profiles,
sizes, and shapes.” Carve have introduced “aluminium temples” but
also offer TR90 in their range, “which has memory technology and is
extremely flexible, some styles like the DC can basically be laid flat and
bounce back to the original shape,” states James. Sinner implement this
extremely flexible material mainly for their kids collection, to prevents
them from breaking their frames.
photo: Von Zipper
Unsinkable sunnies stay important as well, especially for water sports.
The pioneers in that sector, Dragon, add new styles to their H20
collection, “now available with injected colour frames.” And Dirty Dog
also continue to “develop the floating frame for our outdoor and extreme
sports sectors.”
SIMPLY RETRO
Whether tailored for performance, lifestyle or both, retro shapes are
still strong. Sinner’s Marketing Manager Dennis van de Ven thinks that
“round frames are hot” and is backed up by Neff, who name the Oswald,
a “rounded silhouette that combines elements of both modern and retro
design” as one of their favourites for next year. Raen go for “retro
styling but with modern acetates and finishing” and Carve agree that
“there seems to be a real push back to classic styles, with Wayfarers
and Aviators making a comeback.” Gloryfy have a “twist on the
classical Wayfarer look” in their line as well, “but with our unbreakable
technology and our own design. The matte coating in combination with
the mirrored lenses, gives it a unique look!” says Claudio Blassnig, Head
of Marketing.
While Dirty Dog expect a revival for wrap styles, they also have styles
following the recent surge for “lightweight and more simplistic design”
with slimmer, less chunky styles. Like the new Spy Cameo, “which
has a delicate, yet strong, aesthetic” or Raen’s “super thin metal frame
surrounded by acetate” that gives “an amazing 3D look,” according to
Rob Fairweather from UK Sales.
Eco-friendly sunglasses are still a bit of a minority, but choices are
growing steadily. Smith has been working with Evolve, a material
that “incorporates 53% bio-based” substances for a while, increasing
the range “into what has become the largest eco-friendly sunglass
collection in the world,” says Joe. “We believe that sunglasses should
be handcrafted and designed with intent to minimize their footprint,
paving the way for responsibly and stylishly made sunglasses that stand
up to life’s adventures,” says Nate summing up Zeal’s ethos. “We work
with the best in the industry to offer Italian-made frames derived from
M49 – a cotton-based, eco-friendly acetate that offers superior fit and
feel for the sunglass savant. Handcrafted, durable, yet biodegradable in
an anaerobic environment in just 18 months.” Sinner also focus “more
and more on environmently-friendly products” and introduce a new
eco-friendly material in 2016. “We completed our range of handmade
eco-friendly bamboo sunglasses with the brand-new CX ECO FRIENDLY
SERIES. These models have a 100% recyclable, environmentally friendly
production process,” Dennis explains.
CLEVER LENSES
Just like regular technologies, those implemented in sunglass lenses
are developing faster than you can blink. And incorporate more features
than you can possibly imagine – they can even save lives! At least from
POC: “With the mission to save lives and reduce the consequences of
accidents we have worked in close collaboration with Carl Zeiss Vision
to support the vision and reduce reaction time in different situations,”
explains Product Developer Tove Fritzell. “By analysing the exterior
factors that affect your performance and safety, we have been able to
optimize the eyewear for the specific activity.
“The “athleisure” movement has had a huge impact on all fashion and accessories. As a
result, we are seeing that consumers are looking for product that looks good but still offers
performance aspects like polarized lenses or Hytrel™ rubber on the frame,” Juliette Koh,
Curator of Happy Eyewear (Product Director) Spy
28
29
trend report
“We believe that sunglasses should be handcrafted and designed with intent to minimize
their footprint, paving the way for responsibly and stylishly made sunglasses that stand up to
life’s adventures” Nate Hrivnak, Zeal Marketing
Tints have specific transmission curves, that will bring you contrast
to where you need it.” Stronger contrast and hence enhanced vision
are also tackled by Smith’s ChromaPop technology that is “designed
to enhance colours and provide superior optical clarity,” Spy’s Happy
Lens Technology, the SINTEC® polarised and Photochromic TRANS+®
lenses from Sinner as well as Shred’s No Distortion lenses, that are
“tested under the harshest of conditions with the US Air Force.” Zeal
also have a new “automatic lens” in their Big Timber and Decoy models,
that transitions from a 15-28% VLT range “so you can focus on the path
ahead, sun up to sun down without ever changing your sunnies.”
who “are still our best target because Quiksilver and Roxy bring
some fun to a medical accessory thanks to logos, colours or new
concept.” VonZipper also sees the “Ophthalmic market as a vital
Brand’s extension. We’ve been out for a couple of seasons and it is
time to get back stronger with a RX collection for 2016,” says Aecio.
And Zeal sums up: “RX lenses are an integral part of our mission that
defines us as a leader within the optical industry. This is for the four
eyes out there who realize the benefits from Zeals, yet who don’t
wish to sacrifice quality or comfort.” Because if there’s only one trend
crystallising, it’s that glasses emerging from the boardsports world
are getting better every year.
MIRROR MIRROR
So-called “revo” or mirror lenses are staying on the shelves next year,
in classical strong tones or updated with softer shades like Bronze
Fade w/ Silver Mirror or Green Polar w/ Blue from Spy, subtle metallic
silvers, rose tints from Electric and even a ‘rainbow’ lens colour-way
from Animal. “Diversification and choice is one of our core offerings and
we have eight different tints dependant on customer preference, as well
as a wide selection of Revo coatings” says James Pointer, Co-founder
of Melon Optics, who are also “both improving the hydrophobic and anti
scratch coating as well as adding anti-reflective coatings to the inside of
our lenses.”
“Nose pads engineered with two-position
adjustability, providing a personal fit while also
designed specifically to not pull or catch your hair
when worn on top of your head”
Joe Snyder, Category Manager Eyewear for Smith
ALL THE COLOURS OF THE RAINBOW
Matching the ‘simplistic’ theme, solid lens tints are making a comeback
too, especially for the non-performance models from Roxy and
Quiksilver, as well as Carve. Electric carry this toned-down vibe over
to their frames, exploring “the darker side of earth tones with deep
rich green and olives offset in black”
PRESCRIPTION
According to Spy, colour is also a trend for prescription glasses:
“The main trends we see are in colour. While black tends to be a
best seller in sunglasses, consumers are surprisingly daring with
their RX frames. We are featuring new colours like Green Smoke and
Translucent Sepia to expand the offering.” Dragon is also expanding
their RX line “with three new collections targeting our younger
consumer base. The Detail collection bridges over from suns into
RX featuring our double tail signifier on the frame fronts.” This is
the direction Roxy and Quiksilver are heading too, stating that “this
market is really important” for them, especially teenagers and kids,
30
photo: Electric
Shred add “wood effect and texture” with a brushed finish and there
are a lot of printed frame versions emerging in 2016 as well. Melon
“will be concentrating on diversifying our colourways both in our
Premium Collection and Original Collections. Think custom acetates
and limited edition prints,” similar to Neff, who work with “seasonal
patterns”. Dirty Dog also “believe colour will play a key part in 2016,
both frame colour and lens colour.”
HIGHLIGHTS
Simple, simplistic, simplified
Functional lens technology
‘Athleisure’ styling
Light & slim
pictorial
SUNGLASSES PICTORIAL
ANIMAL / Line
ANIMAL / Slip
ANIMAL / Rip
CARVE / Porto
CARVE / Crew
CARVE / Hot hot
DIRTY DOG / Vango
DIRTY DOG / Primp
DIRTY DOG / Beast
DRAGON / Watermanx
DRAGON / Roadblock
DRAGON / Monarch
ELECTRIC / Riot
ELECTRIC / Leadfoot
ELECTRIC / Knoxville
GLORIFY / Moonshiner
GLORIFY / Deja Vu
GLORIFY / Bon Voyage
MELON / Anvil
MELON / Tripper
MELON / Layback
NECTAR / Roscoe
NECTAR / Freeport
NECTAR / Tahoe
NEFF / Zero
NEFF / Brodie
NEFF / Jillian
33
pictorial
POC / Did glacier Jeremy Jones
POC / Crave Molybdenite
POC / Aspire Uranium
QUIKSILVER / Chaser
QUIKSILVER / The ferris
QUIKSILVER / Django
ROXY / Joplin
ROXY / Mellow
ROXY / Bridget
SHRED / Lance
SHRED / Belu$ski
SHRED / Axe
SINNER / Santos
SINNER / Red Forrest cx
SINNER / Beech
SMITH / Rockford
SMITH / Ramona
SMITH / Guide choice
URBAN BEACH / Tron wayfarer
URBAN BEACH / Kyle retro cat eye
URBAN BEACH / Hank wayfarer
VON ZIPPER / Plimpton
VON ZIPPER / Howl
VON ZIPPER / Buelah
ZEAL / Cascade
34
ZEAL / Carson
ZEAL / Big Timber
bigwig interview
bigwig interview
where we made good choices but also we made bad choices. We had
great growth until 2008. Then we hit the big wall - the global financial
crisis.
At that same time a new generation that is a lot more critical of brands
was growing up.
Today a young person buys the best product they can find. We went
through a very difficult time, until a point that we said: “Let’s just
focus on what Rip Curl really is.” Which is the ultimate surfing
company.
The first thing to do was to simplify things. Europe is very
complicated, different languages, countries, tastes, currencies… You
have to focus on the right thing, which for us is to be the ultimate
surfing company. If we get that right, then you can go from there, and
you will have natural growth instead of pushing for growth.
We are focusing on our key products: wetsuits, swimwear,
boardshorts, watches, and in winter, technical gear for the mountains.
We now have 50 per cent less products today than we had before.
One of our brand’s key values is technology, so we use that technology
in our products to make sure there is a unique selling point. You can
tell a story around your product, and there’s a real consumer benefit.
We also worked on our quality. We wanted to make sure that if
someone buys a Rip Curl product, they know it will last.
WILCO PRINS,
RIP CURL EUROPEAN CEO
Rip Curl was founded back in 1969 by two passionate surfers from Torquay Australia, Doug Warbrick and Brian
Singer originally as a surfboard company, which they soon turned into a wetsuit company to prolong those chilly
Bell’s Beach surf sessions. Over the decades Rip Curl have grown into a surf company with innovation and product
quality at their core, boasting one of the strongest athlete teams in the business.
Wilco Prins first started working as an intern for Rip Curl in 1997 and came back permanently in 2000. He has been
serving as the company’s European CEO since April 2013. For this issue’s Big Wig interview, Francois Applagnat
headed to Rip Curl’s European HQ in Soorts Hossegor to talk to Wilco on matters including innovation, new
product segmentation and strategy.
Please could you explain Rip Curl’s European operation and history,
and how you have segmented your business recently.
Rip Curl started in 1969, founded by Brian Singer and Claw Warbrick,
in Torquay (Australia). They started making boards, and one day when
they were at Bell’s Beach eating a can of beans, Claw, wearing his
white bathrobe, cold after his surf, said: “Why don’t we start making
wetsuits?”
During their travels people were attracted to Brian and Claw, to
surfing and to Rip Curl, so Rip Curl started to grow in different
regions.
In 1983, Rip Curl was implemented here in France in the current
structure. Maurice Cole, the famous Australian shaper, was based in
Europe and had a license for Rip Curl surfboards. He met Francois
Payot, and then Francois Payot started Rip Curl together with Fred
Basse around 1983.
Rip Curl started to implement their products in different areas around
the world, always at a key surfing spots: Torquay, Hossegor, Newquay,
Peniche, Trestles, Bali and Brazil.
Rip Curl’s vision is to be regarded as the ultimate surfing company,
36
and we have a philosophy: ‘The Search’. We make the best products
for people living The Search, and make sure that the crew at Rip Curl
can live The Search, because that’s why we’re here – to surf as much
as possible. The owners made the ‘company principles and values’,
which means the company has the same voice through Rip Curl in all
the different regions.
The growth of Rip Curl in the different regions was different from
region to region and
Europe is very specific. We have very few capitals or main cities that
are on the coast. The question was, how to develop the brand and
talk to the people that are inland as well? That was a learning curve,
One of our brand’s key values is technology, so we use
that technology in our products to make sure there is
a unique selling point. You can tell a story around your
product, and there’s a real consumer benefit.
And what about your distribution channels?
We are no longer in a world where we sell volume anymore. We sell
quality. It’s now all about making quality products and being profitable.
We’re working on the bottom line.
The first decision we made was to be more efficient. We had less
products, so we could be more efficient in our buying, which also
made it possible to work with less outlet stores, and to absorb the
stock through those outlet stores, and not use the Internet as a way of
a lot of research and development in this category. Service is very
important here as well. If you have a Rip Curl product, on the warranty
you have a service of 48 hour repair.
We’re really trying to have a red line of technology running through
all our ranges. For example, from wetsuits to swimwear. Start with
the ladies G-Bomb collection; you have the Bombshell wetsuits, Bomb
Bikini, and Mirage in swimwear. So you have this clear segmentation,
but also this clear transition from the technical product, all the way
through to the more ‘lifestyle product’. It’s all about making unique
selling points.
Today tech products are more than 50 per cent of our turnover, in
which you can include swimwear, boardshorts, wetsuits, watches and
mountain life.
And what direction are you taking wetsuits in?
With R&D in wetsuits, the focus has always been on how to make our
suit warmer and stretchier. Five years ago in Torquay I was still doing
wetsuits and we had a great idea at the end of the night. Why don’t
we try to make a suit that allows you to have a second surf with a dry
suit? That’s when we conceived the Flash Bomb.
What is the key thing in wetsuits for the future?
We have different projects: Projects where we have a timeline - a
deadline. We have products where we say, “That should be done in five
years.” We have products we just work on it and see what happens.
There’s projects where we see what happens and you come out with
products such as the heated wetsuits or Flash Bomb, or a GPS watch,
and you bring them out when they’re ready.
What will be the next step?
If one day we can find a real substitute to Neoprene, which is as
We are focusing on our key products: wetsuits, swimwear, boardshorts,
watches, and in winter, technical gear for the mountains. We now have
50 per cent less products today than we had before.
getting rid of old stock.
We also looked at our current account base, and thought what we
could do to improve our situation with the clients we work well
with. We looked at where we were having difficulties in terms of
profitability, both for them and for us. And we stopped dealing with
some clients.
The third thing was; what do we actually want to sell? The future for a
brand is not necessarily with a new product. Our battle is more, how
can we sell qualitative products with a good story, instead of volume
and price?
We have our own Rip Curl stores, with a focus on the Atlantic coast.
We opened stores like the technical store here in Hossegor and one
in Bidart. We opened a pop-up store in Peniche, and we’re building a
permanent 300-square metre store in Peniche. All those stores where
there’s a lot of surf and tourism are working really well. We focus on
key locations, on the coast or in the ski resorts like Chamonix, Alp
d’Huez or like Annecy where we are close to the lake.
Retail today is around 15 per cent, and then our core network, sport
distribution is around 40 per cent and then we have Internet. Internet
is difficult to determine, because you have a lot of clients that have,
both brick and mortar and that are online. Our key players are Blue
Tomato, Surfdome and Junkyard. You have a lot of clients in the UK,
for example, that both have a store and they sell online.
Wetsuits are around 15 per cent of our turnover but they’re 25 per cent
of our investments. It’s a product for which we decided to have our
own factory. We have service centres all around the world, and there’s
warm, as flexible, thinner, and environmentally friendly, that would be
great. Today, it doesn’t exist. We’ve been working a lot with different
partners to find new solutions. You either depend on what’s going to
happen with the army, or in the car or aeronautical fields. We have
requests to make wetsuits for things like lifeguards and the army.
Neoprene is still the material used because it has the best ratio
between insulation and stretch. That’s because there’s not a lot of
areas where you need that combination. If you look at the car industry,
you need insulation but you don’t need the stretch.
Could you further explain your earlier mention of the ‘crew’?
The senior management level of Rip Curl globally has been with
the company for on average 10 to 15 years. It’s a very tight group of
people. I think that’s also the key to the success of Rip Curl, because
we know exactly what Rip Curl is about.
Like we say at Rip Curl. Disney has Mickey Mouse. Rip Curl has its
crew. Rip Curl is nothing more than the sum of its history and the
emotions and output of its Crew. All the way from Mick Fanning or
Gabriel Medina to the people in our stores, in our office or in the
warehouse.
It’s the passion and the commitment of a crew that’s been there for a
long time, and also a new generation of upcoming stars that will create
the future of Rip Curl. It’s that sharing of the history, the knowledge of
Rip Curl together with a fresh view of today’s market.
37
photo: Section Pole
trend report
HARDER BETTER
STRONGER FASTER
In the modern age of Facebook, Instagram and Twitter, having a camera with you at all times is highly recommendable. How
else would all your eager followers be able to become jealous of your every move? For action sports, where you’re prone to miss
out on action every millisecond you’re not paying all your attention, it almost seems mandatory to have some sort of image
capturing device strapped to yourself. Action sports cameras and not to forget their range of accessories have built up to a
considerable chunk of consumers’ spending. Anna Langer finds out what’s new.
Report by Anna Langer
CAMERA TRENDS
‘Harder better stronger faster’ is not only an anthem for fans of
electronic music, but also an ethos for the development of electronic
devices that strive to deliver faster while working harder and becoming
ever more tough. The new GoPro Session is packed down to the size
of its lens, while still delivering highest quality imagery that is sharper
than your eye will be able to realize. “Hardware is getting smaller while
quality and resolution is growing” as GoPro’s European Senior Media
Relations Manager Isabel Pakowski sums it up. Garmin add information
on speed and location through their G-Metrix and Sab Jhooti, Founder
of Drift names “mobile live streaming, higher video resolution and frame
rates” as well as “smaller sizes” as their main innovations for 2015,
while at the same time there is also a clear “desire to make it easy for
people to share their video footage,” add TomTom, with easier-to-use
camera interfaces, LED remotes and LCD displays.
HIGH TECH
HD Filming is already a standard, even for entry level models and most
high end cameras are equipped with 4k resolution filming, with up to
30 frames-per-second on the GoPro Hero4 Black. For 1080 resolutions,
you can get up to 120 fps from Sony, sized down to 720 there’s even
as much as 240 fps possible, “meaning that the user can easily show
super slow-mo footage which is incredibly impactful,” says Alexandre
Devulder, Product Manager of Cameras Europe for Sony.
Garmin take it even further by adding GPS information to their video
footage through the already mentioned G-Metrix, that uses an integrated
motion sensor (G-Sensor), a barometric altimeter and a GPS receiver
to collect data on speed and height, affecting gravity forces and much
more. The ANT+ interface even allows a connection with additional
sensors to measure heart rate, pedal frequency and so on. “All of this
can be displayed in the video with various widgets” Markus Müller of
the CRAFT – GARMIN customer service explains.
But the most amazing footage in the very best of image quality is still
not enjoyable though if all you see is a shaking screen. Hence image
stabilisation has become more of an issue, that can very successfully
be addressed with accessories as you’ll learn a bit further down, but
Sony also try a more direct approach to that issue. “The advances
that we’ve made in Steadyshot technology are incredibly important
for sports users who are often filming in high speed situations where
camera shake can turn a great piece of footage into something that is
un-watchable,” says Alexandre and continues: “Picture quality and ease
of use are what sports users are demanding most from manufacturers.
When we have launched new models, we have paid special attention to
the image stabilisation technologies that we deploy in new models with
the specific goal of helping users get end results that they are proud to
share.”
39
trend report
Harder better stronger faster’ is not only an anthem for fans of electronic music, but also
an ethos for the development of electronic devices that strive to deliver faster while working
harder and becoming ever more tough.
DISPLAYS & REMOTES
Displays and remote controls can also play a role in producing
something to be proud of and happy to share. Displays make it easier
to navigate and adjust the camera to fit the current conditions. “The
TomTom Bandit Action Camera has a very energy efficient display,
maximizing battery life, and allowing users to easily setup the settings
on their camera.” If the display includes a video preview like the Drift
Ghost-S colour LCD with video preview and playback, it can be used
for framing as well and thus help generate even nicer footage too.
Holders of cameras without preview displays should not worry though,
as this feature is also available through camera supporting software,
such as the Garmin VIRB App or the GoPro mobile app. They also work
as remote controls, as most brands only include such extra devices
for their most high-end models. New kids on the camera block Rayen
are even teaming up “to bundle world-class editing software free of
charge to our customers with each Rayen camera purchase,” tied in
with the release of their new Gold Edition Camera, says Donovan.
USER-EXPERIENCE
Displays and remotes can already enhance users experience with
their camera a lot, letting them switch between settings in an easily
understandable manner and making mis-framed footage of heads in
the clouds a view of the past. TomTom take it even further, offering
“the easiest way to edit and share video highlights.” In detail, they
explain: “A few years ago action cameras were mostly for professional
athletes, but now the market is opening up to a completely new
audience. And that’s where we think we can make a difference: for the
people who don’t want to spend hours and hours editing their footage
on a high-end computer, but simply want to share their adventures in
minutes.”
Drift also expect a “general move away from standard POV footage
only”, speaking drones, monopods and gimbals, making accessories
more important. Rayen have an answer to that with their new Gold
Edition that “will feature a waterproof RF remote, 360 Degree lockable
quick clip mount, 1.5 inch LCD, and be bundled with over $50 of prime
accessories, offering simply the best value for money in the market!”
ACCESSORIES
It looks like the importance of camera accessories and the choices
available in this segment are growing with the same speed and
vigour that camera possession is spreading through the action sports
population. Just a camera, no matter how amazing its technology
is, won’t achieve the same wow-effect as a distinct angle or unique
perspective.
The SP Smart Mount is catering for exactly that with a myriad of
possibilities to fix your camera to almost anything you like. For
everyone taking their action to the water, they’ve just extended their
Floating Section System, that, you guessed it floats. “Both of them are
unique modular systems that can be adapted to cater the needs of the
customer. We will extend the range of both new systems in the next
months,” explains Rob Mathera, Marketing & Communication at SP.
Other examples include the new Jivo GoGear neoprene shoulder
mounts with Velcro fastening, or their neoprene wrist cuff with 360
mount; the new Garmin bike mount for camera and GPS; the GoPro
quadcopter that is expected in 2016; or the TomTom 360 Pitch Mount,
that “uniquely positions the camera lens very close to the mounted
40
surface minimizing vibrations” which is very valuable especially
for footage of sports in action, as already mentioned above. “The
accessory market is moving towards more multi-function based
accessories” says Keith Bannon, Business Development at Jivo and
continues: “also, personal comfort is being concentrated on, to ensure
the users experience is the best possible.” Jivo address this with their
GoGear Cuff that launched in August and “is not only a wrist mount,
but also has 360 degrees lockable mount.”
Action cam accessories veterans Xsories, are rated number one
seller of poles in France according to Global Marketing Manager Ryan
Roberts, and the brand address the issue of steady imagery with their
new X-Steady Electro 1 Axis, a single axis electronic camera stabiliser
that works with phones too. “Our HorizonDrive ensures your horizon
stays where nature intended, significantly reduces shaking and allows
you to follow dynamic subjects and focus on them, without the hassle
of focussing on your camera’s orientation instead. Best of all, there’s
no external wires, it’s really easy to set up and balance and it’s been
tested by us, in the real world - not a donkey on inline skates.”
