Rhythm S/S 2024 Mens Surf Apparel

Retail Buyers Guide: Men’s Surf Apparel S/S 2024 Retail Buyer‘s Guide
Brand: Rhythm
Interviewee: Jacob Byrne, Global Brand Manager Rhythm.

Could you please draw a picture of the market evolution from 2022 to 2023 so far in the Men’ Surf Apparel business?

This year’s hot topic has been the sale of boardriders and how this may affect the surf and action sports retail landscape. Outside of this though, I feel the surf market hasn’t evolved too much, yet the consumer demand is continuing to change with easy accessibility to so many influential channels. For the Surf market to evolve, we need to embrace change by supporting the brands that are pushing surf into a contemporary space that can challenge the street fashion and skate market.

Banking on the brand heritage (60’s, 70’s, 80’s, 90’s, you name it) is the go-to choice for most. Is this a marker of the strength of the surf culture or is there a chance we might tread water?

Leaning into your heritage can be an effective way to promote authenticity, and a massive 90’s – 2000’s movement is happening now. This trend is great for the surf market, as surf brands were BIG in the 90’s. However, young customers are moving through fashion trends so quickly that this hype will not last without evolution. It feels like a copy-paste trend now, and I hope we see a fresh style and creativity emerge from the surf culture.

How did you build up your collection for SS24? (themes, stories, carry-overs…)

Our global design team work hard to provide a balance of bestsellers in fresh colours, new fabrics, and new inspiring products. Within a seasonal (indent) collection, we work with our version of a golden ratio that pushes the designs forward while keeping brand signatures that continue to work season-on-season. Our overarching theme is the modern surfer’s uniform, and the designer will pitch sub-stories and art direction based on current trends in the market.

After a few toned down years, bright and bold colorways seems to make a revival. Do you agree?

Yeah for sure, brands and consumers are trying to differentiate themselves, and colour is an easy way to stand out and feel fresh. However, it is a balance, and most male wardrobes will likely consist of neutral hues with seasonal pops of colour.

Whether it is for their technical features or durability statements, fabrics (natural or synthetic) are assessed wisely by customers nowadays. What are your (fabric) takes for SS24?

Our collections have such a variety of fabrics the common thread would be our focus on interesting texture and great hand feel, shown through linen, corduroys, canvas, and recycled poly blends. Our goal is to provide a garment that may be familiar but feels special— to give the customer a feeling of finding a new favorite garment.

The consumers now want their favorites brands to give back (durability campaigns, NGO partnerships, support to the local community, etc.) What are your actions in this field?

We have been active in this area and supported local communities over the years. But we know we can be doing more, and our marketing team are implementing time and resources to improve our give-back contribution.

Key Products:

The Paisley Cuban Shirt introduces a placement motif to an essential summer silhouette and linen/rayon fabrication. Its disruptive design overlaid on our Cuban shirt is made for a more forward wardrobe for those seeking to elevate their everyday wardrobe. Now, with two patch pockets. Wear it open or wear it closed with our classic button closure.

Designed as an ode to surfing’s history, the heritage trunk is our surfer’s favourite boardshort. Made with A light, quick-drying nylon, the 16.5″ outseam is fit with signature rhythm taping for added style. The heritage trunk is A timeless staple for the alternate surf enthusiast.

Inspired by our founding Sun logo, the Sun Canvas Jam is the intersection of nostalgic 70s surf style and modernised graphics. Made for everyday wear, the Sun Canvas Jam is a 100% cotton construction that doubles as a casual day short and a fashionable, functional essential. The newly added embroidered patch pattern around the hem of the short is a nod to our 20 year heritage. Soft, comfortable, and essential.