Skate Footwear SS25 Retail Buyers Guide
It sounds like it’s been a tough year indeed for retail in general, especially within the skate footwear industry. This is due to various factors – the two ongoing wars are having a major impact, causing mistrust in both retailers and consumers. The situation with hard goods over-stocking is still creating difficulties for brands and stores alike. Retailers cannot shift older stock, which is causing cash flow and order budget issues.
Market
With the aforementioned issues, the market is generally a little rocky, to say the least. Lukas Steidle, Sales Manager Europe at Hours Is Yours said “Accounts have become less keen to experiment with their available budgets which has resulted in a more condensed buying pattern in terms of brands but also throughout their SKU selection.” Certain brands however have seen some real progress in sales and profits even through these challenging times, due to strong marketing moves and great teams of riders. New Balance Numeric has been firing on all cylinders this year, as Andrés Araya, Commercial Manager EMEA said “The momentum of our brand soared to unprecedented heights, surpassing all previous records.” Several independent brands have also started to emerge onto the footwear scene, which is great to see. One such brand, ‘Fishing Lines’ – the brainchild of German/French technical wizard Michael Mackrodt is a refreshing change to the big brand market.
Price Points
The constant struggle to keep skate shoes affordable without dipping on quality is a very real one, especially within the current economic climate. Brands are striving to offer models that don’t surpass the €100 bracket which is proving to be a challenge. Andrés from New Balance Numeric said, “It appears that a new barrier has emerged, with a significant emphasis on products priced under €100, serving as the primary volume drivers in the market.” Alessandro Urso, Sales Director at C1RCA said they’re maintaining last season’s price points: “We’re making a lot of efforts to keep RRPs fair, but it’s not easy due to the increase of materials and shipping costs.” Newcomers to the market Opus Footwear Inc. pride themselves on having all their shoes under the €80 price mark, so rest assured it’s still possible to get a pair of shoes that won’t break the bank.
Marketing stories & collection themes
Regardless of the market hardships brands are facing, SS25 is looking to be a ripper for new footwear collections. C1RCA will be releasing a collaboration with “QUIQUIRIQUI MEZCAL”, a Mexican artisanal Mezcal liquor brand, as Allesandro proudly said: “The collab includes custom AL50 and 205 Vulc as well as an apparel capsule. QQRQ will even produce a special edition Mezcal bottle to celebrate the partnership.” Andrés from New Balance Numeric spoke of a new pro shoe for the Boss himself: “The new Andrew Reynolds pro model stands as the highlight of 2025 for us. We’ve dedicated significant time and effort to this project, and we’re confident that it will be a game-changer for NB#.”
EMERICA will be reintroducing ‘The Mute’ – one of their first-ever styles. Michael Morey, Footwear Designer & Merchandiser at Emerica said: “We see nostalgia and 90’s-inspired designs continue to resonate with our base as well as the demand for a great skate shoe at a great price. The Mute checks both of these boxes.” éS will also be celebrating their heritage as Michael Morey commented: “The main story we’re pushing all year long is the 30th anniversary of éS and to celebrate this milestone we’re kicking off the season with the Accel FIT. The Accel has been a mainstay for decades and has a legacy as deep as the brand itself.” Sole tech sibling Etnies will also be reminiscing of the 90’s, as Rick Marmolijo, Design Director said: “The theme for SS25 is re-issues. With the 90’s skate fashion making a strong comeback, Etnies is in a great position to look back at the old catalogues and reintroduce historic skate silhouettes.” Osiris footwear will also be reminiscing on the 90’s era, as Brian Barber, General Manager at Osiris said: “We’re proudly upholding our legacy as the original tech footwear brand.” Fallen footwear will be re-releasing the iconic shoe – The Rambler, in tribute to James Hardy who sadly passed away earlier this year. The proceeds of which will be donated to a nonprofit chosen by his family.
Marketing approach
Marketing approaches have changed over the years, with social media reigning supreme. Brands like Fishing Lines are choosing purely Instagram, as Michael explained: “I market my brand mainly through Instagram, as I feel that shops and websites don’t have much interest in pushing smaller shoe brands.”
Similar to Fishing Lines, new arrivals on the scene Opus Footwear are taking a more intimate approach, as Mirko Mangum founder of Opus explained: “Because Opus is new, we’re doing lots of skate park and shop visits so customers can see and try on shoes in person and ask questions about the brand and the shoes.” Rick from Etnies said, “We understand how important core shops are to us, so for the first time we are offering a Skate Shop Day shoe – a Sal23 x SSD colourway as this was Sal Barbier’s first sponsor when he first arrived in California.” Brian from Osiris said: “We prioritise our online strategy and distributor partners. While we do engage in some print opportunities, we ensure they align with our brand’s DNA, emphasising skate imagery alongside captivating shoe imagery!”
Design trends
Although the ‘big puff’ style shoes are back in style, Rick from Etnies has noticed that “We are currently seeing a trend in the “mid puff” category as this silhouette is a lot more wearable and skateable.” Michael from Fishing Lines said however: “Trends tend to go towards “more is more”, which I don’t like and why I stick to what I love and would buy myself; something more classy, in my opinion. Simple yet graceful.” Of course, personal preference comes strongest on this rule, as some customers are not simply following trends, but sticking to what they feel most comfortable wearing to skate. Fallen’s CEO Ronnie Mazzio spoke of their new release – ‘The Melrose’ saying “This shoe is a unique take on a loafer combined with a classic slip-on that is the perfect chiller, but is always ready to skate.”
New Tech
The various new technologies that skate footwear brands are using to push their products to the next level regarding performance are wild. Especially considering the 90’s/00’s resurgence – an era where shoes were so tech-heavy, it looked like they’d never break through. These reissue shoes and odes to familiar greats have been redesigned with modern, and sometimes eco-conscious alternative materials, whilst still painting the durability they’re known for. Brian from Osiris said “What is old is new! And now refreshed! Our original technology of front and rear airbags has been a staple of our brand since 2000.” Michael from éS said on the subject of their Accel FIT shoe: “The FIT System is a 3-part harmony that is a game changer for upping board control while maintaining the comfort and support skaters have come to expect from the Accel.” Lucas from Hours Is Yours, said whilst trying to cut down on excessive material usage, “We’re introducing a new cup sole with extra tread and Supreme Grip Tech.”
Sustainability
Hopefully, it’s in every brand’s ethos to try to be sustainable in some way or another. Some go further than others, but as technology advances, new ways to have more conscious production are available. Lukas from Hours Is Yours said, “We work with our factories to cut down on the use of extra packaging and material waste.” Allesandro from C1RCA proudly stated that: “50% of our range is made with Vegan fabrics & materials. We’ll continue with the C1RCA sustainable project Summer drop: two versions of AL50 featuring recycled polyester upper by Repreve®.” Osiris also prides itself on using vegan materials, as Brian explained: “Witnessing the impact of our material choices on animals and the environment made our path evident. The durability of synthetics, arguably superior, further solidified our decision.” Emerica also strives to offer vegan alternatives, as Michael said: “There’s an ever-present and growing demand for vegan skate footwear. We make sure there’s a vegan offering every season in a way that doesn’t come across as an afterthought or inauthentic.”
The skate footwear market looks to be having a rather tumultuous, yet exciting time at the moment, and next season looks to be no different. With some solid new shoes being released for SS25, it’s shaping up to be a great year for footwear, as long as brands can accommodate the issues already mentioned.
Brand Previews
