Burton Mens Outerwear 2024/25 Preview

Retail Buyers Guide: Mens Outerwear FW24/25 Retail Buyer’s Guide
Brand: Burton
Interviewee: Aisling Kyte – Softgoods Merchandiser

What is the overall theme behind your 2024/25 outerwear range? From which big trends do you take your inspiration?
Our overarching theme this year is Circus Circus, with three subthemes of Extraordinary, Mystifying and Death-Defying. Extraordinary focuses on being over the top, unapologetically bold, surprising and unimaginable, but using washed out pastels and and muted colours. Mystifying dips into puzzling and perplexing, looking at the magical and mystical in rich saturated tones, and finally Death-Defying centers on being hair raising and awe inspiring. Pushing past your fear and into your physical emotional and spiritual response.

What new fits / silhouettes are coming out in 2024/25? What pant and jacket styles are most important in your range?
In AK we’re extending our range of movement collection that launched this year with Kalausi. W25 brings Tuvak and Acamar to the table, which are slightly more commercialized variations of our learnings from Kalausi. We’ve removed as many seams as possible from this collection, and are rolling out our new technology ‘Kinetic garment construction’. The Patterns are designed so that the grain of the fabric wraps around your shoulders, knees, elbows, points of movement, so that the fabrics natural properties can move with you and not limit you. It’s really exciting! Acamar focuses more big mountain descent with heightened durability, ruggedness and high abrasion resistance. Tuvak hones in on Big Mountain ascent, and so is a little bit lighter, and has a little extra stretch with an increased level of breathability. Tuvak is the lightest, most breathable fabric of all our outerwear offerings, without sacrificing durability. The Kalausi Jacket has just 2 panels of fabric, Tuvak has 7 panels, and Acamar has 12 panels, while the average outerwear jacket has 30+ panels of fabric. This is the result of the Kinetic Garment Construction method and it is what allows us to eliminate so many seam lines, which removes weight and increases breathability. This year we are also introducing our new FutureTrust collection. We’re diving into something new to combine that cool, effortless, streetwear vibe with premium high tech ingredients and clean design lines. It’s a true gender neutral design, and was built to be a slightly oversized contempory cut, with availability in 3L and 2L styles. This means the jackets have a shorter boxier fit, and the bibs and pants have a carrot/cocoon shape. Within Burton Classics we’ve cleaned up our Gore offering, focusing on the pillowline styles which are available in a Jacket and Anorak. We’ve updated the fabric this year so it feels a little bit softer and is quieter when you’re on the move.

$M AK GORE-TEX 3L C-Knit Tuvak Jkt$

M AK GORE-TEX 3L C-Knit Tuvak Jkt

What new colours / prints are you introducing?
Some of the new colours to the line this year are summit taupe, deep emerald and goldenrod. We’re developing our colour palette to run across all of our collections and have reduced our overall product line. There are distinct differentiators between the products available, and so we don’t need colour to do this for us anymore. Some of the same colours will feature in both the AK and Burton Classics line, allowing our stores to be better merchandised and improving our end customers experience. The prints range from tonal and subdued to more expressive and high-visibility. So there’s really an option for everyone.

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Any *NEW* technical stories with regards to fabrics and materials?
We’re updating almost all of our Gore fabrics to their new ePe offering, with a goal of 100% by the end of W26. It’s a great opportunity to align our fabrics with our people, planet, sport values.

What are your top marketing stories for 2024/25? (This will help us to put some focus in the right place.)
Tuvak, Acamar and FutureTrust.