MADNESS WETSUITS S/S 2025 PREVIEW
Retail Buyers Guide: Wetsuits S/S 2025 Retail Buyers Guide
Brand: Madness
Interviewee: BRECQ Benoit – Brand & Marketing Manager
There has never been so many participants out there in the water, however the retailers wetsuit hangers still display some 2023 SKUs: How was the 2024 market and order levels?
The wetsuit market is still very saturated. Most retailers have very high stocks. For the in-store sales part, it is therefore rather complicated, but for our business with surf schools or rental centers. It is much healthier. We also launched a special range for this category last year that we completed in 2024.
The production life cycle of a wetsuit is 2 to 3 years generally. Beyond mere carry overs, how should we extend that life cycle of the product, avoiding aggressive discounts and bettering the environmental impact?
For our part, we do not seek to renew our collections every 2/3 years. We have ranges that we have been following for 5/6 years. The public is increasingly demanding products that respect the environment and the life cycle is one of the aspects that allows us to reduce the impact.
The 3/2 fullsuit is the piece de resistance of the spring-summer range, what are the latest developments within your collection (men, women, youth)?
We offer an alternative to the traditional 3/2 in our PUURE range in Yulex with a 2/2MM fleece FULLSUIT. This is ultimately an excellent sale because it replaces a 3/2 and allows you to surf with greater flexibility.
Among the various summer silhouettes (springsuit, short/leg fullsuit, long/short john, jacket) which are bestselling (men, women, youth)? And what do you offer in these segements?
Generally speaking, it is most often the SHORTY 2/2mm which is the best seller. A popular wetsuit for surf schools with large sales volumes also in sports stores and surf shops.
Which neoprene options did you use for SS25?
We have 3 types of neoprene in our different ranges. The PIONEER range based on CR Foam and Superstretch. The high-performance PRIIME range is ultra Stretch based on 100% full superstretch S foam. And the PUURE Eco range based on YULEX from Hevea.
Unlike the trend in winter wetsuit, does the backzip entry system still account for big numbers in 2025?
We offer BACKZIP only on our PIONEER and STAMINA suits, which are fairly inexpensive ranges for beginners to advanced users. As soon as we move on to more regular practice, we favor ChestZIP for our PRIIME and PUURE ranges.
Tell us about your colours and graphics, Do you favor gender-neutral colors/prints or sundry graphics?
For our premium PRIIME and PUURE ranges we are on sober overall black combinations. For our PIONNEER range we put a little color with Tonal combinations for MEN and Prints for WOMEN.
Key Products:
Intégrale 2MM polaire PUURE MEN:
The core interior of the PUURE suit is made of YULEX® foam, a 100% natural rubber compound. The fabric is made from recycled materials and we use water-based glue to minimize the impact on the environment. We have designed all our PUURE series suits to combine Yulex foam and fleece lining. This warm and flexible construction allows you to use a suit 1 mm thinner than usual.
SHORTY Manche longue 2mm PRIIME MEN:
PRIIME suits are our state-of-the-art Superstretch series. The S-FOAM core interior is 20% lighter than regular foam and combined with the smooth, soft and durable NEOSPAN fabric, it offers unmatched stretch capacity. This combination increases freedom of movement and results in a premium, high-performance product: LIKE YOUR SECOND SKIN
SHORTY 2mm PIONEER WOMEN:
it appeals to many other water sports enthusiasts who appreciate a lightweight, flexible and warm wetsuit! An affordable, comfortable and flexible wetsuit that doesn’t compromise movement! A perfect wetsuit for waters around 20 degrees Celsius! BENEFITS: Ergonomic design, durability and exceptional value
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