Dakine S/S 2022 Men’s Surf Apparel Preview

Retail Buyers Guide: Men’s Surf Apparel S/S 2022 Retail Buyer’s Guide
Brand: Dakine
Interviewee: Rémi Chaussemiche, Surf Marketing

In the aftermath of the pandemic, what are the early results of SS21?
Dakine apparel has been on hold for the past 2 seasons. It has been relaunched this summer in the US and will be fully available in Europe from winter 2021/2022. So the surf apparel relaunched will really be in 2022.

What is the business mantra for SS22: keep calm and carryover, or, flat-out innovation?
In the position we are in we can’t really talk of carryover, we developed a news collection but we kept it tight and consistent. It stays close to the what Dakine stands for: Trust. We create trusted equipment for the ride of your life.

What are your collection stories for SS22?
The surf collection is inspired by Dakine Hawaiian roots. At Dakine we talk about equipping you for the ride of your life. With this in mind, every product we build is designed to enhance our shared experience of the mountains, trails and waves we love. To do so, building product that keeps you feeling protected and secure is as crucial as using recycled fabrics, packaging and long-lasting constructions.
Every style in the Spring ‘22 line was created to have lower impact on the places we play and higher impact on how hard we get to play.

Nature, heritage self-reference, street vibe… What prints & colors will drive the summer 22 collection?
It is all about referring to the Dakine Hawaiian roots. Inspired by the Hawaiian surf culture mixed with a modern twist- the environment we evolve in, both on land in the ocean.
For men, the palette is built on a versatile range of cools, progressive neutrals and interesting warms, which make this palette accessible to every surfer looking to vibe with the shades of the ocean and the natural landscapes that surround.
The women palette is reflective of the colors found at a twilight surf session, designed to harmonize with the natural hues of the ocean and the faded corals, unique to the evening sky at your favorite break.

Which fabrics and (durable) materials are you relying on for SS22?
Every style in the Spring ‘22 line was created to have lower impact on the places we play and higher impact on how hard we get to play.
First of all, Durable textiles are a must – they are not only protective but stay in play longer. Sustainably motivated finishes widen the range of end use and help minimize the impact on our playgrounds. Then most of our surf range is made out recycled polyester. We use PFC-free water-resistant finish.

Key Products

HD SNUG FIT L/S RASHGUARD HOODIE
FEATURES: