Great Outdoors S/S 2025 Retail Buyer’s Guide
As more people seek solace and adventure in nature, this guide explores the latest trends, innovations, and market shifts in outdoor products, focusing on apparel and camping gear. With sustainability at the forefront, the market is adapting to meet the needs of environmentally conscious consumers who demand functionality, durability, and style. Ladies and gentlemen, let’s dive into S/S25 Great Outdoor Retail Buyer’s Guide by Matthieu Perez.
APPAREL STATUS
Afends has positioned itself as a leader in sustainable fashion, with its entire range crafted from 100% sustainable fibres. The brand focuses on two main materials – Recycled Polyester and Hemp – to maximise durability, comfort, and performance while minimising environmental impact. “This commitment to low-impact production aligns with the growing consumer demand for eco-friendly apparel, making Afends a standout brand in the outdoor clothing market.” claims Damo, Afends Sales & Ecommerce Manager Europe. As sustainability continues to drive consumer choices, Cotopaxi has embraced eco-friendly materials and multifunctional designs. The brand anticipates a rise in demand for garments that offer multiple functionalities, such as jackets that are both waterproof and windproof, and pants that can convert into shorts. Technological innovations are also playing a significant role, with smart clothing and wearable technology becoming more integrated into outdoor apparel. Features like temperature regulation, moisture management, and GPS tracking are increasingly sought after by consumers. Additionally, the urban outdoor style, characterised by bright colours and eye-catching patterns, is expected to gain traction in 2025, as consumers seek versatile clothing that suits both outdoor activities and city life. “These trends reflect the changing needs and preferences of consumers who are looking for both functionality and style in their outdoor clothing”, comments Jürgen Henssen, Sales manager at Cotopaxi. This presents us the four pillars of important trends expected in the outdoor clothing segment for S/S25.
Despite the overall growth in the outdoor apparel market, Duer faced challenges in 2024, with slower-than-expected spring sales. While rain jackets performed well due to wet weather conditions, pants and shorts struggled to meet expectations. This highlights the importance of weather patterns in influencing sales trends and the need for brands to adapt quickly to changing conditions. We hear tentative optimism for a stronger Fall, typically a better pant selling season for Duer in general, hopes Pascal Wehr, Director of Sales. Rab’s new collection is designed for adventurers who seek experiences beyond the ordinary. The brand’s focus is on creating apparel that enables consumers to explore uncharted territories, pushing the boundaries of traditional outdoor activities. This positioning resonates with a growing demographic of outdoor enthusiasts looking for gear that supports their adventurous spirit.
WHAT’S FRESH?
The denim collection remains a cornerstone of Afends’ offerings, with a focus on loose, straight, and baggy fits. This season, the brand is reworking denim staples with worn washes and utilitarian details. The dress category is also gaining traction, with styles like the Asta Maxi seersucker dress, known for its unique soft hand feel. These developments reflect Afends’ commitment to creating durable, stylish, and comfortable outdoor apparel. In response to consumer demand, Duer is focusing on lighter fabrics and a stronger embrace of natural fibres for hot weather wear. The brand recognizes the need for versatility, with customers seeking apparel that is stylish and suitable for everyday wear, rather than being limited to specific outdoor activities.
Sun protection has become a key consideration for outdoor enthusiasts, leading to increased demand for sun shirts with UV protection, moisture-wicking, and anti-microbial properties. Kavu has responded by introducing sun shirts with unique prints, such as mushroom designs, to stand out in a crowded market. This blend of functionality and style is expected to resonate with consumers looking for distinctive outdoor apparel. “Mens shirting has grown as a category so we’ve introduced plenty of new options”, Callum Mcdonnell, Kavu’s European Brand Manager. Roark has undertaken a refit of its product line, focusing on competitive pricing and eco-friendly production. The brand’s commitment to sustainability is evident in its use of hemp blend 4-way stretch materials across 40% of its range, offering both comfort and environmental benefits.
