ISSUE #078. AUGUST/ SEPTEMBER 2015. €5

WILCO PRINS RIP CURL CEO

SKATEBOARDING’S LOST GENERATION SUP FOCUS & RED PADDLE’S JOHN HIBBARD BRAND PROFILES, BUYER SCIENCE & MUCH MORE.

TREND REPORTS: ACTION CAMS & ACCESSORIES, ACTIVEWEAR, LONGBOARDS, LUGGAGE & RUCKSACKS, SUNGLASSES, SUP, SURF APPAREL, WATCHES, WETSUITS.

US HELLO #78

The boardsports industry has been through searching for huge volumes, but are instead Editor Harry Mitchell Thompson a time of change and upheaval since the looking for quality and repeat custom. And if a [email protected] global financial crisis coincided with brands customer buys a good technical product from a realizing the volume of product they had been brand, this creates loyalty. Surf & French Editor Iker Aguirre manufacturing was far too large. [email protected] Customer loyalty also extends to retail, where Since then it has been sink or swim, and one retailer’s satisfaction with a wetsuit, a Snowboard Editor Rémi Forsans Rip Curl are a brand who has come out with sunglass, SUP or longboard can equate to [email protected] their head well above water. For this issue large orders and given the right sales support of SOURCE, Rip Curl’s European CEO Wilco and payment terms will be the beginning (or Skate Editor Dirk Vogel Prins tells us how the company has thinned continuation) of a fruitful relationship. [email protected] its product lines by 50% and has executed a strategy, segmenting their lines to fit their SOURCE #78’s trend reports break down the German Editor Anna Langer consumer with a high amount of technical ever increasing amount of product information [email protected] innovation, guaranteed quality and with the available, as our experts review what’s worth stories being told by some of the finest athletes a punt for SS16 in everything from wetsuits SUP Editor Robert Etienne in their field. Resulting in a solid bottom line to longboards, sunglasses to action cams and [email protected] and setting a fine example. their accessories right the way through to surf apparel and watches. We’re also looking at a Graphic Design Séréna Lutton As reported in our SS16 trend reports, brands couple of new trend categories – the rise of [email protected] in general are vying for a more technical and/ women’s activewear, and a category that many or premium approach to the market for 2016, brands are placing a real focus on, thanks to Web Media Manager Denis Houillé meaning new products feature technical the transient lifestyles we all live – luggage and [email protected] aspects to justify their price tag. rucksacks. We have a special SUP focus for this issue with a trend report and an interview with Proofreaders Whereas before a consumer would buy all their Red Paddle’s Co.’s Co-Founder John Hibbard. Insa Muth, Marie-Laure Ducos, Sam Grant products from one brand, and one brand only, it’s now the case that consumers shop around to Contributors find the best product for them. This is opening Always Sideways Jokin Arroyo, Benoît Brecq, Gordon Way, up the market for brands to start winning a Harry Mitchell Thompson Fabien Grisel, Franz Holler, Adam Rowlands, whole new customer base. Brands are no longer Editor Robert Etienne, Anna Langer, Emma Humphreys, Sam Grant, David Bianic, Robbie Morgan, Francois Applagnat, Siana Ivanova. CONTENT 09 CONTENTS 59 SKATING AT THE OLYMPICS? Advertising & Marketing [email protected] 11 NEWS 62 WOMEN’S SURF APPAREL SS16 TREND REPORT 14 TRADE SHOW REVIEWS 65 MEN’S SURF APPAREL SS16 TREND REPORT Accounts Manager 17 RETAILER PROFILE – NOMAD STORE 69 LUGGAGE & RUCKSACKS SS16 TREND REPORT [email protected] 18 ACTIVEWEAR SS16 TREND REPORT 72 SUP FOCUS – RED PADDLE’S JOHN HIBBARD To Subscribe 21 SUP SS16 TREND REPORT 75 WETSUITS SS16 TREND REPORT www.boardsportsource.com 27 SUNGLASSES SS16 TREND REPORT 80 BUYER SCIENCE – IVO NISA, 58 SURF [email protected] 33 SUNGLASSES PRODUCT PICTORIAL 83 BRAND PROFILE: MAUI AND SONS Publisher 36 BIG WIG INTERVIEW: RIP CURL CEO WILCO PRINS 84 BRAND PROFILE: NICE SKATEBOARD [email protected] 39 ACTION CAMERAS & ACCESSORIES TREND 86 BRAND PROFILE: KORUA SHAPES

Published by REPORT 88 GREENROOMVOICE LOOK AT OUTERKNOWN ESB 42 WATCHES SS16 TREND REPORT 90 NEW PRODUCTS 22 Friars Street, Sudbury 45 RIDE O’METER 93 MARKET INTELLIGENCE Suffolk, CO10 2AA. UK 49 A LOST GENERATION 104 EVENTS Boardsport SOURCE is published bi-monthly 53 LONGBOARDS SS16 TREND REPORT 107 ONE EYED MONSTER © ESB. All Rights Reserved On the cover: François Liets, Billabong Brand Manager surfing Mullaghmore, in Ireland. Photo: Laurent Pujol. www.boardsportsource.com

No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission, except for permitted fair dealing under the Copyright Designs and Patents Act 1988. Application for permission for use of copyright material including permission to reproduce extracts in other public works shall be made to the publishers. Full acknowledgement of author, publisher and source must be given. The views expressed in this publication are not those necessarily held by the Publisher. ISSN # 1478-4777 9 INDUSTRY NEWS #78

EUROSIMA SURF SUMMIT THE SWATCH FREERIDE WORLD TOUR 14TH EDITION - OCTOBER 8-9, 2015 ANNOUNCES 2016 WORLD TOUR DATES The EuroSIMA Surf Summit has confirmed the dates for its 14th edition. The Freeride World Tour’s line-up for 2016 has been announced with As the Quiksilver Pro, France moves its dates slightly later, so does the the world’s finest backcountry riders kicking off in Vallnord Arcalis in Surf Summit, taking place at the Belambra at Les Estagnots in Seignosse Andorra before descending upon Chamonix. The tour will then stop in from October 8-9. The Surfing Lounge returns to the EuroSIMA Surf Fieberbrunn before ‘the cut’ thins out the competitive field. The tour Summit in Hossegor this year, where brands can showcase their latest then takes flight over to Haines in Alaska, before the second and final innovations for the surf industry to see. Speakers include: Renaud cut sees the top six male snowboarders and four female snowboarders Vaschalde, Sports industry analyst at NPD Group, surfer Dave Rastovich, compete in Verbier to decide the 2016 Freeride World Tour Champion. traveller, mountain and photographer Maurice Rebeix, Frédéric Beuvry - Senior VP Brand, Design & Ergonomy at Schneider Electric and Jacques Paget - LIBRA Conseil, Expert in negotiations and Illusionist. Charlotte ISPO BEIJING: MESSE MÜNCHEN EXTENDS Cochaud – Michel et Augustin’s Brand Content Manager speaks, and there will be a European Action Sports Retailers Round Table hosted AGREEMENT WITH ALPITEC CHINA by ISPO. On July 31, it was announced that Beijing will be the host city for The Waterman’s Ball will be held at the same venue as last year on the 2022 Winter Olympic games, and coming with that news is the Friday October 9, 2015 starting at 8pm under the theme of ‘Hot Rod with announcement that Messe München (owners of ISPO), have signed an a denim dress code. As always this event provides the European surf extension of their partnership with Alpitec China, the international trade business with a focal point to network and discus industry issues, as exhibition for mountaineering and winter technologies by Fiera Bolzano. well as topical presentations. Look forward to seeing you there. SUPERBRAND TO SUPPLY EUROPE WITH BRUNOTTI’S SURFBOARDS FROM AUSTRALIA REINVENTION After having their surfboards for the European market shaped by Nuno Brunotti are to have a complete reinvention of the company, which will Matta in Portugal for five years, SUPERbrand are to have their surfboards see the company launch 180 products in their RDP (Rider Developed manufactured for the region out of their Gold Coast, Australia facility led Product) collection. The company, having been founded in 1979 is also by Adam “Sparrow” Fletcher. to release a fashion-forward line, NMTC which will be through different distribution and all geared towards their ‘All boardsports’ ethos, aimed at getting people ‘on board’. SURFERS AGAINST SEWAGE ANNOUNCE GLOBAL WAVE CONFERENCE, CORNWALL & OAKLEY CLOSES EUROPEAN HQ, LONDON, OCTOBER 2015 JOBS MOVE TO LUXOTTICA OFFICES Surfers Against Sewage have announce the Global Wave Conference, a Luxottica has closed Oakley’s Zurich headquarters, with these jobs major international event focused on the protection of waves, oceans, moving to the Luxottica offices in Milan, London, or elsewhere in Italy beaches and surf habitats worldwide, which will take place in Cornwall, as a part of the company’s restructuring of Oakley that will save z100 England from 12-13 October, and then move to the country’s capitol at million over time between top-line growth and cost savings. Oakley are the Palace of Westminster on October 14. expected to create ¤50 million revenues from the integration, while saving ¤50 million in annual costs. Oakley was acquired by Luxottica in 2007, and has been run as a separate entity until now. FREEZE BIG AIR 2015, LONDON’S OLYMPIC PARK, NOVEMBER 14, 2015 PENNY LAUNCHES LONGBOARDS Freeze Big Air will welcome the world’s finest competitive snowboarders Penny skateboards have announced the launch of its longboard and skiers to the UK’s capitol for the FIS Snowboard World Cup Big category. Available in six classic colour combinations, the new Penny Air and International Ski Invitational. Taking place at London’s Queen 36” Longboard skateboard offers a fresh riding style complimenting Elizabeth Olympic Park, Freeze Big Air will see a jump made from real their shorter cruiser boards and backpack product categories. snow spanning 120m x 41m. UK-based action sports PR agency All Conditions Media have been put in charge of PR for the event, which Olympic bronze medallist Jenny Jones and fellow British snowboarding PATAGONIA APPOINTS ALEX BEASLEY Olympian Jamie Nicholls are ambassadors for. AS ITS NEW COUNTRY MANAGER - UK & IRELAND YOUR PEOPLE TAKES OVER ANIMAL

Patagonia have appointed Alex Beasley as its new Country Manager for DISTRIBUTION IN GERMANY the UK & Ireland. This is the latest in a string of hires at the company, Animal are to be distributed by Your People in Germany, joining the likes as they continue restructuring across Europe. Beasley previously ran of Smith Optics, Rome SDS, Holden Outerwear, Spacecraft, Foolmoon, sales for The North Face in the UK & Ireland, prior to starting up his own and Maui and Sons on the Stuttgart based agency’s books. digital marketing consultancy company in April 2014.

11 INDUSTRY NEWS

J-BAY OPEN CALLED OFF AS MICK FANNING EX PRO NUNO MATTA PRESENTS IS ATTACKED BY TWO SHARKS IN FINAL MATTASHAPES The South African stop on the World Surf League Championship Tour Nuno Matta was one of Portugal’s finest surfers in the 90s, winning was called off just moments into the final after Australian Mick Fanning national titles and placing in the top 16 of the European tour. Nuno was was attacked by two Great White sharks. Fanning survived unscathed also the only surfer on tour to shape his own boards. Now Matta, after and The World Surf League decided to call the competition off, awarding working on other projects for 20 years is launching MATTAshapes both Fanning and Wilson joint second place; sharing the prize money surfboards. and second place points. THE TELEGRAPH SKI AND SNOWBOARD PREMIUM GROUP BUYS BRIGHT SHOW MOVES TO BATTERSEA PARK TRADESHOW The Telegraph Ski and Snowboard Show London is changing location The Premium Group (owners of Premium and Seek tradeshows) has for its 2015 show to Battersea Park. The show has also partnered acquired fellow Berlin tradeshow Bright in a five-year deal. Bright with Altitude Comedy Festival to provide comedic performances. The had seen plenty of interest from other parties, but it was the Premium show will run in London from November 5-8, and its Northern England Group’s offer that was the most attractive. The Premium Group has equivalent will be in Manchester from October 30 – November 1. purchased Bright founders Thomas Martini and Marco Asli’s shares, but the pair will remain as managers and creative directors of Bright. WAVEGARDEN PARTNERS WITH SKI LIFT EXPERTS LEITNER JOFFREY DELFGAAUW APPOINTED HEAD OF Artificial wave generating company Wavegarden have announced a DESIGN AT BRUNOTTI strategic partnership with Leitner - a company that has been making the system that powers ski lifts and gondolas for 150 years. Leitner’s Joffrey Delfgaauw has been appointed the new Head of Design at DirectDrive provides a gearless system that will propel Wavegarden’s Brunotti. Delfgaauw previously served as Design Manager at Protest ‘wavefoil’ from one end of the lagoon to the other, resulting in waves for 14 years, where the company’s design team grew from three to 16 ranging from 50cm to 190cm in height, and lasting for up to 35 seconds. people. At Brunotti he will lead the different collection segments and the designers. THE RIDERS LOUNGE APPOINTED UK & SUPERBRAND APPOINTS DOUBLE IRELAND DISTRIBUTOR OF SANDBOX OVERHEAD AS UK DISTRIBUTOR UK based boardsports distribution company The Riders Lounge is to Double Overhead have been appointed the exclusive distributors take over the distribution of Sandbox in both the UK and Ireland. Rich for SUPERbrand surfboards and apparel in the UK. Double Overhead Wilder will be the protection company’s brand manager and Sandbox already looks after brands including Santa Cruz, Carve Eyewear and join the likes of Capita Snowboards, Union Bindings, 686 Apparel, Independent Skate Trucks in the UK. DeeLuxe Boots and Coal Headwear on The Riders Lounge’s books.

ION CAMERAS & CONTOUR ANNOUNCE OCEAN AND EARTH RESTRUCTURE IN MERGER GERMANY AND AUSTRIA iON Cameras and Contour are joining forces, to give an overall distribution Ocean and Earth are restructuring their distribution in Germany and network of over 10,000 storefronts in 40 countries. Together, the two Austria. The new structure will see Nuno Amado from Surfcloud companies will invest in the innovation of camera hardware as well as Portugal take the distribution rights for Germany and Austria. Toby in software solutions to enable consumers to shoot, edit, share, live Hammer Products will act as the agent for Surfcloud in these two stream and store their video/photo content in the cloud as simply as countries. Nuno Amado from Surfcloud has been working with Ocean possible. iON Cameras CEO and Founder Giovanni Tomaselli will serve and Earth in Portugal for over eight years. He has grown the Ocean and as the new company’s CEO. Contour’s current CEO James Harrison will Earth brand to be one of the biggest surf hardware brands in Portugal assume the role of president.Freedumb Airlines. and was awarded the Highest Distributor Growth Award last year from Ocean and Earth. PROTEST APPOINTS NEW MANAGERS ARC’TERYX TO OPEN FLAGSHIP STORE IN Protest Sportswear announced that Ine Wouters and Ingrid Kalma have been appointed as Design Managers for the sportswear brand. After the LONDON departure of Joffrey Delfgaauw Protest decided to promote both women Arc’teryx are to open their first European flagship store in London’s to the role of Design Manager. Ine Wouters will be responsible for the West End. The store will be in the The Crown Estate and The Healthcare creative part and Ingrid Kalma for the organisational parts of the design of Ontario Pension Plan’s £100m Eagle Place development between department. Additionally Anjet Wesselink has been appointed as the new Piccadilly and Jermyn Street. Doors to open in August. head of Marketing. 12 TRADE SHOW REVIEWS

BRIGHT, BERLIN, GERMANY, 8-10 JULY

Bright now looks and feels like a proper trade show at its new location new joint location. In fact on reflection quite a number of brands who in the Berlin Arena. The new look layout, which is all on one floor you would expect to be at Seek were at Bright looking for new retailer allows visitors to see from one end of the hall to the other, and to outlets and at Seek there where also brands who you would expect to get around much more easily. Bright announced a 20% increase in be at Bright. exhibitor floor space, but the space in general feels much bigger. Stands all vary in size, but there are no stands that feel oppressively On the last day of the show it was announced that The Premium Group large with all booths in the centre having a shoulder high height who own Seek had bought 100% of Bright. A number of different offers limit to allow for an open feel. The building itself is a continuation had been made for the show over the last few months but the synergies of the de-industrial backdrop of previous venues and fits well with and the desire to maintain the Berlin location made Premium’s the most the variety of the stand designs. Day one was a busy one with many attractive offer. Bright’s Marco Aslim and Thomas Martini will both will visitors taking advantage of Bright’s new location right next to Seek stay as Managing Directors and help maintain the Bright DNA. It will to move between the two shows. This combination makes the Berlin be interesting to see this winter how the identity of these two shows Arena one of the top draws of the Fashion week. Brands exhibiting develop, but no doubt the new Bright-Seek combination with its 600 at both Bright and Seek commented on how they’d spoken with new plus brands will be a force for years to come. types of retailers, who were exposed to their products, thanks to their

SEEK, BERLIN GERMANY, 8-10 JULY

Seek was held at the same venue as the winter show. The winter event All other band marketing is kept to a minimum inside the hall. This gives had been extremely busy as the show picked up traffic and brands all brands an equal opportunity to attract people walking the hall. With that had traditionally been at BBB. This popularity continued into this the catering stands moved outside, additional space has been freed up summer’s show with visitor numbers increasing by a further 5%. The enabling more brands to exhibit at the show. The Hoppetosse boat/club hall is all on one floor and all the stands are of a standard size and build right next to the shows on the River Spree held the joint Bright/Seek and minimalist design with just the brand name and products on display. party.

