Base Layers F/W 2025/26 Retail Buyer’s Guide
Baby it’s cold outside! What to wear first row on your skin while playing in the snow next winter. Anna Langer on the baselayer trends for FW25/26.
In retrospect of the FW23/24 season, Eivy saw a strong and growing interest in versatile and technical base layers: “Customers are increasingly recognising the importance of multifunctional clothing that works seamlessly across a range of activities” says Johanna Krook, Teamlead e-com & marketing. Rojo agrees that “Cross functionality is key. Athleisure-inspired designs dominate, blending performance for cold conditions with timeless, affordable, and comfortable aesthetics. Consumers want pieces that work seamlessly on the mountain, at the gym, or even lounging at home.” The past season also posed challenges for the soft goods market, driven by climate change, cost-of-living pressures, and surplus inventory, which they addressed with a tightly focused base layer collection designed to complement their outerwear line, offering retailers flexibility without overwhelming with excessive options. Woolf Merino reported “Another exciting year of growth”, with more outdoor enthusiasts prioritising sustainability and transparency. At Airblaster the verdict is also rather positive, with strong sales for their first collection of Separates next to their staple, the infamous Ninja Suit.
TRENDS & STRATEGY
“Since a base layer is under cover most of the day” Jesse Grandkoski finds that “like socks, a base layer is a safe place to be expressive and wild” and continues the Airblaster range of fun prints paired with a solid baseline of functional performance. And while female-only brands Eivy and Rojo also sport some super stylish and fun designs, they find it essential to partner functionality with a versatile look. “Base layers are no longer confined to the slopes; they need to work across multiple environments,” says Jassie Salveson, Marketing and Sales at Rojo and Eivy too, finding that “Today’s base layers must strike the perfect balance between functionality, sustainability and lifestyle,” says Johanna. “Our focus remains on blending a streetwear-inspired aesthetic with technical, multifunctional garments. The idea of traveling light and choosing versatile, packable pieces is definitely gaining traction among women.” They also notice that base layer as a key component of layering is getting more attention, and is becoming a staple for more than just skiing and snowboarding trips for which they’ve added new loose-fit styles in tops and also pants. Main colours for these are Sand and Olive and Rose Water next to darker Earth Tones and classic Black.
Woolf agrees that “Looser, more relaxed fits are on the rise, giving people the option to rock a casual style while staying adventure-ready” says Tord Olsen, CEO and Co-Founder. The shifts they are noticing in the base layer market fit perfectly with their focus on 100% natural Merino wool and Merino Tencel blends.
MATERIALS
For Woolf it’s a matter of heart to educate consumers on the great benefits of Merino, “As a Norwegian you grow up learning that you must wear wool, or you are going to freeze. Hence we are on a mission to export this rich culture to a wider audience” explains Co-Founder and CCO/CMO Marco Cignini. Eivy feature Australian Core Spun Merino Wool, certified by Woolmark® and RWS® in their wool line, while the rest of their collection is made with Global Recycled Standard® and Oeko-Tex® certified 4-way stretch materials, with a UPF50+ sun protection. Next to their trademark 4-way stretch poly/spandex Air Tech blend and their proprietary recycled Dry Tech stretch woven and recycled Air Tech knit micro fleece, Airblaster also introduce a 4-way stretch Merino / Tencel / Elastane blend for increased durability and sustained odor resistance. For their main focus of creating climate-conscious, cost-effective, and versatile designs, Rojo base layers are 90% recycled polyester: a high-performing, breathable, warm, and anti-pilling material.
When it comes to technical innovations, Eivy proudly presents a brand-new category: lightweight, packable, and multifunctional outdoor shell pieces like the new Windbreaker Utility Vest & Oversized Outdoor Pants. Woolf just launched a men’s Performance Merino Tencel T-shirt that’s incredibly breathable and moisture-wicking, perfect for warmer or more active days which is planned to be evolved for women as well. “Alongside that, we’re expanding our Merino Tencel line with sports bras, women’s briefs, and men’s briefs, designed for ultimate comfort and support with the same breathable, eco-friendly materials.”
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