SUSTAIN
Duer emphasises the importance of designing timeless pieces that seamlessly transition between work and adventure. By creating versatile and durable apparel, the brand encourages consumers to invest in fewer, better-made items, aligning with the broader trend towards sustainable consumption. For Roark, eco-production and the use of stretch materials are non-negotiable. The brand’s incorporation of hemp blend 4-way stretch materials into 40% of its range reflects its commitment to sustainability and innovation in outdoor apparel, according to Arnaud Gaillard, CEO of Roark European Distribution. Rab’s approach to sustainability includes a strong stance on eliminating PFAS (Per- and polyfluoroalkyl substances) from its products. The brand believes that labelling a product as ‘PFAS-Free’ should apply to the entire product, not just its durable water repellent (DWR) coating, demonstrating a holistic approach to environmental responsibility.
RETAIL SUPPORT
At Duer, Pascal Wehr states, “Our customers immediately understand the exceptional fit and comfort we provide when they step into a pair of Duer.” To strengthen its presence in Europe and the UK, Duer has established Duer Europe Ltd, partnering with Hectic, a leading retail partner with offices across the region. This strategic move enables Duer to implement its omnichannel strategy more effectively, building brand awareness and reaching new markets with a unified approach.
Kavu has developed an extensive array of digital assets to support its retail partners. This includes videos for every item in its range, detailing all features and showcasing products on models. These resources are invaluable for retailers, providing them with the knowledge needed to educate consumers and drive sales. “Much better than just an image on a page”, claims Callum Mcdonnell.
Cotopaxi’s marketing strategy emphasises the concept of adventure as a personal and unique experience. The brand seeks to inspire consumers to explore the outdoors, whether for challenges, community building, or self-discovery. This narrative-driven approach aligns with the emotional and experiential aspects of outdoor activities, resonating deeply with consumers. “As a brand, our goal is to empower our consumers to embrace curiosity, we aim to celebrate and support each person’s individual aspirations and experiences. We inspire consumers to achieve that next level”, elaborates Jürgen Henssen, Cotopaxi sales manager.
CAMPING GEAR TRENDS
According to Philippe Greinacher, CEO & Co-Founder at No Normal Coffee, the trend towards shorter, more accessible outdoor adventures is growing. Consumers are increasingly looking for ways to enjoy nature without committing to long treks or remote locations. This shift is supported by advancements in comfort and wearability, allowing people to venture further with less fatigue and quicker recovery times. In terms of outdoor nutrition, there is a strong push towards natural, non-artificial products fortified with vitamins and minerals. Additionally, a burgeoning community of outdoor enthusiasts is exploring the art of cooking in the wild, experimenting with ingredients and techniques that elevate the outdoor culinary experience.
The rise of the casual camper is a notable trend, with more families opting for weekend getaways to escape the urban hustle. This shift has made camping more affordable and accessible, broadening its appeal across different social strata. As camping becomes a more mainstream activity, brands are adapting to cater to this growing market with products that balance convenience, comfort, and affordability. “Neither war nor the slowing economy have seriously dented this growth, and we expect this trend to continue for the foreseeable future”, adds Lukas Liedtke, Heat It Founder and CEO.
At Voited, the increase in outdoor participation, particularly among new enthusiasts, has created a demand for entry-level gear that offers durability and functionality without the high price tag. While these new participants may not initially invest in top-tier products, there is optimism they will recognise the benefits of higher-quality gear as they become more experienced. Nemo Equipment has seen strong sales in 2024, driven by the early launch of its new ultralight sleeping pads and tents. Products like the Tensor Trail ultralight sleeping pad and the Hornet Osmo tent have been particularly successful, combining performance with sustainability. These innovations reflect a broader trend towards lightweight, high-performance camping gear that meets the demands of eco-conscious consumers. For Helinox, the focus has shifted from elite performance to values such as community, mental health, and connection with nature. This reflects a broader trend in the outdoor industry, where brands are increasingly emphasising the holistic benefits of outdoor activities, including their positive impact on well-being.
The growing popularity of outdoor activities has provided Nikwax with an opportunity to educate consumers about the benefits of its camping products, such as Tent & Gear SolarWash and SolarProof. These products not only enhance the longevity of camping gear by adding UV protection and waterproofing but also contribute to sustainability by reducing the need for frequent replacements, thereby keeping more tents and materials out of landfills.
WHAT’S NEW?
Heimplanet’s new overlanding tent, Cloudbreak, represents a significant advancement in camping gear. Designed for groups and families, Cloudbreak offers a high level of functional performance with features like two large entrances, a separate sleeping cabin, and large waterproof windows with mosquito mesh. The tent’s inflatable diamond grid technology allows for quick and easy setup, making it ideal for overland camping where mobility and ease of use are essential. Hannah Craig, Voited Marketing and Project manager proudly introduces, “We have just launched our hammock range as we believe there is still demand for a truly high-quality and durable product in this space. Our market research illustrated that many of the offers were bulky, badly made and lacking all the parts needed to hang them.”
Helinox is set to revolutionise the outdoor market with its new category of premium, packable outdoor games. The Play collection includes four games – Yutnori, StringTrees, HeliDrop, and HeliDisc – each designed with the same principles of portability and durability that have made Helinox’s camping chairs a success. This innovative approach to outdoor entertainment highlights the brand’s ability to think beyond traditional camping gear and offer products that enhance the overall outdoor experience.
Klean Kanteen has introduced a new sport cap for its classic non-insulated bottle. The redesigned cap offers improved drinking flow, is leakproof, and features a stainless steel straw for added comfort. These enhancements reflect Klean Kanteen’s commitment to continuous product improvement, ensuring that its products remain relevant and user-friendly in a competitive market.
SUSTAINABILITY
Heat it® is a sustainable alternative to disposable insect-bite relief solutions. The product’s longevity – powered by a single phone charge – outperforms traditional numbing gels while eliminating plastic waste and harmful propellant gases. This aligns with the growing consumer demand for eco-friendly products that reduce environmental impact while offering effective solutions. Heimplanet is taking significant steps towards sustainability by eliminating flame retardant chemicals from its tents and tarps, in line with California’s latest regulations. This move reflects the brand’s commitment to reducing its environmental footprint while maintaining high safety standards for its camping gear. “While committed to these sustainable practices, we will also ensure not to compromise any of the outstanding functional performance of Heimplanet products”, explains Co-Founder, Stefan Clauss.
At Klean Kanteen, Henry Hoogenveen, International Brand Manager states, “All our products are made of 90% certified recycled stainless steel. Our powder coating kleancoat™ does not contain any harmful toxic in the coating on the bottle nor in the whole production process”. Zoe Hewitt, Head of Marketing at Nikwax reassures, “We have always had sustainability at the heart of our ethos but we can always do more. We have a sustainability strategy which we are in the process of implementing which includes a climate action plan, clean chemistry, circularity and conservation plan”.
Last but not least, Philippe Greinacher from No Normal Coffee observes, “We start by using only ingredients which we can trace and have some sort of certification. On top of that, we are using recyclable materials for post consumer disposal. Our goal is to be using post consumer recycled materials in all our products by the end of 2025.”
MOVING FORWARD
Sean Manley, Nemo’s UK distributor guarantees, “With a solid product line for 2025 and increasing momentum behind the brand, we have no doubt that 2025 will prove to be a great year for Nemo here in the UK.” The brand’s focus on combining performance with sustainability, as seen in its ultralight sleeping pads and tents, will likely continue to drive strong sales and reinforce its reputation in the outdoor gear market. Last word to Joe White, Helinox Head of Marketing and Ecommerce, “Overall participation in outdoor recreation is up, but the frequency of participation is down. For brands, this means less focus on elite performance and more focus on values such as community, mental health and nature connection. Brands need to become laser focused on their proposition and who their customer is.”
As the outdoor industry evolves, the focus on sustainability, multifunctionality, and technological innovation will continue to shape the market. Brands that prioritise these elements are likely to thrive in 2025 and beyond, as consumers increasingly demand products that not only enhance their outdoor experiences, but also align with their values. From apparel to camping gear, the trends highlighted in this guide underscore the importance of meeting the changing needs and preferences of today’s outdoor enthusiasts.
Brand Previews
