Lightning Bolt S/S 2024 Mens Surf Apparel

Retail Buyers Guide: Men’s Surf Apparel S/S 2024 Retail Buyer‘s Guide
Brand: Lightning Bolt
Interviewee: Marketing

Could you please draw a picture of the market evolution from 2022 to 2023 in the Men’s Surf Apparel business?

Market trends in surf apparel have changed rapidly due to consumer preferences and economic conditions. Curiously, and despite all odds and the economic factors around the world., an increasing number of surf schools and acceptance of surfing as a lifestyle sport among all age groups are among the prominent factors that drive the demand for surfing apparel and accessories over this transitional period. Growing awareness, increasing interest in water sports, and the rising popularity of surfing as a fitness activityprojected the market growth; also, the growing number of people participating in sports has significantly boosted the sales of sporting products, including surfing apparel & accessories. Young people consider surfing a thrilling and fun activity, also helping expand the surfing apparel and accessories market.

Banking on the brand heritage (60’s, 70’s, 80’s, 90’s, you name it) is the go-to choice for most. Is this a marker of the strength of the surf culture, or is there a chance we might tread water?

To avoid treading water and ensure long-term success, as a surf culture brand we balance honoring our heritage and staying relevant in the present.
To Lightning Bolt, it means beinginvolved in updating classic designs, embracing sustainability and eco-friendly practices more deeply, continuously innovating,and engaging with surf enthusiaststo meet the changing needs and tastes. Our brand’s keys are ultimately: the respect for the past and adapting to the future. Lightning Bolt’s strengths are supported by authenticity, it is a brand with a long history in surf culture, and it is a cult and love brand. We certainly give the real thing to consumers who are seeking a genuine surfing experience.
We use, by reintroduction and adaptation, some heritage designs to resonate with modern consumers while paying homage to our heritage.

How did you build up your collection for SS24? (themes, stories, carry-overs…)

The main inspiration comes from the captivating elements and graphics that defined the ’70s, merging them with a contemporary tribute to the brands’ roots and History: an unforgettable era of surfing.
Structured and designed for everyone – Men and Women -, the collection is divided into three main segments – Contemporary Styes, Urban Styles and Beach Time styles – for Men, all of them inspired by the 70s and concepts derived from Lightning Bolt’s surf culture. Key-pieces like short sleeved polos featured on the brand 70’s ads, striped prints and floral prints typically seen in Hawaii are back to this collection, mixed with new cuts and designs that reflect the urban influences. Thus, we promise to deliver a cool and laid-back style to surfers and enthusiasts alike, with contemporary interpretations of the 70s classic styles, incorporating them into the man and woman collection.

After a few toned-down years, bright and bold colorways seem to make a revival. Do you agree?

Indeed. For this collection, we took inspiration on the retro surf looks, which are characterized by bright, tropical colors often paired with bold floral prints and geometric patterns. More bright and bold colors such as Papaya and Misty Lilac feature in our SS24 collection. From a kaleidoscope of hues, we also rescued warm and earthy tones that were a hallmark of the 70s, such as rich mustard yellows, burnt oranges and deep rusts for a timeless look with a touch of nostalgia. And for those seeking a more understated take on 70s-inspired colors, the collection also features neutral tones that create enduring and versatile palettes.

Whether for their technical features or durability statements, fabrics (natural or synthetic) are assessed wisely by customers nowadays. What are your (material) takes for SS24?

The company prides itself on sourcing premium product for the conscious consumer that emphasizes quality, style and utility. We continue to privilege production methods and raw materials that promote sustainability: rather it is related to its ecological impact or life cycle/durability.
Focusing particularly in SS24, we are workinglargely with organic cotton and linen, a natural fiber. When in need to use other kind of composition, we go for viscose, a plant-based fibre, and more sustainable alternative to polyester. Our range of shirts for the season, for instance, is entirely made of linen or viscose.

The consumers now want their favorite brands to give back (durability campaigns, NGO partnerships, support to the local community, etc.) What are your actions in this field?

Lightning Bolt is very demanding and is always rewarding customer loyalty, to do so we are aligned with their values. We have been showing publicly what we’ve been adopting as sustainable practices throughout our supply chain. This includes the usage of eco-friendly materialsand minimizing carbon emissions, as well as promoting durability in the products using selected raw materials. We have been exploring circular economy models, such as reusing stock fabrics from our warehouse and recycling materials in order to reduce waste and promote resource efficiency. This also includes our ethical sourcing, Lightning Bolt ensures that our products are ethically sourced, free from child labor, and manufactured in fair working conditions, meaning that this ethical sourcing extends to both raw materials and the production process. On the other hand, naturally, the active collaboration with NGOsis also part of the policy and values of the company. Lightning Bolt sponsors events and initiatives that address pressing social or environmental issues.

Key Products:

70’s Knitted Polo Shirt
This knitted short-sleeve polo seamlessly blends modern comfort with retro style. Its textured fabric and retro-colored stripes evoke the timeless style of the 70s, while the contemporary fit and breathable knit make it perfect for today’s active lifestyles. A knitted polo shirt, made of 100% cotton, with retro-colored stripes on the chest and placket with wooden buttons.

ClassicWalkshorts
Inspired by the classic and timeless Lightning Bolt corduroy walkshorts, this new model features a new versatile and comfortable design. It is ideal for a contemporary look with a touch of nostalgia.
Shorts in corduroy fabric with elastic waistbandand adjustable drawstrings. Two lateral pocketswith embroidery on the front.

Lightning Bolt Quiver T-Shirt
This t-shirt, that is part of a specific product line under the SS24 collection, has a new cut (with a length shorter when compared with a regular t-shirt) and highlights the iconic Lightning Bolt surfboards. Moreover, it is made of 100% certifiedorganic cottonand features a digital print: a more sustainable technique dueto its less waste in ink, water and non-toxicity.