“Future cameras will be waterproofed and have no need
for additional housing, sound recording quality will be
improved, and live broadcast will become standard.
-Rayen’s Managing Director Donovan Marais
With smartphone cameras topping up on quality with every version,
mobiles easily become action sport cameras as well, offering the
huge advantage of already being in everyone’s pocket all the time
anyway. Hence SP are working on the “integration of cell phones into
our line of products,” says Rob, “we believe that modular systems as
ours will be the future.” New accessories company BlackEye directly
address this with their Twister+, a “superfisheye lens with screw
on attachment, developed to capture awesome fisheye video when
skateboarding, snowboarding etc.” explains Marketing Manager Joni
Granath.
OUTLOOK
With the sheer number of high tech gadgets available to the average
Joe these days, it can sometimes feel like the future is already here.
And in a way, it already is, as the GoPro Hero4 Session shows: “It
benefits from a durable waterproof design that eliminates the need for
a separate housing and features simple one-button control to make
capturing immersive photos and video quicker and more convenient
than ever before,” says Isabel, confirming Donovan of Rayen’s vision
that “future cameras will be waterproofed and have no need for
additional housing, sound recording quality will be improved, and live
broadcast will become standard.”
HIGHLIGHTS
Small & light
High Resolution
Easy Editing
Steady Images
ride o’meter
ride o’meter
SOCIAL / RIDERS
MATCHUP
July 19 2015, Mick Fanning was victim to a shark attack during the Jbay Open, one of the most shocking
events in the history of the WSL/ASP. Straight after this vision of horror, the web collapsed with social
sharing convulsions, more than 19 million views in two days on the web (only from exclusive World Surf
League videos). Taking a look at the social networks, Mick Fanning witnessed a 30% fan growth only a few
days after the incident, and became one of the most obvious “social buzz” figures of the year with three
million interactions cumulated on related posts from the surf scene including brands, riders, media and
contributor’s accounts.
VS
SURF MEDIA ANALYTICS
RIDE O’METER
WEB / EVENT RANKING
TOP 5
RANKING
EVENT
1
Quiksilver Pro Goldcoast 2015
361 785 ¤
1 380
2
Volcom Pipe Pro 2015
241 995 ¤
759
3
Hurley Australian Open of Surfing 2015
229 965 ¤
469
4
Winter Session 2014/2015
159 096 ¤
129
5
Surfest Burton Automotive Pro 2015
104 238 ¤
321
EXPOSURE VALUE CLIPPINGS
Period analysed: 1/1/2015 - 31/3/2015
VIDEOS / BRAND RELATED
TOP 5
48 FOLLOWING HRS
MAIN BRANDS FEATURED
21 926 521
37
SAMSUNG
4 722 771
30
SAMSUNG
Garrett McNamara rides 90 Foot Wave
2 595 310
196
GOPRO
Who is JOB 3.0 - EP 6
1 020 669
157
REDBULL
Pipe Master 2014 - Jamie O’Brien
1 008 299
35
GOPRO, BILLABONG, REDBULL
VIDEO NAME
1
La maniobra: Bob Burnquist vs Gabriel Medina
2
El Desafío: Bob Burnquist vs. Gabriel Medina
3
4
5
VIEWS
10 DAYS AFTER
337 818
Total Related interactions
2 939 238
725 023
20 150
Fanning own interactions
105 583
255 829
904 K
Total Fans
Gabriel MEDINA
299 802 likes
3 436 comments
1 211 K
Bethany HAMILTON
PRINT / COVER RANKING
TOP 5
RANKING
BRAND
TOTAL EXPOSURE
NB OF COVERS
1
Hurley
68 166 ¤
4
2
Redbull
47 180 ¤
2
3
Oakley
43 496 ¤
2
4
Lost
25 746 ¤
2
5
Monster Energy
24 746 ¤
2
Period analysed : 1/1/2015 - 31/3/2015
NB OF WEEKS ONLINE
RANKING
1 010 318 likes
56 958 shares
28 148 comments
THE
SHARK
10 DAYS BEFORE
This ranking shows the events exposure through our
representative surfing web media panel composed of 50
of the most accurate international surfing websites. On top
of the rankings, we find two of the most exciting shows of
the early season; the Quiksilver Pro Gold Coast followed by
the stunning Volcom Pipe Pro, two highlights of the “winter
season”. Focusing on the first quarter of the season, we
unsurprisingly find two Australian events in the top 5. An
interesting fact to note is the presence of Winter Session,
an online competition (in association with Nixon and Monster
Energy) among the event ranking, thanks to an exclusive and
strategic partnership with Magic Seaweed (159 K¤ exposure).
From Ricardo Dos Santos brutal
disappearing to the birth of Bethany
Hamilton’s son, here are the most
highlighted posts since January.
Bethany HAMILTON
MICK
FANNING
Tracking action sports media content globally, through print, web, online videos and social networks, RIDE O’METER is
showcasing a selection of the early 2015 surf season highlights.
Presented by RIDE O’METER.COM
TOP POSTS RIDERS
8 278 likes
3 424 shares
This features the top five brands that have “scored” the most cover pages of surf
magazines (in value and number) through their riders globally, between January
and March 2015. Hurley sits on top thanks to Kolohe Andino and Julian Wilson
who made two consecutive aerial covers of Surfing Magazine but also thanks to
the new Brazilian star, Filipe Toledo (Hardcore cover, Brazilian magazine). This
all leads to the ranking of Red Bull (2nd), Oakley (3rd), and Monster Energy (5th)
who obviously know how to deal with logo exposure on surfboards and leverage
such exposure. We also note the appearance of Lost in the ranking thanks to
a perfect match up between the creative Australian magazine STAB and the
ground breaking surfer Mason Ho.
Period analysed : 1/1/2015 - 31/3/2015
This ranking shows the most viewed “surf videos” compiling the number of views from six video platforms (YouTube, Vimeo, DailyMotion, Surfline,
Mpora and Epic TV) between January 1 and March 31 2015. From Samsung Hollywood-style advertising to massive wave rides by Garett McNamara,
it shows how the impact of surf related videos can reach further than the surf community boundaries and audience. Jamie O’Brien gives a fine
example of this with his unconventional and funny alternative to the core surf “déjà vus”.
Hungry for more ? Drop us a line at [email protected]
42
43
photo: Rip Curl
trend report
WATCHES: TIME FOR SOME ACTION
Are ‘smart’ watches taking over the boardsport watches business – or is there still room for action-specific performance? SOURCE’s
Dirk Vogel has the newest trends that boardsport retailers need to watch.
When the Apple Watch launched amid much fanfare in April of this
year, the watches industry seemed like the next market laid to waste
by digital disruption. Silicon Valley had done it again. Why would
consumers still want anything besides a shiny new ‘smart’ watch
with hundreds of apps, notifications, and messages right at their
fingertips? And from an industry perspective, why should timehonoured watches brands even bother making ‘regular’ timepieces
with style and precision?
Turns out, not everybody wants to stare at their watch instead of their
phone; at least not just yet. Interest in the Apple Watch already took
a harsh dip – sales declined 90% within three months by July (CNN)
– and action-oriented watch companies still have faith in well-made,
“$150 to $250 is a sweet spot and $500 to $750 is
the ceiling right now.” Joe Babcock, Nixon Category
Manager for Technical Products.
functional timepieces. “Some interesting research we undertook
amongst over 7,000 industry people and outdoor enthusiasts revealed
that over 50% aren’t interested in another frequently rechargeable,
wearable device such as the smart watch,” said Ian Elliot, Co-Founder
of UK-based brand Elliot Brown Watches. At Electric, Caroline
Piechaud clearly states: “We don’t consider ‘smart’ watches as
competition.”
Also keep in mind that boardsports consumers have their own
specific needs when it comes to performance features. “I’m sure
that this device is amazing for other uses but not for surfing – as
it isn’t waterproof,” notes Borja Torres at Rip Curl Europe. Similar
performance requirements are shared across all boardsports,
says Christian Dittrich, Junior Key Account Manager for G-Shock
watches at Casio: “Never mind if you are a skateboarder, surfer,
or snowboarder – all athletes have the same expectations. Watches
should be water resistant, shock resistant, and comfortable to wear.
No problem for our G-Shock watches.”
PRICE POINTS: SWEET SPOTS AND PREMIUM POSITIONING
Over the years, boardsports watches have come a long way in offering
quality and reliable performance. And that’s a good thing, because
customer expectations are high in the watches segment; as opposed
to, let’s say, sunglasses where brands can still get by with sugarcoating cheap, interchangeable product in saccharine marketing
messages. Most boardsports watches these days are Swiss-made
and offer 5-year warrantees at return rates under 1%, as well as
numerous technical features that justify three-digit price points. “For
basic watches selling in boardsport retail, it’s hard to go above $100
without any technological features,” said Kirsten Taylor, International
Marketing Manager at Neff.
Most of the retail action gravitates around what is indeed a ‘sweet’
spot in terms of margins and volumes, while brands report a
surprisingly elevated benchmark for exclusive, high-value product.
“$150 to $250 is a sweet spot and $500 to $750 is the ceiling right
now,” said Joe Babcock, Nixon Category Manager for Technical
Products. The latter may seem high, but Christian at G-Shock
45
trend report
“Some interesting research we undertook amongst over 7,000 industry people and outdoor enthusiasts
revealed that over 50% aren’t interested in another frequently rechargeable, wearable device such as the smart
watch,” said Ian Elliot, Co-Founder of UK-based brand Elliot Brown Watches.
confirms: “The main price points in the lower/mid price segment are
from ¤89,90 to ¤149. Professional athletes and G-Shock collectors
don’t mind paying ¤500 and more for a watch that meets their
expectations and provides the requested functions.”
FUNCTIONALITY: ENHANCING THE EXPERIENCE
Even without juggling dozens of apps on ‘smart’ interfaces, boardsport
watches are far from ‘dumb’, and endemic brands are already serving
this segment with surf-specific functionality. “Smart and Connected
watches are the biggest trend we expected to see in 2015. We saw
this coming as far back as 2010, and began working on ideas and
development as to how we would enter this category. In 2015 we
launched the Ultratide, the world’s first real-time surf conditions
watch, and that was our first watch in the Smart and Connected
category,” said Joe at Nixon. California-based Electric is focused on
offering, “style and performance for every situation, which means
featuring extremely robust functions such as clear time and date,
water rating, tide and chronograph,” said PR manager Caroline
Piechaud.
Enhancing the surf experience by putting real-time tide information on
surfers’ wrists is also the motive behind Rip Curl’s Search GPS watch.
“Even if it’s been in the market for longer than a year we keep pushing
it, as it’s the only watch in the market that tracks your surf during
the session,” said Borja Torres. The Search GPS watch and app lets
users track wave count, top speed, length of ride and session time.
“We consider this model as an electronic device, not just a watch.”
Even out of the water, boardsports watches are packing high tech.
“G-Shock offers tidegraph (surfers), barometer (snowboarders), and
there is demand Bluetooth watches with special functions like music
control and incoming call and SMS alert,” said Christian Dittrich at
G-Shock.
MATERIALS: RUGGED AND SLEEK
Materials for watch casings fall into two camps – plastic and metal.
For flashy, upscale watch models, titanium and stainless steel
reign supreme, while silicone and resin offer rugged casings for
performance watches. The latter includes G-Shock: “We continue our
success story with resin cases and resin wristbands. But you will
also find stainless steel G-Shocks in our premium segment.” Stainless
steel and titanium casings are key in almost all line-ups, including
Nixon, Electric, Elliot Brown, and Rip Curl. Meanwhile, the ‘plastics’
segment is trending towards fun, ‘80s-style digital displays, including
Neff’s Odyssey Watch with double-injected ABS/silicone case and
silicone strap. Electric has a pretty-looking digital model called the
Prime adhering to the ethos: “Look to the past to see the future. With a
nod to the ‘80s in its geometric sleekness, and constructed from new
high tech materials, the Prime is digitized for the modern era,” says
Caroline at Electric California.
Speaking of straps, there’s a trend towards bespoke, fine leathers.
“We’ve searched out new strapping materials and produced short
hand-made runs of what we call ‘pull-up’ leathers that start out matt
with a slight nap. They wear smooth over time and age beautifully like
a leather belt,” said Ian Elliot at Elliot Brown Watches. Joe at Nixon
confirmed this trend: “For our leather editions of the Ranger, we
use high quality full grain leathers and in some cases it’s USA made
Horween leather.” For performance in an upscale package, Electric’s
Carroway Automatic model is, “offered in a custom Italian tanned
leather band with custom stainless steel closure, or polyester nato
46
style strap with custom hardware.”
COLOURS: FLAIR VS. UNDERSTATEMENT
Colourways are divided between upscale, polished watches that blend
leather straps and metal casings, and plastic watches with interesting
colourways. As Christian at G-Shock puts it: “The current big trends
are decent watches with detailed accents, as well as coloured
watches with stylish patterns like camouflage, polarized marble or
flower patterns. But we also will put the focus on the top colour –
black! Therefore we created a series named ‘Mission Black.’” Black on
black models are available from all brands, including Electric’s sleek
Carroway Automatic watch.
LIFESTYLE: DIFFERENT SCENARIOS
Today’s customers treat watches as an accessory and choose different
watches for different situations. “Our research tells us there’s a
split between those who love wrist tech and those who simply
want a robust reliable time piece. They’re quite different things as
one is more like an appliance and the other is something that has
a propensity to develop a much stronger emotional bond due to a
difference in perceived build quality and longevity,” said Ian Elliot at
Elliot Brown Watches, adding: “Testing every watch in 200m of water
helps, too!”
When it comes to playing the fashion card, the most interesting
offerings come from brands that target this category as part of their
brand identity: “Neff Time is considered eye candy for your wrist. Our
watches are a fashion accessory. We see opportunity in adding colour,
cool details and different materials,” said Kirsten Taylor at Neff,
pointing out the Esteban PU with a stainless steel case and woven
NATO strap. And for a watch that does it all, Joe at Nixon suggests:
“Nixon’s Ranger franchise is a key story for us in 2015/2016. It’s a field
watch that is both rugged and easy to dress up and down and comes
in different case sizes, materializations, chrono- and non-chrono
options.”
OUTLOOK
Plastic VS. metal, style VS. tech, lifestyle VS. performance – now
you know what time it is in boardsports watches retail. And while
‘smart’ watches are still a minor phenomenon, their day is sure to
come. “Casio has been developing a wrist device that the company
aims to announce at the International CES 2016. The company intends
to introduce the wrist device that shows Casio’s strong suit, thus
differentiating it from other smart watches,” said Christian Dittrich,
while other brands confirmed similar efforts. Until then, enjoy the
times when surfing allows you to literally catch a ‘break’ from emails,
notifications, and status updates, even if it is just for a few minutes.
HIGHLIGHTS
No market disruption from ‘smart’ watches (Apple Watch)… yet.
Surf-tech watches record tides, predict waves, log top speeds, and pair
via Bluetooth.
High-end leather straps, titanium casing.
Black remains #1 colour.
Low-fi digital displays booming like it’s 1985.
Separate watches for different lifestyle scenarios (e.g. sports VS. chill).
retailer help
THE LOST GENERATION
Around 30 years ago, the skateboard industry in Europe experienced a rare event: a complete market cycle without
external influences, the jackpot in terms of theorising about the behaviour of a market. This is where the idea of a Lost
Generation sprung from and it might explain, among other things, why the crisis of 2008 was harder for
us than elsewhere. Report by Iker Aguirre.
The concept of a ‘Lost Generation’ was already dealt with in issue
number 15 of Source, granted, a long time ago! With today’s wealth
of market studies, EuroSIMA can corroborate this theory and
help understand a phenomenon that, added to the crisis, makes a
turnaround even more difficult.
A QUESTION OF GENERATIONS
Stay sharp because this is where it all happens! Humans evolve by
cycles of seven years. At one given time in the ‘80s there were three
individuals: one new born (0), a child (7) and a teenager (14).
At 0 the baby has no perspective on life. At 7, the child is under the
guidance of his parents, his omniscient, all-powerful examples. At
14, the teenager rebels against his parents and society. He asserts
himself and seeks to satisfy three fundamental needs: differentiation,
belonging and self-fulfilment. Nothing like skateboarding to meet
these needs! Codes that are out of the box, a closed clan with strong
identity, a demanding, technical sport that pays its dues immediately,
it’s got it all.
studies, professional careers and the first serious relationships.
Skateboarding loses the battle against age.
The child who is entering adolescence turns elsewhere for sources
of inspiration, heroes and a new, different identity to that of his
parents. The ‘big kids’ who led the charge of influence are leaving
skateboarding. His three needs as a teenager are the same but
hears all the excuses that the hardcore skaters of old use to justify
leaving the church: “I have to stop”, “I’m broken all over”, “it’s too
expensive”, “it hurts too much”, “I’ve got more important things to
do…” Basically, with a lack of inspiration, if he wants to be cool, he’ll
have to find something other than skateboarding. He sets himself up
far away from skateboarding and becomes the flag bearer of a ‘Lost
Generation’.
At 3, the baby is still learning about the world. The child, at 10,
plays and watches the ‘big kids’ from afar who are often seen as
vandals on wheels making their mothers worried (don’t forget,
this is skateboarding in the ‘80s). The teenager is 17, living for
skateboarding. It satisfies his needs well but he starts to suffer his
first big injuries, (sprained ankles, knees, wrists, contusions…)
THE INCOMPRESSIBLE DEMAND
Next to this lot, a handful of diehards still live just for skating.
The purists, the no-matter-whats, the guarantors of the survival
of skate culture and its codes. Whatever the state of the market,
whatever their age, they will be skaters forever. They represent an
incompressible and sustainable demand. They are the guarantors of
an industry’s survival. Nevertheless, if their numbers are insufficient,
as was the case at the end of the ‘80s/early ‘90s, their demand does
not provide the required minimum volumes to ensure the survival of
the industry. Lack of demand, lack of supply: skateboarding’s decline
accelerates.
THE LOST GENERATION
Four years later, our skater is 21 and his priorities have changed.
His autonomous base has been created and his adolescence is
over. His need for identity is not the same any more. Skateboarding
loses its appeal. Too complicated, demanding of time and physically
brutal, it’s left by the wayside in favour of other interests like
We lived through this debacle at the start of the ‘90s. At the height of
skateboarding’s success, the company Hoff, distributor in France for
the leading brand Powell Peralta, imported a container of 40+ decks
per week. A few years later, they had trouble shifting even the most
laughable quantities. Skateboarding was dead, condemned for seven
years by a ‘Lost Generation’ who had refused to take the reins.
A handful of diehards still live just for skating. The purists, the no-matter-whats, the guarantors of the survival
of skate culture and its codes. Whatever the state of the market, whatever their age, they will be skaters forever.
They represent an incompressible and sustainable demand. They are the guarantors of an industry’s survival.
49
retailer help
THE COMEBACK
We had to wait until the baby became a teenager to rediscover
skateboarding. An underground discipline, its ‘coolness’ factor was
kept intact by the no-matter-whats. The cycle restarts. Growth,
success and an incompressible base demand that rises and
surpasses the critical industry-survival threshold. The sport itself
and its commerce are perpetuated, beyond market cycles.
The crisis might be the only cause of these variations in demand and
not the ‘Lost Generation’.
The markets have become much more complex since the ‘80s and
there are multiple external interactions. Isolating one single factor
today has become almost impossible.
Drawing up a theory needs clear-cut elements to isolate a theoretical
phenomenon. Things are more diffuse in reality.
THE FIGURES
For almost 20 years I’ve applied various theories on cycles affecting
our industry when adapting my strategies to markets and the countries
I was doing business in. The results obtained and the empirical
practice have proved to me that they were well-founded. So how
satisfying it was when the NPD market study figures, ordered by
EuroSIMA, allowed me to corroborate this theory.
With all care taken, if this theory is correct, we can expect the
following:
An upturn of sales in our markets with the sustainable arrival of a new
generation of passionate participants;
Positive growth of our market indicators for the next seven years;
Preparation for this rise to minimise the effect of the next ‘Lost
Generation’ on the 2020-2025 horizon through, amongst other things,
extending our targeting strategy past the 15-25 year olds;
The reinforcement of the incompressible base of boardsports adepts
who will ensure sustainable demand for endemic companies and the
perpetuation of boardsports culture;
A possible renewal of the boardsports ‘fashion’ phenomenon;
Future periods of dearth where it’s better to be wise about
investments and to live off your assets.
If the boardsports market does start “going for the better”, people
might tend to forget the traumas of the years between 2008-2015 and
restart as if “nothing even happened.” Beware if so!
We have learned some very important lessons and we should show
enough maturity to apply this. What paradigm will we subscribe to?
Are we wearing green-tinted glasses (Source issue 77)? Or will we
flee far away from the ‘new paradigm’ roots of our boardsports DNA?
It’s up to us to assume responsibility for keeping the boardsports
dream alive, the dream we all love so much.
After all, this industry has been all about heart since the beginning.
The ‘Pool Benchmark’ relates to the sports market in general, whose
figures can be compared with that of the boardsports market. On
this chart you can clearly see the ‘Lost Generation’ phenomenon
represented by a drop in sales in the 15-35 year-olds, a drop
accentuated by the crisis of buying power in 2008. When you compare
it to the Benchmark you can see that the phenomenon is particular to
boardsports. It should be noted that from 2010 there is a turnaround
(more than for the Benchmark) amongst the next generation, the 0-14
year olds. A good sign for the future of our industry!
100
%
6,5
%
6,2
%
6,0
%
6,1
%
77
2012
2013
5,6
%
%
Here we see the mark of the ‘Lost Generation’ from 2008-2013 with
a drop in sales followed by a stabilisation. If the theory is correct,
starting from 2014/15, they should start increasing again. The
%
oscillations between 2012/2013 could be an indication of a change of
trend.
15
Be sure to interpret this data with care:
2008
2009
2010
2011
Chart: Market share of 15-35s, pool boardsports from 2008-2013, €%
Source: NPD Consumer Tracking Panel - EuroSIMA
If the theory is correct, starting from 2014/15, they should start increasing again.
The oscillations between 2012/2013 could be an indication of a change of trend.
50
photo: Loaded / Duster
trend report
LOOKING DOWN THE LONG ROAD AHEAD
As the longboard market continues to mature, brands are finding growth opportunities in premium and niche product
lines, including “flat ground dancing.” With new labels and manufacturers still coming on board – Hello, Penny
longboards! – our Boardsport SOURCE trend report breaks down the action. By Dirk Vogel.
Computer marketing genius Bill Gates famously said: “We always
overestimate the change that will occur in the next two years and
underestimate the change that will occur in the next ten.” Applying
these insights to the longboard business, it’s obvious that the market
has changed dramatically compared to ten years ago, when longboards
were still a sideshow act for most skate shops. Over the past two
years, longboards have radically advanced into becoming a centre
stage attraction as major growth drivers and revenue generators at
many stores.
But looking at the next ten years, what’s ahead for longboards in the
long run?
