Oakley’s 2023/24 Mens Outerwear Preview

Retail Buyers Guide: Men‘s Outerwear 2023/24 Retail Buyer‘s Guide
Brand: Oakley
Interviewee: Laurent Vogt – Global AFA Category Manager Snow

What is the overall theme behind your 2023/24 outerwear range? From which big trends do you take your inspiration?

Our 2023/24 outerwear range is taking inspiration from organic, rounder shaped products. Our Oakley Heritage also plays into this organic direction. THE GREAT DISCOVERY is our brand story/overall theme this season. This is our quest that celebrates community, empowerment and belonging. We will embrace individuality and transform humankind through sport.

What new fits / silhouettes are coming out in 2023/24? What pant and jacket styles are most important in your range?

The Fall 23 snow collection seeks to capitalize on the momentum of the Fall 22 snow season.
We have increased our offering in shell products which also helps us reach the backcountry consumer. We have a deeper focus on products for touring/splitboarding and we have a greater depth in the layering program that includes new pieces to be used in different weather conditions.We continue to focus on our CORE collection and focusing more on backcountry, which features Ellipse logo, clean designs and solid products.

This season, we have added a Gore-Tex 2L shell jacket and pant and have extended our Divisional program offering with a new shell anorak and shell pant. We are also introducing a new packable down puffy jacket called SNOWBOUND, using RDS down standard and a new recycled lightweight zippered hoody called VISTA FULL ZIP, that features a unique Oakley polar textured pattern.

The ThermoNuclearProtection collection or Freestyle pillar features B1B logo, disruptive designs and color blocked products. We are introducing here a new TBT shell jacket and a new 10K color blocked softshell hoodie. The TBT program part of this collection includes the most important styles from our range with the TBT insulated jacket and the TBT insulated anorak.

What new colours / prints are you introducing?

We collaborated with our athletes to incorporate their personal needs and wants like prints and colors as well as materials and fabrics for on and off the mountain.

The color card is very new and fresh, using contrast between earthy colors combined with more bold, Oakley Heritage colors. Prints are very different than before, more organic inspired. We have developed a new pattern this season inspired by a traditional Norwegian artwork but translated in an Oakley design language with some topographical elements and lunar phases.

Stale Sandbech’s collection is inspired by an all-over cloud camo look mixing hummus and carafe (brown) colorways. In addition to his jacket and bib we are introducing a new tassel beanie style (made in Italy) with the knitted Nordic pattern that fits very well with his personality and his roots.

In our colourcard we are keeping some of our CORE colorways in the line like Blackout, New Dark Brush, some of our HERITAGE colorways like Ultra Purple and we are bringing softer shades with Hummus, Carafe, Sage Green and Burnt Orange, very Nature inspired.

Any *NEW* technical stories with regards to fabrics and materials?

We continue our commitment to develop more sustainably sourced and recycled materials and have increased our percentage of sustainable materials for Fall 23 collection across all verticals. Most notably, we have increased our commitment to sustainability in the snow category with the Team Collection. For Fall 23 all 20K Shell pieces are produced with Bio Earth materials.Bio-Earth collection is modified by organic compounds to enhance the biodegradation of our products in a biologically active landfill and is tested no harmful substances being released to the environment.

Any trends that your brand is moving away from?

What are your top marketing stories for 2023/24? This will help us to put some focus in the right place.

Our objective is to reinforce our innovation and sport credentials, as well as broaden up in more snow disciplines, through the lens of our athletes. We have a unique relationship with the world’s best athletes who give personalized input into the collection design and help us create the best products for our sport-focused consumers, therefore in 2023 we will tell these stories while also, fostering sense of community in an Oakley way.

Outerwear Best Sellers/Hero product

TC RYKKINN JACKET

A hero piece this season is our TC RYKKINN TECH PUFFY JACKET that we will promoted on Stale Sandbech. This jacket has been inspired by our archive from mid 2000’s with organic shapes/lines. The puffy features Thermore Genius insulation and is technical enough to be a true winter technical snow jacket for cold weather conditions. Also, we believe that this jacket could be a great off-mountain style that can be worn as a trendy streetwear piece.

TC REDUCT EARTH SHELL JACKET

Sage Kotsenburg’s jacket is inspired by Classic 90’s jacket with a stripe design across the chest that ties back to the goggle strap. The jacket is a very functional and versatile shell jacket and features 2L FN Dry™ 20k/15k Bio Earth fabric.

Whether you’re trekking a snow ridge or tackling a favorite board or ski run – this TC Reduct Earth Shell Jacket keeps you in front with the stylish outer layering.