OXBOW 2024 Boardshorts Brand Preview
Retail Buyers Guide: Boardshorts SS24 Retail Buyer‘s Guide
Brand: Oxbow
Interviewee: Aurélien SILVESTRE et Manon JOUANINE Product managers
How much of an impact did the last couple warm summers have on the overall shorts sell-in?
The warmer the water gets, the more you surf in boardshorts, so obviously, that is better for the business. But at Oxbow, we do fight against global warming, producing all our boardshorts in Repreve recycled polyester, our high end shorts in Europe, and our vintage boardshort in France !
The pricepoints for boardshorts are spread from €30 to €+100 for the highly technical pieces: what is your positioning as far as pricepoints are concerned?
We cover a large price range within the Oxbow brand split in two collections. The lifestyle collection goes from 49.99€ up to 64.99€, all styles are 4way stretch and recycled Polyester Repreve. The high end styles are in the 1985 capsule collection. They are made with technical fabrics from France, and produced in Portugal. Pricepoints goes from 99,99 to139,99€.
What are the main design trends of SS24 for (surfing) boardshorts?
Vintage look is still on, and the elastic shorts are still growing.
Meanwhile, minimal design and solid colors are a must.
Same question for walkshorts/beachshorts.
We see more hybrid products within the walkshorts market, outdoor fabrics made to go in, out and around water.
Which stories will be the main focus of your SS24 boardshort/walkshort collections?
For SS24 we will have three main stories. The first one will be “POROROCA” ???, the second one will be “Children of Teahupo’o”; and the third one in Australia.
We will follow our ambassadors Gilbert Teave and Tahurai Henry and show their big brother/God father relationship, similar to the historic relationship between Manoa Drollet and Mallik Joyeux riders for Oxbow in the 2000’s. They will talk about their attachment to Teahupo’o village and also send a warning message about respecting the territory during the Olympic games.
The last storie will follow Arnaud Mestelan going back in Australia, 20 years later, to reconnect with the people he met down under when he was a young man. One of them is Robbie Page.
How did you translate these themes in terms of colours/prints?
We will have two color range, the first delivery for Surf in Peru will have more earthy, mineral colors, brown and kaki shades.
The second delivery for Children of Teahupo’o will be focusing on more pop summer colors but still with pastel shades, blues, yellows, oranges, bright tones for the full summer season. The collection propose a lot of floral prints.
The Australian trip will be supported by a limited edition of our Collector boardshort, made in France, with a original art from Robbie Page.
Fabrics do tell a story as well: what do your material choices convey as a message?
The entire Lifestyle Boardshorts collection is made of REPREVE Polyester, polyester made from recycled plastic bottles.
The 1985 collection boardshorts are made with local highly technical fabrics, and made in Europe. That is a strong commitment for Oxbow to deliver products made locally !
Key Products:
BAIMA – MBSH607
The BAIMA boardshort BAIMA in REPREVE® recycled polyester has the total summer look with its flowers allover print. Comfort and freedom of movement thanks to the 4 way stretch fabric, ergonomic belt and 360° adjustment for safety and support, zippered side pocket for the functionnality.
GRAVIERE – MBSH71
Our pinnacle boardshort GRAVIERE is made of 4way ultra stretch fabric for great comfort. The design has been revised to optimize the seams and avoid irritations. This boardshort is made in Portugal, with a French fabric. Surf local !!
3JACKY – MBSH60
Surf with a retro style in our JACKY boardshort !! This vintage short is the result of a great collaboration with Robbie Page, who brought his original indigenous art to it. And guess what, it is made in France. What do you want more ?
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