Most brand representatives in the segment remain optimistic,
including Shane Maloney at Madrid Skateboards: “Longboarding, or
more generally soft-wheel skateboarding, is bringing people into
skate shops who didn’t previously identify with the ethos of street
skateboarding, which had dominated the industry for decades.
Skateboarding is not only about jumping down 20-stairs, spinning
mega-ramp 1080s, or hitting 100km/h in a full tuck. Soft-wheel
skateboarding has reminded people how fun simply cruising and
carving can be. A lot more people can identify with that approach to
skateboarding.”
The optimistic mood is buoyed by promising results, with most brands
reporting increased sales on a year-on-year basis. As Steve Douglas
at Dwindle brand Dusters California reports: “Our Long board business
is up is up 50% in the past year and our cruisers are up 13% in EMEA
and 26% up as a brand globally.” For 2015, Andy King at Mindless
Longboards reports an increase of 55% YTD, but he also notices more
specialization in the segment: “There is still a place for entry level
boards to get younger riders in to the sport. But riders are certainly
pushing the boundaries and needing ever more niche/technical
intricacies to boards. We see longboarding having another good year
in 2016 with new markets continuing to grow and established markets
carrying on at hopefully a similar level to 2015.”
“Skateboarding is not only about jumping down 20-stairs, spinning mega-ramp 1080s, or
hitting 100km/h in a full tuck. Soft-wheel skateboarding has reminded people how fun
simply cruising and carving can be. A lot more people can identify with that approach to
skateboarding.” Shane Maloney at Madrid Skateboards
53
trend report
“The European market is by far not as saturated as the US market and is still growing while the US Market
reached its plateau in certain segments.” Mike Jucker, Co–Founder of Jucker Hawaii Longboards.
A WORD OF CAUTION!
Despite this widespread optimism, the ghost of market saturation is
starting to rear its ugly head in the U.S. where trends traditionally tend
to be one year ahead of Europe. Several brands responded like Mike
Jucker, Co–Founder of Jucker Hawaii Longboards: “The European
market is by far not as saturated as the US market and is still growing
while the US Market reached its plateau in certain segments.” This
sentiment is echoed by Marin McGinnis at Rayne Longboards, who
reported “overall gains internationally with a softening in the USA.”
Keeping a close ear to the streets, Steve Douglas at Dusters
confirmed: “The outlook for Dusters in EMEA is more growth. In the
US, after speaking with key retailers, the drastic longboard and cruiser
growth has definitely slowed. But after years upon years of growth
it makes sense that things have cooled down.” Whether or not this
signals a knee in the growth curve for Europe in the next year remains
to be seen – but to say it again, trends tend to follow the U.S. with
about one year of lag time.
NEW BLOOD: BRANDS AND CONSUMERS
Attracted by growth, new companies keep pushing into the category,
including Brunotti, who are banking on, “easy access drop trough
boards, which suits our mission ‘#getonboard’ where we try to
get everybody on a board,” said Frank Uyt den Bogaard – Creative
Marketing Director at Brunotti. Shiner distribution’s new brand, D
Street, has already been doing great, said Karl Martinez: “We have
had a phenomenal year with sales up 92% YOY, we are still a young
company but really climbing up the ladder now in Europe.” Other
newcomers include OBFIVE, described by Brand Director Kris O’Brien,
“as more of a surf/skate/lifestyle brand. We are focusing on delivering
our brand message to a broader market in 2015.”
Based in Frankfurt, “Nice Skateboard is enjoying a fast growth and
development. With a jumpstart in 2014, the company is now to embark
on its fourth production run of the first 20 models of longboards and
is about to release 28 new models up until the beginning of 2016. In
the first run we focused on all kinds of dropthrough longboards,” said
general manager Gerd Weisner.
Even Penny Australia is moving along, introducing their first plastic
longboard at an RRP of £149.99 in a variety of primary colours with
matching trucks and wheels. Penny Skateboards founder Ben Mackay
says: “As a skater, I want to ride a unique longboard; one that handles
completely different from all others on the market; and we certainly
couldn’t ignore the growing Penny community, who have been asking
for a longboard for quite some time.”
Along with their entry into longboarding, Penny shared some consumer
insights from a Penny global fan survey of 7,966 people: “44.8% of
those who own a second skateboard ride a longboard for cruising,
while 22.5% ride a longboard for downhill.” At Dwindle, Steve Douglas
also had interesting news about demographics: “Our main target is
still around 18-24 year-old men but we have seen a big increase with
younger kids at 13-17 and a much bigger following and engagement
of girls. For 2016 we will definitely invest in this expansion so the
outlook is to see that increasing even more!”
THE EUROPEAN MARKET
Generally speaking, it’s a more mixed bag says Marin at Rayne
Longboards: “The European market is much more diverse than
the North American market. We see many more regional trends in
Europe than we do in N. America.” At the same time, Andreas “Maui”
Maurmeir at Sector 9 Europe sees the scene becoming more diverse
54
in terms of riding styles and products: “Europe gets more and more
open for traditional US dominated skate terrains such as mini freeride
boards or longer and more sophisticated park boards. That took a long
time in Europe!”
Breaking down preferences in the European market by territory, Don
Tashman at Loaded said: “Flatland dancing and freestyle are somewhat
more prevalent in Northern Europe and have a much stronger
community and events. European cities generally lend themselves
better to skateboards as transportation than US cities do, and we’ve
found a strong growth in our commuting and carving line because of
this.”
On the positive side, Matt Wong, President of Globe’s product division
noted: “In Europe we’ve been doing especially well with boards with
higher end woods and design features – which also carry higher price
points. For example our Cabin Series, which features styles like The
Cutler has done really well. These boards combine nicely finished
walnut veneers with unique mother of pearl inlays for a really highend finish.”
PRICE POINTS FOR 2016
Speaking of ‘high-end finish’ and premium constructions, these
are also the main drivers behind an elevated price point ceiling for
longboard completes, says Mike Jucker: “Paying top money for a board
is OK if the quality goes along with it. We have found that the average
consumer is willing to spend +/- ¤200 for a good quality board. After
that the market becomes smaller.”
As Chris Brunstetter, Marketing Director at the Goldcoast Skateboard
Co. breaks down 2016 pricing: “Longboards seem to be at a ¤190
sweet spot, decks ¤100, trucks ¤50 per set, and wheels ¤35-¤40.”
In the long run, smart pricing policies are the only way forward, said
Maui at Sector 9: “Curate your customer and you name the price. We
are no discounter. That kills it all.”
THE 7 BIGGEST LONGBOARD MARKET TRENDS
Looking at top-secret product previews from leading brands for next
season, the following seven major trends emerge in the longboard
market:
1. Specialization and sub-sections. Europe has come a long way from
one-size-fits-all entry-level boards, so retailers need to know their
audience and adjust their line-ups accordingly. “The longboard market
is more mature in Europe than it is in Australia. We find that Europe
have a lot more emphasis on downhill riding and dropthrough styles,
and therefore offer a lot of different shapes and sizes to cater for this
market,” said Kris O’Brien, Brand Director at OBFIVE. Two hot new
trends include ‘dancing’ on boards, as well as commuter boards with
technology under the hood.
2. My second board is a carver. Consumer behaviour is trending
towards building quivers with different boards for different situations.
Nate at Landyachtz confirms: “Customers are beginning to collect
longboards and having specific shapes for specific riding styles.
This is great news for 2016 as an entire market is opening up from
the average person who is cruising for fun, to the commuter, to the
downhill freerider.” Mindless Longboards are supporting this trend:
“Our price points for twin tip, drop through and freeride boards are
more affordable than before, allowing consumers to upgrade and
change boards more frequently and add more boards to their personal
range.”
3. Shapes: Drop-Thru is king! While diversity is
growing in terms of riding styles (see 1.), we seem
to have a clear winner in the shapes game, as
Chris at GoldCoast reported: “Europe is selling a
ton more dropthroughs than the US for us! General
outlook is that our business is going to shift more
towards dropthrough models, and inching up the
price point.” This trending shape is taking away
from previous category leaders, said Nathan Pauli,
VP Sales at Origin Distribution (DB Longboards):
“Twin tip dropthrough shapes have continued
to grow in popularity and seem to attract an
increasing number of first time buyers who would
have previously purchased a pintail board.”
4. Elaborate details in the premium segment.
The trend towards elaborate wood laminates
continues, supported by upscale finishes and
prints. Ross Bradley, International Sales Manager
at Osprey: “For 2016 we have added an ever wider
mix of styles and colour palettes including tie-die
patterns and photographic designs which appeal
to a broadening longboard demographic such as
the growing female longboard market. We have a sweet new laseretched deck in our top end range, which is completely different to
anything out there.” Meanwhile, Jucker Hawaii is, “working with more
sustainable materials. We do not like plastic even if in some areas
the trend seems to go that way.” At newcomers Brunotti, the “main
material is an 8-ply wood construction and our new bamboo glass
fibre sandwich construction.”
5. Technology is the future. Speaking of the race for new R&D, Don
at Loaded Longboards made a funny observation: “Thermoplastic
construction like Bustin uses makes sense and could end up being
the future of composite construction. The hollowtech construction
Andreas “Maui” Maurmeir at Sector 9 Europe sees
the scene becoming more diverse in terms of riding
styles and products: “Europe gets more and more
open for traditional US dominated skate terrains
such as mini freeride boards or longer and more
sophisticated park boards. That took a long time in
Europe!”
from Landyachtz is sick. The use of recycled plastic fishnets by Bureo
is inspiring. And the ‘fat-bottom’ style constructions of Rayne and
Icone are ingenious. At Loaded we’ve converted all our boards to a
new construction made from cloned mastodon tusks in a forged nano
technology spider web matrix.”
Marin at Rayne is stoked because, “our customer base continues
to lose their mind when we release Dee-lite versions of our boards
because they are just as strong as the standard version, but 15%
lighter.”
6. Accessories with an edge. Wheel colours are bringing heavy 1980s
neon flavours into the mix, while the entire set-up tends to be colourcoordinated. Maui at Sector 9 confirms: “We can say that colour
tuning becomes more and more demanded. The wheels need the right
colour with the deck and so on. Especially in the classic ranges like
carving and cruising.” Meanwhile, Sector 9 has been “killing it” with
downhill gloves and slide gloves, said Griffin Halpern, International
Sales Manager Griffin Halpern. And while retailers are stocking up
56
photo: Landyachtz
trend report
on gloves, Nathan at Origin also points out the latest tech from Atlas:
“The Atlas Touch glove will bring cell phone friendly touch finger
technology to the slide glove category for the first time. No need to
remove your gloves to take pictures or send text messages!”
7. Don’t try to do it all. For retailers, the main mantra for 2016 is:
Know yourself (and your customers) and stay the course, instead
of trying to do it all. Shane Maloney, from Madrid confirms: “On the
retail side, established retailers will always have the advantage, but
those who do not pay attention to the market trends and adjust their
approach will be in danger of losing sales to the newcomers who are
paying attention.”
With the right fit between brands and retailers, the next ten years in
longboarding are looking rather bright. Maui at Sector 9 concludes:
“People no longer stick to just one board. If you stoke them with the
first they will come back and get a second or third one. That is why it
is so fun to work with excellent products and good marketing – you
relate to the customers and get them to become regulars at your
store.”
in danger of losing sales to the newcomers who are paying attention.”
With the right fit between brands and retailers, the next ten years in
longboarding are looking rather bright. Maui at Sector 9 concludes:
“People no longer stick to just one board. If you stoke them with the
first they will come back and get a second or third one. That is why it
is so fun to work with excellent products and good marketing – you
relate to the customers and get them to become regulars at your
store.”
HIGHLIGHTS
+25% growth YTD in sales
Premium RRP over ¤200
Saturation in US – next in Europe?
Girls getting into longboarding
Drop-thru shapes dominant
Colour-coordination
Major movement in gloves segment!
olympic skate
PROS AND CONS:
SKATEBOARDING IN THE 2020 OLYMPICS?
Will the four-wheeled plank of wood play out as a five-ringed sports event – and what’s in it for skateboard companies?
Report by Boardsport SOURCE Skateboard Editor Dirk Vogel
Believe it or not, but the question of including skateboarding in the Olympic
Games is almost as old as skateboarding itself. In 1965, John Severson
argued in The Quarterly Skateboarder magazine’s first issue: “We predict
a real future for the sport – a future that could go as far as the Olympics.
It’s a much more ‘measurable’ sport than surfing and therefore lends itself
more to competition.” Defending skateboarding as a “real sport,” the editor
concluded: “Competition should be big in skateboarding, but it’s going to take
organization and support from the participants.”
These two key components – organization and support from participants
– are exactly why skateboarding is still not an Olympic event a full 50
years later. Over the years, organizational efforts have yielded no results,
while sentiments among participants have traditionally ranged from fierce
opposition to an indifference summed up by MOB Skateboards owner
Christian Roth: “As long as I can remember, I haven’t watched any Olympics
at all. I’m absolutely NOT interested and wouldn’t even notice if the whole
festivus would vanish.” But recently, not everybody is that relaxed…
The number of critical voices has grown since May 2015, when the World
Skateboarding Federation (WSF) held a Global Skateboarding Summit
in Istanbul, Turkey, to talk specifics of skateboarding’s inclusion with
representatives of the International Olympic Committee (IOC). On June
22, the IOC fired the next shot by announcing “roller sports” – including
skateboarding – as a shortlisted event for the 2020 Tokyo Olympics.
Instantly, the Internet lit up with outrage: “The Olympics will ruin
skateboarding!” commented user Mei Phuk as skateboarders worldwide
turned into pitchforked villagers. On the Care2 website, an activist named
“Clarky” launched a petition to keep skateboarding out of the Olympics,
because “skateboarding is not a ‘sport.’” Adding fuel to the flames, the
WSF in July published rankings of skateboarding’s top athletes in street,
vert, downhill, freestyle, slalom. This raised more heated questions, mostly:
“Slalom? WTF is the WSF thinking!?” And also: “WTF is the WSF?””
THE PLAYERS: BEHIND THE ACRONYMS
The WSF, founded by former basketball official and World
Skateboarding Grand Prix organizer Tim McFerran, is one of three
major players currently competing for recognition as skateboarding’s
designated International Federation (IF). This is the major
precondition: Every sport needs an IF to handle organizational
ramifications such as rules, formats, judging, and qualifications as the
official governing body in front of the IOC. But it’s a slippery slope,
Jörg Ludewig at Urban Supplies points out: “In snowboarding, the
association of snowboarders (ISF) was replaced at the Olympics with
the FIS. That hasn’t really helped the sport.”
Snowboarding’s example proved a warning to the skateboard industry.
“The most important lesson is that we have been very patient not to
enter under a sanctioning body that is incongruent with our vision,
much like how snowboarding got involved through skiing. It has been
20 years since then and it took a long time for the snowboarding
industry to change the format to what they originally envisioned,” said
‘Mr. Vans’, Steve Van Doren, adding: “It’s going to be very crucial to
ensure that every component of the skateboarding competition comes
from an authentic skateboarding lens and background. Without taking
this approach, we risk our reputation with our fans and our legitimacy
as a professional sport lifestyle.”
‘Mr. Vans’, Steve Van Doren: “It’s going to be very crucial to ensure that every component of
the skateboarding competition comes from an authentic skateboarding lens and background.
Without taking this approach, we risk our reputation with our fans and our legitimacy as a
professional sport lifestyle.”
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Jörg Ludewig at Urban Supplies: “Overall, the Olympics are overrated. Windsurfing is – or was – in the Olympics,
and where is it today? Gone! Skateboarding, much like snowboarding and surfing, has grown because of the fun
and the unique feeling, not its television presence.”
Next to the WSF, the major Olympics driver is the International
Skateboarding Federation (ISF) headed by Gary Ream and backed by
large parts of the industry. Thanks to a strategic partnership with
Street League Skateboarding (SLS), the ISF proposes the SLS instant
scoring system for Olympic skateboarding, as well as the SLS Super
Crown World Championship as a global qualification system. The third
contender is the Federation International de Roller Sports (FIRS),
formerly the IOC’s official IF for roller hockey (sure makes Street
League sound a lot more attractive).
But nothing is decided yet, and as Kelly Bird, Global Brand Manager
at Nike SB and board member of the International Association of
Skateboard Companies (IASC), said: “What you saw in Turkey was
part of a complicated and somewhat politically wrought process of
determining exactly who will be the governing body for skateboarding
once its inclusion is confirmed. I can tell you with certainty that it
won’t be the group you saw in Turkey.” That said, let’s look at what the
Olympics could bring to the table for the skateboard industry.
THE ARGUMENT: PROS
Negotiating from a position of strength. Desperate to attract the kind
of young demographics reached by skateboarding – average TV viewer
age at the 2012 Olympics was 49.4 years (Nielsen Data) – the IOC is
willing to listen. “I totally believe the Olympics need skateboarding. I have
been involved for the last decade with several members of the skate
industry in educating the Olympics organization on our vision to integrate
skateboarding into the games,” said Steve Van Doren.
More acceptance, new parks. The Olympics could increase
skateboarding’s overall acceptance in society as more than a trend
or toy, said Veith Kilberth, who earned his five year degree in Sports
Science before co-founding Fine Lines marketing agency: “Establishing
skateboarding can prove useful for creating new skateboard
infrastructure and supporting newcomers with skate workshops.
Acceptance can make a decisive difference when it comes to mobilizing
public funding for skateboard projects.”
Heck, snowboarding already did it. “It has been a matter of ‘not if, but
when’ pretty much since snowboarding became such a huge draw for
the Winter games,” said Kelly Bird. As Antoine Soule at DC Shoes puts it:
“The IOC has been lurking on skateboarding for years now and needs the
refreshing ‘sport’ effect that snowboarding has brought to them on the
winter editions.”
Massive media exposure. “The event would bring maximum exposure on
all fronts, from the athletes, to skateboarding performance and for the
soft and hard goods that keep the industry alive,” said Steve Van Doren
at Vans. And as Veith Kilberth at fine lines marketing said: “The increased
exposure also brings a heightened marketing potential and interest
from corporate brands that want to become engaged in skateboarding.
This means more budgets and more money invested in the skateboard
business.”
THE ARGUMENT: CONS
More viewers is not the same as more participants. “Snowboarding
won an enormous amount of viewers because of the Olympics, but
nothing in terms of active snowboarders. That number has been
declining for years,” said Jörg Ludewig at Urban Supplies, adding:
“Overall, the Olympics are overrated. Windsurfing is – or was – in
the Olympics, and where is it today? Gone! Skateboarding, much like
snowboarding and surfing, has grown because of the fun and the
unique feeling, not its television presence.”
Branding is tricky. As Franz Josef Hoeller at Fresco distribution
pointed out, brand visibility may prove a tough bargain “because of the
strong branding regulations during the Olympics.” This is confirmed
by Antoine at DC: “Regarding the brands, it’s all about how they are
going to be visible on the events knowing that the IOC has drastic
restrictions concerning branding size and placement. We can guess
that hardware and footwear would not be altered and will remain
visible.”
Choice of proper formats. Mainstream television has its own rules
when it comes to sports, and Christian Roth at MOB Skateboards has
some concerns about formats: “If you want to attract a wider audience
you have to narrow skateboarding down to the attractions, because
most of the audience are just passive spectators who could never
grasp the technicality of most of the skateboard tricks – so you need
the Mega-Ramp and the Street-League-like contests.”
Bigger brands profit more. “Brands in a way can benefit as the sport
gets more mainstream, but it’s more an opportunity for big corporate
brands than for small niche skateboarding brands,” says F.J. Hoeller.
Along those lines, Jörg Ludewig said: “Bogner has been making the
ski suits for the German [Olympics] team for years now, yet they’re
struggling. I think the Olympics can make something that’s strong even
stronger, but I doubt they can lead something weak to strength.”
THE BOTTOM LINE
The IOC will announce its final decision shortly before the 2016
Olympic Games in Rio de Janeiro. But regardless of the outcome, it’s
best to keep our expectations in check, advises Kelly Bird: “I don’t
really see much of a downside to the inclusion for skateboarding, but
my guess is the up side will be marginal at best.”
At the same time, core skate culture will also remain unaffected: “The
Olympics won’t change the essential aspects of skateboarding at all.
If the mainstream media pushes skateboarding with Street League
and the Olympics in a progression- and sport-performance-oriented
direction, parts of the core community will simultaneously drive into
the opposite direction towards less measurable aspects like creativity
and an anti-establishment attitude. That’s the law of nature in the
skateboard world and it’s already happening at the moment,” said Veith
Kilberth.
Veith Kilberth. Co-Founder of Fine Lines marketing agency: “Establishing skateboarding can
prove useful for creating new skateboard infrastructure and supporting newcomers with skate
workshops. Acceptance can make a decisive difference when it comes to mobilizing public
funding for skateboard projects.”
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trend report
trend report
photos: Billabong
following the “Bohemian Dream: living free with a love for all things
Bohemian and Gypset - monochromes with neon flashes used in bold
festival inspired graphics and a nod to vintage on the styling,” explains
Lucy Seaman, Women’s and Girl’s Wear Design Manager. Urban Beach
goes for a “cool classic range of grown up bohemian pieces with
vintage detailing,” says Designer Emma Watkiss.
SUMMER, SUNSHINE, SURFING VIBES!
Everything seems just a tad easier in the summertime. Longer days offer more time to pay your dues at work and follow your
passions. More opportunities to go outdoors bring more fun times with and without friends. And warmer temperatures mean
less need to cover skin up and hence less hassle to think about what to wear... especially for the ladies. And what could reflect
summer vibes better than clothes you’d wear by the beach? No matter where you are, surf apparel can instantly get you that
holiday-feeling and catapult you into vacation mood. If only there weren’t myriads of choices to sift through. This trend report
by Anna Langer might offer some help.
Even though needing less clothes means less hassle to think about
putting an outfit together, the various styles, silhouettes and trends
can make summer dressing a mission too. From “dreamy 1970s
nostalgia” (Volcom), to “laid back tomboy styling with a tropical twist”
(Animal), travelling (Roxy) and road trips (Urban Beach), “Rebel Pack”
vibes in black and white from Protest and Billabong’s Designer Closet
collection, “with tinted sharp styles of printed black and white palm,
denim and a hint of shiny gold”, there are almost endless choices to
suit every heart’s content.
BEACH STYLE
With collections designed for being at the beach, it’s no surprise
that a lot of inspiration is taken from there. Rip Curl even send their
design team out to The Search destination Tulum in Mexico to gather
inspiration, which they channelled into a collection reflecting “the
wild jungle and the hippy life. We discovered a beach life really linked
with nature and so the designs are made for going to the beach – or
thinking about it,” says Valerie Wieser, Head of Design for Girls. Urban
Beach also embark on an “exotic surf adventure down to the wild and
tropical shores of Copacabana Beach.”
Of course all kinds of tropical prints and colours fit perfectly with that
theme and can be found in most Surf Apparel collections next year.
“In tribute to the ever popular floral trend, which appears across every
type of garment this season, Jungle injects a vintage Hawaiian feel,
full of stunning greens and photographic prints of exotic plants, leaves
62
and flowers,” says Anjet Wesselink, Head of Marketing at Protest.
Marie Lauga, Global Head of Design for Roxy adds that “floral and
Hawaiian patterns have always been part of the Roxy DNA and will
also be present this season.” Urban Beach work with “bold saturated
colours and juicy graphics straight from a tropical jungle” and
“incorporate orchids, the national flower of Brazil.” Brunotti also think
that “bright and tropical prints are vital for a summery feel,” although
Billabong feature a black and white palm leaf print in their Designer’s
Closet Capsule, next to “floral prints slightly faded by the sun for a
romantic look.” Volcom approach this classic with their native twist:
“Traditional tropical prints are hacked and chopped into various parts
and pieced back together again in the form of a geometric jigsaw,”
explains Kristy Michaels, Head Women’s Designer.
BOHO GYPSY VIBES
Since surfing involves a lot of traveling, the bohemian gypsy vibe
that has been popular for some seasons now has a nice natural tie to
the whole topic as well, that continues to be featured in most lines.
Billabong add a “jade floral print for a bohemian spirit” to their Mystic
Mama theme, Rhythm draws inspiration from Persia and “ethnic tiled
textures and patterns,” and Roxy add embellishments to their sporty
styles that “feel new although they were inspired by caftans and 70s
beach culture textile.” Protest invite their customers “to travel the
ancient Silk Road with our Caravansary theme – inspired by the large
gatherings of traveling traders to rest and exchange cultures as they
made their way along the trade routes,” says Anjet and also Animal is
fluid look,” says Valerie. Billabong also implement “light viscose and
cotton for fluid effects,” as do Rhythm with a “variety of lightweight
soft cottons and cotton blends in wovens and jersey,” says Girls Brand
Manager Daniella Ciano. Animal have a “brushed lightweight fleece,
slubs, cotton modals and cotton acrylic mix knits” in store.
SHIFTING SILHOUETTES
To facilitate a comfortable beach lifestyle, silhouettes are “fluttery”
(Nikita), “relaxed and drapey, but breezy but also feminine” (Brunotti)
COLOUR ME BRIGHT
While Baja add a “wider variety” of colours to their line, most other
brands agree on a sunkist-inspired palette with everything from
photos: Brunotti
RETRO INSPO
Inspiration from the 70s already plays into the boho theme and is
expanded on its own in 2016. “Our collection brings you back to a
time where the swagger was effortless and the style proved to be
timeless,” promises Volcom’s Kristy, “a retro fresh vibe mixed with
relaxed styling is perfect for the sand or the street.” Valerie from Rip
Curl even names the “long skirt” worn by “the gypsy girl” as a musthave of the season, referencing “all the revival of 70s gypsy life on the
catwalks.” Billabong revisit “80s surf culture” with “all-over tropical
vintage, hibiscus and white and black geo prints” and comfortable
pieces, that are “suited to coastal lifestyle and very easy to wear.”
Animal also “nod to vintage with crochet long line knits and fringing”
in their Sunday Festival theme. For Cali-based Baja, whose “original
inspiration” for their pullovers came “from 70’s Baja California”, the
vintage vibe is rather natural – and timeless. “In the evening after surf
or in the city, you need a comfortable and fresh looking pullover - and
that is where the Baja hoodie is perfect” states founder Janne Karjula.
“In tribute to the ever popular floral trend, which appears across every type of garment this
season, Jungle injects a vintage Hawaiian feel,
full of stunning greens and photographic prints of exotic plants, leaves and flowers.”
Anjet Wesselink, Head of Marketing at Protest
and “elaborate” (Roxy). Dresses play an important role for all
brands and themes, as usual, and range from mini (Volcom), through
asymmetric (Billabong) and “simple relaxed shift style dresses” to the
already mentioned maxi versions.
“bright coral, pastel orange and fresh red” (Rip Curl), “sunrise shades
of peachy sun kiss, blossom and lilac” (Rhythm), “bright and warm
hibiscus, powerful jade, some retro colours like gold dust rustic rose”
(Billabong) to “soft rose, grey” and “pops of berry and pink” (Nikita).
Other looks include “tanks that can work as a top or a coverup”
(Nikita), “halter necklines and flared bottoms” (Volcom), “little
boardwalk shorts” (Rip Curl), rompers in all variations as well as
“loose smock style top shapes” and “jackets with added detailing”
(Rhythm). Maria from Roxy adds: “We saw an evolution in the market
with the use of sport codes in very feminine products. We do not
hesitate to mix a very elaborated top in light fabric with a casual beach
pant and a nice bag or a really cute romper with a loose cardigan and
a straw hat.”
Portraying the other spectrum of surf culture that is connected to all
things water, aqua shades have their place as well, even combined.
“Faded shades of burnt sienna, soy and bleached aqua are used
to frame the vibrant hues of fire red, tidal blue, and orange glow”
states Volcom’s Kristy and Maria agrees that at Roxy they “notice
the importance of deep sea blue and shades of washed mint green,
counterbalanced by splashes of orange and tomato.” Rhythm also
sport “indigo blues”, Protest implement “blues with fresh accents” and
Brunotti feature blues in a “tie and dye all overprint, a bright tropical
multi colour allover” and “fresh surfy colour group with laguna mint
green and fluro rosa.”
TEXTURED FABRICS
All the boho, retro and gypsy inspiration is complimented with
“romantic crochet and lace detailing” (Volcom), jacquard, chambray
and gauze fabrics that add details and texture. Roxy have even
dedicated a part of their collection to “Market textures” that are “all
about soft loomed woven, jacquard prints and blanket stripes” and
“elevated with artisanal textures,” Maria elaborates.
HIGHLIGHTS
Relaxed & drapey feminine silhouettes
Sunkist & water shades
Apart from that, “Spring/Summerweight fabrics” are most sought
after for the warmer part of the year, “from cotton/poly blends to our
supersoft rayon from bamboo” explains Vicki Vasil from Nikita. Rip
Curl work with viscose to “bring more fluidity to tees and dresses” and
have added a “new viscose fleece that is a special development from
our supplier in Portugal and brings a cool, soft touch and feminine
Boho Gypsy Styling
Floral Prints
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photos: T.C.S.S / Billabong
trend report
THE AGE OF SURF COUTURE?
As endemic surf brands are kicking their product launch preparations for Spring/Summer 2016 into high gear, the first previews
reveal an eclectic offering that is increasingly less low brow, and more high fashion and cosmopolitan. Are we entering the age
of Surf Couture? Trend Report by Dirk Vogel.
Any way you slice it, men’s fashion is having its moment in the sun.
Men are officially spending more on apparel than women these days,
and according to FashionUnited projections, menswear will contribute
close to $40 billion in annual sales to the global apparel market by
2019. And for reasons much too broad to discuss here, men all across
the board have developed a taste for more mature, refined apparel.
Streetwear has been first to “grow up,” now reaching a point where
the hip-hop scene is abandoning urban wear in favour of luxe items
such as $1,500 distressed moto-jeans by top-shelf brands including
Balmain. Accordingly, the streetwear scene is currently experiencing
what fashion blog Business of Fashion calls the “Rise of Rap Couture.”
Also riding the high fashion wave, men’s surf apparel has come a
long way over the past seasons in terms of silhouettes, materials,
and upscale stylistics. Setting a new high water mark – including
elevated price points – Kelly Slater’s surf clothing line Outerknown
was recently launched under the Kering Group umbrella: Refined and
cosmopolitan, Outerknown’s inaugural collection features ethically
sourced chinos ($185), soft knit sweaters ($385), geometrically
patterned hoodies ($425), and silhouette-hugging plaid pea coats
($545). Already, men’s magazines such as GQ are singing the new
collection praises for “un-dorking” surf wear and nailing a look that
“works damn near everywhere.”
THEMES
Although it’s too early to proclaim a new era of “surf couture” – and
$400hoodies are still a long stretch from $1,500 bleached jeans with
tons of holes in them – the GQ article hits at least one nail on the
head: Surf apparel is expected to work “damn near everywhere,” these
days, and not just the beach. Which brings us to the major trend of the
season: Surfing clothes, as Urban Beach puts it, “are now expected
to adapt to their use occasion, be that surfing, chilling on the beach
or heading to the bar later on in the evening.” From a collections
standpoint, this day-and-night theme translates into versatile pieces
that go from the beach, to the nightlife, and back.
In order to keep you covered 24-7, The Critical Slide Society created
the Jumble Jacket and Cotton Gauze short sleeve that “can be dressed
up and worn out at night and can just as easily be thrown on for an
afternoon at the beach.” As the perfect round-the-clock companion,
Finland’s Baja clothing suggests their signature Baja Hoodie: “It is a
product for many different situations because of its big hood, kangaroo
pocket, and fresh colours. It is the perfect jacket for festivals, for
spring/summer nights, the beach, and even for city life!”
“The Hyperdry T-shirt fabric from bionic yarn is made of cotton, recycled ocean plastic and
polyester. It’s a Hyperdry fabric so it’s ‘wicking’ quick dry fabric. Perfect for everyday use, but
also for surfing or sports.” Jan Lindeboom O’Neill Category Manager for Men’s Surf,
Apparel and Footwear.
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trend report
trend report
“A Serge Gainsbourg song ‘Sea, Sex & Sun’ is really the catalyst of the collection this season.
It’s pretty much what TCSS is about in the summer months. The line is actually called ‘Hotel
Particular’.” The Critical Slide Society.
photo: T.C.C.S
Dantas, SUPERbrand’s Apparel M&D Director: “The main theme for the
collection is called Sea Culture, which captures the modern beach vibe
of Southern California, with a sense of fun beach cruising and living
in the modern days.” Looking back in time, Baja Clothing’s original
inspiration for the pullovers come from 70’s Baja California. For
example in the evening after surf or in the city, there is a need for some
comfortable and fresh looking pullover, and that is where Baja hoodie is
perfect.
Travel once again invites apparel designers to weave dreams of faraway
places into their garments, with Quiksilver drawing inspiration from
Brazilian environs from the beaches to the favelas. Reef apparently lost
their heart to one of the world’s pristine beach spots: “Bali was our
inspirational region of the season and we have key prints that speak to
the colour, feel and mood of Bali. Design was influenced by the colour of
the sea while in Bali, the natural colours of the landscape as well as the
brighter colours inherent in the culture.” At Iron & Resin, it’s all about
blazing your own trail, says Chris Smith: “The catalyst for this seasons
collection was the people who we consider to be ‘Path Makers.’”
Speaking of city life, Quiksilver segments its Stay High collection into
times of day with AM and PM divisions: “Through AM we are taking
on beachwear with lighter, knocked-back colours, fun washes, a little
bit more playful, colourful graphics and a heavy focus on boardshorts.
The PM side to the creative direction allows us to tap into streetwear
and start to bring in some of those trends that we weren’t capitalizing
on before.”
INFLUENCES
In terms of influences, surf apparel brands are riffing on a variety
of stylistics. In the new Surf Plus line, Billabong is “borrowing cuts
from the military and marine worlds, the leather, washes and textile
details have been crafted with a focus on durability and light, brokenin comfort.” Music will forever be an influence in surf apparel, and
The Critical Slide Society (TCSS) takes the subversive route: “A
Serge Gainsbourg song ‘Sea, Sex & Sun’ is really the catalyst of the
collection this season. It’s pretty much what TCSS is about in the
summer months. The line is actually called ‘Hotel Particular’.” Sounds
hot!
And bringing the thematic influence full-circle, brands find plenty of
source material in California beach life – past and present. Juliana
COLOURS
Colourways trending in 2016 cover three different territories, which
Brunotti’s Head of Design, Joffrey Delfgaauw, divides into three
collections: “Blu Italiani is about our Italian roots combined with the
blue colours of the sea, which we love so much. La Giungle Surf is the
jungle next to the beaches with bright and tropical prints for a summery
feel. And Spiaggia Della Sardegna is about beach classics in surf and
sun-faded colours.”
These colour trends are echoed by other brands, for instance sun-faded
primary colours and neons at Billabong, or the oceanic colour palette
all over Protest’s new line: “Beautiful deep lagoon blues, shells and
tropical birds – the paradise of a desert island – the Marooned collection
brings a shipwrecked element to the collection with inspiring graphics
and prints.” Also never going out of style, the entire military heritage
palette of sand, olive, black, and navy continues to march ahead in SS16
collections, preferably in washed-out colours for that lived-in, timetested look.
True to surfing’s penchant for spicing things up, a little colour pop still
goes a long way. Adam at DaKine enlightens us: “Colours for SS16 is a
mix of wearable neutrals with pops of athletic brights like Sulphur and
Neon Blue.” For the sleeper hit among colours for next season, Juliana
at SUPERbrand points out: “I have been seeing a lot of oranges hues
being used for SS16, from warm to cold tones.” Watch out for orange!
On the more subtle side, surf brands are taking a hint from the ‘street
goth’ movement with black prints on all-white tees. Nicolas Perceval
at Billabong confirms: “The shirt ‘Rapture SS’ from the Garage line is
inspired by free surfing freak punk Creed McTaggart, with geometric
shapes dominating the black and white silhouette that come with
psychedelic delusions.“
“Inspired by the classic skate and café racer motorcycle cultures. This predominantly black
and white range is symbolic and saturated with attitude from the
city streets of downtown LA,”Anjet Wesselink at Protest.
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MATERIALS
At the end of the day, nothing elevates a garment and justifies price
points like materials. The three main stories for SS16 are technical
materials for active performance, sustainable fabrics, and upscale
materials – or material blends – for an elevated look and feel.
Technical materials are a home game for innovators such as O’Neill.
Jan Lindeboom O’Neill Category Manager for Men’s Surf, Apparel and
Footwear, is stoked on, “Hyperdry technology in collaboration with
LIQUIPEL, a super-fast quick drying fabric with nanotechnology. The
Hyperdry T-shirt fabric from bionic yarn is made of cotton, recycled
ocean plastic and polyester. It’s a Hyperdry fabric so it’s ‘wicking’ quick
dry fabric. Perfect for everyday use, but also for surfing or sports.”
Speaking of “recycled ocean plastic,” sustainable and re-used fabrics
are finding their way into many collections. Eco-friendly material stories
used to be the cutting edge, but have now become status quo across
surf collections. Finland-based Baja Clothing even goes as far as saying
that they “will use only fabrics which are eco-friendly.”
The third major trend in materials is best summed up as ‘fabrication’,
meaning the use of fabrics and textures for a finish that lets customers
‘feel the difference’. Fabrication is a key trend at surf renegades The
Critical Slide Society: “We use a variety of cotton and blends in different
weights and fabrications to ensure that lived in hand feel is paramount
across the whole collection. Washing also plays an important role in
fabrication, how well does it wash and what effects can we draw from
it.”
CUTS AND SILHOUETTES
Now that surf clothing seamlessly traverses from the beach to the
bar to the bougy restaurant, fits and silhouettes have seen formfitting upgrades across many lines. (This, by the way, is great news
for retailers, as trying on garments will become key for customers
looking to nail that perfect fit. Just make sure they buy where they try!)
Supporting the around-the-clock style factor, Iron & Resin have just the
thing in the pants segment: “Our Engineer chino pant or shorts are the
‘do everything’ leg covers! Ideal around a campfire or dressy enough for
a night out with the lady friend. The 8.5 oz brushed canvas is so velvety
smooth and only get better with wear.”
Even the humble t-shirt is getting a makeover, embracing new fits
while paying attention to colour trends. At Protest, head of marketing
Anjet Wesselink explains the current push: “We see a big variety in
t-shirts, therefore we redesigned our tees – we’ve upped our game
and extended the range with neckline variations, washes and yarns.
With colourful all over prints – even on pockets – preppy stripes, the
burnt-out look or the inside out effect. There are possibilities for
everyone.” On the same note, Urban Beach is banking on the Pizarro
Tee: “This is looking to be our most popular men’s tee. It’s 100% cotton
Melange heavy Slub fabric gives a distressed vintage effect with
a high quality logo print finish and is available in calm Palm Island
colours or the deep and exotic Copacabana Beach tones.”
At the end of the day, a little stretch action can make all the difference
on an action-packed day. The new blend of stretchy, active fabrics
with contemporary fits is exemplified in Quiksilver’s Street Trunks
line: “For example the Yoke Cracked trunk. Uni-colour and straight-
fitting, this trunk features an all over print on the waistband and
brings everything you need in a walkshort: Multi-functional pockets in
the relaxed tailoring, stretch cotton twill and a relaxed, surf-inspired
streetwear style.”
PRINTS AND PATTERNS
Hawaiian prints and florals continue to bloom, injected with subtle
details. For Brunotti, these patterns help express the brand’s Italian
roots, as Joffrey explains: “Prints and patterns are very important. One
of the main prints is a tropical print with leafs of olive trees, and basil.
Complete with olives, it’s an Italian tropical print!” Over at Protest, the
Jungle print pattern,“injects a vintage Hawaiian feel, full of stunning
greens and photographic prints of exotic plants, leaves and flowers.”
Keeping in mind what we already said about the black-and-white
colour trend, Protest’s Rebel Pack collection graphics are “inspired
by the classic skate and café racer motorcycle cultures. This
predominantly black and white range is symbolic and saturated with
attitude from the city streets of downtown LA,” Anjet Wesselink tells
us. Geometric prints – most of all triangles – are gaining momentum
in many collections, including Billabong’s Garage line that “welds
geometry with a stripped-back stealth.”
But despite all the subtle colourways and mature designs, the
classic ‘loud’ message t-shirt still rides strong in SS16 surf apparel
collections. Standouts include TCSS’s epic Life Fast Die Shredding
slogan T-shirt, and Billabong’s artist collab with Ornamental Conifer,
aka artist Nicolai Sclater, featuring slogans such as ‘Shape Up or Ship
Out!’ for an extra dose of surf attitude.
So there you have it – attitude and day-and-night surf flavour are
still more important than playing the game of upscale fashion design.
What’s even more reassuring, endemic surf brands pride themselves
in offering genuine value for the money – so no $1,500 jeans any
time soon. Chris at Iron & Resin concludes: “The fabrics we use,
whether it’s the canvas in the Union Work Pant, denim in the Scout
Jacket, to quality used for the wovens and chambrays, the twills in the
bottoms – and the list goes on – are the best quality fabrics any of our
competitors at similar price points can compare.” On that note, surfing
is still far away from Rap Couture, where things are nice because they
are expensive ­– not the other way around.
HIGHLIGHTS
Tailored for day-and-night
Travel, the sea & ‘70s Cali beach culture
Materials – ‘feel the difference’
Sun-faded and washed out
Mature, form-fitting silhouettes using stretch
Geometric prints in black-and-white
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photo: Burton / Eastpak
trend report
COMMUTER BACKPACKS & TRAVEL LUGGAGE
SS16 TREND REPORT
No one gets anywhere near enough time surfing warm water kegs in Indonesia or navigating Alaskan snow capped spines.
And when we do manage to go barrel or powder sniffing, just getting there is a major aspect to contend with. But alas, the
majority of us end up spending the greatest part of our time at work, or getting to work. Either way, travel is something
that goes hand in hand with boardsports and always has done.
For SS16, SOURCE dips its toe into a new trend report topic, as we take a look at a category that brands are placing a lot of
emphasis on as they recognize the importance of the modern traveller among their customers.
By Harry Mitchell Thompson.
OVERVIEW
As the world becomes more and more connected, and the desire to
travel and seek adventure greater than ever, boardsports brands are
making a big push in the luggage category - after all, when travelling
the world, we want to do it with luggage from brands endemic to surf/
skate/snow.
Marc-Alexandre Ducoté, Global Product Manager for Accessories at
Quiksilver recognizes that the brand’s customers are “surfers, skaters
and snowboarders are always on the move, commuting comes to them
naturally. It’s their way of life. That’s why we want to offer them the
best products to pursue this unique lifestyle. High quality backpacks
and travel luggage are definitely part of their daily needs and thus a
category we strive to excel in.”
For Billabong, this category allows the brand to “demonstrate
the technical know-how of Billabong, which is already known for
its wetsuits,” confirms Alexandre Berthonneau – Outerwear and
Accessories Product Manager. Whereas, for Dakine it’s their bread and
butter: “Dakine has become a leader in technical street packs over the
years, this is our identity and where we make the difference with other
brands.”
Nixon sees the category as a continuation from their watch business,
as they “tell the Nixon story and show the Nixon DNA through our
bag designs,” says Product Manager for Nixon Accessories, Ryan
Martinez. For Burton, the category is a “very relevant and real part of
snowboarding – the mission to the hill. Snowboarding is a lifestyle that
naturally encompasses travel.”
LINE SEGMENTATION
For SS16 in technical commuter packs and luggage, we can
see distinct lines separating the category. Swedish bag experts
Douchebags simply split their line between backpacks and rollers and
Nixon also keep it simple with “extended long trips, week trips, and
weekend getaway trips” dividing their line. Dakine split their collection
into carry-on and big volume styles, and Quiksilver offer “performance
and lifestyle oriented products. We also apply the good/better/best
pyramid to cater for the needs of a large array of customers.”
Poler Stuff see things a little differently: “We’re not trying to segment
our bags, more bridge the gap with multi-functional bags that
cross over from the outdoors, into the modern day traveller packs.”
Heimplanet are taking take this a step further; instead of having bags
for specific pursuits (mountaineering, camping, travelling, commuting),
they’ve gone with a line that is more flexible - whereby the user can
leave on a certain trip, their plans could change and thanks to their
adaptability/add on pouches, they will be ready for whatever is thrown
at them.
“Surfers, skaters and snowboarders are always on the move, commuting comes to them
naturally. It’s their way of life. That’s why we want to offer them the best products to pursue
this unique lifestyle. High quality backpacks and travel luggage are definitely part of their
daily needs and thus a category we strive to excel in.”
Marc-Alexandre Ducoté, Global Product Manager for Accessories at Quiksilver
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“We are finding an increase in non-action sports channels as well as continued growth in our core, action
sports channels.” Product Manager for Nixon Accessories, Ryan Martinez
COMMUTER RUCKSACK DETAILS
Padded laptop sleeves are standard across the majority of lines, as
commuters require their portable office to stay safe on the move.
Brands offer multiple pocketing options, with Nixon even going as far
as constructing the main frame of their Shadow bag from neoprene
to “allow the bag to expand and compress, allowing the consumer to
maximize the cubic capacity without adding additional pressure to the
main body coil zippers. This dampening feature prevents zippers from
blowing out extending the bag’s lifespan.”
Burton have combined the urban traveller and snowboarder’s needs
with “board carry straps for our snow packs and computer sleeves
for some of our travel and school bags. U lock pockets for our new
commuter bags, tarp lined pockets for superior water resistance and
weather proofed fabrics.”
Poler Stuff have ease of entry in mind: “Access your stuff from the
top or via the widemouth zip on the front of the bag so you don’t end
up having to pull everything out of the bag to get to your prizes at the
bottom.” Ergonomic shoulder straps are used by most brands and Quiksilver
employ “sternum straps that help relieve weight from your shoulders,
fleece lined valuable pockets, and an internal organiser for all your
small gear.” Billabong won an ISPO Award for their Apex Boa pack
from their Adventure Division (A/DIV.). The company has adapted BOA
technology for strap tighteners and the bag has a wetsuit drainage
system - pack your wetsuit in the detachable wetty pocket, and open
the plug to drain all excess water. Nixon use “foams and materials to
provide the ultimate comfort and support needed for long travel.”
