OAKLEY BOARDSHORTS S/S 2025 PREVIEW

Retail Buyers Guide: Boardshorts S/S 2025 Retail Buyer’s Guide
Brand: Oakley
Interviewee: PAULINA BENITEZ, BRAND MANAGER APPAREL, GOGGLES & HELMETS

How was the 2024 boardshort market?
The boardshort market is seeing several key trends and developments in 2024. Sustainability is still major trend, focusing on eco-friendly materials and production processes. Performance and versatility are also critical, with innovations in quick-drying fabrics, stretchability, and ergonomic designs being highlighted.

How did you split your SS25 offering between carry overs and fresh pieces?
Fifty percent of our collection is either entirely new or has been updated with modifications to enhance quality, add important features, and incorporate more attractive prints that speak to the Oakley consumer.

Are prices hindering the sell-out of boardshorts in a stressed out environment or are the customers willing to pay for quality? (surfers vs casual beach enthusiasts)
The boardshort market is indeed price-sensitive. While customers, including both surfers and casual beach enthusiasts, are willing to pay for quality, there must be a compelling reason to justify higher prices. Surfers, who prioritize performance and durability, may invest in premium boardshorts with advanced features. However, the market is saturated with high-quality options at fair prices that offer comfort and functionality, making it challenging to justify significant price increases.

What are the main design trends of SS25 for (surfing) boardshorts? (cuts, lengths, special features, closing systems…)
We have not observed any significant design trends that are altering the course of boardshorts for Spring/Summer 2025. Similar to last year, there is an expanded range of lengths, with above-the-knee options becoming increasingly popular for a contemporary look, particularly among younger surfers. The use of 4-way stretch materials remains essential in boardshorts. In terms of special features and closing systems, there have been no substantial changes; non-slip laces, adjustable waistbands, and functional elements like pockets continue to be crucial components.

How was the 2024 beachshorts market?
In 2024, the beach shorts market mirrored trends seen in boardshorts. There is a notable emphasis on sustainability among beachwear brands, with a commitment to eco-friendly materials like recycled polyester and organic cotton, along with ethical manufacturing practices. Moreover, many brands expanded their offerings to include hybrid boardshorts, featuring versatile fits that effortlessly transitioned from beachwear to casual wear, thereby enhancing both their appeal and functionality.

How did you split your SS25 offering between carry overs and fresh pieces?
We allocated fifty percent of our SS25 collection to either entirely new designs or revamped pieces, focusing on improving quality, adding essential features, and introducing more appealing prints tailored to the Oakley consumer. Furthermore, we continued to invest in our hybrid collection, providing pieces that seamlessly transition from beachwear to streetwear, catering to the diverse needs of our customers.

Are prices hindering the sell-out of beachshorts in a stressed out environment or are the customers willing to pay for quality? (surfers vs casual beach enthusiasts)
The Beachshort market is still price sensitive price and impacts the sell-out of beach shorts. However, many customers prioritize quality over price. Brands that emphasize sustainability, offer high-quality materials, durability, and innovative features may find that customers are willing to pay a premium for these benefits, even in challenging economic times.

What are the main design trends of SS25 for beachshorts? (cuts, lengths, special features, closing systems…)
For Spring/Summer 2025, beach shorts design trends remain consistent with previous years. Tailored and slim-fit cuts alongside vintage-inspired styles are popular choices. Key features like quick-drying materials and UV protection are essential. Closing systems maintain convenience and security. Overall, the focus is on blending classic aesthetics with modern functionality to cater to diverse consumer preferences.

How did you translate these trends in terms of colours/prints?
At Oakley, we draw inspiration from the essence of beach and surf culture, but we infuse it with our unique Oakley vision. We blend the laid-back vibes of Southern California, our foundational roots, with distinctive Oakley elements such as metallic accents, subtle prints, and our iconic logo. This fusion creates a dynamic color palette and print selection that embodies both the spirit of the coast and the innovation of Oakley, offering our customers a style that’s uniquely ours.

Which key fabrics/materials do you introduce for next summer?
For the upcoming season, we’re excited to introduce two standout pinnacle products: TIDAL 19’’ BOARDSHORT and the GRIPPER COMPRESSION SHORT. Crafted from recycled nylon and spandex blend. With 4-way stretch technology, they provide exceptional flexibility and freedom of movement, making them ideal for any beach activity. Moreover, their quick-drying properties ensure maximum comfort, allowing you to transition seamlessly from water to land. Additionally, these boardshorts feature UPF 30 protection, shielding you from the sun’s harmful rays during extended beach sessions. Complementing our boardshorts is the GRIPPER COMPRESSION SHORT, designed to enhance your beachwear experience. Made with premium materials, these compression shorts offer targeted support and muscle stability, allowing you to perform at your best.

Key Products:

TIDAL 19’ BOARDSHORT: