RUSTY MENS SURF APPAREL S/S 2025 PREVIEW
Retail Buyers Guide: Mens Surf Apparel S/S 2025 Retail Buyer’s Guide
Brand: Rusty Men's Surf Apparel
Interviewee: Christoph Groß, Business Development
How did your brand cope with the Men’s Surf Apparel market in 2024?
In 2024, Rusty successfully adapted to the evolving Men’s Surf Apparel market by focusing on our heritage in surf culture to reinforce our brand identity and re-introduce styles of the 90s and 2Ks.
What is the strategy for SS25: carrying-over staple SKUs and/or fresh pieces to boost demand?
For SS25, our strategy includes a balanced mix of carrying over proven staple SKUs along with introducing fresh pieces to stimulate demand. We aim to maintain the core items that our customers have always relied on while injecting new, innovative designs that reflect current trends. We are also launching a NOS line, with our classic R Dot in the focus, that is called “Baseline Collection”.
Has Surf Apparel distanced itself from the streetwear and outdoor influences in favor of heritage surf roots?
While there is a notable shift back to heritage surf roots in the industry, Rusty embraces a hybrid approach. We respect our deep surf origins and continue to produce authentic surf apparel while also blending elements from streetwear and outdoor influences.
Which color/prints will you offer in SS25?
The SS25 collection will feature a palette that draws from earthy tones mixed with vibrant colors, reflecting the heritage of the brand. Prints will vary from classic stripes and checks to iconic patterns of Rusty used back in the days.
How will you be helping retailers to sell your brand?
SS25 will be our first proper sales season since brining the brand back to Europe. At this stage we still can and want to work individually and very close with our retail partners to gain in-store presence and support the sell-through. A highlight will definitely be our custom POP branding and of course selected gift with purchase items.
Key Products:
PIPE DREAMS FIXED BOARDSHORT – NAVY:
PIPE DREAMS FIXED BOARDSHORT
CASCADE LONG SLEEVE TEE:
CASCADE LONG SLEEVE TEE
TRANSFORMER RIPSTOP CARGO PANT:
TRANSFORMER RIPSTOP CARGO PANT
Brand Previews