SHITFOOT MONGOLAND (SFML), BERLIN, GERMANY, 8-10 JULY

Times and shows are a changing and skate has now got its very own were allocated a small space for a small price, divided by wooden core gathering during Berlin fashion week thanks to industry vets Alex pallets. Brands hung skateboards on walls, and decorated their stalls Irvine co-owner of Witchcraft Hardware and Sean James of Perus. however they pleased for an overall ghetto style. Evenings were SFML was across the river from Bright and SEEK in Neue Heimat spiced up with the Lousy One Up Party, the Free Skate Mag x Sour at the Urban Spree - an artist/music gallery/venue and was open to Skateboards and Carhartt’s work in progress from Dirt to Dust book public and industry. The show was well attended by the various skate launch. SFML found a gap and filled it. So expect further developments teams in town who hung out at the popup skate ramp and by crews of for this winter. skaters driving hundreds of miles to party and sell some decks. Brands

JACKET REQUIRED, LONDON, UK, 29-30 JULY Jacket Required returned to London’s East End for a preview of cold temperatures, a number of exhibitors were reaching for display Spring/Summer 2016 lines. The first thing to notice was a change of hoodies. entrance, as visitors now enter on Hanbury Street, literally just off As reported in our SS16 trend reports, brands are vying for a more Brick Lane. The space has extended, and now attendees walk through performance and/or premium approach to the apparel market for SS16, an entire new hall before finding themselves back at the old entrance meaning new products are full of technical features to justify their leading to the rest of the show. The ‘action sports’ area was still in its price tag. same place, and even sprawled further round to the left with Out of Prints remain strong for SS16 with those brands from a surf/outdoor Step Agency occupying a large space purely for their brands Brixton, heritage telling stories through colourful designs and prints including HUF and The Hundreds. everything from tigers and sharks through to slices of watermelon, and In the main hall, The Critical Slide Society had upped sticks from their vintage designs from the 70s and 80s. usual spot in the ‘action sports’ hub to mingle with a different crowd, The brands with a more ‘gritty’ look, showed reimagined coach jackets where Lightning Bolt and Eastpak set up shop again. and flannel shirts with a more ‘workwear’ type vibe, to go along Event organisers had installed a massive air conditioning system with skateable denims and trousers. The show continues to grow in overhead in the main hall after complaints from last year’s sweltering size and importance reflecting London’s position in the international greenhouse-esque affair. However, with London’s unseasonably streetwear market.

14 15 retailer profile

NOMAD, HENDAYE, FRANCE Nomad Surf Shop in Hendaye started as a big dream to target a niche market in the Basque Country, aiming to provide expertise, passion and technical knowledge to an area which was deemed a beginners surf spot. Eight years later, specialising in both surf and skate equipment, business is better than ever, so we spoke to Nomad’s Jeremy Jouhaud to find out a little more about Nomad’s success.

Please give a brief history of your store including when it was started, Please break down what your policy is regarding sales. who started it, who the owners and key players are. We are not salesmen, we are technicians. That means if you know I created Nomad Surf Shop in 2006. After being on the road for six what you’re talking about (that means the technical specification years - working in a ski resort in the winter and surfing on the Atlantic of each item you sell, the history of the brand as well as the latest coast the rest of the year - I decided it was time to settle down and innovations) there’s no need to be a good seller. People will trust you make a life time dream come true and open a surf shop. My best friend and things will sell by themselves. used to live in Hendaye, Basque Country, and told me it was a perfect place to open a shop because there was an influx of surfers, no surf Which products/brands are you most looking forward to stocking for shops back then, only two great shapers and a couple of surf schools. Spring/Summer 2016? People told me I was a bit crazy because I wanted my shop to be a I started my own skateboard/longboard brand three years ago - Eat technical store (not just another t-shirt store) and Hendaye was only The Beatume – and it’s getting better every year. Every winter I known as a beginners surf spot. But after a couple of years, it was challenge myself to find new designs and new features for my boards clear I made the right choice. while retaining a local supplier and low prices (boards are made local here in the Basque Country). That keeps my mind pretty busy and very What are the benefits of having a physical shop over simply having excited until each new collection is released. an online store? It’s crucial to have real contact with customers; to help them Do you have a specific schedule for posting product on social media? make the right choices when it comes to buying technical items. I’m not a social media maniac. I try to keep the shop’s website as up to date For the customer, having good advice at the right moment can be as I can, but we won’t post pictures and videos everyday on social networks. the difference between giving up a sport they feel that they can’t Our website’s goal is to give customers all the information they need to get to progress at, or having a life long relationship with the sport. Talking the shop and have a real chat with us. to passionate skateboarders and surfers in my local shops when I was 10 or 12 years old changed my life forever. Online shops won’t What kind of advice can you give other independent retailers who are ever do this for anyone, they sell equipment, not passion. trying to compete against the big box megastores? People’s minds are really changing towards megastores and big What trends have you noticed for Summer 2015? companies. People want more little shops, locals companies, quality Longboard sales are changing a bit this year. Top of the range brand sales products and experts to sell it. Independent retailers have to choose are decreasing a bit and cheap boards are doing the same, meaning that their suppliers carefully and be specialists on everything they sell; that’s mid-range is increasing a lot. Surfboards are getting shorter and wider what makes the difference between us and them. But don’t forget that every year, which is a good thing, because people always want shorter each time a megastore sells a board to a beginner, he may be a future boards than what they’re actually able to surf. With theses types of boards, customer of your shop! A lot of people will buy their first skate or it’s easier to find the balance between what they want and what they need. surfboard there... and that creates new riders who will eventually end up in a real board store, when they want a good board.

WWW.NOMADSURFSHOP.FR

17 trend report trend report

or even just keeping dry at a music festival,” Neil explains. All with prints that can be worn for years to come” plays into minimizing waste their signature, super stylish Scandi design feel, with proven cuts and consumption on yet another level, giving crossover functionality and twists to their successful winter patterns such as a Pink Leo another edge on its own. or Swedish Camouflage. Fabrics are also crossed over from the CLWR Winter outerwear, “including highly waterproof 20k membrane Interpreting functionality in their very own way as well, Burton’s fabrics called Pintech, or the fast drying Polyester Swiftdry which activewear line is “built around the idea of fitting everything you we incorporate in our fleeces, running shorts and training tees for need for a weekend trip into a single backpack”, focusing on three example, mixed with mesh breathing panels.” key themes: packability, lightweight and durability. “We’ve focused on creating a juxtaposition of technical fabric with lifestyle silhouettes Breathability is key for all activewear and is one of the main features to create more opportunity for women to wear their favourite pieces of the SUPPLEX fabric that Billabong is using in their collection. “This everywhere, everyday,” says Senior Global PLM of Softgoods fabric doesn’t crease, it is highly resistant and still leaves you all Stephanie Renaud, mentioning the reversible Plasma Legging as the freedom of movement needed to train. Whatever your body shape a prime example with “a printed and a solid side, so it’s wearable or attitude to working out, these high performance fabrics will only from the street to the gym or the hiking trail and back again.” Adding quit when you do,” says Virginie Medel, Billabong Design & Product function beyond that of a regular garment, the packable styles “fold Developer. Inspired by tropical designs, the collection “truly embodies neatly into one of their own pockets to become a nice little bundle.” our identity, the beach spirit,” Virginie continues. With “fresh colours, turquoise and lemon yellow buttons, bright, large tropical flowers Rooted in winter sports as well, Eivy have featured “multifunctional and broad stripes,” it ties in nicely with their surf capsule collection, base layers” since 2009 and are now expanding their approach. “Our similar to the brand’s first foray into the fitness realms in Fall 14. customers had been using our base layers for working out for a Fulfilling their customers’ elusive dreams of living life by the sea: long time,” says founder and designer Anna Vister, “and we wanted “whether you are living in a city or by the coast, this line will whisk to provide them the same level of functionality in a lighter fabric you close to the ocean.” for summer/indoor activities.” Translating their “street and hip-hop inspired design language” to the summer season, means blending With a “play on modern nautical”, Finisterre also draw inspiration from “fabrics that perform when working out, providing comfort and the home of their main passion - surfing, albeit in a less “high shine breathability but with a streetwear look and feel” with “marble and and traditional sport looks” with “matt textured blends” as Product floral prints, paired with colour blocking, cut and sew wedges and bold

photos: Bench / Burton Director Debbie Luffman explains. Incorporating organic cotton, logos.”

CLWR present their range under the tagline “every day outdoor”, not ”restricting it to running WOMEN’S ACTIVEWEAR TREND REPORT wear, or yoga clothing, but rather functional clothing for outdoor lifestyles for creative individuals. Be it trail running in the forest, cycling to work, checking the surf on the rough The “sexiest buzz word of 2015: Athleisure” (according to digiday.com), refers to the fusion of athletic and leisure clothing, and Northern Europe coastlines or even just keeping dry at a music festival.” gives the rise of the yoga pants that we’ve mentioned in several trend reports on women’s wear a proper name. And deservedly CLWR International Brand Manager Neil Slinger so, as it doesn’t look like that trend is waning any time soon, if anything it is picking up speed and volume. Because even though some cynics might attribute it just to lazy people wanting to wear their comfy sweat pants all the time, it also reflects merino wool, tencel, modal as well as recycled nylon and polyester bigger overall developments in our society that is adopting a more healthy lifestyle and thus opts for more functionality and derived from post industrial nylon and PET, including fishing nets and “Mons Royale has always been about versatility. From the very start comfort in clothing. Trying to fit fitness routines into busy days, means it looks like “leggings are the new denim,” as Nike CEO drinking bottles, “the design of our activewear is very much informed we’ve tried to design garments that function both on the mountain and Mark Parker stated at the Women’s Innovation summit in New York last Fall, and even Wikipedia has its own entry for the word. and led by the fabric selection and by performance and quality,” she off it” says Mons Royale founder Hamish Acland and Creative Director continues. “We don’t believe in over-teching and over designing.” Hannah Aubrey adds: “Versatility is our key theme, for example our Rooted in active lifestyles, boardsports related brands have quickly taken this on and integrated activewear into their women’s Cap Tee has a drop-tail, which is perfect for mountain biking and also collections, sometimes even in stand-alone capsules. Anna Langer compiled a report on the category. Despite their origins in water sports ION’s activewear for 2016 is looks great with a pair of athletic leggings.” Made from lightweight focused on female mountain bikers, catering to their specific needs in 170g merino wool, that “wicks, breathes and dries quickly” and is Roxy “started to work on a specific performance range three years market, where the trend started much earlier,” Sebastian informs terms of durability, function and lightweight, while at the same time “warm when it’s cool and cool when it’s hot”, their range “is cut to ago,” Marie Lauga, Global Head of Design fills us in and adds: “It’s us. The first collection available in Europe was Winter 2014 and has maintaining a “casual, yet sporty look that also works without a bike,” allow for movement – for example most garments are slightly longer in quite new but our first client feedbacks are very positive which is expanded considerably since then. The inspiration for next year’s explains International Marketing Manager ION Bike Andi Lipp. Fabrics the body so you can wear them to ride in.” Colours are mostly primary, always encouraging.” They focus on “three disciplines: running, range is “celebrating the nocturnal party atmosphere of the city” with include Drirelease®, Coolmax®, Polyester and Polyamid, as well as contrasted with charcoal mesh panels where increased breathability yoga and water, which really corresponding to the brand’s spirit,” a colour palette of “rich dark tones and neon brights”, followed by “elastic softshell materials for the bike shorts and a combination of is needed. Prints are “themed from our home town of Wanaka, New aiming to not only merge technical features with style but also to softer shades “as dawn arrives in the city, perfect to inspire an early Polyester and Cotton for the shirts”, mostly in “subtle colours with Zealand including ‘from the bottom of the world’ which obviously goes improve comfort during these activities. “Most of our products are in morning fitness call - whether running through parks or swimming in vivid accents.” well with underwear.” says Hannah. a polyester / spandex fabric with specific features” such as wicking, outdoor pools.” quick drying or compression “for better support in pants.” But, Marie Outdoor veterans Patagonia “have been making activewear for many Whether all this active dressing will actually lead to more active adds, “fabrics also have to be fashionable,” as “fashion is an important CLWR will be launching their first designated activewear collection years” without referring to it as a separate segment. “We see it as consumers is still actively in the making though... side of the range and many pieces can be worn out of the sport in Spring Summer 2016, although International Brand Manager Neil the expansion of product created for activities into every day living,” practice.” Slinger states that the “outdoor aspect has always been a strong elaborates Helena Barbour, Senior Director for Sportswear. With Bench also focus on practicality for their main target group of “city aspect of the CLWR range in Spring,” taking their Winter expertise strong brand ethics when it comes to sustainable production and dwellers”, integrating “moisture wicking, windproof, water resistant over into the Summer line. Hence CLWR present their range under environmentally friendly products, Patagonia wants “women to be HIGHLIGHTS and breathable fabrics along with reflective trim detail and new pack the tagline “every day outdoor”, not ”restricting it to running wear, able to combine and use these pieces whether they are into yoga or Practical comfort away product categories,” says Chief Product Officer Sebastian or yoga clothing, but rather functional clothing for outdoor lifestyles climbing” but, most importantly, they want “them to have a choice, Streck. The first pants in this style that were offered by Bench for creative individuals. Be it trail running in the forest, cycling to a choice towards pro environmental and social responsibility.” Tech fabrics date back to 2011 but were “only available in the North American work, checking the surf on the rough Northern Europe coastlines This is implemented with “fabric technologies that meet functional Fashionable cuts needs and are comfortable: quick dry, stretch, easy care, UPF, odour control, lightweight and versatile” and are produced in a “socially Reflective details “Fashion is an important side of the range and many pieces can be worn out of the sport and environmentally responsible way”, including Fair Trade, organic Colourful prints practice.” Marie Lauga, Global Head of Design at Roxy cotton, Bluesign, and recycled materials. Striving to “find colours and 18 19 trend report photos: Starboard REACHING SUP’S TIPPING POINT

The summer of 2015 will go down in SUP history as the year where the sport’s popularity exploded through the following combination of elements: 1. Product availability through various networks. 2. Exceptionally warm weather in key waterfront cities across Europe. 3. Increase of SUP rental centres with licensed instructors dedicated to the sport. The convergence of these factors has created a surge in demand and caused many boardsports companies to rethink their future product portfolio in order to get a larger piece of this rapidly growing market. Trend Report by Robert Etienne.

We can also thank the early adopters and other industry enthusiasts riders begin to acquire more than one board for varying and specific for setting the trend. It is due to years of diligence, perseverance and uses. promotion from these passionate enthusiasts that all this happened. SUP product managers understand the importance of focusing on ease Today SUP activities are present on almost every European body of riding and wider all-round boards in the 11’ category. In addition, the of water and it has become this summer’s ‘in’ activity. It is an growing interest in touring requires that displacement hull noses be unprecedented phenomenon and is envied as the fastest growing water accessible to all, combining stability, performance and speed. Steve sport for the past few seasons. As in any rapidly growing sport there West, Mistral’s Brand Manager comments: “One thing has become clear, will be many hurdles that still need to be overcome, but because of its ‘Splash and Dash’ commercial operations, remain focused on short, broad appeal, accessibility and mainstream fun factor, the SUP industry wide boards in the 10’ x 36” range, while commercial schools see the will certainly keep its freshness and remain lucrative over the years to value now in longer boards of 11’ The small business owner who runs come and beyond. a centre, will invest in top notch brands and is not affected with high price tags as he will not need long to amortize them.” Many retailers have come to realize that this industry has a lot more to offer than they ever imagined. As we enter the 2016-buying season, On the majority of the European waterways, there’s a “discovery” trend both SUP specialists and mainstream buyers will need to plan carefully on the rise, in which and buy smart for next season. Retailers will have to carefully evaluate Silvain Aurenche of Lokahi sees potential: “Touring boards are, for sure, their 2016 pre-booking, as they will not want to miss the impulse are very important now on European waters, 12’6’’ x 30’’ are and will be buyer, once the first rays of sunshine hit the European coastlines and very popular with a wide tail to assure comfort.” waterways early in the season. Benoit Brecq, Hoff’s Marketing Manager recognizes the need for more SIZES, SHAPES AND FEATURES volume and glide on the race front and analyses: “Due to a few changes As the market matures, manufacturers are fine-tuning their range with in the SUP race regulations we have seen a big jump into 14’ race SUPs a clearer understanding of what the consumer wants. The majority of with narrower 26” to 27” widths as well as for downwind 14’ SUPs. All- entry level 2016 production will remain relatively wide (32’’/34’’ up to round 10’6’’, 11’ or 10’2’’ (but wide) SUPs are still popular to match the 36’’) with volumes in the 240-300 litres range. As the sport matures, average Joe’s needs.”