All brands have plenty of added features, and Dakine roll out a whole
host of them: “padded laptop sleeve (TSA compliant for some of
them), iPad sleeve (mini and classic), accessory pocket (cell phone,
pens, business cards), water bottle pockets, fleece lined sunglass
pocket, etc. On high end product (Network II) you can also find a really
innovative breathable back panel.” Electric offer a compression molded
goggle case, heavy-duty skate straps and roll-top for waterproofing.
Douchebags pride themselves in lightweight products providing
maximum protection. “We work with the very best backpack factories,
and together with high quality they keep the Scandinavian design
philosophy that we believe in so strongly,” explains Truls Brataas,
Founder and CEO.
LUGGAGE EXPLAINED
As far as luggage goes no one is looking to reinvent the wheel, instead
brands are tinkering with their previous successes and refining their
offerings with subtle added details. Billabong give their luggage users
ease of manoeuvrability with added extras for those planning more
than just a long weekend: “Compression straps, multiple handles so
the bag can be grabbed from any side, inner compartments, separate
laundry bag, external pockets and ID pocket.” Quiksilver offer: “a
lightweight lifestyle range, available in three different volumes and
includes premium features such as a lightweight molded base and
skate wheels.”
Behemoths in the luggage game, Dakine guarantee durability as well
as functionality. The brand introduced the ‘split design’ a number of
years ago, where the bag opens in two parts, allowing easy access to
each compartment. This has now become standard for many brands,
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while Dakine continue to offer it along with high quality wheels and
a telescopic handle. Nixon also ensures durability while offering
“aluminium retractable handles for lighter weight mobility and ABEC 5
bearings in all our wheels for smooth and easy transport.” Douchebags and Eastpak both offer a new generation of shell design
to ensure their customer’s luggage is safe from damage. Burton are
showing belief in their luggage in the best way possible – a lifetime
guarantee. Eastpak are really stepping up their luggage offering for
2016: “We now bring two and four wheels, single and double deck,
duffle style or trolley and with matching totes, packs and accessories.”
VISUALS
While those who have grown up with boardsports like to remain loyal
to their roots, there are also those who simply like the aesthetics and
lifestyle it offers, meaning some of our key brands are also seeing
success in other markets, as Ryan at Nixon describes: “We are finding
an increase in non-action sports channels as well as continued growth
in our core, action sports channels.” The brand employs a “subdued
black body colour with a touch of sport pop, allowing the collection to
have an unexpected point of view that is true to Nixon.”
Billabong are opting for subtle and tonal colourways in their techy/
functional designs above vintage/heritage styling, with Burton
offering “many different fabrications, unexpected designs and fresh
colourways to tell stories of an adaptable, active lifestyle.” Eastpak
are taking inspiration from their heritage and play with a lot of original
colours and prints.
Quiksilver’s new creative direction sees them look to Brazil for their
SS16 lines, nodding to the country’s street art and graffiti conveying
the stark contrast between night and day, beaches and the favelas and
employing their own unique art direction for the first time.
DEMOGRAPHICS
Quiksilver’s core target groups is 18-25s, with Dakine similarly
targeting the 15-25s, although also stating that they have products for
6-66 year olds as well. Nixon look at the 18-50 market, from college
to working professionals and Poler Stuff focus on 18-35+, mainly
being made up of “young adventurous and ambitious men and women.”
Burton has noticed over the years that their “demographic has stayed
the same but maybe general taste has evolved and matured slightly.”
Douchebags echo this, as they hone in on “the modern traveller.”
Heimplanet believe age is just a number, as they “rather focus on
the lifestyle and mind set of our target group. In our experience
demographics like age become less and less relevant to us.” Finally,
Eastpak believe you’re as old as you feel: “ We aim at the young urban
professional or graduate student. But we’re happy to extend that target
to anyone with a young mind set!”
HIGHLIGHTS
Padded Laptop cases
Skate wheels & telescopic handles
‘Modern traveller’
18-25 target group
trend report
trend report
We are focused on producing an inflatable board that gives the rider a genuine experience.
We’ve done this by focusing on all aspects of the design and build. We are not distracted by
other technologies or needing to produce products for other sports.
What can SUP learn from other boardsports?
Keeping the sport for the everyman is our interest and is the one
thing that SUP can learn from many sports – there often seems to
be a desire to drive product development towards the high end of a
sport and therefore neglect the rider who is just in it for some fun
experiences. We would like to keep talking to the paddler that enjoys
the sport for all the positive experiences it gives him, rather than the
minority who are focused on the extreme end of the sport.
photo: Red Paddle
What does the SUP Industry need to do to help grow the market?
Keep educating people in all areas about SUP, i.e. you don’t need
to live in paradise to SUP. Encouraging people to access their local
waterways and show them that you can SUP anywhere. SUP is the
bicycle of the water. Most people live closer to good paddling areas
than they realize. Too much idyllic location imagery and extreme
action, doesn’t always give people the right message, and therefore
the right understanding of where they can paddle.
SUP FOCUS
RED PADDLE CO.’S
CO-FOUNDER JOHN HIBBARD
When thinking of the top stakeholders in the booming SUP industry, a few companies spring to mind. With an eye on
the main innovations over the past year, it quickly becomes evident that the individual best fitted to feature in this first
industry interview, is John Hibbard. He’s the relentless visionary who, aside from being Red Paddle Co.’s co-founder, is also
a talented product developer. He has helped the industry progress through a series of smart product innovations. The first
is the most sought after SUP pump, the dual chamber Titan Pump. An additional innovation which Hibbard spearheaded
is the patented Rocker Stiffening System. Two fiberglass battens slide into a special PVC pocket that considerably
increases the longitudinal stiffness of the board. Last year, this invention earned Red Paddle Co. the ‘Coolest Gear of the
Show’ award at Paddle Expo in Nuremberg.
Hibbard shared with SOURCE how they are supporting the specialized market, some insight into where SUP is heading and
how important it is to have state of the art resources available for the growing number of SUP centres opening on all kinds
of bodies of water. Interview by Robert Etienne.
Please briefly introduce yourself and your background in boardsports.
My involvement with boardsports goes right back to my early childhood
when I would ride my father’s homemade wooden surfboards during
the summer holidays. By my early teens, I had switched to riding ‘real’
surfboards and had taken up windsurfing. Through my late teens I
gained the highest level of windsurfing instructor qualification and
spent the ‘no wind days’ running a windsurfing school and working
in the local windsurf/board store. By my early twenties, I had become
a full time professional windsurfer competing on the PWA world tour
and the domestic tour. I was UK wavesailing champion in 2007, which
seemed like a good time to step aside. I then turned my attention to
creating Red Paddle Co. in 2008 and never looked back since!
How does your brand differentiate itself on the SUP market?
We’ve only ever sold inflatable boards. That makes us fairly unique
in being one of very few brands that is dedicated to this technology.
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There are ‘brands’ that are only inflatable, but these are OEM (Original
Equipment Manufacturers) brands placing a logo on someone else’s
product and ordering stock shapes and constructions.
We are focused on producing an inflatable board that gives the rider
a genuine experience. We’ve done this by focusing on all aspects of
the design and build. We are not distracted by other technologies or
needing to produce products for other sports.
That’s one reason.
The other is that we come at SUP from a different approach. We have
always seen it as a mass-market sport and our product range and
marketing have always been directed towards producing the right
product for this customer as well as talking to them in a way that
excites them about the sport. Our feeling was, and still is, that many
companies come to the whole SUP thing from an elite performance
level, something that the average customer can’t relate to.
What is your perception of the specialized shop?
These guys are good and for the most part they understand what
their local market needs. They are normally passionate about
paddling and will often be the best place to go and get advice. The
only risk I see with these guys, is if they set up too early, before
SUP really got going. We’ve seen a few come and go as there was
not the level of sales they had hoped for in the early years, but
those that were able to hold it together are now able to tap into a
larger potential customer base. For sure though, just being SUP
specialized means you can’t afford to just coast along, you need to
constantly connect with new customers and keep running things
like paddle nights to keep new customers coming through the door.
Are online stores a threat to the survival of specialized shops?
Unless the online store is just selling on price, and looking to sell
the cheapest product, I feel they need to be experts in SUP to
survive. I think you will find a lot of online stores are spending a lot
of time talking to a potential customer – either on the phone or by
email – giving them advice on what to buy.
Online retail is here and it has its challenges just as bricks and
mortar stores do. While they may not be able to take people
paddling, they will be judged on their knowledge and expertise and
this is what sees them succeed or fail.
If buying a SUP board were a simple decision then for sure online
retailers would have the edge, but because it does require some
level of research by the consumer, this does level the playing field
somewhat. Brick and mortar stores often have very good online
presence. The advice people find online, on their website, is what
makes them go and visit the store for more advice or to experience
the sport.
Everyone needs a website and everyone needs to sell the benefits
of shopping with them. Specialist and brick and mortar stores have
a lot to offer in terms of hands on service and if this is promoted by
them in the right way there is a lot of value there.
What do you do to support brick and mortar retailers?
We encourage all our distributors to offer demo services for
physical retailers to help them offer paddle nights and events.
We are also working on a training package for our global physical
retailers, that will assist them in learning more about Red and
helping them get trained and therefore be able to sell our products
more easily.
We have far more physical shops than online only stores that sell our
products. Our focus is making sure the physical shops have all the
knowledge they need to sell effectively. We are going to be piling a ton
of resources into this training package.
Which decision have you made that has had the most impact on your
brand?
We’ve always wanted to handle as much of the design and
manufacturing as we can. We never set out to be an OEM brand just
producing standard, generic products. So, from day one, we wanted
to develop, pumps, bags, etc. to deliver a product we are happy
to use ourselves. Recently we have taken this one step further by
developing a dedicated factory to just make our boards.
As the demand for product grows, you need focus from everyone
and that includes the team you have building the boards. In most
manufacturing establishments the workforce will be making boards
one day and then something different the next day, which means
keeping consistency in finishing, quality and lead times become a
massive challenge.
For 2016 we have taken the big step of creating a specialist
production line. This means it is running almost constantly and the
workforce are only making our boards. This gives us more control
over all the variables and allows us to keep a closed door on some
of our innovation projects.
Where do you see SUP going in the next five years?
The future is really exciting. It still doesn’t feel like we have really
started tapping the potential. I see SUP moving more and more
into the mainstream as a means for people to get out in the open.
Just like someone would take their bicycle for a ride around the
countryside on the weekend, they will go for a paddle on their SUP.
They probably won’t have any idea you could be a world champion
in SUP! Talking of which, I have to leave now to meet up with a
friend to paddle across the bay to the local bar for a beer – he
certainly has no concept of using his board to enter a race, except
if there is a beer at the end!
I see SUP moving more and more into the mainstream as a means for people to get out in
the open. Just like someone would take their bicycle for a ride around the countryside on the
weekend, they will go for a paddle on their SUP.
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photo: O’neill
trend report
WETSUITS SS16 TREND REPORT
European winters are long and we’re always happy to be able to get back into our 3/2 or 2/2 wetsuit, depending on where
you surf. As always, wetsuit manufacturers have plenty of product innovation stories to tell for next summer, and Francois
Applagnat has delved deep to help you work out what’s going to work on your order forms for SS16.
WHAT’S NEW FOR SS16
Thanks to a rich history of wetsuit design, customers have become
accustomed to expecting the world from their wetsuit. The market
craves innovation and each wetsuit brand closely monitors upcoming
trends in surfing and then conducts the required research and
development in close collaboration with their suppliers. More and
more brands are considering neoprene products as an extension of
their ranges, especially in bikinis, such as the Alana Blanchard range
from Rip Curl. Now that digital technology allows for printing on all
types of materials, there are more opportunities for making crossovers
between clothing design and neoprene design.
“The wetsuit market in the Spring/Summer season is so much bigger
than in the Fall/Winter season so you have to have products that
appeal to a greater range of requirements and tastes,” Joe Turnbull
from O’Neill Wetsuits confirms.
Zipless wetsuits are a dominant feature for Ion Wetsuits and the brand
will also introduce products that are more fashion orientated such as
their Muse range that goes from “sporty to sexy”, as Carlo Rauen, the
brand’s product developer tells us. Wetsuits without zips are trending
hard but we’ll still be seeing back-zips for entry-level products. 3/2
and 2/2mm are the most common thicknesses for SS16 but Donovan
Marais, Chief Executive at Derevko Wetsuits, is breaking the mould
with their versatile new 2.5mm steamer, although he admits: “Our
biggest market is still with Fall/Winter wetsuits, and accounts for 80%
of our business.”
Brunotti’s Marketing Director Franck Uyt den Bogaard: “This year
Brunotti launched a new and complete range of hardware and softgoods under the Brunotti RDP collection.” Franck explains that the
RDP (Rider Developed Product) range is expanding, and while last year
there were only two products available, now you can choose from 10
different products. At Tiki International trends are less important than
function and there is more demand for customers to have the same
products as the pro riders. Onda Wetsuits are also working closely
with their riders to improve their next range of products.
Benoit Brecq from Madness is working specifically with surf schools
and offers Evolution wetsuits with a very good fit for an entry-level
product.
MATERIALS AND INNOVATION
Innovation is a concept interpreted differently by each brand. While
some are working more on fashion trends, product designers are
predominantly developing new materials with the help of (mostly
Asian) suppliers. So there are different solutions to the challenges of
innovation.
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Joe from O’Neill Wetsuits explains the properties of Technobutter2,
their super light neoprene that absorbs minimal water. While their first
version of Technobutter was a commercial hit, the second version has
allowed for further improvements to technical properties.
Rip Curl is currently manufacturing E4, “the most stretchy, lightweight
material on the market,” as Rip Curl Wetsuits Product Manager Borja
Torres tells us. At Brunotti, weight reduction is their primary objective.
Carlo from Ion Wetsuits is introducing a new seam next year called
Maki to improve stretch. Whereas for Patricia Siepel, Product Designer
at Jobe, “We follow many fashion trends. Fashion gets more important
lining already used in the Fall/Winter range, which dries quickly to
allow surfers to have several sessions per day.
For James at Circle One, the new materials developed by the brand
are the premium SCR and the Xtend, a quick drying top-of-the-range
lining. At Quiksilver, we find thermal DryFlight lining between FN Lite
neoprene, Red Seal technology and flush lock seals that allow you to
drain the suit through the wrists. An interesting development worth a
mention at Gul is the Flexor with its H10 sole for optimal grip and flex.
And finally Onda’s super light material is the RS with a 3/2 weighing
in at just 1kg.
MULTIPLE SESSIONS
When the ocean’s temperature heats up during spring and especially
summer, it’s great to be able to spend more time in the water and have
several sessions. The days are longer so there’s every opportunity
to get back in the water several times in one day. As mentioned
previously, wetsuit manufacturers have to factor this into their recipes
when cooking up a new product. The designer also has to strike the
right balance between a flexible and durable material. The seams are
less important than they are for Fall/Winter when the water is colder
but products must be stretchy yet sturdy.
Carlo from Ion Wetsuits recommends their Plush lining for multiple
sessions and fast drying. For Patricia at Jobe and Phil from Tiki
International, it’s important to dry very quickly and they have improved
these properties further for next year. In Rip Curl’s range, you can
choose between the Freeflex and the E4 according to their flexibility/
durability ratio. Brunotti simply opt to absorb less water. Along the
same lines, the Technobutter2 jersey from O’Neill absorbs 30% less
water than classic jerseys, allowing them to dry quicker, which is the
key for a day of many sessions.
The less tired we get the more we can surf – the perfect fit is
becoming very important for brands like O’Neill, Rip Curl and Madness.
It’s also important to avoid creating irritation and the inside lining is
the key material. “Particular attention is paid to the ‘ease of movement’
in the strategic paddle-zones”, says James at Circle One. “Intelligent
seam placement enables the neoprene to do its job of stretching where
needed most (underarm and shoulder).”
photo: Brunotti
STRETCH VS DURABILITY
When you are using lighter neoprene there is a balance to be struck
when looking to achieve more stretch because it means the material
wears quicker. Customers are always on the hunt for a bargain
and with more competition between brands than ever before, they
are forced to offer better prices. For Ion Wetsuits, they use special
Ninja_knees and the Ninja_spine for an extra stretch sequence around
the knees and on the back. For Patricia at Jobe: “On the inside of the
seams we use critical point savers on each point where there’s a lot of
tension.”
for us.”
As we’ve seen with Patagonia’s Yulex, the issue of ecology has
become a very important point. Phil Bridges from Tiki International
is “proud to introduce PAH free, limestone neoprene with aqua based
glue lamination. It’s a big step towards an ecologically responsible,
realistically affordable neoprene”. He adds that he is already selling a
zip free, quick drying model that is used and approved by big wave pro
Andrew Cotton.
The major innovation for Madness in SS16 is in their Unlimited range;
the ‘Donut Cuff’ system that prevents water entering at the wrist.
Billabong Brand Manager François Liets comments on the Furnace
Phil from Tiki International explains how durability is one of their
quality control criteria, particularly for certain joints or stress points.
Joe at O’Neill Wetsuits has a suitable solution with the S seam that
reinforces the join and enhances stretch. The stretch is the starting
point of comfort for Benoit at Madness and he believes it should be
pushed to the max to achieve the most comfort possible.
“With regards to durability, we have implemented rubber stress point
reinforcement to offer our customers even more longevity out of their
wetsuit”, explains Abby Millar at Osprey.
“Proud to introduce PAH free, limestone neoprene with aqua based glue lamination. It’s a big
step towards an ecologically responsible, realistically affordable neoprene”.
Phil Bridges from Tiki International.
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For Derevko, Donovan explains that simplicity is key: “We use a very
minimal seam placement, with only four major panels - less seams
= more stretch! For durability, we use our G5 neoprene which has
proven to provide the ultimate mix of stretch and durability.”
HIGHLIGHT PRODUCTS
While all brands supply a range full of wetsuits for all watermen (and
ladies), each brand has a flagship suit or collection to boast about. Ion
Wetsuits are shouting about their zipless wetsuit with the Ninja seam
thanks to their improvements in its weight and stretch.
“A Honolulu 2mm Patina, the most feminine wetsuit out there, a short,
sexy design with long sleeves” will be on top of the pile at Jobe.
For Tiki International, the Zepha ZF combines the maximum amount
of stretch and warmth with a dry lined, zip-free interior like for the
Zepha 2, constituted mostly of flex plus.
photo: Roxy
Between the PsychoOne, the PsychoFreak and PsychoTech, O’Neill
Wetsuits have plenty on show with Technobutter2 offering supreme
stretch and featherlike weight.
For Madness Wetsuits, the Unlimited shorty for women with a slender
cut and flashy colours will be their highlight of the season. They have
also developed Lycra shorties for kids with bright colours so that
parents can easily keep an eye on them on the beach. François Liets
from Billabong selects the Furnace Pro 302 and the Spring Salty Days
in the surf capsule collection as their key stories for SS16.
Eleven8 frontal zip and the Icon pieces are leading the charge for
Circle One, with the latest SCR super stretch material (4-way stretch),
the Ultraseal and the LGS seal with a water drainage system to retain
as little water as possible. The Oracle for men and the Omnitron for
women with pink camouflage shows camo is still alive and kicking for
SS16. These wetsuits combine long-lasting adhesives and blind seams
with quickdry technology.
At Quiksilver, the AG47 is top dog in the men’s collection as is the XY
capsule in the women’s. Gul’s top-of-the-range piece is constructed
with Gul’s X Flex neoprene providing 150% more stretch according to
the brand’s commercial director Mike Pickering.
COLOURS
While in Fall/Winter colours remain dark, next Summer’s collections
will bring brighter colours and even fluoro to the fold. “We’ve seen
big changes in recent years with bigger, bolder, brighter and even
fluorescent colours popping up in the market,” explains Abby from
Osprey. Derevko’s flashy green is now acknowledged as far afield as
Australia and South Africa as the brand’s signature.
Ion Wetsuits and Circle One subtly modify their hues from winter to
summer, with Ion using a mixture of dark grey, red and orange while
Circle One modifies their Pacific blue and fire red between seasons.
Patricia at Jobe is using some bright colours and digital prints from
photos to give a unique look. Wetsuits for women are a growing
market and you will find them coordinated with bikinis at Rip Curl and
O’Neill. Benoit at Madness knows that customers are looking for black
wetsuits with touches of bright, flashy colours like yellow, which he is
already pushing this season. Paolo from Onda Wetsuits is sticking with
black, while Brunotti go with dark red and dark blue.
François Liets at Billabong employs brights such as orange and
yellow for their Furnace suit, while he also uses on-trend colours
and patterns including: “Some Marrakesh prints. They are definitely
brighter for the kids range with orange, mango and fluoro lime. For
girls we have some very nice flower prints for the surf capsule”.
OVERVIEW
The Spring/Summer wetsuit market is booming and ranges are
constantly adding and updating functions and features. Zipless wetties
have become a very strong trend for most brands and everyone is
working on new materials in-house or with their suppliers.
To accommodate multiple sessions in one day, brands are offering
stretchy, long-lasting products, and more quick-drying linings than
ever before. Fit and seam placement improves every year to bring
more comfort and durability. Competitive pricing has become an
important factor and each brand has to strike the best compromise
between price and durability.
Fluoro and bright colours will be strong trends. Women’s wetsuits will
be accessorised to link in with fashion and will have a large choice of
prints while remaining functional and ‘sexy’.
HIGHLIGHTS
Zipless
Fluoro and brights
Multiple surf session
Smart seam placement
“We use a very minimal seam placement, with only four major panels - less seams = more
stretch! For durability, we use our G5 neoprene which has proven to provide the
ultimate mix of stretch and durability.”
Donovan Marais, Chief Executive at Derevko
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buyer science
BUYER SCIENCE
Surfer and artist Ivo Nisa opened the first 58 Surf in
Peniche in 2001 and Nisa is still head buyer for the shop
which now also operates a store further down the coast
in Ericeira, as well as a successful online store. Falling
under the Despomar umbrella, 58 Surf offer a huge range
of surfboards and strong lines of technical material and
apparel. SOURCE spoke with Ivo for this issue’s Buyer
Science, to find out more on his buying process nearly 15
years after their launch.
How long have you been a buyer for Despomar? And how did you
start out in this position?
I´ve been a buyer for Despomar for about three and a half years.
This naturally happened with Despomar, as my former independent
company had a really good relationship with them and the hard goods
world, so things just progressed. I opened the first 58 Surf shop in
Baleal, Peniche in 2001.
During your time as a buyer, what have been some of the most
important lessons you have learned in how to cater for your
customers?
Being honest and clear with the customers about what you have to
offer them. 58 Surf isn’t about pushing cheap, bad quality products to
the customer.
What is the process of choosing the brands to stock in your stores?
We’re always open to see what’s new. We first of all collect all the
information on new brands, create some comparisons and this way it
allows us to decide what would work best for our customers and our
stores.
Do you find that you need different strategies for buying for online
and buying for the retail stores?
Yes for sure, but there is some common ground between the two.
