Mens Streetwear S/S 2025 Retail Buyer’s Guide
Nostalgia is playing a big part in next season’s streetwear drops, with brands reaching into their back catalogue to give new life to old styles. For better or worse, Gen-Z styles are back… we’ll leave that decision up to the customers. Streetwear is a key driver in the broader fashion market, with influences visible all across the board. We take a closer look at what brands are bringing to the table with the Boardsport SOURCE Retail Buyers Guider for Mens Streetwear SS25.
Market Changes
High-street stores are currently suffering the effects of an unsteady market, however, streetwear is continuing to provide inspiration and drive to the broader fashion world, as Julain Duval – President of AndFeelings said: “Look at who is now the creative director at brands like Fila, Kenzo and Louis Vuitton. Skateboard, music or streetwear pioneers.” According to Dickies EMEA Merchandising Manager, Valentina Natale, “SS25 is all about continuing to witness the shift from a sportswear perspective into a workwear lens from a design and communication perspective. Consumers are looking for durable functional items that can be trans-seasonal and drive versatility.”
Price points
Prices are rising, albeit somewhat subtly for most, due to brands wanting to keep items attainable for their customers. Denise Graff – Brand Marketing Manager for Berlin-based IrieDaily explained that “We already had big price jumps in 2022 due to cotton shortages caused by crop failures, and the general global situation due to the pandemic among other things.” In a bid to maintain loyal to its customer base, Brixton for example, will be introducing a higher quality range alongside its classic lines as Tyrone Smit – European Marketing Manager at Brixton said, “We are committed to maintaining the pricing of our foundational pieces through strategic partnerships with our factories and vendors. Simultaneously, we will introduce premium, “better,” and “best” tiered styles at higher price points to elevate our product offerings.” Valentina from Dickies also spoke about how they plan to deal with the increases: “Pricing pressure is across the market, and consequently pricing is increasing for every brand. We’re still addressing the need to be competitive in a crowded environment, so the updates are not drastic.”
Stories/Collection themes
Functional and practical clothing is leading the way next season, with a focus on less is more. Brands look to try to reduce your wardrobe with items that can have multiple uses. Tyrone from Brixton said, “Versatile styles transition seamlessly from the beach to the trail, all the way to the BBQ, embodying the spirit of purposeful living.” Denim also seems to be happening again, with the OG baggy jeans brand HOMEBOY bringing some exciting things, as Homeboy’s Brand Manager Julian Wolf said, “For SS25 we are playing with the theme of the Ranch lifestyle. With our new style, the DESPERADO Denim, we are paying tribute to the real OGs of Denim… The Cowboys.” Dickies will be focusing on 2 types of workers as Valentine explained: “Indoor and outdoor workers will be our seasonal theme for SS25. These Mechanic/Service stories combined with a more Western story will reflect those types of workers through a fashion lifestyle lens.” Andfeelings will be continuing from the success of their first pants release last year as Julian said, “Based on the success of the Maker, our first Pants and Shorts style, we are introducing 2 complementary fits, a straight tapered fit and a balloon fit.”
Collabs
Alongside brands’ usual solid offerings, we hear about some exciting collaborators brands will be working with next season. Julian Wolf from Homeboy said, “We are talking to EASTPAK right now, which would be a nostalgic collaboration since our founder, Jürgen Wolf, was an EASTPAK Distributor in the early 90s.” It’s always special when a brand can go full circle like this with someone. Jordi Quinto, Hydroponic’s Marketing Manager said “We’re excited to be releasing a collection of Sponge-bob Squarepants clothing, accessories and skateboards with a focus on edgy SB illustrations.” Surely teaming up with Nickelodeon Giants will bring their brand into a new light!
Brixton’s Tyrone Smit spoke of their incoming partnership with fishing tackle craftsman ‘Bass Brains’: “Born in San Diego, California, Bass Brains crafts handmade, resin-poured, custom swim baits for the hardcore bass fisherman. This ongoing collaboration will introduce new art pieces centred around outdoor fishing culture, enhancing Brixton’s authenticity in this space.” Denise from Iriedaily spoke of new artist collaborations for their ever-growing graphic t-shirt collections: “No streetwear collection is complete without graphic T-shirts! In addition to our trusted illustrators GoodMood and Huffo, we have also brought on board Sydney’s Aley Wild and Jiro Bevis from London to introduce some vibrancy with their eclectic style.”
Trends
With the 90’s/2000’s style revival still in full effect, it’s only right that brands are taking note and pushing baggier, more relaxed-fit clothing for next season. I, for one, am pretty pleased with this – let’s leave the skinnies in the closet for the foreseeable. Denise from Irie Daily said, “The current “Relaxed Fit” trend remains the dominant silhouette of the modern streetwear look for Spring/Summer 2025. To achieve an authentic streetwear feel, heavier cotton materials are a must for T-shirts and sweatshirts!” Homeboy’s Julian Wolf agreed, saying, “Baggy Pants and Shorts have claimed the throne completely and now it’s time to stay innovative and play with the Baggy silhouette. Wider leg openings, funky washes and tops that look a little like they have been washed too hot haha, but we don’t participate in that last trend. We stay Baggy.”
Sustainability
In a world quite literally on fire right now, the attempts made by clothing brands to reduce their impact on the environment are vital. Brands are substituting fabrics, and through advances in technology, producing garments in ways that last longer and perform better, leading to less fast fashion. As Tyrone Smit at Brixton said “The streetwear market this season is seeing a rise in sustainability and eco-friendly practices, with a focus on gender-neutral clothing and innovative, functional fabrics.” Hydroponic’s Jordi Quinto said “All our plastics are recycled, and most accessories are made from rPET, or recycled plastic bottles, so no new plastic bottles are being produced. Homeboy’s Julian Wolf spoke proudly of how their clothes are all produced in Europe, using almost no chemicals and very little water. However, as Julian said, “The problem is that everyone talks about 100% sustainability but, at least in our customer group, no one is willing to pay the price for it.” The same goes for smaller companies starting out, as Julian from Andfeelings said: “As a new label working with A-level production sources, it can be challenging to reach MOQ and not have to bear up-charges. We commit to producing with sustainable materials when it makes sense to.”
Wrap up
Boxy styles remain strong for SS25, alongside cropped t-shirts, dad caps and baggy Jorts (jean shorts). The latter is most definitely seeing a rise if current seasons are anything to go by, and it doesn’t look to be stopping any time soon. Brands like Homeboy and Hydroponic are producing new styles of their popular shorts with wider cuts now to accommodate this re-emerging lust for boxier fits. It’s looking to be an exciting SS25 from what we’ve seen already announced, with more to surely come in the next few months.
Brand Previews
