Forward Mens Outerwear 2024/25 Preview

Retail Buyers Guide: Mens Outerwear FW24/25 Retail Buyer’s Guide
Brand: Forward
Interviewee: Tony McWilliam, Global Brand Director

What is the overall theme behind your 2024/25 outerwear range? From which big trends do you take your inspiration?
I think there’s a massive gap in the market between style, sustainability and performance. You seam to have brands which are more fashion orientated, or just focused on sustainability or purely functional and I don’t think anyone blends them together well. People who come to the mountains don’t just want outerwear to protect them from the elements, they want it to make them look good as well – and being environmentally-friendly (or we should say ‘trying’ to be more environmentally-friendly as we’ve all got a long way to go) is a key part of what makes people consider purchasing what you’re offering. Forward has always had a great tech-influence but I think that the FW24/25 collection really raises the bar in terms of detailing, fit, performance and style.

What new fits / silhouettes are coming out in 2024/25? What pant and jacket styles are most important in your range?
We’ve got a big focus on bibs this year and our range crosses from Freestyle through to Freeride and Touring, but a key piece is the Catalyst Fusion 3-in-1. It features an oversize bib with plenty of room, plus a 2.5L shell with integrated double layer woven pre-baffled, soft hand, recycled polyester removable liner that can be worn alone and features Primaloft Black Thermoplume® insulation. It’s fantastic and really summarises the versatility, performance and style of the range. It’s a key piece.

What new colours / prints are you introducing?
We’ve always focused on textures across the brand – how the fabrics feel and drape are the most important thing for us, and ensuring that the finish matches well to the colours we choose to bring depth and elegance to the line is key. Our Manifest 2L Lined Shell Jacket and Bib for example feature an amazing waterproof/breathable stretch ripstop which is fully technical but feels amazing. It’s soft yet durable. Also we’re extremely proud of the Trash Pink and Grey Denim in the Catalyst range.

Any *NEW* technical stories with regards to fabrics and materials?
Every single item has a unique fabric and feel, and all feature PFC-free DWR coatings, recycled fabrics and insulation technologies from Toray, Primaloft, Polartec and more. It’s the first time we’re using ripstops in some of our face fabrics which gives a special look and hand.

Any trends that your brand is moving away from?
I think the industry is starting to understand that sustainability has to be a core tenet of your brand, but it can’t be THE focus. It’s just expected now. Brands who focus only on this frankly are going to lose appeal fast and run out of steam. The brand has to be about something bigger – we’ve always focused on what the product empowers people to do and I think it’s more relevant to talk about where we want to go as a species and what we want the outdoors to mean to people. Obviously sustainability is key and we (like all brands) all have a long journey ahead of us as technology and systems grow and adapt to become better and more responsive to what people want, as well as international standards on recycling, end of life, etc.

What are your top marketing stories for 2024/25? (This will help us to put some focus in the right place.)
People and their stories. We’re working with some truly special athletes and ambassadors and we’re looking forward to telling their stories and following their adventures as they strive to push their limits and show all facets of nature to a wider audience. We hope it encourages people to get outside, find novel ways to express themselves and discover what’s so special about the outdoors, but also what they can do in their own life to become more environmentally-friendly.

Outerwear Best Sellers/Hero products

Men’s Tour Lightweight 3L Shell Jacket

The Manifest Tour 3L Jacket boasts a higher level of functional detailing and is optimized for backcountry travel. For those who venture beyond the resort on excursions big and small, this 100% seam-sealed jacket is made from recycled yarn that is waterproof and stretches to move with your body. The fabric is cut precisely to avoid excess weight. Superbly breathable, this garment will keep you at your best throughout the warm springtime days and also when the temperature drops —an integral piece of your layering system.

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Men’s Manifest Hybrid Pants

A backcountry layering dream, the Manifest Tour Hybrid Pants feature a lightweight, 3/4 length Merino tight and a relaxed short featuring Polartec® Alpha 80g insulation. The Hybrid Pants provide toasty warmth and exceptional breathability all at once, making it the perfect solution for backcountry touring, cross training and all varieties of heart-pumping outdoor endeavors

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Men’s Catalyst Fusion 3-In-1 Jacket + Insulator

The Catalyst Fusion Jacket brings newschool vision to the iconic 3-in-1 jacket solution. Enjoy the ultimate in versatility. On the mountain, choose the best outfit for the conditions. When it‘s time to hit the town, the inner jacket strikes the right chord. The garments take inspiration from workwear; Ripstop integration protects against abrasion and tear and generous pocket space allows you to stash all you need for the day. The garment’s durable character is complemented by a lightweight 2.5L construction, a soft hand-feel and water repellent zippers (YKK). Featuring recycled yarn and insulation for you to not only look good but also feel good.

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