The theme that runs through our stores are: customer tendencies,
the beach life, and an urban buzz. Apart from that numbers are the
key. We need to keep a balance for both rolling, and new projects. We
like to remain positive but also careful with regards to new buying
projects.
Which brands are doing it right at the moment?
There are always a few brands that are incredibly successful and
keep things fast, but in the end I think that there needs to be a balance
between the big, medium and small brands; they all need to exist to
make the market fun. All the brands we work with are somehow doing
it right. Like I said, we need this balance.
If a small brand grows will it be the best? Or will this growth stop
them from being so good? If a big brand becomes smaller, does it get
better, or more cool? We need them all fox a well balanced industry.
What is it that makes your stores so popular in your opinion?
A lot of dedication, work and care between the team. And the
involvement of lots of our friends.
How are you adjusting your buying strategy to adapt to recent
currency issues?
I’ve adjusting what I purchase and have to plan ahead much better for
seasonal products.
Which tradeshows do you attend and how important are they for your
decision-making?
I don’t visit many tradeshows. Most of my research comes from
watching people live their day to day lives, and doing the same when
I’m travelling throughout the year. I like visiting the industry’s factories
to understand how everything is produced, how it works, and how it is
improved. I just try to look at these things as a teenager with a 35 year
old’s conscience and bring the dream to the racks and shelves.
What trends are you noticing with streetwear/outdoor crossover
segments?
People’s personal likes and tastes are changing so rapidly with the
amount of information that’s readily available. Trends are changing
direction all the time, and it’s no fun to stay in one place. Outdoor wear
and streetwear are naturally mixing. We want to look good and feel
comfortable at work, at the beach, on the running track, skatepark,
dance floor, etc. Everyone is trying everything these days. In my
opinion, the trend is to be comfortable wherever it is you need to be
everyday.
Do you have any advice to new brands on how to appeal to retail
buyers?
Have the surprise factor. Have a passionate and caring representation
of your country amongst the team and at events; and also have a solid
sales team.
I like visiting the industry’s factories to understand how everything is produced, how it works, and how it is
improved. I just try to look at these things as a teenager with a 35 year old’s conscience and bring the dream to
the racks and shelves.
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brand profile
MAUI AND SONS
Maui and Sons started off in California as a surf lifestyle apparel company. Their cookie logo on the rear pocket of their
shorts became iconic and 30 years on the brand is just as fresh and bright today. Headed up by Nuno Fonseca in Europe,
the brand are providing a multitude of boardsports products ranging from SUPs and cruisers, to boardshorts and their own
coconut water. Read on to find out why Maui and Sons have something for everyone…
Can you tell us a bit about the history of Maui
& Sons, going right back to the beginning in
the 80s.
In 1980 three young surfers from Southern
California decided to start a cookie company
named Maui’s Chocolate Chip Cookies. They
burnt their first batch of cookies, and turned
their attention to designing fashion pieces for
surfing and action sports. The cookies became
inspiration for the Maui and Sons logo.
Inspired by the creative genius and founding
partner artist Rick Rietveld, Maui and Sons
as their new business was called, was
launched with bold ideas, a few thousand
dollars and a pair of madras surf shorts. The
company aggressively marketed their unique
designs with their logo on their back pocket
to Southern California’s surf community. The
rapid growth was tough for the founders, and
they enlisted the help of Richard Harrington,
a successful businessman who purchased
the company in 1989. Richard saw the global
potential and transformed Maui and Sons from
a clothing manufacturer to a brand licensing
company and expanded its operations
internationally.
Maui and Sons has grown to become one
of the best-known brands in action sports
apparel and equipment worldwide. Today,
the company’s products are sold in over 100
countries around the globe. For over 30 years,
Maui and Sons has created products that
represent an image and a way of life that
appeals to those who aspire to an active fun-
loving lifestyle and the global surf culture.
Who is on the management team now and
what are their backgrounds?
The company is still managed by Richard
Harrington, who is very much ‘hands on’ and
his main support comes from the President of
the company, Jim Demet who has been in the
company for a decade. In Europe, it’s all down
to myself and Blake Harrington, Richard’s son,
to expand and grow the business and product
lines. We all have quite different backgrounds,
Jim is a lawyer and I come from the more
brand marketing of active sports brands such
as Adidas and Nike.
How do you differentiate from competitors?
As a brand, our Sharkman visuals and
graphics and our neons are straight away a
differentiator factor. Our attitude also stands
out, because we are probably the only surf
and lifestyle brand that goes mainstream and
does collaborations with mass-market lifestyle
retailers. In the past few years we have done
collaborations with H&M, Pull and Bear, OVS
and even Primark, but at the same time, with
a strong segmentation strategy we have been
able to sell our core range into pro stores and
department stores.
What do you see in the future for the
company?
In Europe we are taking back the strong
positioning that we had in the ‘80s and ‘90s.
We have studied the market and realized that
the consumer values our brand, and so we
have defined distribution strategies to give
the consumer the product they want. We are
growing in many areas, but the wheeled goods
are definitely a growth accelerator for us and
we can aspire to leading in many categories of
the wheeled goods market.
How do you see the development of the
boardsports apparel market?
The markets are changing; if we look at
Europe we will see a completely different
market in the UK relatively to the GAS
(German/Austrian/Swiss) countries. I
personally divide Europe into several markets
and we have to adjust any product we do for
them. GAS countries are looking for quality
and high testing in products, new technologies
and more conservative trends. The Decathlon
Countries as I call them - countries where
Decathlon has a huge impact with a large
number of stores and retail aggressive
pricing, we need to have a range that provides
good designs but also a benchmarked price
point and a value for product. The important
factor is that consumers all over want a
healthier lifestyle, so the sporting industry
has everything to gain from this, and we
will see the markets grow. Boardsports,
mainly longboards and cruisers have another
important aspect of growth, which is their
growing use as transportation.
WWW.MAUIANDSONS.COM
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brand profile
NICE SKATEBOARD
Frankfurt based Nice Skateboard is experiencing fast growth since its inception in 2014. The company is now to embark on
its fourth production run of the first 20 models of longboards and is due to release 28 new models over the next few months.
General Manager Gerd Weisner explains how the brand’s extensive product range including drop-through longboards, cruisers
and park models combined with their speed of growth has made them a brand to watch for 2016.
How was the concept of Nice Skateboard
born?
GTA Distribution is a long time player in the
boardsports distribution. In the past 20 years
we took care of many brands with a focus
on surf, snow and, to certain extent, skate.
All our staff have grown up on the streets of
Frankfurt and skateboarding is in the DNA of
the company. Two years ago the city built an
incredible skate park between the river and
the new European Banking Tower. It´s one
of the best, designed by the legends of the
local skateboard club. Our company is located
directly by the river, only 500 metres from the
park. In the first run we focused on all kinds
of dropthrough longboards. This autumn is the
release of the cruiser and park models as well
as our truck and wheel brand Porter.
What values are important to Nice
Skateboard?
Nice is not limited only to longboards and we
are a next generation skate brand. We are open
minded with a strong emphasis on design
and quality. Our friends, staff and team riders
use longboards for long distance travel and
downhill trips as they use cruisers through park
and bowl. Functionality and quality are most
important in any category. Graphic design is
also super important for selling the products
but in the first step we all have to agree on
functional shapes and the quality standard of
Nice Skateboard. You skate and you like to use
your own product because of performance this is the most important value.
What distinguishes your company from the
competitors? Why should retailers sell your
products?
Energy, speed to drive decisions, capability
to invest into product and ignore fixed margin
rules. If we get a better skateboard we devote
more attention and money to production. We
want to be a benchmark in great design as well
as price/quality ratio in all price points. We have
a clear distribution strategy – whatever we do,
we do it thinking long term.
What ambitions do you have in terms of
future development of the company?
It´s been like a jump start and we have
presented the first 20 longboard models. Now,
just eight months later, we are into the fourth
largeest production run for these models. We
will release 14 new models this autumn and
another 14 in the beginning of 2016, adding
cruiser and park models to the large range of
longboards. Nice Skateboard will offer fantastic
product performance and real artwork resulting
in natural growth of the brand.
What do you think about the European
market and the general evolution of the
industry?
WWW.NICESKATEBOARD.COM
84
It´s a wide spread market with different cultures
and that´s so interesting. Building a European
brand is like building a worldwide brand and
far from boring. We love real shops run by real
people with different character. We see chain
stores taking market shares, general internet
retail ‘corporatocracy’ selling niche products,
we see clothing brands selling longboards,
we see brands selling to consumers – this is
a modern jungle. Anyway we believe in clear
strategies and understanding of market rules
and we know that the best products, brands,
and retailers will find each other.
How do you use sustainable materials in
your products?
Canadian maple is a fairly sustainable wood.
Bamboo is very sustainable. Combined with
epoxy glue the environmental aspect is as good
as possible.
Do you support any athletes and if yes, how?
We have started with a number of grassroots
riders and friends and support them not only
with boards and clothing – there´s always a cold
beer in the fridge too.
Are you running any other marketing
projects and if yes what?
In 2016 we are planning a flow ride contest –
more to come…and we will grow the number of
the “THIS IS NICE” family.
brand profile
KORUA
With its unconventional shapes, the German-based snowboard brand Korua Shapes offers an alternative snowboarding
experience. Inspired by snow-surfing and founded by pro-riders Nicholas Wolken and Stephan Maurer, Korua aims at bringing
the fun back to the mountains with specially designed boards for different conditions.
Can you tell us about the history of the
company?
I had been struggling to identify with
snowboarding for a while. I guess it had to do
with the fact that I was getting older. On my
first trip to Japan, filming for True Color Films
I saw and got to learn about the snow-surfing
movement first-hand by the Car Danchi crew.
The Japanese focus on perfectly executed
turns and the overall surf inspired approach
was right up my alley and I immediately
felt at home again. At the same time, I was
developing boards with my previous sponsor.
Now I was pushing for new and experimental
shapes and telling them how cool it would
be to start a European Snowsurf brand. This
must have left a impression because the
following July I got a call from Jerry, the
product developer I had been working with,
telling me he found a way to get this going.
After the phone call, I immediately got
Stephan Maurer whose partnership with
Burton just ended, and Alvaro Vogel from
True Color Films on board. We were longtime friends and I had been surfing and
snowboarding with them, so I knew they
had a similar idea of what snowboarding is,
or could be. Together we brainstormed and
worked a lot on profiling the brand to present
it to an investor (WINCKLER&CO.,LTD) who
granted us a budget within which we can
now realize our ideas. At the moment it is
me (Nicholas Wolken; brand management,
rider, product development, distribution
Switzerland), Stephan Maurer (rider,
product development, design, social media
management), Jerry Niedermeier (product
development, budget planning, distribution
Europe) and WINCKLER&CO.,LTD (Distribution
Asia) involved. Not to forget our ambassadors
and friends whose opinions and ideas are key
to the whole project.
You blend old shapes with present ones
and simultaneously add something new to
each board. Why did you decide to focus on
unconventional boards in terms of shape?
It’s pretty simple; they are way more fun to
ride, especially in the conditions they are
designed for. Same way it’s usually more fun
to surf a longboard in knee-high conditions
and a shortboard in fast and hollow waves.
Every board has a very different character
and offers new experiences. Learning to know
a board and feel its preferences is something
really enjoyable.
Most of our line carves well on slopes, is
directional and a variation of a swallowtail
because we believe the majority of
snowboarders ride groomers / occasionally
powder and almost never ride switch, and
if they do so, it’s like five turns a day. And
for those few who throw big switch tricks in
deep powder, there is still the Trannyfinder.
My experience is that our shapes make riding
simply easier and the easier the board is to
ride the better you ride and the more fun you
will have, right?
WWW.KORUA-SHAPES.COM
86
What is the process of building a Korua
snowboard - from getting the idea for the
shape to the materials used etc?
We first develop a concept for each board in
the line, starting by noting the purpose and
characteristics it should have followed by
hand sketches. Of course there are different
opinions and experiences in how a certain
trait influences a board’s performance. That’s
why we (the riders and product developers)
get together as a team to get all the specs and
materials settled. After that, Jerry draws the
first drafts on the computer and we give him
feedback on it, which he applies in the second
draft. This process goes on until we are all
happy with the whole line. Next, we produce
and test the prototypes to see how well our
concept was implemented and if necessary
make additional changes. The whole process
takes a few months usually…
For whom are the company’s products
designed? Which is the target group of
Korua?
We build boards that we personally would
like to ride, so I guess the target group - if
you can call it as such - is male and around
28 - 40 years old. After this first season we
had some specific demands from women and
Japanese customers that we integrated in our
new boards.
green page
OUTERKNOWN
SPEARHEADING A MOVEMENT
Kelly Slater launched the exclusive men’s label Outerknown in the US. With its ‘best practice’ material
selection, the eleven-time surf champion sets a very clear statement. Especially since the surf industry
clearly lags behind the bigger outdoor brands and the smaller and more innovative surf labels when it comes
to strategic sustainability or any movement towards a circular economy.
Cira Riedel from GreenRoomVoice investigates.
Kelly and John Moore (American GQ’s Best New Menswear Designer),
have recognized that we don’t need raw virgin materials to tailor
quality clothing. They use the polyamide “Econyl” by the Italian
manufacturer Aquafil, a waste product that is up-cycled from
discarded fishing nets. Furthermore Outerknown is a bluesign®
system partner, which means that hazardous chemicals are eliminated
from the manufacturing process right at the start via a restricted
substance list, indicating what chemicals can be used safely and
in what quantities. Once the items have reached all the bluesign®
requirements, Kelly can tag them with the ‘bluesign® approved
product’ hang tag. Moreover Slater uses regenerated wool and organic
cotton in the simply styled and timeless pieces: muted colours, little
accessories, little recognition value, high quality.
The regenerated wool from Italy, which we find for example in the
Hemisphere Peacoat, is not a new concept. Quite the contrary. The
fact that Kelly’s clientele classifies recycled material as an upgrade,
where the ‘new’ was recognized as the decisive quality feature not
so long ago, is kind of revolutionary. The surf superstar prefers used
wool, which hints at the rethinking of his generation. Even 50 years
HOW DID HUMANITY CREATE LINEAR ECONOMIES?
Currently, the most popular solution for almost all products is a
chemical one and has existed for about 150 years. It started off
with the chemists’ fascination for a waste product coming from
steelmaking, and laid the foundation for an endless variety of products.
Suddenly they could produce synthetic dyes, medicines and plastics,
which was revolutionary. A new scientific system was set up and
a chemical industry, which was at first based on a waste product
from steelmaking and later on raw fossil fuel oil. The raw material
was cheap, and from that, incredible wealth and riches were created
very fast, to which the countries of the first world have become
accustomed. The age of the throwaway society began. With the
production of synthetic dyes and fashion the marketing topic and the
idea of fast moving consumer goods with planned obsolescence began.
However, due to the impending resource scarcity and the associated
increase in costs of raw materials, it is increasingly important to turn
this linear thinking back to circles and to find alternatives to fossil
fuels. It is vital for agriculture, chemistry and economics to push
policy again in a circular direction and get away from the one-way
“Everyone dreams of a coastal lifestyle - what that surfing lifestyle represents - but they don’t necessarily want
to dress head to toe like a surfer.” John Moore, Designer Outerknown
ago this practice was deemed not very progressive, which is why the
well known ‘wool mark’ label was introduced to distinguish freshly
shorn wool.
When recycled materials become the core of a brand’s material
philosophy, like at Outerknown, we enter into the mind-set of
‘Circular Economy’. Using materials, which are extracted from a
former existence as a product of some sort is one part of it. The fact
that these values are nowadays associated with quality, an up market
clientele and a substantial price tag, leads us to acknowledging a shift
of mind-set in society.
The idea of circularity in itself is nothing new; in nature, all material
flows are of a circular manner, waste nurtures the new. It’s only
over the course of the last two centuries, that we have created linear
process flows despite the fact that it cannot be continued indefinitely.
street solutions and dead ends.
What Outerknown is showing is best practice. It has to be said though,
that the price you pay for it, is related to the positioning of the brand,
the design and the quality rather than just the fact that sustainability
plays a key role in the design process and choice of materials. There
are other examples of similar smallish brands, who deliver this kind of
sustainability, consideration for the environment and best practice in
their geographical context at a more reasonable price.
Where Outerknown is definitely strong, is the quality aspect. Good
quality lasts, especially when the design creates a lovable piece that
serves its owner a long time. Let’s hope the women’s collection will
benefit from the same principles. Less fast fashion, more carefully
tailored ‘must keeps’ in our lives will be a real treat.
WWW.GREENROOMVOICE.COM
88
NEW PRODUCT
01-PENNY - LONGBOARD
Penny Skateboards has added longboards to
an already extensive range of premium plastic
skateboards. The new 36” Penny Longboard
offers a fresh riding style that won’t disappoint.
Penny Skateboards, at its core, is about making
skateboarding accessible to all and the 36”
Longboard provides a new style of Penny
boarding.
www.pennyskateboardsonline.com
01
02-FREEWATERS - SKY TRAINER
The Sky Trainer is a super light and clean
lifestyle shoe that can be dressed up or down to
adapt to any moment. A pair of size 9 weighs
just 13oz - similar weight to a pair of sandals. It
features Smartsuede, a highly breathable vegan
microsuede, in a minimal seam design that
provides a soft, custom fit. The Super Pillow insole
is twice as thick as a standard insole.
www.freewaters.com
03-URBAN BEACH - CLOUD NINE 4 WAY
STRETCH BOARDSHORT
Pro-rider Tom Butler’s first signature boardshort
is inspired by his personality and big wave
surfing achievements. Specially constructed with
a polyester & elastane blend making it a 4 way
stretch boardshort for unprecedented freedom of
movement for surfers. Side vents + zipper pocket
detailing add an updated technical element to their
premium boardshorts.
www.urbanbeachclothing.com
03
04
04-EASTPAK - WYOMING INTO OLDIES
BACKPACK
There are true vintage classics that require no
intervention at all, like the ‘Into oldies’ replica print
that comes straight from their 1987 catalogue.
Dusted off and reproduced for their Into The
Out collection, this bag resurrects the 80s
underground scene with its bold and colourful
graphic print.
www.eastpak.com/eu-en/
05-SANUK - BIANCA
As part of the Alphie Collection the product
features outsoles and inserts that are incredibly
light and super flexible. Soft suede oxford lace-up
with leather logo detail. Super squishy footbed
featuring yoga mat heel pod, arch support and
antimicrobial additive. Same comfort of a Yoga Mat
Sandal in a shoe. www.sanuk.com
06-OSPREY - CHECKERS LONGBOARD
This twin tip, drop through board, features an
impressive laser-etched precision cut deck with
a checkers board design. The tech spec also
catches the eye: 35” x 9” 7 ply Canadian Maple
and 1 ply of Fibreglass Board, ABEC 9 chrome
bearings, SHR 82A PU Wheels with Ground Edges.
www.osprey-surf.co.uk
90
02
05
06
market intelligence
MARKET INTELLIGENCE UK
By Gordon Way
I am writing this in a bit of a state of shock – for business and
personal reasons. I lost someone close to me, way before his time
and completely unexpected. It really does make you count your
chickens and encourages you to re-evaluate your life and, perhaps
more importantly, evaluate your way of life. Of course life does go
on. We stop, evaluate, think a bit harder. Hopefully confirm that we
are doing some things right and then, most often press on regardless,
although I like to think something has changed.
Then another shock! An ex President of the SIGB, Paul Halinan,
has lost a leg to Cancer. This guy is one of the most affable and
active 50+ people you can meet. He is now most certainly in a
position to re-evaluate his life but one thing is for certain - his
outlook, his drive and his passion for life will not be dampened. He
may have lost a leg but he’s not lost his sense of humour, which will
hopefully stand him in good stead (pun intended).
OK – here we are… apparently at the end of the recession,
apparently with the UK economy flourishing, apparently with UK
spend on the rise. Consumer lending increasing, the pound stronger
than it has been for years and yet I have to use the word ‘apparently’
because there is plenty of bad news out there.
The level of retailers unable to pay their bills remains at an
all time high, some key retailers in real trouble and the summer
business (for some) has simply not kicked in. SUP is flourishing for
sure – with more brands and marketing than you can throw a stick
at – but this in turn is knocking other areas of business – particularly
Kayak and Surf. Surfboard sales are generally down and the market
does not appear to have really got off the starting blocks with most
retailers already talking about the ‘end of the season’ and their overstock positions. Distributors try to paint a rosy picture to everyone
but a visit to some of the warehouses tells another story. And so the
cycle continues.
The end is nigh (of the recession that is). It’s coming – hold
your horses. I am old enough (and some) to remember the last hard
recession. As we entered the recession I recall thinking that our
business was ‘recession proof’ – as the economic world around us
collapsed we were still doing well. Then as the rest of the world left
the recession we anticipated that things were going to go off with
a bang. But they didn’t … we appeared to be about the last part of
the economy to really recover. Why? I have no idea at all, but my gut
feeling is that we are in a similar position this time round. Luxury
cars are selling well and overall new car sales at highest levels for
eight years, people are spending money on their homes – try and get
a tradesman now… but the board part of the UK economy does not
appear to be flourishing… yet!
It’s not all doom and gloom – but I had to look harder than normal
for some positives.
Ian from Boardshop / Hard Cloud is having a good time on some
fronts, not on all: “Hardware is phenomenal – we’ve had a great two
months. Yet at the same time the soft goods sector is horrendous…
we’ve had a terrible couple of months.”
So hitting on the positive first I asked Ian why hard goods were
doing so well: “I’m not sure I really know the answer. We have a
true sales approach here and a customer service focus where
some competitors may not be so professional. We’re solidly turning
enquiries into sales, we’re enthusiastic and passionate about what
we do and we all speak the same language as our customers. That’s
what is driving sales and that is what is leading us to close the
deals.”
And on the not-so-happy state of soft goods, Ian has a clue as to
the loss of fortunes: “There’s no loyalty on soft goods and price is
100% king – as soon as someone drops the price by just a fraction
the customer will shop elsewhere. Our margin is evaporating on soft
goods so naturally our focus is switching elsewhere. Until suppliers
realise this that’s the way it will continue.”
Looking forward to winter, Ian once again relates it back to
customer service: “With the way the pound/euro is, it’s going to be a
hard winter for sure - pricing is going to be more sensitive than ever
but we are going to fight on customer service. Our customers know
they can rely on us whatever happens and wherever they are. I don’t
think a lot of the Euro retailers, who will undoubtedly target the UK
customers, have quite got this service thing in their business plan”
Kitesurfing is still a very specialist boardsport and is not
something that most board retailers get involved in. Nevertheless
this is still a board business and, at least until this year, it has been
booming. Tris Cawte is one of the partners of The Kitesurf Centre
at Camber Sands: “The year has been mixed but overall I think that
kite has reached a bit of a plateau. The best I can say is that it is
going OK. Nothing to write home about. That said our business is
being affected by building of new sea defences so looking forward
I am actually quite optimistic that things will pick up next year”.
Of course, like all board sports, kite is weather dependent but it’s
even harder for a business like this who needs the good weather to
bring in the holidaymakers and then needs the wind in order to teach
people. “The weather is always make or break for us – we need the
sun and the wind - then we can teach and drive sales through the
shop – it’s a tough call”.
Finally I turned to PC (Hectic and O’Neill Wetsuit’s Peter Caldwell)
who not only runs O’Neill Wetsuits for Europe from the UK but is
also the distributor for a variety of surf, winter and outdoor brands.
“Boards are good” talking about Firewire, “the purchase of the brand
by Kelly Slater has helped and quite simply the brand is going from
strength to strength.” It seems that this corner of the surf market
is booming. With his O’Neill hat on PC is still optimistic: “We should
see approaching double digit growth this year despite some strong
and focussed marketing by competitors. All sectors are strong but
SUP is driving some good growth for us – particularly in the Lycra
area where people are now using rash vests for sun protection.”
But what about winter? “We have Stance which is booming. It’s sad
but true - your day can be determined by what socks you pull on in
the morning! A new pair or a favourite old pair can determine your
day.” That’s honestly what PC said. I had to quote him. Salesman to
the death. Oh and one positive for Paul (I know he will not mind me
making a tasteless joke at his expense) – his socks are going to last
twice a long.
Summer’s gone (or going) – bring on winter.
93
market intelligence
MARKET INTELLIGENCE FRANCE
By Benoît Brecq
The economic climate in France has improved since the start of
the year. It got even better in July as well. Is this a signal that the
upturn has arrived? These figures are rather good but do not confirm
that an economic upturn is here as such. They confirm that growth is
accelerating, which is not quite the same thing. We can only talk about
an upturn when growth starts to create employment. For Eric Heyer,
economist at the French Observatory of Economic Conjuncture (OFCE),
we are in more of a ‘rebound’ phase. This has to last long enough to
change the behavioural expectations of businesses so that they start
to hire people again. Businesses also have to start to invest again.
However, the situation seems to be heading in the right direction.
Indeed, indications of a turnaround are multiplying. As Acoss noted in
July, employment has increased even more in the second quarter.
At the end of June, the number of unemployed people was
practically unchanged from a month before. In Metropolitan France, the
unemployment rate itself diminished by 0.1% to 10% in the first quarter
of 2015. The economic climate has also improved further still at the
start of this summer. According to INSEE (national institute of statistics
studies), the morale of bosses has gone up one point on June when it
had already stabilised itself. This is one of the elements that shows that
activity is on the up and that an upturn is quietly building.
Although it remains slow and steady, the pick up in growth - carried
by low oil prices, the Euro and interest rates - is allowing businesses to
finally pep up a bit after years of stagnating activity. As Insee confirm,
“Indications of a comeback for the economy as a whole are found
within areas showing favourable economic conditions”. It is within this
favourable economic context that the summer season, crucial to our
market in France, has taken place..
While the start of this season was pretty calm, “sales in the months
of June and July are up on last year,” confides Gontrand Marchal from
the OGM Bodyboard Shop in Capbreton. This trend is confirmed by all
the coastal shops. While the month of June is only slightly up on last
year, it’s clear that July is much better than last year” says Fred Tisné,
manager of TAO surf shop in Hossegor.
The exceptional weather at the start of this 2015 season seems to be
one of the reasons behind our industry’s situation. Indeed “exceptional
temperatures in June and July combined with really nice waves
encouraged tourists to come and consume” according to Didier Poupon
from BUD Surf Shop in Longeville sur mer.
Fred from TAO confirms, “the arrival of lots of tourists at the start of
the season along with nice little waves and good weather helped us sell
well throughout all our range of boards, Malibus, Mini Malibus as well as
foam boards.”
The same thing happened down on the Mediterranean coast where
“the nice weather and little waves favoured sales of entry-level boards
for beginners” according to Patrick Colin from the shop ALOHA in Six
Fours. Patrick continued: “We have indeed seen a rise in the number of
foam boards sold this season. The boards can be used by children as
well as by their parents. With short, playful shapes, these boards are
no longer reserved for beginners and are now being adopted by surfers
94
of a good standard as an alternative to PU or classic epoxy boards for
summer and its crowded waves.”
Brands like Catch Surf, Softech and Softjoy have cottoned on and are
offering a large range that seems to have had some success in shops.
The same rings true in town. In Lyon, David from the shop ABS has
noticed a “good rate of sale in summer wear, especially in shorts and
caps.” However, other “products seem to be slightly down on last year
like Bobs and skateshoes” for Florian Bathaud at Okla in Toulouse. But
for David, the skateboard aisle seems to have “benefitted the most from
this great weather”, confirming a trend that has clearly established itself
recently: “cruisers are still selling well and this phenomenon is showing
no sign of slowing down at the start of the season, quite the opposite
actually.” Brands like “Globe, Penny and Prohibition have relaunched
skateboard fashion by transposing the Californian skate spirit into
Europe.”
Florian from Okla confirms: “Skateboarding is exploding this year.
The weather is suitable and the development of modern concrete
skateparks is encouraging the activity’s growth.”
“Street skateboarding seems to be making a real comeback amongst
the younger ones” adds Florian.
The same goes for the coastal shops like at Tao in Hossegor where
Fred confirms that: “the skateboard market has been growing for two
years and this summer season seems to confirm that.”
In SUP, the weather has also played a big part for the market,
especially when it comes to “Inflatable touring Stand Ups and beginner
SUPs which make up most of the sales,” according to Patrick from
Aloha. Didier from Bud Surf Shop notes for his part “a slight slow down
in the growth of the SUP market,” but everyone agrees in saying that
most of the demand is for good quality inflatable SUPs. This product
is what the vast majority of shop customers are seeking and sells the
most with brands like Red Paddle, Fanatic and Ari’i Nui.
One thing is for sure, and all shops agree once again: buyers are
in search of a deal. Even though in France the economic lights are on
green and upturn seems to be on the horizon, household and therefore
tourist buying power, remains limited for the moment. The Euro/Dollar
balance has caused a slight rise in shop prices this year but because it
was so generalised the final consumer didn’t really have any alternative
but to suck up the increase.
The summer clientele is comprised of tourists and beginners by the
vast majority, and for them, price and brand image are the two major
factors leading to an in-shop purchase. For more regular surfers,
quality and especially quality/price ratio becomes a major factor in
deciding to buy, but they tend to spend more towards the end of the
season. Let’s hope that the end of season skies are as blue as in June
and July so that this encouraging trend is reinforced and we can draw
up a completely positive report of the 2015 season, which seems to be
starting off in the right direction.
market intelligence
MARKET INTELLIGENCE GERMANY
By Anna Langer
The folk song ‘City of New Orleans’ is better known in Germany
as the version with the title ‘When are we gonna have a real summer
again?’, by Dutch comedian Rudi Carrell and isn’t only one of the
greatest hits of all times, but also one of the favourite summer
phrases for Germans - normally. Because this year, we were blessed
more than generously with summer, sun and sunshine and so the
only question remains: how did this pay out for the boardsports
market?
Definitely very positively for the Your People distribution house
based in Stuttgart in the South of Germany, where owner Kolja
was up by more than 20% compared to the previous year. He
mainly attributes this to the new ‘Summer’ brands like Maui and
Sons Longboards, Animal and Foolmoon SUP that he added to his
assortment this year. “Of course the surf market is not as big down
here in the South as it is up north. But SUP is developing really
good. In Bavaria it is much stronger than in our county BadenWürttemberg and also in a variety of cities up north, like for example
Hamburg and Berlin,” he reports. Longboards continue to be high in
demand as well, “especially Penny boards, the original ones as well
as cheaper versions, that are saving retailers summer business.“
Kolja continues. He was slightly surprised by Sector 9’s performance
though, a brand that hasn’t profited from this trend as much as he
had expected. “At least in Germany they’ve let other brands like
Madrid get to the forefront.“
The Santo Loco shop in Munich also adjusted their range of
longboards and cruisers according to the rising demand, sales
manager Roman explains: “We extended the choice for our customers
a lot and will continue to keep holding on to skate- and longboarding
in the future. Globe and Never Summer play important roles for us
in this segment.” The core competence of the shop in the pedestrian
precinct in the city centre continues to be in surfing though, an area
that was developed and strengthened again this spring. And that’s
no surprise, after all the river surfing capital of Germany allows for
surfing “any time of the day or night. On top of that comes the fact
that the surf community hasn’t just been growing since yesterday.
The offspring is ready to rumble!” Hence Santo Loco stocked up
mainly on neoprene and accessories. “Brands like Patagonia, Rip
Curl and O’Neill are working very closely with us, big thanks to them
for that!” The Surf Café integrated into the shop is also working
well. “We simply wanted to offer our customers a bit more to ‘sea’!
And what could be more reasonable, than offering people who are
interested in you and your lifestyle, the chance to enjoy a tasty cup
of coffee together?!” In the end, making the idea into a reality was
a lot of hard work, but it was worth the effort anyway: “The beauty
about this café concept is that even people who normally don’t have
much to do with boardsports get to dive into the world of surfing at
least a little bit while they stop at our place to get their coffee.”
In Kempten the year has been “by all means marbled”, as 5ive
owner Bernhard ‘Boogie’ tells us. “We were fighting harsh conditions
in winter for the fourth subsequent year with the 5ive Skateshop
and came to the decision to put an end to our story with snowboard
96
hardware and outerwear after 19 years in the business. We held a
clearance sale in spring 2015 that was accepted way better than
we thought. Hence we were able to sell off a lot of stuff, albeit
with reductions between 40 and 70%.” In return they extended and
developed their skateboard hardware offering a lot, that contributed
to a positive development in the second quarter of the year, next
to shoes, he continues. “With more than 150 skateboards and 130
longboards as well as sufficient supplies and accessories in that
range, we’re making hearts skip a beat.”
Because sometimes it can be a good thing to part with something
– also from certain brands, as 5ive did with Naketano this year.
“We didn’t agree with their sale and distribution strategy anymore,”
Boogie explains. DC, Element, Volcom and Brixton continue to drive
profit and also the sister shop, the Hice Ladiesstore, has positive
records to talk about. “Hice benefits from a good brand mix, including
big players like Vans, Irie Daily and Gang, but also smaller names
such as Toms or Satorisan, that work really well.”
After “two online-shop adventures”, as Boogie calls them, they
currently concentrate on the stationary shop. As does Santo Loco.
“The competition is massive online,” Roman agrees. “We continue
to work on developing our online presence and will make our
homepage even more consumer friendly shorty, but contrary to most
other shops we don’t have a focus on the online segment.” Genuine
salesman with a passion for his sport that he is, he continues: “We
love to be in personal contact with our customers and to share our
experiences with them. We want to ‘give our customers a home’,
where they feel at ease and always be supportive by their side.”
A highly promising strategy, as Kolja has been noticing for a
while now through his YourPeople distribution is that the dominance
of online shops towards stationary ones “is in big parts also due
to the quality of consulting in stationary shops”. He continues: “At
events we continue to notice that the consumers are still wishing for
proper advice and a nice shopping experience.” So especially in the
snowboard segment, he found that “a lot of older snowboarders can’t
even find a shop anymore that they feel comfortable going to. So
they either go back to skis, or they start shopping online.” And 5ive
is by far not the only shop that has parted with snowboards recently,
Kolja reports. “It also applies to various sports retailers and even a
couple of boardsport/skate core shops, that are not willing to take
the risk anymore, because of the high costs.” Retailers who actively
engage in the scene with mountain trips, courses or events on the
other hand continue to raise their profits. Santo Loco extended their
snow segment with a board service option last year that was a big
help in achieving set goals despite the super mild start to last winter.
“Snowboarding is so, so dependent on the weather. When there’s no
snow in the flatter areas like the cities, there is almost no demand
for snowboards and outerwear. On top of that, there’s almost no
snowboarding offspring growing up!” Roman exemplifies the weather
problem that no shop in the world can solve. Luckily this summer
season we didn’t struggle with that for once.
market intelligence
98
SPAIN
ITALY
By Jokin Arroyo Uriarte
By Franz Josef Holler
During the first half of the year the Spanish economy has
continued to strengthen. After the 0.9% growth in GDP between
January and March, the short-term information available indicates
that activity could experience a slight acceleration in the second
quarter, up to 1% quarter-on-quarter, which would put the annual
rate at 3.1 %. Consumption is being driven by increased confidence
and by the impact of the positive evolution of labour income, lower
oil prices and the Spanish income tax reform on their disposable
income. The labour market field, employment displayed some
acceleration in its already high growth rate in the second quarter,
with a further rise in affiliations to Social Security in industry and
market services and sustained high rates of job creation in other
branches of production. In turn, the number of unemployed registered
with the Public State Employment Service (SEPE) was significantly
reduced (7.8% in May).
Focusing on the sliding sports sector, the trend is positive, with
an overall increase in the sport, and therefore, the purchase of
technical equipment, and a very slow recovery of sales of clothing
and footwear, although with these products there is very strong
competition from fashion brands that are producing collections with
a marked surf and skate style at very low prices. Caribbean Surf
&Skate Shop family, one of the most well-established sliding sports
shops in Madrid (110 Ayala Street) informed us: “The sliding sports
sector, has come to a standstill. Skateboarding and longboarding on
asphalt have stagnated somewhat, and sales have stopped increasing
exponentially, as was the case in previous years. As for surfing, the
number of surfers has increased slightly; with the notable presence
of more women in this sport. Surfskate is experiencing good growth
in cities like Madrid. There are more and more fans of this type of
board, looking to get around the city in a convenient and efficient way
while practising surfing exercises.
Clothing and footwear are unfortunately at rock bottom - despite
new brands that are emerging to try to bring some new life to the
scene. But nowadays, it is impossible to compete in this regard
against large multinationals like such as Inditex. For the online
business; Spain is not yet totally used to shopping online. There is
also a lot of competition, and at the moment the customer acts as a
price tracker. It is important to be present on the internet and to offer
this means, but it is not the panacea...”
Focusing a little more on the surf market, Santi Zaldua of Next
Surfing Company and Premium Wetsuits says; “Luckily surfing is
not suffering the crisis as much as other sports, the opening of
new schools is helping more people access surf than before, this is
producing a greater number of surfers in the water, which benefits
the surf industry in general (shops, schools, distributors and brands).
So far this year sales have increased by 30%. We will have to see the
impact prices have on sales next year due to the decrease in value of
the Euro against the Dollar.
As a brand and distributor we have had good sales of all our
products (wetsuits, surfboards, soft-surfboards, soft-SUPs,
accessories...) to both schools and shops, positioning our products
very well in the market and opening up the market in France and
Portugal. A result of the crisis, these new surfers who have accessed
surf through schools, and lifelong surfers, are looking for new brands
that offer quality products at competitive prices. To summarise, we
can say that the technical surf material industry is booming.”
The economic outlook is decent according to different sources,
including Italian media channels but this past Spring 2015 season
was not that great for the boardsports and streetwear industry. Store
owners overall complained about slower sell-through than in previous
seasons, especially in clothing. Shoes in comparison sold better
and remain the main turnover driver. Hardgoods have been stable,
especially cruisers and longboards - a trend that seems like it will stay
alive for another couple of seasons. Surf is doing OK but surf stores
also struggled more than last season. The sale period was important, even crucial for retailers to be
successful this year. The first few days of the sale period were
however quite slow, as the country saw temperatures reach as high as
40 degrees, with people opting to spend their days on the beach and
mountains and postponed shopping for a bit. Which wasn’t the greatest
news as many retailers hoped for a very strong sale period, as they
still had enough inventory left and became quite nervous. However,
overall the sale turned out to be quite decent.
We experienced a great spring and summer with sun all day long
so we had plenty of time to spend surfing, skateboarding, cruising
and longboarding. Boardsports are trending a right now, meaning a
lot of stores outside of our industry try to gain that momentum to
sell clothes and shoes to the so called ‘boardsport’ or ‘action sport’
customer, something a lot of smaller stores notice as a growing
competitor. Competition also grew as a lot of bigger brands are selling
into chains and make it harder for smaller core stores to survive, who
now compete with online and bigger stores selling the same products.
Longobarding has found its way into many skate shops now, as did
cruiser boards a couple of seasons ago. Lots of cruiser customers are
now switching to longboarding or mid-sized cruiser boards or even
skateboarding!
The running shoe trend is here to stay, but thankfully the selection
in most stores is well balanced and the offering goes from vulc to
cupsole in nearly every store. Fabio Degasperi from 100ONE Shop in
Rovereto says: “The market potential in Italy for selling boardsportrelated product is great and there is plenty of opportunity, we just have
too many young people who can´t afford the lifestyle and that gives our
industry a hard time.”
But this is more of an economical problem than something we can
adjust ourselves. Being active as a storeowner has become another
topic where a lot of stores put their focus on nowadays. Letting your
customers interact with you on store events, Instagram, Twitter and
Facebook has become a key factor in building a strong customer base.
Also being truly passionate about what you sell is something money
can´t buy and makes you stand out and customers really appreciate it. As product is present everywhere nowadays the ‘coolness’ of a
store can make shopping an experience and customers appreciate that.
When product in many stores becomes the same, you need to stand
out, as limited edition product doesn’t always makes the difference if
the customer is still asking for mainstream product. On the event side the Italian Skateboarding Championships will
once again take place in Bolzano on the September 5-6, and will
be supported by DVS Shoes as the main sponsor, an event which
saw great success last year that will again attract the whole Italian
skateboarding scene with a great get together. Summer is still in full
swing so let´s get out and have some fun.
market intelligence
SWITZERLAND
AUSTRIA
By Fabien Grisel / David Lambert
By Anna Langer
Finally a proper summer. It’s been a long time since we had such
great weather with the sun permanently fixed in the sky and an
extended heatwave bringing that holiday feeling to our doorstep. People
are living life outdoors and making the most of the lovely evenings.
Unfortunately the spring wasn’t quite of the same calibre and, as
we know very well, this period is crucial to the success of our retail
commerce because this is when we sell equipment at full price and get
proper margins.
Basically the spring brought mixed fortunes with pretty good sales
volumes and shop visits but a slightly reduced turnover - largely due to
a drop in prices after unpegging the CHF from the Euro as discussed in
previous articles. Suppliers requested this price reduction and it had an
effect on the final sales price so obviously some profits were sacrificed
in order to try to keep customers.
This is an issue that Swiss retail commerce is faced with today,
and probably will be for some time to come. However, it’s not the only
problem to contend with. For products that are subject to obsolescence
(streetwear, shoes, etc), it’s important to sell them before the sales
periods, which, under pressure from the big chains, are taking place
earlier and earlier so many people are finding it necessary to drop
prices at the start of June even before the nice weather has arrived.
Once again, lots of shorts, boardshorts and other tanks will sell well
but at a good discount.. Don’t forget, Switzerland hasn’t had a strict
legal framework since November 1995. There are no official dates set
for Swiss retailers. The beginning and end of the sales periods go on
for several weeks. Reductions vary between 50-70% from the first
markdowns in city centre shops and on the Internet.
Fortunately this does not concern all products; summer hardgoods
for skateboarding and watersports for example can continue to sell
at full price until the start of autumn and may even remain consistent
all-year-round in some cases. This is where the lovely July weather is
very helpful, especially for watersports, which are gaining considerable
momentum. This includes a little bit of kitesurfing, a growing
wakeboarding and wakesurfing market but most notably an explosion
in inflatable Stand Up Paddle (the ‘hard’ SUP market only makes up
around 20%) whose development seems surprisingly more rapid in
French-speaking Switzerland than the German speaking parts where
sales haven’t reached the same level. SUP retailers in French-speaking
Switzerland are very happy because the purchase price remains high
and the volumes are steadily increasing, having almost doubled in three
years according to Yan Bosson from SB Sport in Gland. It is clear to see
that this sport is becoming really popular on our lakes for both adults
and kids with rental shacks popping up all over the place. Its popularity
is such that even the big box stores want to ride the wave - if you
excuse the pun - offering inflatable stand up paddles at very low prices
within their range. For example, Migros offer a kit for about 399CHF but
Specialists like SB Sport are not too worried The most prevalent brands
are Hobie, RED and Nidecker.
We can also note that the acceleration of this market has
boosted the sales of related products, clothes and accessories
such as swimwear, wetsuits, sunglasses and waterproof bags. To
summarise, the watersports segment is now bringing a bit of respite
to Swiss boardsports retailers whose summer season was becoming
progressively trickier.
100
We’ve already mentioned that things work a bit differently in Austria
compared to ‘big’ neighbours, and so a charitable event like Lake Of
Charity in Saalbach Hinterglemm would probably not be possible
anywhere else. A whole valley sticking together to organise a fun event
for the whole family, including water slides, wakeboard winch and mini
ramp to support a good cause.
With lots of prizes to win too, amongst others vouchers and goodies
from La Resistance Shop from close by Zell am See, that filled in
spontaneously after a big online-shop dropped out of sponsoring.
“Those are the little victories that make the whole thing worth it,” owner
Peter smiles and reports an all in all positive but hard year so far. “Our
scene is permanently being trampled on by big online shops. As one
of the last few, albeit not the last, core shops in Austria, we’re still
offering resistance – similar to David against Goliath or Asterix versus
the Romans... Still our year developed nicely, as we remained true to
ourselves and still have strong roots in the scene.” Something that is
noticeable in the whole shop. “Small brands work a lot better than the
big players, surely also because we’re behind that with all our hearts,”
he explains and gives gypsy-skate label Woodybunch as example: “We
like the stuff hence it quickly swaps owners.” And that works especially
well, if the quantity is limited – contrary to all the strategies of many ‘big
heads’. “Who wants to wear the same shirt as 50,000 other people these
days? No one!” says Peter and adds: “It works even better for us because
we only have a small amount of shirts that for example none of the big
ones would ever buy.” That strategy even brought customers back, that
were “lent out to online shops” for some time.
Price dumping and other issues are known to the brands too, as
Völkl manager for Austria, Hans Doblhammer, illustrates: “That is a very
difficult topic that is not easy to judge either. But unfortunately the trigger
really does come from the internet most of the time. If the current range
of boards are discounted there, there’s not much left to do for stationary
retailers, than follow somehow. And that continues to drop the prices.”
But they can’t regulate prices either. “We do try to pay close attention to
our selection of retailers and try to filter out those that have relatively
consistent and transparent price policies. That’s the only possibility we
have.”
But he also sees another factor in product range and training of
stationary shops. “At Völkl we see technology becoming more important
again,” for end-consumers and retailers alike. Something shops can use
to their advantage – if they have the knowledge, Hans says: “If a retailer is
able to give a good detailed explanation for a technically advanced board,
he has a big advantage as he can distinguish himself. That’s something
you can’t do online, or at least not to the same extent.” And to be able to
use that, the brand offers workshops at the retailers’ venues, to educate
them and their employees. “Those who have a genuine interest gain a lot
through that, that they can then pass on to the customers.” Those only
concerned with prices, stocking up on cheap gear, will loose against
those who back products of higher quality, he thinks. And Peter agrees:
“If we can trust our bee experts, this will be a great winter especially for
those, who are working sustainably and out of 100% conviction – not for
the money. Quod eram demonstrandum!“
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∠ 吀漀 攀昀 昀攀挀琀椀瘀攀氀礀 洀愀渀愀最攀 猀瀀攀渀搀 眀椀琀栀椀渀 礀漀甀爀 愀爀攀愀 椀渀 漀爀搀攀爀 琀漀 攀渀猀甀爀攀 愀 瀀爀漀昀椀琀愀戀氀攀 瀀攀爀 昀漀爀洀愀渀挀攀⸀
∠ 吀漀 攀渀猀甀爀攀 琀栀愀琀 愀氀氀 猀琀漀爀攀猀 愀搀栀攀爀攀 琀漀 爀攀焀甀椀爀攀洀攀渀琀猀 椀渀 愀氀氀 愀爀攀愀猀 漀昀 漀瀀攀爀愀琀椀漀渀愀氀 愀挀琀椀瘀椀琀礀Ⰰ
挀漀洀瀀愀渀礀 瀀漀氀椀挀椀攀猀 愀渀搀 瀀爀漀挀攀搀甀爀攀猀⸀
∠ 吀漀 愀挀栀椀攀瘀攀 猀琀漀挀欀 挀漀渀琀爀漀氀 攀砀瀀攀挀琀愀琀椀漀渀猀 椀渀 氀椀渀攀 眀椀琀栀 挀漀洀瀀愀渀礀 最甀椀搀攀氀椀渀攀猀 琀漀 瀀爀攀瘀攀渀琀 昀椀渀愀渀挀椀愀氀 氀漀猀猀⸀
∠ 吀漀 椀搀攀渀琀椀昀礀 甀渀搀攀爀ⴀ瀀攀爀 昀漀爀洀椀渀最 猀琀漀爀攀猀 愀渀搀 搀攀瘀攀氀漀瀀 愀 戀甀猀椀渀攀猀猀 瀀氀愀渀 琀漀 愀搀搀爀攀猀猀 愀渀搀 洀愀渀愀最攀 椀猀猀甀攀猀 攀昀 昀攀挀琀椀瘀攀氀礀⸀
∠ 吀漀 攀渀猀甀爀攀 琀栀愀琀 琀栀攀 瘀椀猀甀愀氀 瀀爀攀猀攀渀琀愀琀椀漀渀 漀昀 愀氀氀 猀琀漀爀攀猀 爀攀瀀爀攀猀攀渀琀猀 琀栀攀 戀爀愀渀搀 椀洀愀最攀⸀
∠ 吀漀 瀀氀愀渀 昀漀爀 猀甀挀挀攀猀猀椀漀渀 椀渀 琀栀攀 䄀爀攀愀 琀栀爀漀甀最栀 琀栀攀 椀搀攀渀琀椀昀椀挀愀琀椀漀渀 漀昀 椀渀搀椀瘀椀搀甀愀氀猀 眀椀琀栀 瀀漀琀攀渀琀椀愀氀
昀漀爀 搀攀瘀攀氀漀瀀洀攀渀琀 愀渀搀 最爀漀眀琀栀Ⰰ
倀䔀刀匀伀一䄀䰀 刀䔀儀唀䤀刀䔀䴀䔀一吀匀
䔀猀猀攀渀琀椀愀氀㨀
∠ 䔀砀琀攀渀猀椀瘀攀 攀砀瀀攀爀椀攀渀挀攀 椀渀 愀 猀椀洀椀氀愀爀 爀漀氀攀 ⠀洀椀渀椀洀甀洀 ㈀ 礀攀愀爀猀⤀
∠ 䄀渀 椀渀琀椀洀愀琀攀 欀渀漀眀氀攀搀最攀 漀昀 琀栀攀 爀攀琀愀椀氀 氀愀渀搀猀挀愀瀀攀Ⰰ 瀀爀攀昀攀爀愀戀氀礀 椀渀 琀栀攀 礀漀甀琀栀 愀渀搀 猀甀爀 昀⼀氀椀昀攀猀琀礀氀攀 猀攀最洀攀渀琀
Key Responsabilities :
-
Key Accounts relationship :
•
•
•
•
•
•
•
•
Provide high quality, professional and consistent service to our Key Accounts;
Sales analysis & sales follow-up reports ;
Stock analysis ;
Monitor the merchandising plan;
Support with marketing campaigns;
Support in selling Women/Kids categories for KA;
Collaborate in the staff training;
Management of POS.
-
Back Office support :
•
•
•
•
•
Assist the Country Managers;
Trade show support ;
Showroom management (calendar) ;
Samples management ;
Different administrative tasks.
Skills :
∠ 䐀攀洀漀渀猀琀爀愀琀攀搀 攀砀瀀攀爀椀攀渀挀攀 椀渀 洀愀渀愀最椀渀最 洀甀氀琀椀ⴀ猀椀琀攀 漀瀀攀爀愀琀椀漀渀猀
∠ 倀爀漀瘀攀渀 攀砀瀀攀爀椀攀渀挀攀 椀渀 氀攀愀搀椀渀最 愀渀搀 搀攀瘀攀氀漀瀀椀渀最 愀 瀀攀爀 昀漀爀洀愀渀挀攀 昀漀挀甀猀攀搀 琀攀愀洀
•
•
•
•
•
∠ 䠀漀氀搀猀 愀 挀氀攀愀渀 搀爀椀瘀椀渀最 氀椀挀攀渀挀攀 愀渀搀 椀猀 愀戀氀攀 琀漀 猀琀愀礀 漀瘀攀爀渀椀最栀琀 愀猀 愀渀搀 眀栀攀渀 爀攀焀甀椀爀攀搀
䬀攀礀 匀欀椀氀氀猀㨀
∠ 䠀椀最栀氀礀 搀攀瘀攀氀漀瀀攀搀 椀渀琀攀爀瀀攀爀猀漀渀愀氀 猀欀椀氀氀猀 椀渀挀氀甀搀椀渀最 琀栀攀 愀戀椀氀椀琀礀 琀漀 挀漀愀挀栀 愀渀搀 氀攀愀搀 瀀攀漀瀀氀攀Ⰰ
愀渀搀 搀攀瘀攀氀漀瀀 愀 猀琀爀漀渀最 琀攀愀洀 挀甀氀琀甀爀攀
∠ 伀甀琀猀琀愀渀搀椀渀最 挀漀洀洀甀渀椀挀愀琀椀漀渀 愀渀搀 椀渀昀氀甀攀渀挀椀渀最 猀欀椀氀氀猀 琀漀 搀攀愀氀 攀昀 昀攀挀琀椀瘀攀氀礀 眀椀琀栀 愀 戀爀漀愀搀 爀愀渀最攀
University diploma/College degree in Business Administration;
Minimum 2 years of experience in sales in Action Sports/Lifestyle environment;
Strong Excel knowledge ;
Fluent in German and English, French is a plus;
Based in Munich.
漀昀 椀渀琀攀爀渀愀氀 欀攀礀 瀀愀爀 琀椀攀猀 愀渀搀 攀砀琀攀爀渀愀氀 挀甀猀琀漀洀攀爀猀
∠ 匀琀爀漀渀最 愀渀愀氀礀琀椀挀愀氀 猀欀椀氀氀猀 愀渀搀 挀漀洀洀攀爀挀椀愀氀 愀挀甀洀攀渀 琀漀 愀挀挀攀猀猀 愀渀搀 愀渀愀氀礀猀攀 椀渀昀漀爀洀愀琀椀漀渀 愀渀搀 洀愀欀攀 猀漀甀渀搀 搀攀挀椀猀椀漀渀猀
Type of contract: Unlimited-in-time ; full-time.
∠ 䔀砀挀攀氀氀攀渀琀 瀀氀愀渀渀椀渀最 猀欀椀氀氀猀 愀渀搀 猀琀爀漀渀最 昀漀挀甀猀 漀渀 洀攀愀猀甀爀攀洀攀渀琀 愀渀搀 爀攀猀甀氀琀猀
∠ 䌀愀瀀愀挀椀琀礀 琀漀 洀攀攀琀 琀椀最栀琀 搀攀愀搀氀椀渀攀猀 眀椀琀栀椀渀 愀 搀礀渀愀洀椀挀 攀渀瘀椀爀漀渀洀攀渀琀
Date of start : September 1st 2015.
∠ 䠀椀最栀氀礀 漀爀最愀渀椀猀攀搀 眀椀琀栀 琀栀攀 愀戀椀氀椀琀礀 琀漀 愀搀愀瀀琀 焀甀椀挀欀氀礀 琀漀 猀琀爀愀琀攀最椀挀 挀栀愀渀最攀
To apply please send your CV and Cover Letter to Poliana SILVA COUTO ([email protected]) before
August 22nd 2015.
䤀䘀 夀伀唀 䄀刀䔀 䤀一吀䔀刀䔀匀吀䔀䐀 䤀一 吀䠀䔀 倀伀匀䤀吀䤀伀一 倀䰀䔀䄀匀䔀 匀䔀一䐀 䄀一 唀倀 吀伀 䐀䄀吀䔀 䌀嘀 吀伀㨀
一䄀吀䄀匀䠀䄀 ⸀䜀刀䔀䜀伀刀夀䀀䜀匀䴀刀䔀吀䄀䤀䰀⸀䌀伀⸀唀䬀
|
|
department: marketing
Type: Full Time
|
location: Surfdome, london, Uk
min. experience: Junior - mid level
THInK yOU GOT wHaT IT TaKeS?
|
department: marketing
Type: Full Time
|
min. experience: mid - Senior level
Here’s some more detail about what we’re looking for:
- Ability to read and write HTML/CSS
- An imaginative designer that is able to deliver creative
solutions within the brand guidlines for trend collections,
campaign and promotions
- Strong knowledge in modern design software eg. Adobe
creative suite, Github, S3 Amazon
- Desire to work in a lean fast paced environment, operating
under pressure working to tight and evolving deadlines.
- Able to multitask and liaise with other departments to
co-ordinate and deliver designs within a fast paced
environment, operating under pressure to tight and evolving
deadlines.
- Discretion and integrity
What we offer is an environment that works hard and plays harder. Come and #enjoytheride at Surfdome
We’re Europe’s largest and most influential online surf/skate/snow retailer and we bring together over 600 of
the world’s leading action sports brands to inspire young-blooded individuals. We’ve joined forces with Surfstich
Group and have operations in Australia, UK and USA with a global team of over 400, and one of the top 4 fastest
growing companies in Australia.
We’re Europe’s largest and most influential online surf/skate/snow retailer and we bring together over 600 of
the world’s leading action sports brands to inspire young-blooded individuals. We’ve joined forces with Surfstich
Group and have operations in Australia, UK and USA with a global team of over 400, and one of the top 4 fastest
growing companies in Australia.
HOw TO GeT In?
Surfdome.com
9th Floor, York House, Empire Way,
Wembley, Middlesex, HA9 0PA, UK
T. +44 (0)844 357 1022
E. [email protected]
- Discretion and integrity
Sure you are going to do heaps - Campaigns, Landing pages across UK and TLDS across Europe, EDMs,
Banners, Ads etc and you will be making changes across the site daily, but then you’re not the kind of person
who likes to be bored. Looking for a good environment? We have a great chill out area! Like Ping Pong? bring
your skills. Need free coffee? Sure we can handle that. You’ll get an awesome staff discount. Like hanging out?
So do we…. often.
Come and #enjoytheride at Surfdome
Send us your CV and tell us why the job is yours. Make sure you include a link to your digital folio.
- Able to work independently or as part of a team to deliver
effective communications across a responsive website
environment, mobile, email or print.
- Strong knowledge in modern design software eg. Adobe
creative suite, Github, S3 Amazon
What we offer is an environment that works hard and plays harder. Sure you are going to do heaps - Campaigns, Landing pages across UK and TLDS across Europe, EDMs,
Banners, Ads etc and you will be making changes across the site daily, but then you’re not the kind of person
who likes to be bored. Looking for a good environment? We have a great chill out area! Like Ping Pong? bring
your skills. Need free coffee? Sure we can handle that. You’ll get an awesome staff discount. Like hanging out?
So do we…. often.
102
|
THInk yOU GOT wHaT IT TakeS?
Here’s some more detail about what we’re looking for:
- Strong understanding of current digital design and UX
principles and trends.
16:58
If you want in, you’re going to need is an awesome energetic attitude, solid design & style skills and an
understanding of HTML/CSS. You might have done the time to get a shiny tertiary certificate or cut your teeth on
the job, regardless you have at least five years experience under your belt. You take feedback in your stride and you
understand its about the team. You love working on a Mac and you can hold a conversation with that other breed
that live on planet code. For you design is your life and you live and breathe the industry. As part of the design team
you will be instrumental in shaping the look and feel of our visual strategy and be on point with seasonal trends.
If you want in, you’re going to need is an awesome energetic attitude, solid design & style skills and an
understanding of HTML/CSS. You might have done the time or cut your teeth on the job, regardless you have a
couple of years experience under your belt. You take feedback in your stride and you understand its about the team.
You love working on a Mac and you can hold a conversation with that other breed that live on planet code. For you
design is your life and you live and breathe digital. You love typography and pixel perfection is the only way.
- Experience designing for responsive websites, apps and mobile
interfaces and email campaign content management systems
19/12/2014
SURFdOme IS GROwInG and OUR CReaTIve Team needS a
SeRIOUSly GOOd GRaPHIC deSIGneR wHO HaS a PaSSIOn
FOR THe SURF, SkaTe and SnOw IndUSTRy.
SURFdOme IS GROwInG and OUR CReaTIve Team needS a
SeRIOUSly GOOd dIGITal deSIGneR TO STeP UP TO THe PlaTe.
- Strong skills in digital design production for ecommerce,
ideally in a retail environment
1
GRAPHIC
Designer
DIGITAL
Designer
location: Surfdome, london, UK
Distribution AD.pdf
HOw TO GeT In?
SURFSTITCH GROUP
Send us your CV and tell us why the job is yours. Make sure you include a link to your digital folio.
Surfdome.com
9th Floor, York House, Empire Way,
Wembley, Middlesex, HA9 0PA, UK
brought to you by Boardsport Source & ActionsportsJOB.com
SURFSTITCH GROUP
T. +44 (0)844 357 1022
E. [email protected]
brought to you by Boardsport Source & ActionsportsJOB.com
103
E V E N T S # 78
SURF / SKATE / SNOW / SUP TRADE
SEPTEMBER
9-20 HURLEY PRO AT TRESTLES SAN CLEMENTE
USA
SURF
WWW.WORLDSURFLEAGUE.COM
10-12
SURF EXPOORLANDOUSASURF WWW.SURFEXPO.COM
12 VANS SHOP RIOT
PORTUGAL
SKATE WWW.VANSSHOPRIOT.COM
17-19
PADDLE EXPONUREMBERG
GERMANYTRADE WWW.PADDLEXPO.DE
19-20
VANS SHOP RIOT FINALS
SPAIN SKATE
WWW.VANSSHOPRIOT.COM
25-28
SILMOPARIS FRANCE TRADE WWW.SILMOPARIS.COM
22-28
CASCAIS WOMEN’S PRO
CASCAIS PORTUGAL
SURF
WWW.WORLDSURFLEAGUE.COM
OCTOBER
1-4 WOMEN IN BOARDSPORTS CONFERENCE BIARRITZ FRANCE SNOW
WWW.WOMENINBOARDSPORTS.COM
2-4
CAPSULE WOMEN’SPARIS FRANCETRADE WWW.CAPSULESHOW.COM
6-17 QUIKSILVER PRO LANDESFRANCESURFWWW.WORLDSURFLEAGUE.COM
8-9 SURF SUMMITHOSSEGORFRANCESURFWWW.EUROSIMA.COM
9-11 KAUNERTAL OPENING AUSTRIAWWW.KAUNERTALER-GLETSCHER.AT
15-17 SNOWBOARD GARDEN FESTIVAL GRENOBLE
FRANCE
SNOW
WWW.SNOWBOARDGARDENFESTIVAL.FR
16-18 MOREBOARDS STUBAI PREMIERESTUBAIAUSTRIASNOWWWW.STUBAI-PREMIERE.COM
20-31 MOCHE RIPCURL PROPENICHEPORTUGALSURFWWW.WORLDSURFLEAGUE.COM
30-1 SKI AND SNOWBOARD SHOW NORTH
MANCHESTER
UK
SNOW
WWW.SKIANDSNOWBOARDSHOW.CO.UK
29-1 SKIPASSMODENAITALYSNOWWWW.SKIPASS.IT
30 - 1 SKIEXPOHELSINKIFINLANDSNOWWWW.SKIEXPO.FI
NOVEMBER
5-8
14 14- 16 21-4 SKI AND SNOWBOARD SHOW SOUTH
LONDON
FREEZE FESTIVALQUEEN ELIZABTH OLYMPIC PARK O’NEILL PLEASURE JAM – SCHLADMING DACHSHUN
TARGET MAUI WOMEN’S PRO
HAWAII
UK
UK
AUSTRIA
USA
SNOW
SNOW
SNOW
SURF
WWW.SKIANDSNOWBOARDSHOW.CO.UK
WWW.FREEZEFESTIVAL.COM
WWW.PLEASUREJAM.COM
WWW.WORLDSURFLEAGUE.COM
DECEMBER
4-5
AIR & STYLEBEIJINGCHINASNOWWWW.AIR-STYLE.COM
8-20
BILLABONG PIPE MASTERS OAHUHAWAIISURFWWW.WORLDSURFLEAGUE.COM
10-13
DEW TOURBRECKENRIDGE
USASNOWWWW.DEWTOUR.COM
20
WORLD SNOWBOARD DAYWORLDWIDE
SNOW WWW.WORLD-SNOWBOARD-DAY.COM
JANUARY
7-8
AGENDA LONG BEACH
USATRADEWWW.AGENDASHOW.COM
10-11
FUTURE TRYDAVOSSWISSTRADEWWW.SNOWBOARDBOX.CH
10-12
SNOW AVANT PREMIERE
LAS CLUSAZ
FRANCE
TRADE
WWW.SPORTAIR.FR
11-12 ANNECY SHOWROOMANNECYFRANCEWWW.SPORTAIR.FR
18-24
LAAX OPENLAAXSWISSSNOWWWW.LAAX.COM
19-21
BRIGHTBERLINGERMANYTRADEWWW.BRIGHTTRADESHOW.COM
19-21
SLIDETELFORDUKTRADEWWW.SLIDEUK.CO.UK
24-27
ISPO MUNICHGERMANYTRADEWWW.ISPO.COM
28-31
SIADENVER, COLORADO
USATRADEWWW.SIASNOWSHOW.SNOWSPORTS.ORG
31-2
PRO SHOP TESTBARDONECCHIA
ITALYTRADEWWW.SNOWSHOPTEST.COM
FEBRUARY
3-4
JACKET REQUIREDLONDONUKTRADEWWW.JACKET-REQUIRED.COM
5-6
AIR + STYLEINNSBRUCKAUSTRIA SNOWWWW.AIR-STYLE.COM
15-17
AGENDA LAS VEGASUSATRADEWWW.AGENDASHOW.COM
20-21
AIR + STYLE
LOS ANGELES
USA
SNOW
WWW.AIR-STYLE.COM
104
ONE EYED MONSTER
#78
MUTE FILM PREMIERE, WASTED TALENT BOUTIQUE, HOSSEGOR
Kyle Lochhead, Ambassador of Fun regales rolling projection’s Tristian Sandbrook a funny tale
Mute European Film Premiere - Wasted Talent
Boutique, Hossegor
Pro surfer and model Victoria Vergera and pro
surfer Tristian Guilbaud
Andrea Tiling (K2 Ski) & Friend
A man and his Hammer! Wolfgang Buchwieser
(Ride)
Andi Threimer (K2)
Brixton - Out of Step Agency’s Hannah with
Brixton’s The Conway hat
Electric’s European Sales Manager Etienne
Pinon holding their Bengal with added top wire
for SS16
Globe’s Josh Barrow with the Tribe shirt
RVCA’s Matt Bryer with their Brush Black short
sleeve shirts
Iron and Resin’s UK Account Manager Joe Scott
with the Nationals jersey and the Rambler jacket
HUF - Out of Step Agency’s Adam Scotland wth
the Pyramid logo tee and HUF’s fleece coach’s
jacket
Lightning Bolt’s International Sales Manager for
Europe, Sergio Santos with their cotton nylon
boardshorts - either with, or without elastic
waste.
Ally Barr showing Ridgemont Outfitters Monty
and Outback shoes
Nixon are telling a road trip story from their HQ
in Encinitas, California south to BAJA.
Etnies Country Manager Scott Wayman with
the Jamieson vulc in Nick Garcia’s colourway
and the high end skate performance shoe The
Marana XT
Element’s Tony Wood (S.East England Sales
Agent)
Deus ex Machina’s Joel Fairweather with the
Surfing Cup tee and Tugu Banana boardshort
The exterior, with benches for visitors to eat
and drink
Couches looking back to the main entrance as
SFML’s Alex gives SOURCE’s Clive the lowdown
Shitfoot Mongoland, Core Skate Gathering
Debuts In Berlin
DJ Clement Frossiart formerly of Concorde
band
K2/RIDE EUROPEAN HQ RENOVATION PARTY
Muck Müller (munchie Konsilium) & Bene
Heimstaedt (Pleasure Mag)
JACKET REQUIERED
SHITFOOT MONGOLAND
The popup skate ramp, built by organisers and
anyone who had spare time earlier in the week
107
BRIGHT
108
Electric booth party - Electric’s Trade Marketing
Manager Maite Duport and PR & Web Communications Manager Caroline Piechaud
Black Eye Lens’ Marketing Manager Joni
Gramath, Partner Kalle Suhanen, Arto Ekman
(CEO & Founder) and Sales Manager Matti
Karjanlahti
Maui and Sons European Director Nuno Fonseca
with the Madras boardshorts
DC - Dennis McGrath signing his new book
HEAVEN
Zimtstern’s Rafael Knupp (Marketing) and Thomas ‘Lou’ Triet (CEO)
Vans turn 50 in 2016 and are rolling out the
checkered line to celebrate
Vans - Pro Classics stronger than ever
The Hundred’s Patrick Hill (Creative Director)
with the Cruiser Annorak
Templeton’s Klaus Zenker and Marinus Schuster
with their pirate mascot
SEEK entrance from Bright
Neff’s Cope & International Marketing Manager
Kirsten Taylor with the Simpsons collab
Kone of actionsportjob.com and one half of the
happy Bright boys
Globe’s Marketing Manager Jessica Lanzi
Element’s VP Global Marketing Julien Duval
repping the Westgate collab deck
Electric booth party - Bright’s Thomas Martini
and DC’s Emmanuel Labadie
Electric - skate pro Madars Aps getting to grips
with some Electric shades
DC’s Smoke On The Water skate event - the
official Bright Opening party
DC - Dennis McGrath hanging some of his photography from his book HEAVEN on the walls
Circa’s EMEA Sales Director Peter Frericks
Bright’s new home on the River Spree
BAJA’s Heidi Sipla (Designer) and Janne Karjula
(Founder) with the Baja Barbados Ecomex
Pullover
Antonio Melero European Marketing Operations
Manager for Sole Tech
Adrien Waller Brand Manager at Vissla in Europe
Dan Dougherty International sales director and
Hanus from Horsefeathers