IPD MENS SURF APPAREL S/S 2025 PREVIEW
Retail Buyers Guide: Mens Surf Apparel S/S 2025 Retail Buyer’s Guide
Brand: IPD
Interviewee: Seth Mckinney co founder
How did your brand cope with the Men’s Surf Apparel market in 2024?
2023 was a challenging year for the surf industry. There was still a lingering covid hangover that continued to play out in 2023. People were back to work and surfing less. There was no more free government money. Certain brands dumped huge amounts of cheap inventory into the market and that had a massive ripple effect on the entire marketplace. 2024 for IPD is a time of inflection. How can we be better, smarter and more efficient in our own business. Focus on us and the rest will fall into place. Build more compelling product supported by great imagery and brand story telling is how we are looking at 2024 and beyond.
What is the strategy for SS25: carrying-over staple SKUs and/or fresh pieces to boost demand?
It has to be a mix. Everyone wants new, fresh product because its exciting however it needs to be balanced with styles that build a strong foundation. Obviously single items that get people talking is great but so is a repeat customer who trusts your brand to deliver compelling product through the entire range.
What collection stories have you planned for SS25?
We have a few print stories that thread through the entire collection, however SS25 is about attention to detail on the garments themselves. We reset a few key silhouettes in 2025 that we think made the product better. The fit, the branding and all the details have been updated. In order to differentiate ourselves in a crowed space we need to provide really good product that has a noticeable price to value proposition.
Has Surf Apparel distanced itself from the streetwear and outdoor influences in favor of heritage surf roots?
Accounts are always looking for what’s new and fresh. Unfortunately bringing in brands from outside the space cuts the open to buy for all the backbone brands. I think there are enough new, fresh brands being launched from within surf to keep the customer engaged and energized. How is a streetwear or outdoor or yoga brand supporting the core market. Are they sponsoring athletes or contests? Are they forging relationships within the communities that are in the best interest of the sport and lifestyle or are they just coming in and grabbing market share? Are they doing the same heavy lifting that the core brands continue to do? If not why reward them with the open to buy. Support the brands that support the industry; not the ones who just show up for the free food and drinks on the backs of the brands doing all the hard work.
The fabric spectrum has expanded from the cotton or poly options. Which materials are rising/declining within your ranges?
Its really hard to move away from stretch. Its so much more comfortable and functionable for what a person in our space needs and wants. With that said we are always looking for fabrics that look and feel different but that make sense for our end customers everyday activities.
Which color/prints will you offer in SS25?
Bold prints with depth. Floral prints with an edge.
How will you be helping retailers to sell your brand?
We are committed to our limited distribution strategy. Retailers that have hardgoods in their doors and are looked to in their communities as THE shop is where we want to be. Local athletes and local communities / events are pillars of the brand.. These are the doors the industry was built around and have stood the test of time. We believe limited distribution makes your brand and product more desirable as its not sold everywhere.
Key Products:
Golden State board short in 16” & 18”:
Lo Fi Palms button down shirt:
Pressure Drops board short:
Brand Previews
