KAVU GREAT OUTDOORS S/S 2025 PREVIEW

Retail Buyers Guide: Great Outdoors S/S 2025 Retail Buyer’s Guide
Brand: Kavu
Interviewee: CALLUM MCDONNELL – EUROPEAN BRAND MANAGER

What is the status of the Men’s Outdoor Apparel Market after summer 2023?
The mens outdoor apparel market has continued to expand for KAVU since summer 2023. Increased growth in outdoor activities such as hiking, camping and climbing all fuelling this.

How did war, economy, global warming, overall inflation affect your SS23 sell in plans (delays/ range cancellations/ carry over/stock)?
All of the above are affecting everyone globally. It means more pressure is put into logistics to figure out most cost effective way to receive goods from overseas. Time factors then come into play, but its an ever-changing, ongoing issue that we have to manage day to day.

What are the major trends in the Mens Outdoor Apparel segment in spring/summer 2025?
Mens shirting has grown as a category so we’ve introduced plenty new options. Theres been a demand for sun shirts – UV protection, moisture wicking, anti microbial rash guard type. So in typical KAVU fashion we haven’t just done a plain one, ours has mushroom prints on it to stand out from the watering hole crowd.

Take us through your brand line in detail for s/s 2025
To kick things off we’ve expanded our Heritage range to include some fun bright new colour blocking options whilst still maintaining that classic canvas feel. All of this range is still hand made in US by the same factory that made the first ones. Menswear is nicknamed the WILD LIFE DIVISION for S25, and is all about going out there, getting wild and enjoying every moment. Fun prints, feel good fabrics and accessories to match. Womenswear is all about being FUN FREE UNLIMITED. Essentially having the maximum amount of fun you can day in, day out. Plenty new styles including rompers, below-knee dress trend styles and some new linen co-ords. Accessories are more fun than ever with our seasonal colour pop buckles now implemented across the range, a new beach bag range and some luggage options for those longer KAVU days.

What efforts are you implementing towards sustainability?
There is a strong consumer demand for sustainable and eco friendly products, and we have incorporated even more certified organic cotton styles across the range. Chemical Compliance: As proud members of the American Footwear and Apparel Association we require all production to comply with a Restricted Substance List. This RSL is updated annually to include a worldwide look at chemical restrictions across the world. Fair Labor: We enforce a manufacturer’s code of conduct that outlines our requirements for the working conditions of our partners. Some partners supply from independent(ISO standards, etc.). For others, we conduct in-person site visits to verify from the ground level that partners meet our standards. We have removed poly bags from our supply chain. We use 100% FSC-certified and recyclable paper garment bags. Our Care and Content Labels are made with 100% GRS Certified Recycled Polyester (77% recycled from post-consumer waste) and Okeo Tex Certified. New QR codes reduce CC label waste by 50%. 100% of hang tags made from recycled material And printed with vegetable dyes

What marketing stories and themes are you telling in your line for SS2025?
WILD LIFE DIVISION (MENS) – loving nature, being on the go, board to bar ready. FUN FREE UNLIMITED (WOMENS) – Retro florals, floral child in the wild, one with nature

How will you be helping retailers to sell your brands?
We provide an array of assets to all our agents and customers including a video for every item in the range that details all features of the item, on model, and in our fun KAVU way. These are super valuable as it helps retailers gain as much knowledge as they can, direct from the product team in KAVU HQ to then inform customers. Much better than just an image on a page!

Key Products:

Teannaway fleece:
Our best seller in Europe all year round. The perfect fleece to throw on on those cooler summer days, or after the sun sets to keep the adventure (/ party) going. Every season a bunch of new prints and for S25 a super fun Sasquatch print…