FW Apparel 21/22 Men’s Outerwear Preview

Retail Buyers Guide: Men’s Outerwear 21/22 Retail Buyer’s Guide
Brand: FW Apparel
Interviewee: Anna Smoothy, Head of Marketing

What is the overall theme behind your FW 21/22 outerwear range? From which big trends do you take your inspiration?
The FW 21/22 Collection is inspired by new school outdoor culture. The new school design philosophy embraces the future and a liberal style, emphasizing codes outside of the action sports realm. Whether it‘s the mountains, valleys or the ocean, nature is at the core of our brand and inspires our colours.

Drawing inspiration from boardsports culture, FW delivers modern cuts, minimalist branding and rich colour palettes. FW’s progressive obsession to synergize style and technology reflects years of exhaustive research, development and testing in the heart of the French Alps.

What new fits/silhouettes are coming out in FW 21/22? What pant and jacket styles are most important in your range?
The pinnacle of this range is the MANIFEST Tour 3-Layer Jacket and Bib, each boasting premium waterproofing, breathability and stretch characteristics for uninhibited movement.

When paired with our efficient puff layers—including the MANIFEST Hybrid Tour Hoodie and Pants—the result is a kit that withstands even the harshest winter environments, keeping you warm, dry and comfortable without constant stops to change layering through fluctuating temperatures in the mountains.

What new colours / prints are you bringing to the FW 21/22 collection?
We highlight vibrant accents on cool and yet rich monochromes for the 21/22 season. Vivid colours such as Deep Teal and Fresh Mint are inspired by coastal shorelines, and luminous red tones represent Wild Berries and Red Maple. Darker hues include a warm Pine Bark and a deeply saturated Dark Stone inspired by the alpine skyline at dusk.

Any *NEW* technical stories with regards to fabrics and materials?
We have invigorated the basics, by bringing an all-new fabric to our MANIFEST 2L Jacket + Bib. The 2L Stretch Ripstop Shell ramps up the waterproofing and breathability to 20,000mm + 15,000g (up from 10k/10k in 20/21). The built-in stretch and robust protection of this fabric take our most price-accessible silhouette to another level of technicality.

This all-new ROOT Light 2.5 Layer Jacket is built from the lightest waterproof fabric in our collection, making it the ideal piece for spring ski touring, bike rides or summertime summit-bagging missions. Perspiration escapes its membrane, keeping you comfortable and dry, while wind and rain are rebuffed. The yarn is made from 40% post-consumer waste and a protective print replaces the typical fabric membrane liner seen in 3 layer garments, completing this lightweight 2.5 layer package. This garment is durable, easy to care for, and easy to move in, thanks to its ergonomic stretch.

What are the three most important products in your FW 21/22 range? Why? Please tell us about them.
MANIFEST 2L Jacket – WPS
The 21/22 FW MANIFEST 2-Layer Jacket boasts a new high- performance fabric with improved waterproofing, breathability and stretch. The adjustable storm-hood keeps you protected from the elements, while a high-quality lining fabric provides coveted comfort. Extra-wide hand pockets provide plenty of stowing space for all of your essentials.

MANIFEST Tour 3L Jacket – WPS
The FW MANIFEST Tour 3L Jacket boasts a higher level of functional detailing, designed with backcountry adventures in mind. For those who venture beyond the resort on excursions big and small, this 100% seam-sealed jacket is created from the highest quality, waterproof, stretch fabric, cut precisely to avoid excess weight and ensure just one layer is present anywhere and everywhere. Superbly breathable, this garment will keep you at your best throughout the warm springtime days and also when the temperature drops — an integral piece of your layering system.

ROOT 2.5L Jacket – WPS
This all-new ROOT Light 2.5 Layer Jacket is built from the lightest waterproof fabric in our collection, making
it the ideal piece for spring ski touring, bike rides or summertime summit-bagging missions. Perspiration escapes its membrane, keeping you comfortable and dry, while wind and rain are rebuffed. The yarn is made from 40% post-consumer waste and a protective print replaces the typical fabric membrane liner seen in 3 layer garments, completing this lightweight 2.5 layer package. This garment is durable, easy to care for, and easy to move in, thanks to its ergonomic stretch.

What are your top marketing stories for FW 21/22? This will help us to put some focus in the right place.
Severin van der Meer leads FW stories in 21/22. A 2-year film project with Sevi and Hilton Productions is set for release in the autumn, after a global film tour with FW Apparel. FW is dropping 1x 21/22 product family early, stay tuned for more details on our early release expected in Spring ’21.

This summer, FW has been digging deep into their brand identity, looking at the people, stories and the culture behind the brand. The FW team, Sevi van der Meer and the guys at Club Sandwich have distilled these stories into a visually compelling coffee table book.

What’s your base layer strategy for FW 21/22? Please let us know your tech innovations, materials, colours and price points.
RAW is FW’s merino base wear collection. Featuring lightweight merino crewnecks, t-shirts and ¾ tights, and midweight from a balaclava hoodie to the coveted jogger. This collection is made from naturally technical merino wool – breathable, warm, and anti-odour. FW’s classically understated aesthetic shines through – all products are featured in black merino with minimalist logos.

Pricing is of RAW garments is on par or just under the global merino specialists.

Please provide an overview of how 2021/22 is shaping up for your brand. Has COVID-19 affected your line? If so, please explain the changes you have made, and how you came to these decisions.
Throughout the COVID pandemic, we have stayed true to our premium positioning. As we saw many brands cull their most technical product lines, we held fast to the pre-COVID forecasting of our high-end products. Our prediction of the “premium” opportunity resulting from other brand’s COVID cancellations was accurate. Though the pandemic has influenced snowboarder’s winter plans, it’s becoming clear that what shakes to the top in challenging times is quality apparel that looks good and works even better.