Maui and Sons SS20 Boardshorts Preview
Retail Buyers Guide: Boardshorts SS20
Brand: Maui and Sons
Interviewee: Lacey Corkery, Global Chief of Design
Saleswise, how is the boardshort category doing compared to the rest of surf apparel?
For Maui and Sons it is a top product as it is one of our main product focuses. Although the mainstream market is asking for other cuts in swim shorts, we maintain a strong line in technical 4way stretch boardshorts and have invested in updating and innovating our products.
Which are the main trends for summer 2020? (influences/silhouettes/sizing…)
Influences – the 90’s and some original heritage artwork.
Silhouettes – scallop edge details and colour block items.
Sizing – athletic fit, length – 17’ outseam.
Prints – 90’s colour-blocking mixed with bold, colourful prints.
Add-ons – Multiple sown patches enhancing the product.
How did you build your boardshort range (pricepoints, tech, style)?
The boardshort range has been elevated to include eco-friendly and technical features such as recyclable stretch fabric and welded seams and pocket taping. We have two dedicated capsules and one main line. Sustainable – Reversible – Classic. All these ranges have 3 product divisions: boardshorts, pool shorts and volley shorts.
What colours/patterns will be next season’s hits?
Our product is very specific to our brand and our prints and strong colors are what differentiate us from the crowd. Our shark prints and camo sharks are a highlight for Spring 2020 and focus colours are Capri blue, neon pink and Cantaloupe.
Any new fabric features and technical innovations worth mentioning?
- Fabric is recyclable from plastic bottles
- Welded seams and welded pockets
- “Magic Print” engineering
- We are also launching a reversible boardshort. It allows you to go on a trip with one item that you can use as if you have two different shorts
How much of your line is eco-friendly and how are you doing so?
90% of our mainline range is eco-friendly. Our fabric has changed to 100% recyclable from plastic bottles.
Bonus question : Are beachshorts part of the core surfers’ wardrobe now? Or still considered as a “kook attribute”?
Pool shorts are here to stay, they are growing in distribution and have a bigger demand than the traditional boardshorts. They are not technical and used mainly for the looks.
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