DAKINE LIFESTYLE BACKPACKS S/S 2025 PREVIEW

Retail Buyers Guide: Lifestyle Backbacks S/S 2025 Retail Buyer’s Guide
Brand: Dakine
Interviewee: Marketing

What are the main current trends in the lifestyle backpack market?
The trend in the lifestyle backpack market is really about commuting. Ease people’s day to day life, from home to work and work to their personal activities. Allow them to carry their personal belongings while riding bikes, motorbikes or using public transport. Another big trend that has been present for several years now, are the hip bags and smaller cross body pouch and very small bags. Indeed, smart phones are getting bigger and we need accessories to carry them safely. Those product categories also seduce women so at Dakine we tend to feminize those products thru appropriate colorways and prints.

What were your best sellers in SS24?
Our best seller remains the campus series, a classical school back pack really well price pointed and perfectly designed for school and lifestyle usage.

How are you segmenting your SS25 lifestyle backpack collection and what are the price points?
Our backpack lines i divided is several series: Our Campus and 365 are on entry level backpacks, timeless design functional and a good price point positioning. They have been an essential in the Dakine range for many years now. New in the range the renovations series is a line of more feminine and classy products it features a tote bag, crossbody bag and small pouch. This line is more designed for the day-to-day use. Also recent addition to the range and very feminine too, the Happy People Canvas series is a more casual approach to the women back packs and bags. It proposes large tote bag for weekends, smaller tote bag, 21L back pack for daily usage, a mini bag, a pouch and a wallet. On this serie we have also done a collaboration with Californian Loindaflow. The Educated Series, is well named and more design for students. It is composed of 30L and 25L Backpacks, a mini backpack, a small tote bag, a lunch box and pass wallet. Everything a student could need during is cursus. The J connection series has been carried over and extended since last season, it is perfect for both genders, and full filled all your needs for your Daily commuting. Back packs, tote bags lap top case and various cross body pouches. The Mission Street Series, has been created for those who like to commune with their skateboards. A bigger version is designed for week-end missions and a 25L version is more adapted for daily use. On those very skate-oriented products we have a collaboration with Independent Trucks. The Method Series back packs fully revisit the organization of backpack, with easy access to your belongings, whether it is for a week-end or a daily use. The Verge and Motive are the pinnacle of the commuting backpacks, top materials, top organizational level and clean urban look. Week-end backpacks and totes or daily backpacks and sling those products are ideal to wander in the city carrying all your essentials.

Which style(s) do you expect to grow the most in SS25?
In SS25 we expect a significant growth on our more feminine products. Specially on the Happy People Canvas Series under the impulsion of Loindaflow collaboration. The J- Connection Series also presents a good potential as depending on the print it suits both men and women. The collaboration with Independent Trucks also helps to open more street doors and push our Street Mission series.

What are the most important technical features in your SS25 lifestyle backpack collection?
The Verge and Motive Series are from far the most technically advanced backpacks. They features:

Backpanel with luggage handle pass-through and tuck away hip belt
Back compartment with padded laptop and tablet sleeve
Fits most 16in laptops
Large main compartment with interior stash pockets and zippered mesh pocket
Fleece lined media pocket at top
Exterior front pocket fits large bike-lock
Stretch Mesh water bottle pockets
Reflective details throughout for added visibility
Exterior lash points for bike light and helmet carry
Fitted removable rain cover

What materials are you using in your SS25 collection?
Beside our Happy People Canvas Series made of Cotton, our entire Back pack range is made of 100% recycled polyester

What silhouettes are you featuring in your SS25 collection? Any construction techniques you’d like to highlight?
At Dakine we like to give the consumer a large choice of silhouette and construction technique. We propose traditional backpacks, roll tops, split construction for bigger size backpack packs, back panel access or very compartmented construction.

What colors and prints are you featuring in your SS25 collection?
For SS25 we propose a special collaboration with Hawaiian artist Loindaflow that results in a composition of rock’n roll and surf illustrations for a punchy all over print. Loindaflow lives in Maui and likes to draw surfy stuff that makes people smiles. We also extend our collaboration with Independent trucks, the print recalls the iconic graphism from the legendary skate trucks company without forgetting the famous motto Built to Grind. All over prints or subtle logo placement on black products, the independent collaboration will seduce every skateboarding fans. Another rbig collabs we have this year is the Dakine X Mayhem collection, it celebrates our deep roots into surfing while associating our name with one of the most core surfboard shaper alive. As mentioned previously we have introduced in range more feminine tones and patterns such as various floral prints, pink lotus, salmon bay or blanket stripes. We also pay tribute to our Hawaiian roots with the Hawaii Asphalt checker. This print is a heartfelt homage to the Aloha Spirit, meticulously crafted to cater to those who hold the islands close to their hearts.

What efforts are you implementing towards sustainability?
Beside our Happy People Canvas Series made of Cotton, our entire Back pack range is made of 100% recycled polyester

How will you be supporting retailers with the SS25 sales?
For the big stories of the season such as Loindaflow and Independent collaboration, we will develop a special POS program and custom window displays. We also provide a bank of imagery so the clients can animate their socials network with quality content.

What marketing stories do you have in your SS25 collection?
Loindaflow collaboration, Independent Collaboration, Hawaii Asphalt Checker And the J-Connection series.

Key Products:

WEDNESDAY BACKPACK 21L
Exterior zippered pocket with key clip, Interior zippered pocket, Water bottle pocket, Waxed cotton bottom panel, Due to the finishing process used on this canvas, each piece is unique.

WEDNESDAY BACKPACK21L

Mission street 25 L Dakine X Independent:
Side access laptop compartment, Organizer and accessory pockets, Stretch mesh water bottle pocketSkate carry/cargo straps, Side access to main body compartment, Independent patches on skate straps, Reflective details throughout.

MISSION STREET PACK25 LX INDEPENDENT

JUNE BACKPACK 25L- SALMON BAY:
Non-padded laptop sleeve, Fits most 16 in. Laptops, Stretch mesh water bottle pockets, Cinch top main compartment with hook closure and extended zippered access, Removable flapover accessories pouch, Exterior molle loops to attach accessories, Foam padded back panel.

JUNE BACKPACK 25L