Brethren Womens Outerwear 2024/25 Preview

Retail Buyers Guide: Womens Outerwear FW24/25 Retail Buyer’s Guide
Brand: Brethren
Interviewee: Chris - Director

What is the overall theme behind your 2024/25 outerwear range? From which big trends do you take your inspiration?
We follow the same mantra we always have, functional, comfortable, affordable, aiming to deliver great gear to the average mountain man or woman. This year we have expanded our range, increasing the colourways available in both the Baseline and Access collections, as well as adding a Full Zip Jacket too. The Baseline has always been inspired by the 90’s era tracksuit style that we grew up with in Southern U.K. This year we have dived deeper into that theme, basing the collections colourways on iconic trainers from that period. See if you can recognise some of pallets from your former years.

What new fits / silhouettes are coming out in 2024/25? What pant and jacket styles are most important in your range?
The new fit this year is our Full Zip Jacket. We wanted to add a Jacket in there primarily to bring something new to the range, but also functioned better with our Bib Pants. This was also brought about based on feedback from both the retailers and the riders, and the resulting product is a real asset to the collection overall. We have used colourways from both the Access and Baseline Collections, so it ties everything together nicely, allowing retailers heaps of options when putting fits and looks together for the store.

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What new colours / prints are you introducing?
We have a varied range of classic block colours and prints, with some new brighter and more vibrant options included for the more adventurous wearer. Something for everyone, with the block colourways taking notes from the printed patterns, ensuring you have a maximum amount of options when putting this seasons fit together.

Any *NEW* technical stories with regards to fabrics and materials?
Moving forward, we have discovered a new technique to bond the internal fleece layer to the external waterproofing layer. This allows us to improve the quality of the fleece we use, making our outerwear more comfortable and warmer, both of which are elements we value within our product range. Softshell has never been this nice to wear. and we’re excited to bring it to the markets .

Any trends that your brand is moving away from?
We are in the process of starting a re-brand, updating our former look into a new entity that will be ready for the winter 24/25 season. We aim to modernize, simplify and improve our current products and processes, to bring the best version of our values to the market next year.

What are your top marketing stories for 2024/25? (This will help us to put some focus in the right place.)
As mentioned above, we will be updating the brand next year, but we will continue to promote our core company values throughout our marketing strategy. We aim to bring high quality gear at real people prices, recognising that Gore Tex is not necessarily the best option for a 1 week a year corduroy cruiser. We will conduct various photo shoots throughout the year, in Austria and France mostly, looking to capture the comradery of snowboarding. That connection to each other, the mountains and riding is how we wish to present ourselves, and hopefully we can convey that to our customers in an inclusive manner, making them feel as much a part of BA as we are. The Brotherhood of riding is where our name and values stem from; our aim is to make sure that’s well understood.

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Key product

Our all new Full Zip Jacket, ideal partners to layer up with either our Quilted Jackets, or our Shredduh Hoodies. Its a real crossover product within our own Collections and colourways, but also in application. It’s stripped back design maintains all the waterproofing and functional properties you need for a good day on the hill, but isn’t excessive for use in your everyday life.