“We have seen another amazing year for SUP, growth and the sport is beginning to be seen as a year round activity, which will really open things up even more” Starboard’s Scott Warren

21 trend report

INFLATABLE BOARD CONSTRUCTION stabilized in a near future,” and Helgo Laas has a more positive note and In last year’s BoardSport Source SUP Trend report, inflatables were states: “It will get close to 90% in certain countries in Europe”. recognized as the fastest growing and largest segment of the SUP industry. One year later, apart from quality, purpose-built boards, there Karin Gertenbach, Head of Marketing at Fanatic International goes on to are now tons of low-grade inflatables, misleading consumers with low say: “The iSUP sales are still increasing, however many customers start quality generic product. with an iSUP, getting them over the barrier of the large size/storage/ transportation of a SUP is what iSUP’s are perfect for. Casual users Fortunately, companies such as Red Paddle, who only produce will keep their iSUP for a few seasons, however I have personally seen inflatables have been at the forefront of innovation as their Media that many of the iSUP customers move onto composite boards/add a Director, Luke Green points out: “Our mission has always been to composite board to their quivers, as they get addicted to SUPing.” produce boards that offer an authentic experience. This has meant we have been focused on using hand laminated second layers to increase For Bic it’s a different story as in their Vannes factory, they produce stiffness and durability, which uses quite a lot of glue, material and of hardboards only. So Benoit Tréguilly, from Bic’s Marketing & course is open to human error and differing quality during production. Communication department sees a stabilization or slower growth, while Over the last 18 months we have worked on an automated system where we are able to fuse the second layer on to the drop stitch core during the raw material phase rather than at the board production stage. This is done by machine and is therefore completely controllable and “We have continued to grow in accordance with our measurable. We call this MSL Fusion (Monocoque Structural Laminate). forecasts and expect this to continue by at least This means we now have boards with a superior cosmetic finish, that 30%. Luke Green at Red Paddle Co. are up to 2kgs lighter and actually stiffer at a lower inflated pressure than before.”

It must be stressed that one needs to look closely at the configuration of the drop stitch construction as if not closely woven it will not support Scott Warren of Starboard explains: “For the past few years inflatable pressure’s above 17-20psi. In terms of the results obtained, Scott boards have been leading the way in sales figures. For 2016 the growth Warren of Starboard remarks: “The materials take another leap forward we are seeing will continue to expand as the sport gains more spotlight in technological understanding. Being lighter, stiffer and stronger the in the world’s media”. Brunotti, the lifestyle clothing company, has lately new inflatable boards offer a better paddling experience than ever entered into the SUP market and have ambitious plans for the future before. The main area of development has been within the material as conveyed by Casper Bleijenberg, Brunotti Sales Director: “The SUP itself, looking at how to produce lighter, stiffer and stronger materials trend is growing rapidly in a complete new target group and will keep which maintain the flexible, durable qualities required for inflatable growing for many years to come.” products.” It is evident that the inflatable market has completely changed the split between hardboards and inflatables. In this shift, it has brought in all types of customers as Red Paddle’s, Luke Green concludes: “The inflatable technology side of the sport has allowed the sport to really flourish and our focus on producing an authentic board with genuine performance means the inflatable side of the sport will continue to grow at a fast pace. There is now a viable product for all types of paddlers whether it is schools, families or people looking for the most practical solution. If the trend is to continue, as it has over the past five years, then we can expect to see an even greater shift towards the inflatable technologies.”

SUP SALES IN 2015 Sales remain consistently strong as the interest in SUP continues to rise. Agencies for the most part have missed sales, because they failed to carry inventory. Brands with structured distributors are calling the shots in their respective marketplace. Luke Green at Red Paddle Co.

photos: Fanatic notes: “We have continued to grow in accordance with our forecasts and expect this to continue by at least 30%. In emerging markets there FUTURE INFLATABLE SALES is huge potential to match the growth and success already witnessed Leading brands are finding it difficult to continue to maintain market through our distribution across the globe. That is the beauty of SUP. It share as the sport matures and more brands fight to enter the inflatable is the only boardsport that you can do in every country! “ market that now counts for between 80-90% of the market depending on the country. In some markets such as Germany we could hardly So how does this read for brands that are diversified in other water believe it when Markus Schörling Germany’s Red Paddle distributor told sports? Jacopo Giusti of RRD reports: “Talking about overall RRD us at Paddle Expo last year that the German market was 90% inflatable. Turnover, in one year SUP has grown from 18% to 25% of total RRD turn over, so besides windsurfing, kiteboarding, wetsuits and boardsport This trend has continued to evolve as Silvain Aurenche of Lokahi accessories, year after year, SUP is becoming a very important highlites: “It all depends where we look at. Today 98% of SUP boards, business for the brand.” So as summer comes to an end, the outlook in Germany are inflatables. But in countries like France, Spain, Portugal according to Starboard’s Scott Warren is bright: “We have seen another and also the Scandinavian countries we still sell a majority of hard amazing year for SUP, growth and the sport is beginning to be seen as a boards.” year round activity, which will really open things up even more” Delpero of BONZ is more nuanced: “We think that this market will be

22 trend report

feel in the handling of our boards. He concludes without hesitation: “MSL Fusion represents the single most significant development in board construction.”

CHEAPER OPTIONS The ¤400 inflatable kit (board – paddle – pump) that appear to have been the summer hit had extremely low price tags (at least 50% below the average price for an all-round inflatable). These excessively low prices send a confusing message; the user feels that he’s standing on a soft mattress instead of a ‘real deal’ engineered SUP. He does get the expected experience but he is disappointed with this first purchase. If these first timers, do not understand that the reason they did not enjoy their ride, was due to poor quality and ill fitted equipment (insufficient air pressure, poor board shape and construction coupled with a short flimsy paddle). While it allowed for them to discover a new activity, there is no assurance that this customer will be not be disillusioned.

Helgo Laas at SIC analyses Far East production: “The inflatable market seems universally under pressure with price points. An increase in Asian labour costs and the US Dollar having been so volatile has added to keep costs down. Seemingly, the hardboard market has been less affected, but this depends on your manufacturing processes in particular.” The rise of the Dollar has given advantages to the few companies still producing in Europe for hardboards, since the product is sold in Euros.

OUTLOOK: As we’ve heard from the participating brands, the ongoing trend is to keep boards highly accessible to entry-level consumers. Consumers are paying more attention to their gear. For example, a high performance paddle with a choice of flex, is becoming a vital piece of equipment as riders progress.

On an industry note SUPIA (SUP Industry Association) in the US is growing rapidly. It endorses Surf Expo’s two annual shows in Orlando and Outdoor Retailer’s Summer Market in Salt Lake City. In Europe, Paddle expo in Germany is gaining tractions and positioning itself as the photo: Red Paddle Co Paddle photo: Red leading European SUP Tradeshow. NEW TECH FOR 2016 With SUP developments progressing so fast, we are now seeing the After more than 10 years as an industry, we can safely say that SUP is product designers taking in a much more ‘user friendly ‘hands on’ out if its infancy stage. Let’s hope lessons have been learnt from past approach in bringing to market products specifically designed with the industries that rushed into extremes with lack of foresight and little novice end consumer in mind. This in turn, will help make their access to show for it. The SUP industry has a bright and lengthy future to the into SUP easier than ever before. This is significantly different than in extent that the players can share the common goal of ensuring that the past, where watersports such as windsurfing ultimately suffered a every newcomer, goes away with such a positive experience, that his strong decline, mainly because of products destined for an elite user. only desire is to share and perpetuate the SUP STOKE! The progression of high modulus carbon materials is helping build stiffer and lighter racing hulls. Karin Gertenbach of Fanatic notes: “For composite, we stick to our world class production facility at Cobra HIGHLIGHTS for 95% of our products, always choosing the most exclusive layups Laminated ultralight inflatable materials possible.” Accessible entry level models In terms of technology, since the inflatable business has become such Inflatable growth exceeds 30% an important part of the SUP industry, brands are developing SUP European production rises specific materials such as Red Paddle’s MSL technology mentioned above. Luke Green adds: “Also, thanks to this new laminate we have Inflatable increases to 80% of the market been able to reduce swing weight, enabling an even more responsive

“The iSUP sales are still increasing, however many customers start with an iSUP, getting them over the barrier of the large size/storage/transportation of a SUP is what iSUP’s are perfect for. Casual users will keep their iSUP for a few seasons, however I have personally seen that many of the iSUP customers move onto composite boards/add a composite board to their quivers, as they get addicted to SUPing.” Karin Gertenbach, Head of Marketing at Fanatic International

24 trend report photo: Melon 50 SHADES OF NEW TRENDS Actually not quite, as after a couple of seasons of proper action with bold new styles and innovative developments in materials and lens technology, the eyewear sector is calming down a bit. Leaving trends some time to spread through the whole population and offering brands an opportunity to refine as well as solidify their styles.By Anna Langer.

While there were at least one or two new trends to report from each perfect combination of style and performance simultaneous in brands in previous season, the major trend in 2016 will be “simply to each pair of sunglasses they purchase”, Animal agree that “sports simplify!” thinks James Robinson, Art Director/Brand Manager at Carve. sunglasses are becoming more lifestyle inspired” and Zeal add their “The last few seasons have been about brights, fluos and being bold,” he automatic goggle lens technology, “to provide a seamless transition in continues and sums up: “the eyewear is not the hero piece but part of the the lenses’ tint no matter what weather Mother Nature throws at you,” overall look.” says Nate Hrivnak from Zeal Marketing.

“ATHLEISURE” Roxy and Quiksilver on the other hand stick with their line division in “The “athleisure” movement has had a huge impact on all fashion and two parts: “Performance and Lifestyle” for the girls, “Performance and accessories. As a result, we are seeing that consumers are looking Modern Original” for the guys. “The products have details on quality for product that looks good but still offers performance aspects and innovation dedicated to sports (surf/ snow). The main focus is like polarized lenses or Hytrel™ rubber on the frame,” says Juliette on lens technologies and on frames features,” according to Eyewear Koh, Curator of Happy Eyewear (Product Director) at Spy. Dragon Product Manager JP Bonnemason. “Our Lifestyle / Modern Original had already anticipated this last year, when they launched their XP collection is based on core market fashion and eyewear trends.” Performance lenses. “This season’s collection boasts a complete A vital factor in performance is the fit of the glasses on your face, range from directional lifestyle designs to elite performance features more precisely the nose, where they should neither pinch nor slide bound by a cohesive design language that visually speaks for the off. Smith address this with “megol nose and temple pads and Smith’s brand,” explains Mike Tobia, Director of Product. Electric is going new detachable sunglass leash” or even “tailor fit adjustable nose in a similar direction, offering “style that performs” with their new pad technology” on their metal models. “Nose pads engineered with S-Line products, that are “a mash-up of our most popular styles with two-position adjustability, providing a personal fit while also designed performance enhancing features,” state Mike Nelson and Thom Moran specifically to not pull or catch your hair when worn on top of your from the Global Product & Design Team. “We’ve done this in response head” illustrates Joe Snyder, Category Manager Eyewear. Electric to the lack of good looking performance products out there.” work with “Performance Grip nose pads and temple sleeves to prevent frame slippage even during rigorous activity or while sweating” and Shred Optics also reference the “desire of consumers to have the Neff also highlight rubber nose pieces in their favourite models. 27 trend report

This will excite ladies who prefer unisex models, but there will also be more female specific models from Electric, Shred and Animal, who are expanding their ranges in this sector.

LEAN & GREEN Another trend factoring in favour of the female customers are efforts to make sunnies light as a feather. Dirty Dog doesn’t use a specific new material, says General Manager Martin Jones, “but we are developing light weight options which will feel extremely flexible as well as extremely comfortable.” VonZipper use Nylon Grilamid for their “sportier styles. Getting together with durability and lightweight” states Aecio Flávio Costa, Brand & Marketing Manager Europe and Shred even patented their NOWEIGHT™ formula for hyper-lite glasses. Metal can also be an option for lightweight frames, as Animal use it. And also Spy is “exploring more that can be done with metals” but instead of “the same aviator”, they are trying “different metal profiles, sizes, and shapes.” Carve have introduced “aluminium temples” but also offer TR90 in their range, “which has memory technology and is extremely flexible, some styles like the DC can basically be laid flat and bounce back to the original shape,” states James. Sinner implement this extremely flexible material mainly for their kids collection, to prevents them from breaking their frames.

Unsinkable sunnies stay important as well, especially for water sports. The pioneers in that sector, Dragon, add new styles to their H20 collection, “now available with injected colour frames.” And Dirty Dog also continue to “develop the floating frame for our outdoor and extreme sports sectors.”

Eco-friendly sunglasses are still a bit of a minority, but choices are growing steadily. Smith has been working with Evolve, a material that “incorporates 53% bio-based” substances for a while, increasing the range “into what has become the largest eco-friendly sunglass collection in the world,” says Joe. “We believe that sunglasses should be handcrafted and designed with intent to minimize their footprint,

photo: Von Zipper photo: Von paving the way for responsibly and stylishly made sunglasses that stand up to life’s adventures,” says Nate summing up Zeal’s ethos. “We work SIMPLY RETRO with the best in the industry to offer Italian-made frames derived from Whether tailored for performance, lifestyle or both, retro shapes are M49 – a cotton-based, eco-friendly acetate that offers superior fit and still strong. Sinner’s Marketing Manager Dennis van de Ven thinks that feel for the sunglass savant. Handcrafted, durable, yet biodegradable in “round frames are hot” and is backed up by Neff, who name the Oswald, an anaerobic environment in just 18 months.” Sinner also focus “more a “rounded silhouette that combines elements of both modern and retro and more on environmently-friendly products” and introduce a new design” as one of their favourites for next year. Raen go for “retro eco-friendly material in 2016. “We completed our range of handmade styling but with modern acetates and finishing” and Carve agree that eco-friendly bamboo sunglasses with the brand-new CX ECO FRIENDLY “there seems to be a real push back to classic styles, with Wayfarers SERIES. These models have a 100% recyclable, environmentally friendly and Aviators making a comeback.” Gloryfy have a “twist on the production process,” Dennis explains. classical Wayfarer look” in their line as well, “but with our unbreakable technology and our own design. The matte coating in combination with CLEVER LENSES the mirrored lenses, gives it a unique look!” says Claudio Blassnig, Head Just like regular technologies, those implemented in sunglass lenses of Marketing. are developing faster than you can blink. And incorporate more features than you can possibly imagine – they can even save lives! At least from While Dirty Dog expect a revival for wrap styles, they also have styles POC: “With the mission to save lives and reduce the consequences of following the recent surge for “lightweight and more simplistic design” accidents we have worked in close collaboration with Carl Zeiss Vision with slimmer, less chunky styles. Like the new Spy Cameo, “which to support the vision and reduce reaction time in different situations,” has a delicate, yet strong, aesthetic” or Raen’s “super thin metal frame explains Product Developer Tove Fritzell. “By analysing the exterior surrounded by acetate” that gives “an amazing 3D look,” according to factors that affect your performance and safety, we have been able to Rob Fairweather from UK Sales. optimize the eyewear for the specific activity.

“The “athleisure” movement has had a huge impact on all fashion and accessories. As a result, we are seeing that consumers are looking for product that looks good but still offers performance aspects like polarized lenses or Hytrel™ rubber on the frame,” Juliette Koh, Curator of Happy Eyewear (Product Director) Spy

28 29 trend report “We believe that sunglasses should be handcrafted and designed with intent to minimize their footprint, paving the way for responsibly and stylishly made sunglasses that stand up to life’s adventures” Nate Hrivnak, Zeal Marketing

Tints have specific transmission curves, that will bring you contrast who “are still our best target because Quiksilver and Roxy bring to where you need it.” Stronger contrast and hence enhanced vision some fun to a medical accessory thanks to logos, colours or new are also tackled by Smith’s ChromaPop technology that is “designed concept.” VonZipper also sees the “Ophthalmic market as a vital to enhance colours and provide superior optical clarity,” Spy’s Happy Brand’s extension. We’ve been out for a couple of seasons and it is Lens Technology, the SINTEC® polarised and Photochromic TRANS+® time to get back stronger with a RX collection for 2016,” says Aecio. lenses from Sinner as well as Shred’s No Distortion lenses, that are And Zeal sums up: “RX lenses are an integral part of our mission that “tested under the harshest of conditions with the US Air Force.” Zeal defines us as a leader within the optical industry. This is for the four also have a new “automatic lens” in their Big Timber and Decoy models, eyes out there who realize the benefits from Zeals, yet who don’t that transitions from a 15-28% VLT range “so you can focus on the path wish to sacrifice quality or comfort.” Because if there’s only one trend ahead, sun up to sun down without ever changing your sunnies.” crystallising, it’s that glasses emerging from the boardsports world are getting better every year. MIRROR MIRROR So-called “revo” or mirror lenses are staying on the shelves next year, in classical strong tones or updated with softer shades like Bronze Fade w/ Silver Mirror or Green Polar w/ Blue from Spy, subtle metallic silvers, rose tints from Electric and even a ‘rainbow’ lens colour-way from Animal. “Diversification and choice is one of our core offerings and we have eight different tints dependant on customer preference, as well as a wide selection of Revo coatings” says James Pointer, Co-founder of Melon Optics, who are also “both improving the hydrophobic and anti scratch coating as well as adding anti-reflective coatings to the inside of our lenses.”

“Nose pads engineered with two-position adjustability, providing a personal fit while also designed specifically to not pull or catch your hair when worn on top of your head” Joe Snyder, Category Manager Eyewear for Smith

ALL THE COLOURS OF THE RAINBOW Matching the ‘simplistic’ theme, solid lens tints are making a comeback too, especially for the non-performance models from Roxy and Quiksilver, as well as Carve. Electric carry this toned-down vibe over to their frames, exploring “the darker side of earth tones with deep rich green and olives offset in black”

Shred add “wood effect and texture” with a brushed finish and there are a lot of printed frame versions emerging in 2016 as well. Melon “will be concentrating on diversifying our colourways both in our Premium Collection and Original Collections. Think custom acetates and limited edition prints,” similar to Neff, who work with “seasonal patterns”. Dirty Dog also “believe colour will play a key part in 2016, both frame colour and lens colour.” photo: Electric PRESCRIPTION According to Spy, colour is also a trend for prescription glasses: “The main trends we see are in colour. While black tends to be a best seller in sunglasses, consumers are surprisingly daring with HIGHLIGHTS their RX frames. We are featuring new colours like Green Smoke and Translucent Sepia to expand the offering.” Dragon is also expanding Simple, simplistic, simplified their RX line “with three new collections targeting our younger Functional lens technology consumer base. The Detail collection bridges over from suns into ‘Athleisure’ styling RX featuring our double tail signifier on the frame fronts.” This is the direction Roxy and Quiksilver are heading too, stating that “this Light & slim market is really important” for them, especially teenagers and kids,

30 pictorial SUNGLASSES PICTORIAL

ANIMAL / Line ANIMAL / Slip ANIMAL / Rip

CARVE / Porto CARVE / Crew CARVE / Hot hot

DIRTY DOG / Vango DIRTY DOG / Primp DIRTY DOG / Beast

DRAGON / Watermanx DRAGON / Roadblock DRAGON / Monarch

ELECTRIC / Riot ELECTRIC / Leadfoot ELECTRIC / Knoxville

GLORIFY / Moonshiner GLORIFY / Deja Vu GLORIFY / Bon Voyage

MELON / Anvil MELON / Tripper MELON / Layback

NECTAR / Roscoe NECTAR / Freeport NECTAR / Tahoe

NEFF / Zero NEFF / Brodie NEFF / Jillian

33 pictorial

POC / Did glacier Jeremy Jones POC / Crave Molybdenite POC / Aspire Uranium

QUIKSILVER / Chaser QUIKSILVER / The ferris QUIKSILVER / Django

ROXY / Joplin ROXY / Mellow ROXY / Bridget

SHRED / Lance SHRED / Belu$ski SHRED / Axe

SINNER / Santos SINNER / Red Forrest cx SINNER / Beech

SMITH / Rockford SMITH / Ramona SMITH / Guide choice

URBAN BEACH / Tron wayfarer URBAN BEACH / Kyle retro cat eye URBAN BEACH / Hank wayfarer

VON ZIPPER / Plimpton VON ZIPPER / Howl VON ZIPPER / Buelah

ZEAL / Cascade ZEAL / Carson ZEAL / Big Timber

34 bigwig interview bigwig interview

where we made good choices but also we made bad choices. We had a lot of research and development in this category. Service is very great growth until 2008. Then we hit the big wall - the global financial important here as well. If you have a Rip Curl product, on the warranty crisis. you have a service of 48 hour repair. At that same time a new generation that is a lot more critical of brands We’re really trying to have a red line of technology running through was growing up. all our ranges. For example, from wetsuits to swimwear. Start with Today a young person buys the best product they can find. We went the ladies G-Bomb collection; you have the Bombshell wetsuits, Bomb through a very difficult time, until a point that we said: “Let’s just Bikini, and Mirage in swimwear. So you have this clear segmentation, focus on what Rip Curl really is.” Which is the ultimate surfing but also this clear transition from the technical product, all the way company. through to the more ‘lifestyle product’. It’s all about making unique The first thing to do was to simplify things. Europe is very selling points. complicated, different languages, countries, tastes, currencies… You Today tech products are more than 50 per cent of our turnover, in have to focus on the right thing, which for us is to be the ultimate which you can include swimwear, boardshorts, wetsuits, watches and surfing company. If we get that right, then you can go from there, and mountain life. you will have natural growth instead of pushing for growth. We are focusing on our key products: wetsuits, swimwear, And what direction are you taking wetsuits in? boardshorts, watches, and in winter, technical gear for the mountains. With R&D in wetsuits, the focus has always been on how to make our We now have 50 per cent less products today than we had before. suit warmer and stretchier. Five years ago in Torquay I was still doing One of our brand’s key values is technology, so we use that technology wetsuits and we had a great idea at the end of the night. Why don’t in our products to make sure there is a unique selling point. You can we try to make a suit that allows you to have a second surf with a dry tell a story around your product, and there’s a real consumer benefit. suit? That’s when we conceived the Flash Bomb. We also worked on our quality. We wanted to make sure that if someone buys a Rip Curl product, they know it will last. What is the key thing in wetsuits for the future? We have different projects: Projects where we have a timeline - a And what about your distribution channels? deadline. We have products where we say, “That should be done in five We are no longer in a world where we sell volume anymore. We sell years.” We have products we just work on it and see what happens. quality. It’s now all about making quality products and being profitable. There’s projects where we see what happens and you come out with We’re working on the bottom line. products such as the heated wetsuits or Flash Bomb, or a GPS watch, The first decision we made was to be more efficient. We had less and you bring them out when they’re ready. products, so we could be more efficient in our buying, which also WILCO PRINS, made it possible to work with less outlet stores, and to absorb the What will be the next step? RIP CURL EUROPEAN CEO stock through those outlet stores, and not use the Internet as a way of If one day we can find a real substitute to Neoprene, which is as We are focusing on our key products: wetsuits, swimwear, boardshorts, Rip Curl was founded back in 1969 by two passionate surfers from Torquay Australia, Doug Warbrick and Brian watches, and in winter, technical gear for the mountains. We now have Singer originally as a surfboard company, which they soon turned into a wetsuit company to prolong those chilly 50 per cent less products today than we had before. Bell’s Beach surf sessions. Over the decades Rip Curl have grown into a surf company with innovation and product quality at their core, boasting one of the strongest athlete teams in the business. Wilco Prins first started working as an intern for Rip Curl in 1997 and came back permanently in 2000. He has been getting rid of old stock. warm, as flexible, thinner, and environmentally friendly, that would be We also looked at our current account base, and thought what we great. Today, it doesn’t exist. We’ve been working a lot with different serving as the company’s European CEO since April 2013. For this issue’s Big Wig interview, Francois Applagnat could do to improve our situation with the clients we work well partners to find new solutions. You either depend on what’s going to headed to Rip Curl’s European HQ in Soorts Hossegor to talk to Wilco on matters including innovation, new with. We looked at where we were having difficulties in terms of happen with the army, or in the car or aeronautical fields. We have product segmentation and strategy. profitability, both for them and for us. And we stopped dealing with requests to make wetsuits for things like lifeguards and the army. some clients. Neoprene is still the material used because it has the best ratio The third thing was; what do we actually want to sell? The future for a between insulation and stretch. That’s because there’s not a lot of Please could you explain Rip Curl’s European operation and history, and we have a philosophy: ‘The Search’. We make the best products brand is not necessarily with a new product. Our battle is more, how areas where you need that combination. If you look at the car industry, and how you have segmented your business recently. for people living The Search, and make sure that the crew at Rip Curl can we sell qualitative products with a good story, instead of volume you need insulation but you don’t need the stretch. Rip Curl started in 1969, founded by Brian Singer and Claw Warbrick, can live The Search, because that’s why we’re here – to surf as much and price? in Torquay (Australia). They started making boards, and one day when as possible. The owners made the ‘company principles and values’, We have our own Rip Curl stores, with a focus on the Atlantic coast. Could you further explain your earlier mention of the ‘crew’? they were at Bell’s Beach eating a can of beans, Claw, wearing his which means the company has the same voice through Rip Curl in all We opened stores like the technical store here in Hossegor and one The senior management level of Rip Curl globally has been with white bathrobe, cold after his surf, said: “Why don’t we start making the different regions. in Bidart. We opened a pop-up store in Peniche, and we’re building a the company for on average 10 to 15 years. It’s a very tight group of wetsuits?” The growth of Rip Curl in the different regions was different from permanent 300-square metre store in Peniche. All those stores where people. I think that’s also the key to the success of Rip Curl, because During their travels people were attracted to Brian and Claw, to region to region and there’s a lot of surf and tourism are working really well. We focus on we know exactly what Rip Curl is about. surfing and to Rip Curl, so Rip Curl started to grow in different Europe is very specific. We have very few capitals or main cities that key locations, on the coast or in the ski resorts like Chamonix, Alp Like we say at Rip Curl. Disney has Mickey Mouse. Rip Curl has its regions. are on the coast. The question was, how to develop the brand and d’Huez or like Annecy where we are close to the lake. crew. Rip Curl is nothing more than the sum of its history and the In 1983, Rip Curl was implemented here in France in the current talk to the people that are inland as well? That was a learning curve, Retail today is around 15 per cent, and then our core network, sport emotions and output of its Crew. All the way from Mick Fanning or structure. Maurice Cole, the famous Australian shaper, was based in distribution is around 40 per cent and then we have Internet. Internet Gabriel Medina to the people in our stores, in our office or in the Europe and had a license for Rip Curl surfboards. He met Francois is difficult to determine, because you have a lot of clients that have, warehouse. Payot, and then Francois Payot started Rip Curl together with Fred One of our brand’s key values is technology, so we use both brick and mortar and that are online. Our key players are Blue Basse around 1983. that technology in our products to make sure there is Tomato, Surfdome and Junkyard. You have a lot of clients in the UK, It’s the passion and the commitment of a crew that’s been there for a Rip Curl started to implement their products in different areas around for example, that both have a store and they sell online. long time, and also a new generation of upcoming stars that will create the world, always at a key surfing spots: Torquay, Hossegor, Newquay, a unique selling point. You can tell a story around your Wetsuits are around 15 per cent of our turnover but they’re 25 per cent the future of Rip Curl. It’s that sharing of the history, the knowledge of Peniche, Trestles, Bali and Brazil. product, and there’s a real consumer benefit. of our investments. It’s a product for which we decided to have our Rip Curl together with a fresh view of today’s market. Rip Curl’s vision is to be regarded as the ultimate surfing company, own factory. We have service centres all around the world, and there’s

36 37 trend report photo: Section Pole HARDER BETTER STRONGER FASTER In the modern age of Facebook, Instagram and Twitter, having a camera with you at all times is highly recommendable. How else would all your eager followers be able to become jealous of your every move? For action sports, where you’re prone to miss out on action every millisecond you’re not paying all your attention, it almost seems mandatory to have some sort of image capturing device strapped to yourself. Action sports cameras and not to forget their range of accessories have built up to a considerable chunk of consumers’ spending. Anna Langer finds out what’s new. Report by Anna Langer

CAMERA TRENDS Garmin take it even further by adding GPS information to their video ‘Harder better stronger faster’ is not only an anthem for fans of footage through the already mentioned G-Metrix, that uses an integrated electronic music, but also an ethos for the development of electronic motion sensor (G-Sensor), a barometric altimeter and a GPS receiver devices that strive to deliver faster while working harder and becoming to collect data on speed and height, affecting gravity forces and much ever more tough. The new GoPro Session is packed down to the size more. The ANT+ interface even allows a connection with additional of its lens, while still delivering highest quality imagery that is sharper sensors to measure heart rate, pedal frequency and so on. “All of this than your eye will be able to realize. “Hardware is getting smaller while can be displayed in the video with various widgets” Markus Müller of quality and resolution is growing” as GoPro’s European Senior Media the CRAFT – GARMIN customer service explains. Relations Manager Isabel Pakowski sums it up. Garmin add information on speed and location through their G-Metrix and Sab Jhooti, Founder But the most amazing footage in the very best of image quality is still of Drift names “mobile live streaming, higher video resolution and frame not enjoyable though if all you see is a shaking screen. Hence image rates” as well as “smaller sizes” as their main innovations for 2015, stabilisation has become more of an issue, that can very successfully while at the same time there is also a clear “desire to make it easy for be addressed with accessories as you’ll learn a bit further down, but people to share their video footage,” add TomTom, with easier-to-use Sony also try a more direct approach to that issue. “The advances camera interfaces, LED remotes and LCD displays. that we’ve made in Steadyshot technology are incredibly important for sports users who are often filming in high speed situations where HIGH TECH camera shake can turn a great piece of footage into something that is HD Filming is already a standard, even for entry level models and most un-watchable,” says Alexandre and continues: “Picture quality and ease high end cameras are equipped with 4k resolution filming, with up to of use are what sports users are demanding most from manufacturers. 30 frames-per-second on the GoPro Hero4 Black. For 1080 resolutions, When we have launched new models, we have paid special attention to you can get up to 120 fps from Sony, sized down to 720 there’s even the image stabilisation technologies that we deploy in new models with as much as 240 fps possible, “meaning that the user can easily show the specific goal of helping users get end results that they are proud to super slow-mo footage which is incredibly impactful,” says Alexandre share.” Devulder, Product Manager of Cameras Europe for Sony. 39 trend report

Harder better stronger faster’ is not only an anthem for fans of electronic music, but also an ethos for the development of electronic devices that strive to deliver faster while working harder and becoming ever more tough.

DISPLAYS & REMOTES surface minimizing vibrations” which is very valuable especially Displays and remote controls can also play a role in producing for footage of sports in action, as already mentioned above. “The something to be proud of and happy to share. Displays make it easier accessory market is moving towards more multi-function based to navigate and adjust the camera to fit the current conditions. “The accessories” says Keith Bannon, Business Development at Jivo and TomTom Bandit Action Camera has a very energy efficient display, continues: “also, personal comfort is being concentrated on, to ensure maximizing battery life, and allowing users to easily setup the settings the users experience is the best possible.” Jivo address this with their on their camera.” If the display includes a video preview like the Drift GoGear Cuff that launched in August and “is not only a wrist mount, Ghost-S colour LCD with video preview and playback, it can be used but also has 360 degrees lockable mount.” for framing as well and thus help generate even nicer footage too. Holders of cameras without preview displays should not worry though, Action cam accessories veterans Xsories, are rated number one as this feature is also available through camera supporting software, seller of poles in France according to Global Marketing Manager Ryan such as the Garmin VIRB App or the GoPro mobile app. They also work Roberts, and the brand address the issue of steady imagery with their as remote controls, as most brands only include such extra devices new X-Steady Electro 1 Axis, a single axis electronic camera stabiliser for their most high-end models. New kids on the camera block Rayen that works with phones too. “Our HorizonDrive ensures your horizon are even teaming up “to bundle world-class editing software free of stays where nature intended, significantly reduces shaking and allows charge to our customers with each Rayen camera purchase,” tied in you to follow dynamic subjects and focus on them, without the hassle with the release of their new Gold Edition Camera, says Donovan. of focussing on your camera’s orientation instead. Best of all, there’s no external wires, it’s really easy to set up and balance and it’s been USER-EXPERIENCE tested by us, in the real world - not a donkey on inline skates.” Displays and remotes can already enhance users experience with their camera a lot, letting them switch between settings in an easily understandable manner and making mis-framed footage of heads in “Future cameras will be waterproofed and have no need the clouds a view of the past. TomTom take it even further, offering for additional housing, sound recording quality will be “the easiest way to edit and share video highlights.” In detail, they explain: “A few years ago action cameras were mostly for professional improved, and live broadcast will become standard. athletes, but now the market is opening up to a completely new -Rayen’s Managing Director Donovan Marais audience. And that’s where we think we can make a difference: for the people who don’t want to spend hours and hours editing their footage on a high-end computer, but simply want to share their adventures in With smartphone cameras topping up on quality with every version, minutes.” mobiles easily become action sport cameras as well, offering the huge advantage of already being in everyone’s pocket all the time Drift also expect a “general move away from standard POV footage anyway. Hence SP are working on the “integration of cell phones into only”, speaking drones, monopods and gimbals, making accessories our line of products,” says Rob, “we believe that modular systems as more important. Rayen have an answer to that with their new Gold ours will be the future.” New accessories company BlackEye directly Edition that “will feature a waterproof RF remote, 360 Degree lockable address this with their Twister+, a “superfisheye lens with screw quick clip mount, 1.5 inch LCD, and be bundled with over $50 of prime on attachment, developed to capture awesome fisheye video when accessories, offering simply the best value for money in the market!” skateboarding, snowboarding etc.” explains Marketing Manager Joni Granath. ACCESSORIES It looks like the importance of camera accessories and the choices OUTLOOK available in this segment are growing with the same speed and With the sheer number of high tech gadgets available to the average vigour that camera possession is spreading through the action sports Joe these days, it can sometimes feel like the future is already here. population. Just a camera, no matter how amazing its technology And in a way, it already is, as the GoPro Hero4 Session shows: “It is, won’t achieve the same wow-effect as a distinct angle or unique benefits from a durable waterproof design that eliminates the need for perspective. a separate housing and features simple one-button control to make capturing immersive photos and video quicker and more convenient The SP Smart Mount is catering for exactly that with a myriad of than ever before,” says Isabel, confirming Donovan of Rayen’s vision possibilities to fix your camera to almost anything you like. For that “future cameras will be waterproofed and have no need for everyone taking their action to the water, they’ve just extended their additional housing, sound recording quality will be improved, and live Floating Section System, that, you guessed it floats. “Both of them are broadcast will become standard.” unique modular systems that can be adapted to cater the needs of the customer. We will extend the range of both new systems in the next months,” explains Rob Mathera, Marketing & Communication at SP. HIGHLIGHTS Small & light Other examples include the new Jivo GoGear neoprene shoulder mounts with Velcro fastening, or their neoprene wrist cuff with 360 High Resolution mount; the new Garmin bike mount for camera and GPS; the GoPro Easy Editing quadcopter that is expected in 2016; or the TomTom 360 Pitch Mount, Steady Images that “uniquely positions the camera lens very close to the mounted

40 ride o’meter ride o’meter SOCIAL / RIDERS MATCHUP TOP POSTS RIDERS July 19 2015, Mick Fanning was victim to a shark attack during the Jbay Open, one of the most shocking events in the history of the WSL/ASP. Straight after this vision of horror, the web collapsed with social From Ricardo Dos Santos brutal sharing convulsions, more than 19 million views in two days on the web (only from exclusive World Surf disappearing to the birth of Bethany League videos). Taking a look at the social networks, Mick Fanning witnessed a 30% fan growth only a few Hamilton’s son, here are the most days after the incident, and became one of the most obvious “social buzz” figures of the year with three highlighted posts since January. million interactions cumulated on related posts from the surf scene including brands, riders, media and contributor’s accounts.

Bethany HAMILTON VS 1 010 318 likes 56 958 shares 28 148 comments

MICK THE SURF MEDIA ANALYTICS FANNING SHARK

10 DAYS BEFORE 48 FOLLOWING HRS 10 DAYS AFTER RIDE O’METER Gabriel MEDINA Total Related interactions 299 802 likes 337 818 2 939 238 725 023 3 436 comments Tracking action sports media content globally, through print, web, online videos and social networks, RIDE O’METER is showcasing a selection of the early 2015 surf season highlights. Fanning own interactions Presented by RIDE O’METER.COM 20 150 105 583 255 829

This ranking shows the events exposure through our 904 K Total Fans 1 211 K WEB / EVENT RANKING TOP 5 representative surfing web media panel composed of 50 of the most accurate international surfing websites. On top of the rankings, we find two of the most exciting shows of Bethany HAMILTON RANKING EVENT EXPOSURE VALUE CLIPPINGS the early season; the Quiksilver Pro Gold Coast followed by 8 278 likes PRINT / COVER RANKING TOP 5 3 424 shares the stunning Volcom Pipe Pro, two highlights of the “winter 1 Quiksilver Pro Goldcoast 2015 361 785 ¤ 1 380 season”. Focusing on the first quarter of the season, we This features the top five brands that have “scored” the most cover pages of surf 2 Volcom Pipe Pro 2015 241 995 ¤ 759 unsurprisingly find two Australian events in the top 5.An RANKING BRAND TOTAL EXPOSURE NB OF COVERS magazines (in value and number) through their riders globally, between January 3 Hurley Australian Open of Surfing 2015 229 965 ¤ 469 interesting fact to note is the presence of Winter Session, and March 2015. Hurley sits on top thanks to Kolohe Andino and Julian Wilson an online competition (in association with Nixon and Monster 4 Winter Session 2014/2015 159 096 ¤ 129 1 Hurley 68 166 ¤ 4 who made two consecutive aerial covers of Surfing Magazine but also thanks to Energy) among the event ranking, thanks to an exclusive and 5 Surfest Burton Automotive Pro 2015 104 238 ¤ 321 the new Brazilian star, Filipe Toledo (Hardcore cover, Brazilian magazine). This strategic partnership with Magic Seaweed (159 K¤ exposure). 2 Redbull 47 180 ¤ 2 3 Oakley 43 496 ¤ 2 all leads to the ranking of Red Bull (2nd), Oakley (3rd), and Monster Energy (5th) Period analysed: 1/1/2015 - 31/3/2015 who obviously know how to deal with logo exposure on surfboards and leverage 4 Lost 25 746 ¤ 2 such exposure. We also note the appearance of Lost in the ranking thanks to VIDEOS / BRAND RELATED TOP 5 5 Monster Energy 24 746 ¤ 2 a perfect match up between the creative Australian magazine STAB and the ground breaking surfer Mason Ho. Period analysed : 1/1/2015 - 31/3/2015 RANKING VIDEO NAME VIEWS NB OF WEEKS ONLINE MAIN BRANDS FEATURED

1 La maniobra: Bob Burnquist vs Gabriel Medina 21 926 521 37 SAMSUNG 2 El Desafío: Bob Burnquist vs. Gabriel Medina 4 722 771 30 SAMSUNG 3 Garrett McNamara rides 90 Foot Wave 2 595 310 196 GOPRO 4 Who is JOB 3.0 - EP 6 1 020 669 157 REDBULL 5 Pipe Master 2014 - Jamie O’Brien 1 008 299 35 GOPRO, BILLABONG, REDBULL

Period analysed : 1/1/2015 - 31/3/2015

This ranking shows the most viewed “surf videos” compiling the number of views from six video platforms (YouTube, Vimeo, DailyMotion, Surfline, Mpora and Epic TV) between January 1 and March 31 2015. From Samsung Hollywood-style advertising to massive wave rides by Garett McNamara, it shows how the impact of surf related videos can reach further than the surf community boundaries and audience. Jamie O’Brien gives a fine example of this with his unconventional and funny alternative to the core surf “déjà vus”. Hungry for more ? Drop us a line at [email protected] 42 43 trend report photo: Rip Curl WATCHES: TIME FOR SOME ACTION Are ‘smart’ watches taking over the boardsport watches business – or is there still room for action-specific performance? SOURCE’s Dirk Vogel has the newest trends that boardsport retailers need to watch.

When the Apple Watch launched amid much fanfare in April of this specific needs when it comes to performance features. “I’m sure year, the watches industry seemed like the next market laid to waste that this device is amazing for other uses but not for surfing – as by digital disruption. Silicon Valley had done it again. Why would it isn’t waterproof,” notes Borja Torres at Rip Curl Europe. Similar consumers still want anything besides a shiny new ‘smart’ watch performance requirements are shared across all boardsports, with hundreds of apps, notifications, and messages right at their says Christian Dittrich, Junior Key Account Manager for G-Shock fingertips? And from an industry perspective, why should time- watches at Casio: “Never mind if you are a skateboarder, surfer, honoured watches brands even bother making ‘regular’ timepieces or snowboarder – all athletes have the same expectations. Watches with style and precision? should be water resistant, shock resistant, and comfortable to wear. Turns out, not everybody wants to stare at their watch instead of their No problem for our G-Shock watches.” phone; at least not just yet. Interest in the Apple Watch already took a harsh dip – sales declined 90% within three months by July (CNN) PRICE POINTS: SWEET SPOTS AND PREMIUM POSITIONING – and action-oriented watch companies still have faith in well-made, Over the years, boardsports watches have come a long way in offering quality and reliable performance. And that’s a good thing, because customer expectations are high in the watches segment; as opposed “$150 to $250 is a sweet spot and $500 to $750 is to, let’s say, sunglasses where brands can still get by with sugar- the ceiling right now.” Joe Babcock, Nixon Category coating cheap, interchangeable product in saccharine marketing Manager for Technical Products. messages. Most boardsports watches these days are Swiss-made and offer 5-year warrantees at return rates under 1%, as well as numerous technical features that justify three-digit price points. “For basic watches selling in boardsport retail, it’s hard to go above $100 functional timepieces. “Some interesting research we undertook without any technological features,” said Kirsten Taylor, International amongst over 7,000 industry people and outdoor enthusiasts revealed Marketing Manager at Neff. that over 50% aren’t interested in another frequently rechargeable, Most of the retail action gravitates around what is indeed a ‘sweet’ wearable device such as the smart watch,” said Ian Elliot, Co-Founder spot in terms of margins and volumes, while brands report a of UK-based brand Elliot Brown Watches. At Electric, Caroline surprisingly elevated benchmark for exclusive, high-value product. Piechaud clearly states: “We don’t consider ‘smart’ watches as “$150 to $250 is a sweet spot and $500 to $750 is the ceiling right competition.” now,” said Joe Babcock, Nixon Category Manager for Technical Also keep in mind that boardsports consumers have their own Products. The latter may seem high, but Christian at G-Shock

45 trend report

“Some interesting research we undertook amongst over 7,000 industry people and outdoor enthusiasts revealed that over 50% aren’t interested in another frequently rechargeable, wearable device such as the smart watch,” said Ian Elliot, Co-Founder of UK-based brand Elliot Brown Watches.

confirms: “The main price points in the lower/mid price segment are style strap with custom hardware.” from ¤89,90 to ¤149. Professional athletes and G-Shock collectors COLOURS: FLAIR VS. UNDERSTATEMENT don’t mind paying ¤500 and more for a watch that meets their Colourways are divided between upscale, polished watches that blend expectations and provides the requested functions.” leather straps and metal casings, and plastic watches with interesting colourways. As Christian at G-Shock puts it: “The current big trends FUNCTIONALITY: ENHANCING THE EXPERIENCE are decent watches with detailed accents, as well as coloured Even without juggling dozens of apps on ‘smart’ interfaces, boardsport watches with stylish patterns like camouflage, polarized marble or watches are far from ‘dumb’, and endemic brands are already serving flower patterns. But we also will put the focus on the top colour – this segment with surf-specific functionality. “Smart and Connected black! Therefore we created a series named ‘Mission Black.’” Black on watches are the biggest trend we expected to see in 2015. We saw black models are available from all brands, including Electric’s sleek this coming as far back as 2010, and began working on ideas and Carroway Automatic watch. development as to how we would enter this category. In 2015 we launched the Ultratide, the world’s first real-time surf conditions LIFESTYLE: DIFFERENT SCENARIOS watch, and that was our first watch in the Smart and Connected Today’s customers treat watches as an accessory and choose different category,” said Joe at Nixon. California-based Electric is focused on watches for different situations. “Our research tells us there’s a offering, “style and performance for every situation, which means split between those who love wrist tech and those who simply featuring extremely robust functions such as clear time and date, want a robust reliable time piece. They’re quite different things as water rating, tide and chronograph,” said PR manager Caroline one is more like an appliance and the other is something that has Piechaud. a propensity to develop a much stronger emotional bond due to a Enhancing the surf experience by putting real-time tide information on difference in perceived build quality and longevity,” said Ian Elliot at surfers’ wrists is also the motive behind Rip Curl’s Search GPS watch. Elliot Brown Watches, adding: “Testing every watch in 200m of water “Even if it’s been in the market for longer than a year we keep pushing helps, too!” it, as it’s the only watch in the market that tracks your surf during When it comes to playing the fashion card, the most interesting the session,” said Borja Torres. The Search GPS watch and app lets offerings come from brands that target this category as part of their users track wave count, top speed, length of ride and session time. brand identity: “Neff Time is considered eye candy for your wrist. Our “We consider this model as an electronic device, not just a watch.” watches are a fashion accessory. We see opportunity in adding colour, Even out of the water, boardsports watches are packing high tech. cool details and different materials,” said Kirsten Taylor at Neff, “G-Shock offers tidegraph (surfers), barometer (snowboarders), and pointing out the Esteban PU with a stainless steel case and woven there is demand Bluetooth watches with special functions like music NATO strap. And for a watch that does it all, Joe at Nixon suggests: control and incoming call and SMS alert,” said Christian Dittrich at “Nixon’s Ranger franchise is a key story for us in 2015/2016. It’s a field G-Shock. watch that is both rugged and easy to dress up and down and comes in different case sizes, materializations, chrono- and non-chrono MATERIALS: RUGGED AND SLEEK options.” Materials for watch casings fall into two camps – plastic and metal. For flashy, upscale watch models, titanium and stainless steel OUTLOOK reign supreme, while silicone and resin offer rugged casings for Plastic VS. metal, style VS. tech, lifestyle VS. performance – now performance watches. The latter includes G-Shock: “We continue our you know what time it is in boardsports watches retail. And while success story with resin cases and resin wristbands. But you will ‘smart’ watches are still a minor phenomenon, their day is sure to also find stainless steel G-Shocks in our premium segment.” Stainless come. “Casio has been developing a wrist device that the company steel and titanium casings are key in almost all line-ups, including aims to announce at the International CES 2016. The company intends Nixon, Electric, Elliot Brown, and Rip Curl. Meanwhile, the ‘plastics’ to introduce the wrist device that shows Casio’s strong suit, thus segment is trending towards fun, ‘80s-style digital displays, including differentiating it from other smart watches,” said Christian Dittrich, Neff’s Odyssey Watch with double-injected ABS/silicone case and while other brands confirmed similar efforts. Until then, enjoy the silicone strap. Electric has a pretty-looking digital model called the times when surfing allows you to literally catch a ‘break’ from emails, Prime adhering to the ethos: “Look to the past to see the future. With a notifications, and status updates, even if it is just for a few minutes. nod to the ‘80s in its geometric sleekness, and constructed from new high tech materials, the Prime is digitized for the modern era,” says HIGHLIGHTS Caroline at Electric California. Speaking of straps, there’s a trend towards bespoke, fine leathers. No market disruption from ‘smart’ watches (Apple Watch)… yet. “We’ve searched out new strapping materials and produced short Surf-tech watches record tides, predict waves, log top speeds, and pair hand-made runs of what we call ‘pull-up’ leathers that start out matt with a slight nap. They wear smooth over time and age beautifully like via Bluetooth. a leather belt,” said Ian Elliot at Elliot Brown Watches. Joe at Nixon High-end leather straps, titanium casing. confirmed this trend: “For our leather editions of the Ranger, we Black remains #1 colour. use high quality full grain leathers and in some cases it’s USA made Horween leather.” For performance in an upscale package, Electric’s Low-fi digital displays booming like it’s 1985. Carroway Automatic model is, “offered in a custom Italian tanned Separate watches for different lifestyle scenarios (e.g. sports VS. chill). leather band with custom stainless steel closure, or polyester nato 46 retailer help

THE LOST GENERATION

Around 30 years ago, the skateboard industry in Europe experienced a rare event: a complete market cycle without external influences, the jackpot in terms of theorising about the behaviour of a market. This is where the idea of a Lost Generation sprung from and it might explain, among other things, why the crisis of 2008 was harder for us than elsewhere. Report by Iker Aguirre.

The concept of a ‘Lost Generation’ was already dealt with in issue studies, professional careers and the first serious relationships. number 15 of Source, granted, a long time ago! With today’s wealth Skateboarding loses the battle against age. of market studies, EuroSIMA can corroborate this theory and help understand a phenomenon that, added to the crisis, makes a The child who is entering adolescence turns elsewhere for sources turnaround even more difficult. of inspiration, heroes and a new, different identity to that of his parents. The ‘big kids’ who led the charge of influence are leaving A QUESTION OF GENERATIONS skateboarding. His three needs as a teenager are the same but Stay sharp because this is where it all happens! Humans evolve by hears all the excuses that the hardcore skaters of old use to justify cycles of seven years. At one given time in the ‘80s there were three leaving the church: “I have to stop”, “I’m broken all over”, “it’s too individuals: one new born (0), a child (7) and a teenager (14). expensive”, “it hurts too much”, “I’ve got more important things to do…” Basically, with a lack of inspiration, if he wants to be cool, he’ll At 0 the baby has no perspective on life. At 7, the child is under the have to find something other than skateboarding. He sets himself up guidance of his parents, his omniscient, all-powerful examples. At far away from skateboarding and becomes the flag bearer of a ‘Lost 14, the teenager rebels against his parents and society. He asserts Generation’. himself and seeks to satisfy three fundamental needs: differentiation, belonging and self-fulfilment. Nothing like skateboarding to meet THE INCOMPRESSIBLE DEMAND these needs! Codes that are out of the box, a closed clan with strong Next to this lot, a handful of diehards still live just for skating. identity, a demanding, technical sport that pays its dues immediately, The purists, the no-matter-whats, the guarantors of the survival it’s got it all. of skate culture and its codes. Whatever the state of the market, whatever their age, they will be skaters forever. They represent an At 3, the baby is still learning about the world. The child, at 10, incompressible and sustainable demand. They are the guarantors of plays and watches the ‘big kids’ from afar who are often seen as an industry’s survival. Nevertheless, if their numbers are insufficient, vandals on wheels making their mothers worried (don’t forget, as was the case at the end of the ‘80s/early ‘90s, their demand does this is skateboarding in the ‘80s). The teenager is 17, living for not provide the required minimum volumes to ensure the survival of skateboarding. It satisfies his needs well but he starts to suffer his the industry. Lack of demand, lack of supply: skateboarding’s decline first big injuries, (sprained ankles, knees, wrists, contusions…) accelerates.

THE LOST GENERATION We lived through this debacle at the start of the ‘90s. At the height of Four years later, our skater is 21 and his priorities have changed. skateboarding’s success, the company Hoff, distributor in France for His autonomous base has been created and his adolescence is the leading brand Powell Peralta, imported a container of 40+ decks over. His need for identity is not the same any more. Skateboarding per week. A few years later, they had trouble shifting even the most loses its appeal. Too complicated, demanding of time and physically laughable quantities. Skateboarding was dead, condemned for seven brutal, it’s left by the wayside in favour of other interests like years by a ‘Lost Generation’ who had refused to take the reins.

A handful of diehards still live just for skating. The purists, the no-matter-whats, the guarantors of the survival of skate culture and its codes. Whatever the state of the market, whatever their age, they will be skaters forever. They represent an incompressible and sustainable demand. They are the guarantors of an industry’s survival.

49 retailer help

THE COMEBACK The crisis might be the only cause of these variations in demand and We had to wait until the baby became a teenager to rediscover not the ‘Lost Generation’. skateboarding. An underground discipline, its ‘coolness’ factor was The markets have become much more complex since the ‘80s and kept intact by the no-matter-whats. The cycle restarts. Growth, there are multiple external interactions. Isolating one single factor success and an incompressible base demand that rises and today has become almost impossible. surpasses the critical industry-survival threshold. The sport itself Drawing up a theory needs clear-cut elements to isolate a theoretical and its commerce are perpetuated, beyond market cycles. phenomenon. Things are more diffuse in reality.

THE FIGURES With all care taken, if this theory is correct, we can expect the For almost 20 years I’ve applied various theories on cycles affecting following: our industry when adapting my strategies to markets and the countries I was doing business in. The results obtained and the empirical An upturn of sales in our markets with the sustainable arrival of a new practice have proved to me that they were well-founded. So how generation of passionate participants; satisfying it was when the NPD market study figures, ordered by Positive growth of our market indicators for the next seven years; EuroSIMA, allowed me to corroborate this theory. Preparation for this rise to minimise the effect of the next ‘Lost Generation’ on the 2020-2025 horizon through, amongst other things, extending our targeting strategy past the 15-25 year olds; The reinforcement of the incompressible base of boardsports adepts who will ensure sustainable demand for endemic companies and the perpetuation of boardsports culture; A possible renewal of the boardsports ‘fashion’ phenomenon; Future periods of dearth where it’s better to be wise about investments and to live off your assets.

If the boardsports market does start “going for the better”, people might tend to forget the traumas of the years between 2008-2015 and restart as if “nothing even happened.” Beware if so!

We have learned some very important lessons and we should show enough maturity to apply this. What paradigm will we subscribe to? Are we wearing green-tinted glasses (Source issue 77)? Or will we flee far away from the ‘new paradigm’ roots of our boardsports DNA? It’s up to us to assume responsibility for keeping the boardsports dream alive, the dream we all love so much.

After all, this industry has been all about heart since the beginning.

The ‘Pool Benchmark’ relates to the sports market in general, whose 100 figures can be compared with that of the boardsports market. On % this chart you can clearly see the ‘Lost Generation’ phenomenon 6,5 represented by a drop in sales in the 15-35 year-olds, a drop % accentuated by the crisis of buying power in 2008. When you compare 6,2 it to the Benchmark you can see that the phenomenon is particular to % 6,1 boardsports. It should be noted that from 2010 there is a turnaround 6,0 % 77 (more than for the Benchmark) amongst the next generation, the 0-14 % 5,6 % year olds. A good sign for the future of our industry! %

Here we see the mark of the ‘Lost Generation’ from 2008-2013 with a drop in sales followed by a stabilisation. If the theory is correct, starting from 2014/15, they should start increasing again. The 15 oscillations between 2012/2013 could be an indication of a change of% trend.

Be sure to interpret this data with care: 2008 2009 2010 2011 2012 2013 Chart: Market share of 15-35s, pool boardsports from 2008-2013, €% Source: NPD Consumer Tracking Panel - EuroSIMA

If the theory is correct, starting from 2014/15, they should start increasing again. The oscillations between 2012/2013 could be an indication of a change of trend.

50 trend report photo: Loaded / Duster LOOKING DOWN THE LONG ROAD AHEAD

As the longboard market continues to mature, brands are finding growth opportunities in premium and niche product lines, including “flat ground dancing.” With new labels and manufacturers still coming on board – Hello, Penny longboards! – our Boardsport SOURCE trend report breaks down the action. By Dirk Vogel.

Computer marketing genius Bill Gates famously said: “We always Skateboarding is not only about jumping down 20-stairs, spinning overestimate the change that will occur in the next two years and mega-ramp 1080s, or hitting 100km/h in a full tuck. Soft-wheel underestimate the change that will occur in the next ten.” Applying skateboarding has reminded people how fun simply cruising and these insights to the longboard business, it’s obvious that the market carving can be. A lot more people can identify with that approach to has changed dramatically compared to ten years ago, when longboards skateboarding.” were still a sideshow act for most skate shops. Over the past two The optimistic mood is buoyed by promising results, with most brands years, longboards have radically advanced into becoming a centre reporting increased sales on a year-on-year basis. As Steve Douglas stage attraction as major growth drivers and revenue generators at at Dwindle brand Dusters California reports: “Our Long board business many stores. is up is up 50% in the past year and our cruisers are up 13% in EMEA and 26% up as a brand globally.” For 2015, Andy King at Mindless But looking at the next ten years, what’s ahead for longboards in the Longboards reports an increase of 55% YTD, but he also notices more long run? specialization in the segment: “There is still a place for entry level boards to get younger riders in to the sport. But riders are certainly Most brand representatives in the segment remain optimistic, pushing the boundaries and needing ever more niche/technical including Shane Maloney at Madrid Skateboards: “Longboarding, or intricacies to boards. We see longboarding having another good year more generally soft-wheel skateboarding, is bringing people into in 2016 with new markets continuing to grow and established markets skate shops who didn’t previously identify with the ethos of street carrying on at hopefully a similar level to 2015.” skateboarding, which had dominated the industry for decades.

“Skateboarding is not only about jumping down 20-stairs, spinning mega-ramp 1080s, or hitting 100km/h in a full tuck. Soft-wheel skateboarding has reminded people how fun simply cruising and carving can be. A lot more people can identify with that approach to skateboarding.” Shane Maloney at Madrid Skateboards 53 trend report

“The European market is by far not as saturated as the US market and is still growing while the US Market reached its plateau in certain segments.” Mike Jucker, Co–Founder of Jucker Hawaii Longboards.

A WORD OF CAUTION! in terms of riding styles and products: “Europe gets more and more Despite this widespread optimism, the ghost of market saturation is open for traditional US dominated skate terrains such as mini freeride starting to rear its ugly head in the U.S. where trends traditionally tend boards or longer and more sophisticated park boards. That took a long to be one year ahead of Europe. Several brands responded like Mike time in Europe!” Jucker, Co–Founder of Jucker Hawaii Longboards: “The European market is by far not as saturated as the US market and is still growing Breaking down preferences in the European market by territory, Don while the US Market reached its plateau in certain segments.” This Tashman at Loaded said: “Flatland dancing and freestyle are somewhat sentiment is echoed by Marin McGinnis at Rayne Longboards, who more prevalent in Northern Europe and have a much stronger reported “overall gains internationally with a softening in the USA.” community and events. European cities generally lend themselves Keeping a close ear to the streets, Steve Douglas at Dusters better to skateboards as transportation than US cities do, and we’ve confirmed: “The outlook for Dusters in EMEA is more growth. In the found a strong growth in our commuting and carving line because of US, after speaking with key retailers, the drastic longboard and cruiser this.” growth has definitely slowed. But after years upon years of growth On the positive side, Matt Wong, President of Globe’s product division it makes sense that things have cooled down.” Whether or not this noted: “In Europe we’ve been doing especially well with boards with signals a knee in the growth curve for Europe in the next year remains higher end woods and design features – which also carry higher price to be seen – but to say it again, trends tend to follow the U.S. with points. For example our Cabin Series, which features styles like The about one year of lag time. Cutler has done really well. These boards combine nicely finished walnut veneers with unique mother of pearl inlays for a really high- NEW BLOOD: BRANDS AND CONSUMERS end finish.” Attracted by growth, new companies keep pushing into the category, including Brunotti, who are banking on, “easy access drop trough PRICE POINTS FOR 2016 boards, which suits our mission ‘#getonboard’ where we try to Speaking of ‘high-end finish’ and premium constructions, these get everybody on a board,” said Frank Uyt den Bogaard – Creative are also the main drivers behind an elevated price point ceiling for Marketing Director at Brunotti. Shiner distribution’s new brand, D longboard completes, says Mike Jucker: “Paying top money for a board Street, has already been doing great, said Karl Martinez: “We have is OK if the quality goes along with it. We have found that the average had a phenomenal year with sales up 92% YOY, we are still a young consumer is willing to spend +/- ¤200 for a good quality board. After company but really climbing up the ladder now in Europe.” Other that the market becomes smaller.” newcomers include OBFIVE, described by Brand Director Kris O’Brien, As Chris Brunstetter, Marketing Director at the Goldcoast Skateboard “as more of a surf/skate/lifestyle brand. We are focusing on delivering Co. breaks down 2016 pricing: “Longboards seem to be at a ¤190 our brand message to a broader market in 2015.” sweet spot, decks ¤100, trucks ¤50 per set, and wheels ¤35-¤40.” Based in Frankfurt, “Nice Skateboard is enjoying a fast growth and In the long run, smart pricing policies are the only way forward, said development. With a jumpstart in 2014, the company is now to embark Maui at Sector 9: “Curate your customer and you name the price. We on its fourth production run of the first 20 models of longboards and are no discounter. That kills it all.” is about to release 28 new models up until the beginning of 2016. In the first run we focused on all kinds of dropthrough longboards,” said THE 7 BIGGEST LONGBOARD MARKET TRENDS general manager Gerd Weisner. Looking at top-secret product previews from leading brands for next Even Penny Australia is moving along, introducing their first plastic season, the following seven major trends emerge in the longboard longboard at an RRP of £149.99 in a variety of primary colours with market: matching trucks and wheels. Penny Skateboards founder Ben Mackay 1. Specialization and sub-sections. Europe has come a long way from says: “As a skater, I want to ride a unique longboard; one that handles one-size-fits-all entry-level boards, so retailers need to know their completely different from all others on the market; and we certainly audience and adjust their line-ups accordingly. “The longboard market couldn’t ignore the growing Penny community, who have been asking is more mature in Europe than it is in Australia. We find that Europe for a longboard for quite some time.” have a lot more emphasis on downhill riding and dropthrough styles, Along with their entry into longboarding, Penny shared some consumer and therefore offer a lot of different shapes and sizes to cater for this insights from a Penny global fan survey of 7,966 people: “44.8% of market,” said Kris O’Brien, Brand Director at OBFIVE. Two hot new those who own a second skateboard ride a longboard for cruising, trends include ‘dancing’ on boards, as well as commuter boards with while 22.5% ride a longboard for downhill.” At Dwindle, Steve Douglas technology under the hood. also had interesting news about demographics: “Our main target is 2. My second board is a carver. Consumer behaviour is trending still around 18-24 year-old men but we have seen a big increase with towards building quivers with different boards for different situations. younger kids at 13-17 and a much bigger following and engagement Nate at Landyachtz confirms: “Customers are beginning to collect of girls. For 2016 we will definitely invest in this expansion so the longboards and having specific shapes for specific riding styles. outlook is to see that increasing even more!” This is great news for 2016 as an entire market is opening up from the average person who is cruising for fun, to the commuter, to the THE EUROPEAN MARKET downhill freerider.” Mindless Longboards are supporting this trend: Generally speaking, it’s a more mixed bag says Marin at Rayne “Our price points for twin tip, drop through and freeride boards are Longboards: “The European market is much more diverse than more affordable than before, allowing consumers to upgrade and the North American market. We see many more regional trends in change boards more frequently and add more boards to their personal Europe than we do in N. America.” At the same time, Andreas “Maui” range.” Maurmeir at Sector 9 Europe sees the scene becoming more diverse

54 trend report

3. Shapes: Drop-Thru is king! While diversity is growing in terms of riding styles (see 1.), we seem to have a clear winner in the shapes game, as Chris at GoldCoast reported: “Europe is selling a ton more dropthroughs than the US for us! General outlook is that our business is going to shift more towards dropthrough models, and inching up the price point.” This trending shape is taking away from previous category leaders, said Nathan Pauli, VP Sales at Origin Distribution (DB Longboards): “Twin tip dropthrough shapes have continued to grow in popularity and seem to attract an increasing number of first time buyers who would have previously purchased a pintail board.” 4. Elaborate details in the premium segment. The trend towards elaborate wood laminates continues, supported by upscale finishes and prints. Ross Bradley, International Sales Manager at Osprey: “For 2016 we have added an ever wider mix of styles and colour palettes including tie-die photo: Landyachtz patterns and photographic designs which appeal to a broadening longboard demographic such as on gloves, Nathan at Origin also points out the latest tech from Atlas: the growing female longboard market. We have a sweet new laser- “The Atlas Touch glove will bring cell phone friendly touch finger etched deck in our top end range, which is completely different to technology to the slide glove category for the first time. No need to anything out there.” Meanwhile, Jucker Hawaii is, “working with more remove your gloves to take pictures or send text messages!” sustainable materials. We do not like plastic even if in some areas 7. Don’t try to do it all. For retailers, the main mantra for 2016 is: the trend seems to go that way.” At newcomers Brunotti, the “main Know yourself (and your customers) and stay the course, instead material is an 8-ply wood construction and our new bamboo glass of trying to do it all. Shane Maloney, from Madrid confirms: “On the fibre sandwich construction.” retail side, established retailers will always have the advantage, but 5. Technology is the future. Speaking of the race for new R&D, Don those who do not pay attention to the market trends and adjust their at Loaded Longboards made a funny observation: “Thermoplastic approach will be in danger of losing sales to the newcomers who are construction like Bustin uses makes sense and could end up being paying attention.” the future of composite construction. The hollowtech construction With the right fit between brands and retailers, the next ten years in longboarding are looking rather bright. Maui at Sector 9 concludes: “People no longer stick to just one board. If you stoke them with the first they will come back and get a second or third one. That is why it Andreas “Maui” Maurmeir at Sector 9 Europe sees is so fun to work with excellent products and good marketing – you the scene becoming more diverse in terms of riding relate to the customers and get them to become regulars at your styles and products: “Europe gets more and more store.” in danger of losing sales to the newcomers who are paying attention.” open for traditional US dominated skate terrains With the right fit between brands and retailers, the next ten years in such as mini freeride boards or longer and more longboarding are looking rather bright. Maui at Sector 9 concludes: sophisticated park boards. That took a long time in “People no longer stick to just one board. If you stoke them with the first they will come back and get a second or third one. That is why it Europe!” is so fun to work with excellent products and good marketing – you relate to the customers and get them to become regulars at your store.” from Landyachtz is sick. The use of recycled plastic fishnets by Bureo is inspiring. And the ‘fat-bottom’ style constructions of Rayne and Icone are ingenious. At Loaded we’ve converted all our boards to a new construction made from cloned mastodon tusks in a forged nano technology spider web matrix.” HIGHLIGHTS Marin at Rayne is stoked because, “our customer base continues to lose their mind when we release Dee-lite versions of our boards +25% growth YTD in sales because they are just as strong as the standard version, but 15% Premium RRP over ¤200 lighter.” Saturation in US – next in Europe? 6. Accessories with an edge. Wheel colours are bringing heavy 1980s neon flavours into the mix, while the entire set-up tends to be colour- Girls getting into longboarding coordinated. Maui at Sector 9 confirms: “We can say that colour Drop-thru shapes dominant tuning becomes more and more demanded. The wheels need the right colour with the deck and so on. Especially in the classic ranges like Colour-coordination carving and cruising.” Meanwhile, Sector 9 has been “killing it” with Major movement in gloves segment! downhill gloves and slide gloves, said Griffin Halpern, International Sales Manager Griffin Halpern. And while retailers are stocking up

56 olympic skate

PROS AND CONS: SKATEBOARDING IN THE 2020 OLYMPICS?

Will the four-wheeled plank of wood play out as a five-ringed sports event – and what’s in it for skateboard companies? Report by Boardsport SOURCE Skateboard Editor Dirk Vogel

Believe it or not, but the question of including skateboarding in the Olympic WSF in July published rankings of skateboarding’s top athletes in street, Games is almost as old as skateboarding itself. In 1965, John Severson vert, downhill, freestyle, slalom. This raised more heated questions, mostly: argued in The Quarterly Skateboarder magazine’s first issue: “We predict “Slalom? WTF is the WSF thinking!?” And also: “WTF is the WSF?”” a real future for the sport – a future that could go as far as the Olympics. It’s a much more ‘measurable’ sport than surfing and therefore lends itself THE PLAYERS: BEHIND THE ACRONYMS more to competition.” Defending skateboarding as a “real sport,” the editor The WSF, founded by former basketball official and World concluded: “Competition should be big in skateboarding, but it’s going to take Skateboarding Grand Prix organizer Tim McFerran, is one of three organization and support from the participants.” major players currently competing for recognition as skateboarding’s These two key components – organization and support from participants designated International Federation (IF). This is the major – are exactly why skateboarding is still not an Olympic event a full 50 precondition: Every sport needs an IF to handle organizational years later. Over the years, organizational efforts have yielded no results, ramifications such as rules, formats, judging, and qualifications as the while sentiments among participants have traditionally ranged from fierce official governing body in front of the IOC. But it’s a slippery slope, opposition to an indifference summed up by MOB Skateboards owner Jörg Ludewig at Urban Supplies points out: “In snowboarding, the Christian Roth: “As long as I can remember, I haven’t watched any Olympics association of snowboarders (ISF) was replaced at the Olympics with at all. I’m absolutely NOT interested and wouldn’t even notice if the whole the FIS. That hasn’t really helped the sport.” festivus would vanish.” But recently, not everybody is that relaxed… Snowboarding’s example proved a warning to the skateboard industry. The number of critical voices has grown since May 2015, when the World “The most important lesson is that we have been very patient not to Skateboarding Federation (WSF) held a Global Skateboarding Summit enter under a sanctioning body that is incongruent with our vision, in Istanbul, Turkey, to talk specifics of skateboarding’s inclusion with much like how snowboarding got involved through skiing. It has been representatives of the International Olympic Committee (IOC). On June 20 years since then and it took a long time for the snowboarding 22, the IOC fired the next shot by announcing “roller sports” – including industry to change the format to what they originally envisioned,” said skateboarding – as a shortlisted event for the 2020 Tokyo Olympics. ‘Mr. Vans’, Steve Van Doren, adding: “It’s going to be very crucial to Instantly, the Internet lit up with outrage: “The Olympics will ruin ensure that every component of the skateboarding competition comes skateboarding!” commented user Mei Phuk as skateboarders worldwide from an authentic skateboarding lens and background. Without taking turned into pitchforked villagers. On the Care2 website, an activist named this approach, we risk our reputation with our fans and our legitimacy “Clarky” launched a petition to keep skateboarding out of the Olympics, as a professional sport lifestyle.” because “skateboarding is not a ‘sport.’” Adding fuel to the flames, the

‘Mr. Vans’, Steve Van Doren: “It’s going to be very crucial to ensure that every component of the skateboarding competition comes from an authentic skateboarding lens and background. Without taking this approach, we risk our reputation with our fans and our legitimacy as a professional sport lifestyle.” 59 Jörg Ludewig at Urban Supplies: “Overall, the Olympics are overrated. Windsurfing is – or was – in the Olympics, and where is it today? Gone! Skateboarding, much like snowboarding and surfing, has grown because of the fun and the unique feeling, not its television presence.”

Next to the WSF, the major Olympics driver is the International THE ARGUMENT: CONS Skateboarding Federation (ISF) headed by Gary Ream and backed by More viewers is not the same as more participants. “Snowboarding large parts of the industry. Thanks to a strategic partnership with won an enormous amount of viewers because of the Olympics, but Street League Skateboarding (SLS), the ISF proposes the SLS instant nothing in terms of active snowboarders. That number has been scoring system for Olympic skateboarding, as well as the SLS Super declining for years,” said Jörg Ludewig at Urban Supplies, adding: Crown World Championship as a global qualification system. The third “Overall, the Olympics are overrated. Windsurfing is – or was – in contender is the Federation International de Roller Sports (FIRS), the Olympics, and where is it today? Gone! Skateboarding, much like formerly the IOC’s official IF for roller hockey (sure makes Street snowboarding and surfing, has grown because of the fun and the League sound a lot more attractive). unique feeling, not its television presence.” But nothing is decided yet, and as Kelly Bird, Global Brand Manager at Nike SB and board member of the International Association of Branding is tricky. As Franz Josef Hoeller at Fresco distribution Skateboard Companies (IASC), said: “What you saw in Turkey was pointed out, brand visibility may prove a tough bargain “because of the part of a complicated and somewhat politically wrought process of strong branding regulations during the Olympics.” This is confirmed determining exactly who will be the governing body for skateboarding by Antoine at DC: “Regarding the brands, it’s all about how they are once its inclusion is confirmed. I can tell you with certainty that it going to be visible on the events knowing that the IOC has drastic won’t be the group you saw in Turkey.” That said, let’s look at what the restrictions concerning branding size and placement. We can guess Olympics could bring to the table for the skateboard industry. that hardware and footwear would not be altered and will remain visible.” THE ARGUMENT: PROS Negotiating from a position of strength. Desperate to attract the kind Choice of proper formats. Mainstream television has its own rules of young demographics reached by skateboarding – average TV viewer when it comes to sports, and Christian Roth at MOB Skateboards has age at the 2012 Olympics was 49.4 years (Nielsen Data) – the IOC is some concerns about formats: “If you want to attract a wider audience willing to listen. “I totally believe the Olympics need skateboarding. I have you have to narrow skateboarding down to the attractions, because been involved for the last decade with several members of the skate most of the audience are just passive spectators who could never industry in educating the Olympics organization on our vision to integrate grasp the technicality of most of the skateboard tricks – so you need skateboarding into the games,” said Steve Van Doren. the Mega-Ramp and the Street-League-like contests.”

More acceptance, new parks. The Olympics could increase Bigger brands profit more. “Brands in a way can benefit as the sport skateboarding’s overall acceptance in society as more than a trend gets more mainstream, but it’s more an opportunity for big corporate or toy, said Veith Kilberth, who earned his five year degree in Sports brands than for small niche skateboarding brands,” says F.J. Hoeller. Science before co-founding Fine Lines marketing agency: “Establishing Along those lines, Jörg Ludewig said: “Bogner has been making the skateboarding can prove useful for creating new skateboard ski suits for the German [Olympics] team for years now, yet they’re infrastructure and supporting newcomers with skate workshops. struggling. I think the Olympics can make something that’s strong even Acceptance can make a decisive difference when it comes to mobilizing stronger, but I doubt they can lead something weak to strength.” public funding for skateboard projects.” THE BOTTOM LINE Heck, snowboarding already did it. “It has been a matter of ‘not if, but The IOC will announce its final decision shortly before the 2016 when’ pretty much since snowboarding became such a huge draw for Olympic Games in Rio de Janeiro. But regardless of the outcome, it’s the Winter games,” said Kelly Bird. As Antoine Soule at DC Shoes puts it: best to keep our expectations in check, advises Kelly Bird: “I don’t “The IOC has been lurking on skateboarding for years now and needs the really see much of a downside to the inclusion for skateboarding, but refreshing ‘sport’ effect that snowboarding has brought to them on the my guess is the up side will be marginal at best.” winter editions.” At the same time, core skate culture will also remain unaffected: “The Olympics won’t change the essential aspects of skateboarding at all. Massive media exposure. “The event would bring maximum exposure on If the mainstream media pushes skateboarding with Street League all fronts, from the athletes, to skateboarding performance and for the and the Olympics in a progression- and sport-performance-oriented soft and hard goods that keep the industry alive,” said Steve Van Doren direction, parts of the core community will simultaneously drive into at Vans. And as Veith Kilberth at fine lines marketing said: “The increased the opposite direction towards less measurable aspects like creativity exposure also brings a heightened marketing potential and interest and an anti-establishment attitude. That’s the law of nature in the from corporate brands that want to become engaged in skateboarding. skateboard world and it’s already happening at the moment,” said Veith This means more budgets and more money invested in the skateboard Kilberth. business.”

Veith Kilberth. Co-Founder of Fine Lines marketing agency: “Establishing skateboarding can prove useful for creating new skateboard infrastructure and supporting newcomers with skate workshops. Acceptance can make a decisive difference when it comes to mobilizing public funding for skateboard projects.”

60 trend report trend report

following the “Bohemian Dream: living free with a love for all things Bohemian and Gypset - monochromes with neon flashes used in bold festival inspired graphics and a nod to vintage on the styling,” explains Lucy Seaman, Women’s and Girl’s Wear Design Manager. Urban Beach goes for a “cool classic range of grown up bohemian pieces with vintage detailing,” says Designer Emma Watkiss.

RETRO INSPO Inspiration from the 70s already plays into the boho theme and is expanded on its own in 2016. “Our collection brings you back to a time where the swagger was effortless and the style proved to be timeless,” promises Volcom’s Kristy, “a retro fresh vibe mixed with relaxed styling is perfect for the sand or the street.” Valerie from Rip Curl even names the “long skirt” worn by “the gypsy girl” as a must- have of the season, referencing “all the revival of 70s gypsy life on the catwalks.” Billabong revisit “80s surf culture” with “all-over tropical

vintage, hibiscus and white and black geo prints” and comfortable photos: Brunotti pieces, that are “suited to coastal lifestyle and very easy to wear.” Animal also “nod to vintage with crochet long line knits and fringing” in their Sunday Festival theme. For Cali-based Baja, whose “original fluid look,” says Valerie. Billabong also implement “light viscose and inspiration” for their pullovers came “from 70’s Baja California”, the cotton for fluid effects,” as do Rhythm with a “variety of lightweight vintage vibe is rather natural – and timeless. “In the evening after surf soft cottons and cotton blends in wovens and jersey,” says Girls Brand or in the city, you need a comfortable and fresh looking pullover - and Manager Daniella Ciano. Animal have a “brushed lightweight fleece, that is where the Baja hoodie is perfect” states founder Janne Karjula. slubs, cotton modals and cotton acrylic mix knits” in store.

SHIFTING SILHOUETTES COLOUR ME BRIGHT To facilitate a comfortable beach lifestyle, silhouettes are “fluttery” While Baja add a “wider variety” of colours to their line, most other

photos: Billabong (Nikita), “relaxed and drapey, but breezy but also feminine” (Brunotti) brands agree on a sunkist-inspired palette with everything from

SUMMER, SUNSHINE, SURFING VIBES! “In tribute to the ever popular floral trend, which appears across every type of garment this Everything seems just a tad easier in the summertime. Longer days offer more time to pay your dues at work and follow your season, Jungle injects a vintage Hawaiian feel, passions. More opportunities to go outdoors bring more fun times with and without friends. And warmer temperatures mean full of stunning greens and photographic prints of exotic plants, leaves and flowers.” less need to cover skin up and hence less hassle to think about what to wear... especially for the ladies. And what could reflect Anjet Wesselink, Head of Marketing at Protest summer vibes better than clothes you’d wear by the beach? No matter where you are, surf apparel can instantly get you that

holiday-feeling and catapult you into vacation mood. If only there weren’t myriads of choices to sift through. This trend report and “elaborate” (Roxy). Dresses play an important role for all “bright coral, pastel orange and fresh red” (Rip Curl), “sunrise shades by Anna Langer might offer some help. brands and themes, as usual, and range from mini (Volcom), through of peachy sun kiss, blossom and lilac” (Rhythm), “bright and warm asymmetric (Billabong) and “simple relaxed shift style dresses” to the hibiscus, powerful jade, some retro colours like gold dust rustic rose” Even though needing less clothes means less hassle to think about and flowers,” says Anjet Wesselink, Head of Marketing at Protest. already mentioned maxi versions. (Billabong) to “soft rose, grey” and “pops of berry and pink” (Nikita). putting an outfit together, the various styles, silhouettes and trends Marie Lauga, Global Head of Design for Roxy adds that “floral and can make summer dressing a mission too. From “dreamy 1970s Hawaiian patterns have always been part of the Roxy DNA and will Other looks include “tanks that can work as a top or a coverup” Portraying the other spectrum of surf culture that is connected to all nostalgia” (Volcom), to “laid back tomboy styling with a tropical twist” also be present this season.” Urban Beach work with “bold saturated (Nikita), “halter necklines and flared bottoms” (Volcom), “little things water, aqua shades have their place as well, even combined. (Animal), travelling (Roxy) and road trips (Urban Beach), “Rebel Pack” colours and juicy graphics straight from a tropical jungle” and boardwalk shorts” (Rip Curl), rompers in all variations as well as “Faded shades of burnt sienna, soy and bleached aqua are used vibes in black and white from Protest and Billabong’s Designer Closet “incorporate orchids, the national flower of Brazil.” Brunotti also think “loose smock style top shapes” and “jackets with added detailing” to frame the vibrant hues of fire red, tidal blue, and orange glow” collection, “with tinted sharp styles of printed black and white palm, that “bright and tropical prints are vital for a summery feel,” although (Rhythm). Maria from Roxy adds: “We saw an evolution in the market states Volcom’s Kristy and Maria agrees that at Roxy they “notice denim and a hint of shiny gold”, there are almost endless choices to Billabong feature a black and white palm leaf print in their Designer’s with the use of sport codes in very feminine products. We do not the importance of deep sea blue and shades of washed mint green, suit every heart’s content. Closet Capsule, next to “floral prints slightly faded by the sun for a hesitate to mix a very elaborated top in light fabric with a casual beach counterbalanced by splashes of orange and tomato.” Rhythm also romantic look.” Volcom approach this classic with their native twist: pant and a nice bag or a really cute romper with a loose cardigan and sport “indigo blues”, Protest implement “blues with fresh accents” and BEACH STYLE “Traditional tropical prints are hacked and chopped into various parts a straw hat.” Brunotti feature blues in a “tie and dye all overprint, a bright tropical With collections designed for being at the beach, it’s no surprise and pieced back together again in the form of a geometric jigsaw,” multi colour allover” and “fresh surfy colour group with laguna mint that a lot of inspiration is taken from there. Rip Curl even send their explains Kristy Michaels, Head Women’s Designer. TEXTURED FABRICS green and fluro rosa.” design team out to The Search destination Tulum in Mexico to gather All the boho, retro and gypsy inspiration is complimented with inspiration, which they channelled into a collection reflecting “the BOHO GYPSY VIBES “romantic crochet and lace detailing” (Volcom), jacquard, chambray wild jungle and the hippy life. We discovered a beach life really linked Since surfing involves a lot of traveling, the bohemian gypsy vibe and gauze fabrics that add details and texture. Roxy have even with nature and so the designs are made for going to the beach – or that has been popular for some seasons now has a nice natural tie to dedicated a part of their collection to “Market textures” that are “all HIGHLIGHTS thinking about it,” says Valerie Wieser, Head of Design for Girls. Urban the whole topic as well, that continues to be featured in most lines. about soft loomed woven, jacquard prints and blanket stripes” and Beach also embark on an “exotic surf adventure down to the wild and Billabong add a “jade floral print for a bohemian spirit” to their Mystic “elevated with artisanal textures,” Maria elaborates. Relaxed & drapey feminine silhouettes tropical shores of Copacabana Beach.” Mama theme, Rhythm draws inspiration from Persia and “ethnic tiled Sunkist & water shades textures and patterns,” and Roxy add embellishments to their sporty Apart from that, “Spring/Summerweight fabrics” are most sought Boho Gypsy Styling Of course all kinds of tropical prints and colours fit perfectly with that styles that “feel new although they were inspired by caftans and 70s after for the warmer part of the year, “from cotton/poly blends to our theme and can be found in most Surf Apparel collections next year. beach culture textile.” Protest invite their customers “to travel the supersoft rayon from bamboo” explains Vicki Vasil from Nikita. Rip Floral Prints “In tribute to the ever popular floral trend, which appears across every ancient Silk Road with our Caravansary theme – inspired by the large Curl work with viscose to “bring more fluidity to tees and dresses” and type of garment this season, Jungle injects a vintage Hawaiian feel, gatherings of traveling traders to rest and exchange cultures as they have added a “new viscose fleece that is a special development from full of stunning greens and photographic prints of exotic plants, leaves made their way along the trade routes,” says Anjet and also Animal is our supplier in Portugal and brings a cool, soft touch and feminine 62 63 trend report photos: T.C.S.S / Billabong photos: T.C.S.S THE AGE OF SURF COUTURE?

As endemic surf brands are kicking their product launch preparations for Spring/Summer 2016 into high gear, the first previews reveal an eclectic offering that is increasingly less low brow, and more high fashion and cosmopolitan. Are we entering the age of Surf Couture? Trend Report by Dirk Vogel.

Any way you slice it, men’s fashion is having its moment in the sun. THEMES Men are officially spending more on apparel than women these days, Although it’s too early to proclaim a new era of “surf couture” – and and according to FashionUnited projections, menswear will contribute $400hoodies are still a long stretch from $1,500 bleached jeans with close to $40 billion in annual sales to the global apparel market by tons of holes in them – the GQ article hits at least one nail on the 2019. And for reasons much too broad to discuss here, men all across head: Surf apparel is expected to work “damn near everywhere,” these the board have developed a taste for more mature, refined apparel. days, and not just the beach. Which brings us to the major trend of the season: Surfing clothes, as Urban Beach puts it, “are now expected Streetwear has been first to “grow up,” now reaching a point where to adapt to their use occasion, be that surfing, chilling on the beach the hip-hop scene is abandoning urban wear in favour of luxe items or heading to the bar later on in the evening.” From a collections such as $1,500 distressed moto-jeans by top-shelf brands including standpoint, this day-and-night theme translates into versatile pieces Balmain. Accordingly, the streetwear scene is currently experiencing that go from the beach, to the nightlife, and back. what fashion blog Business of Fashion calls the “Rise of Rap Couture.” In order to keep you covered 24-7, The Critical Slide Society created Also riding the high fashion wave, men’s surf apparel has come a the Jumble Jacket and Cotton Gauze short sleeve that “can be dressed long way over the past seasons in terms of silhouettes, materials, up and worn out at night and can just as easily be thrown on for an and upscale stylistics. Setting a new high water mark – including afternoon at the beach.” As the perfect round-the-clock companion, elevated price points – Kelly Slater’s surf clothing line Outerknown Finland’s Baja clothing suggests their signature Baja Hoodie: “It is a was recently launched under the Kering Group umbrella: Refined and product for many different situations because of its big hood, kangaroo cosmopolitan, Outerknown’s inaugural collection features ethically pocket, and fresh colours. It is the perfect jacket for festivals, for sourced chinos ($185), soft knit sweaters ($385), geometrically spring/summer nights, the beach, and even for city life!” patterned hoodies ($425), and silhouette-hugging plaid pea coats ($545). Already, men’s magazines such as GQ are singing the new collection praises for “un-dorking” surf wear and nailing a look that “works damn near everywhere.”

“The Hyperdry T-shirt fabric from bionic yarn is made of cotton, recycled ocean plastic and polyester. It’s a Hyperdry fabric so it’s ‘wicking’ quick dry fabric. Perfect for everyday use, but also for surfing or sports.” Jan Lindeboom O’Neill Category Manager for Men’s Surf, Apparel and Footwear. 65 trend report trend report

“A Serge Gainsbourg song ‘Sea, Sex & Sun’ is really the catalyst of the collection this season. It’s pretty much what TCSS is about in the summer months. The line is actually called ‘Hotel Particular’.” The Critical Slide Society.

Dantas, SUPERbrand’s Apparel M&D Director: “The main theme for the collection is called Sea Culture, which captures the modern beach vibe of Southern California, with a sense of fun beach cruising and living in the modern days.” Looking back in time, Baja Clothing’s original MATERIALS fitting, this trunk features an all over print on the waistband and inspiration for the pullovers come from 70’s Baja California. For At the end of the day, nothing elevates a garment and justifies price brings everything you need in a walkshort: Multi-functional pockets in example in the evening after surf or in the city, there is a need for some points like materials. The three main stories for SS16 are technical the relaxed tailoring, stretch cotton twill and a relaxed, surf-inspired comfortable and fresh looking pullover, and that is where Baja hoodie is materials for active performance, sustainable fabrics, and upscale streetwear style.” perfect. materials – or material blends – for an elevated look and feel. Travel once again invites apparel designers to weave dreams of faraway Technical materials are a home game for innovators such as O’Neill. PRINTS AND PATTERNS places into their garments, with Quiksilver drawing inspiration from Jan Lindeboom O’Neill Category Manager for Men’s Surf, Apparel and Hawaiian prints and florals continue to bloom, injected with subtle Brazilian environs from the beaches to the favelas. Reef apparently lost Footwear, is stoked on, “Hyperdry technology in collaboration with details. For Brunotti, these patterns help express the brand’s Italian their heart to one of the world’s pristine beach spots: “Bali was our LIQUIPEL, a super-fast quick drying fabric with nanotechnology. The roots, as Joffrey explains: “Prints and patterns are very important. One inspirational region of the season and we have key prints that speak to Hyperdry T-shirt fabric from bionic yarn is made of cotton, recycled of the main prints is a tropical print with leafs of olive trees, and basil. the colour, feel and mood of Bali. Design was influenced by the colour of ocean plastic and polyester. It’s a Hyperdry fabric so it’s ‘wicking’ quick Complete with olives, it’s an Italian tropical print!” Over at Protest, the the sea while in Bali, the natural colours of the landscape as well as the dry fabric. Perfect for everyday use, but also for surfing or sports.” Jungle print pattern,“injects a vintage Hawaiian feel, full of stunning brighter colours inherent in the culture.” At Iron & Resin, it’s all about Speaking of “recycled ocean plastic,” sustainable and re-used fabrics greens and photographic prints of exotic plants, leaves and flowers.” blazing your own trail, says Chris Smith: “The catalyst for this seasons are finding their way into many collections. Eco-friendly material stories Keeping in mind what we already said about the black-and-white collection was the people who we consider to be ‘Path Makers.’” used to be the cutting edge, but have now become status quo across colour trend, Protest’s Rebel Pack collection graphics are “inspired surf collections. Finland-based Baja Clothing even goes as far as saying by the classic skate and café racer motorcycle cultures. This COLOURS that they “will use only fabrics which are eco-friendly.” predominantly black and white range is symbolic and saturated with Colourways trending in 2016 cover three different territories, which The third major trend in materials is best summed up as ‘fabrication’, attitude from the city streets of downtown LA,” Anjet Wesselink tells Brunotti’s Head of Design, Joffrey Delfgaauw, divides into three meaning the use of fabrics and textures for a finish that lets customers us. Geometric prints – most of all triangles – are gaining momentum collections: “Blu Italiani is about our Italian roots combined with the ‘feel the difference’. Fabrication is a key trend at surf renegades The in many collections, including Billabong’s Garage line that “welds blue colours of the sea, which we love so much. La Giungle Surf is the Critical Slide Society: “We use a variety of cotton and blends in different geometry with a stripped-back stealth.” jungle next to the beaches with bright and tropical prints for a summery weights and fabrications to ensure that lived in hand feel is paramount But despite all the subtle colourways and mature designs, the feel. And Spiaggia Della Sardegna is about beach classics in surf and across the whole collection. Washing also plays an important role in classic ‘loud’ message t-shirt still rides strong in SS16 surf apparel

photo: T.C.C.S sun-faded colours.” fabrication, how well does it wash and what effects can we draw from collections. Standouts include TCSS’s epic Life Fast Die Shredding These colour trends are echoed by other brands, for instance sun-faded it.” slogan T-shirt, and Billabong’s artist collab with Ornamental Conifer, Speaking of city life, Quiksilver segments its Stay High collection into primary colours and neons at Billabong, or the oceanic colour palette aka artist Nicolai Sclater, featuring slogans such as ‘Shape Up or Ship times of day with AM and PM divisions: “Through AM we are taking all over Protest’s new line: “Beautiful deep lagoon blues, shells and CUTS AND SILHOUETTES Out!’ for an extra dose of surf attitude. on beachwear with lighter, knocked-back colours, fun washes, a little tropical birds – the paradise of a desert island – the Marooned collection Now that surf clothing seamlessly traverses from the beach to the So there you have it – attitude and day-and-night surf flavour are bit more playful, colourful graphics and a heavy focus on boardshorts. brings a shipwrecked element to the collection with inspiring graphics bar to the bougy restaurant, fits and silhouettes have seen form- still more important than playing the game of upscale fashion design. The PM side to the creative direction allows us to tap into streetwear and prints.” Also never going out of style, the entire military heritage fitting upgrades across many lines. (This, by the way, is great news What’s even more reassuring, endemic surf brands pride themselves and start to bring in some of those trends that we weren’t capitalizing palette of sand, olive, black, and navy continues to march ahead in SS16 for retailers, as trying on garments will become key for customers in offering genuine value for the money – so no $1,500 jeans any on before.” collections, preferably in washed-out colours for that lived-in, time- looking to nail that perfect fit. Just make sure they buy where they try!) time soon. Chris at Iron & Resin concludes: “The fabrics we use, tested look. Supporting the around-the-clock style factor, Iron & Resin have just the whether it’s the canvas in the Union Work Pant, denim in the Scout INFLUENCES True to surfing’s penchant for spicing things up, a little colour pop still thing in the pants segment: “Our Engineer chino pant or shorts are the Jacket, to quality used for the wovens and chambrays, the twills in the In terms of influences, surf apparel brands are riffing on a variety goes a long way. Adam at DaKine enlightens us: “Colours for SS16 is a ‘do everything’ leg covers! Ideal around a campfire or dressy enough for bottoms – and the list goes on – are the best quality fabrics any of our of stylistics. In the new Surf Plus line, Billabong is “borrowing cuts mix of wearable neutrals with pops of athletic brights like Sulphur and a night out with the lady friend. The 8.5 oz brushed canvas is so velvety competitors at similar price points can compare.” On that note, surfing from the military and marine worlds, the leather, washes and textile Neon Blue.” For the sleeper hit among colours for next season, Juliana smooth and only get better with wear.” is still far away from Rap Couture, where things are nice because they details have been crafted with a focus on durability and light, broken- at SUPERbrand points out: “I have been seeing a lot of oranges hues are expensive ­– not the other way around. in comfort.” Music will forever be an influence in surf apparel, and being used for SS16, from warm to cold tones.” Watch out for orange! Even the humble t-shirt is getting a makeover, embracing new fits The Critical Slide Society (TCSS) takes the subversive route: “A On the more subtle side, surf brands are taking a hint from the ‘street while paying attention to colour trends. At Protest, head of marketing Serge Gainsbourg song ‘Sea, Sex & Sun’ is really the catalyst of the goth’ movement with black prints on all-white tees. Nicolas Perceval Anjet Wesselink explains the current push: “We see a big variety in collection this season. It’s pretty much what TCSS is about in the at Billabong confirms: “The shirt ‘Rapture SS’ from the Garage line is t-shirts, therefore we redesigned our tees – we’ve upped our game summer months. The line is actually called ‘Hotel Particular’.” Sounds inspired by free surfing freak punk Creed McTaggart, with geometric and extended the range with neckline variations, washes and yarns. HIGHLIGHTS hot! shapes dominating the black and white silhouette that come with With colourful all over prints – even on pockets – preppy stripes, the And bringing the thematic influence full-circle, brands find plenty of psychedelic delusions.“ burnt-out look or the inside out effect. There are possibilities for Tailored for day-and-night source material in California beach life – past and present. Juliana everyone.” On the same note, Urban Beach is banking on the Pizarro Travel, the sea & ‘70s Cali beach culture Tee: “This is looking to be our most popular men’s tee. It’s 100% cotton Melange heavy Slub fabric gives a distressed vintage effect with Materials – ‘feel the difference’ a high quality logo print finish and is available in calm Palm Island Sun-faded and washed out colours or the deep and exotic Copacabana Beach tones.” Mature, form-fitting silhouettes using stretch “Inspired by the classic skate and café racer motorcycle cultures. This predominantly black At the end of the day, a little stretch action can make all the difference on an action-packed day. The new blend of stretchy, active fabrics Geometric prints in black-and-white and white range is symbolic and saturated with attitude from the with contemporary fits is exemplified in Quiksilver’s Street Trunks city streets of downtown LA,”Anjet Wesselink at Protest. line: “For example the Yoke Cracked trunk. Uni-colour and straight-

66 67 trend report photo: Burton / Eastpak

COMMUTER BACKPACKS & TRAVEL LUGGAGE SS16 TREND REPORT

No one gets anywhere near enough time surfing warm water kegs in Indonesia or navigating Alaskan snow capped spines. And when we do manage to go barrel or powder sniffing, just getting there is a major aspect to contend with. But alas, the majority of us end up spending the greatest part of our time at work, or getting to work. Either way, travel is something that goes hand in hand with boardsports and always has done. For SS16, SOURCE dips its toe into a new trend report topic, as we take a look at a category that brands are placing a lot of emphasis on as they recognize the importance of the modern traveller among their customers. By Harry Mitchell Thompson.

OVERVIEW bag designs,” says Product Manager for Nixon Accessories, Ryan As the world becomes more and more connected, and the desire to Martinez. For Burton, the category is a “very relevant and real part of travel and seek adventure greater than ever, boardsports brands are snowboarding – the mission to the hill. Snowboarding is a lifestyle that making a big push in the luggage category - after all, when travelling naturally encompasses travel.” the world, we want to do it with luggage from brands endemic to surf/ skate/snow. LINE SEGMENTATION For SS16 in technical commuter packs and luggage, we can Marc-Alexandre Ducoté, Global Product Manager for Accessories at see distinct lines separating the category. Swedish bag experts Quiksilver recognizes that the brand’s customers are “surfers, skaters Douchebags simply split their line between backpacks and rollers and and snowboarders are always on the move, commuting comes to them Nixon also keep it simple with “extended long trips, week trips, and naturally. It’s their way of life. That’s why we want to offer them the weekend getaway trips” dividing their line. Dakine split their collection best products to pursue this unique lifestyle. High quality backpacks into carry-on and big volume styles, and Quiksilver offer “performance and travel luggage are definitely part of their daily needs and thus a and lifestyle oriented products. We also apply the good/better/best category we strive to excel in.” pyramid to cater for the needs of a large array of customers.”

For Billabong, this category allows the brand to “demonstrate Poler Stuff see things a little differently: “We’re not trying to segment the technical know-how of Billabong, which is already known for our bags, more bridge the gap with multi-functional bags that its wetsuits,” confirms Alexandre Berthonneau – Outerwear and cross over from the outdoors, into the modern day traveller packs.” Accessories Product Manager. Whereas, for Dakine it’s their bread and Heimplanet are taking take this a step further; instead of having bags butter: “Dakine has become a leader in technical street packs over the for specific pursuits (mountaineering, camping, travelling, commuting), years, this is our identity and where we make the difference with other they’ve gone with a line that is more flexible - whereby the user can brands.” leave on a certain trip, their plans could change and thanks to their adaptability/add on pouches, they will be ready for whatever is thrown Nixon sees the category as a continuation from their watch business, at them. as they “tell the Nixon story and show the Nixon DNA through our

“Surfers, skaters and snowboarders are always on the move, commuting comes to them naturally. It’s their way of life. That’s why we want to offer them the best products to pursue this unique lifestyle. High quality backpacks and travel luggage are definitely part of their daily needs and thus a category we strive to excel in.” Marc-Alexandre Ducoté, Global Product Manager for Accessories at Quiksilver 69 trend report

“We are finding an increase in non-action sports channels as well as continued growth in our core, action sports channels.” Product Manager for Nixon Accessories, Ryan Martinez

COMMUTER RUCKSACK DETAILS while Dakine continue to offer it along with high quality wheels and Padded laptop sleeves are standard across the majority of lines, as a telescopic handle. Nixon also ensures durability while offering commuters require their portable office to stay safe on the move. “aluminium retractable handles for lighter weight mobility and ABEC 5 Brands offer multiple pocketing options, with Nixon even going as far bearings in all our wheels for smooth and easy transport.” as constructing the main frame of their Shadow bag from neoprene to “allow the bag to expand and compress, allowing the consumer to Douchebags and Eastpak both offer a new generation of shell design maximize the cubic capacity without adding additional pressure to the to ensure their customer’s luggage is safe from damage. Burton are main body coil zippers. This dampening feature prevents zippers from showing belief in their luggage in the best way possible – a lifetime blowing out extending the bag’s lifespan.” guarantee. Eastpak are really stepping up their luggage offering for 2016: “We now bring two and four wheels, single and double deck, Burton have combined the urban traveller and snowboarder’s needs duffle style or trolley and with matching totes, packs and accessories.” with “board carry straps for our snow packs and computer sleeves for some of our travel and school bags. U lock pockets for our new VISUALS commuter bags, tarp lined pockets for superior water resistance and While those who have grown up with boardsports like to remain loyal weather proofed fabrics.” to their roots, there are also those who simply like the aesthetics and lifestyle it offers, meaning some of our key brands are also seeing Poler Stuff have ease of entry in mind: “Access your stuff from the success in other markets, as Ryan at Nixon describes: “We are finding top or via the widemouth zip on the front of the bag so you don’t end an increase in non-action sports channels as well as continued growth up having to pull everything out of the bag to get to your prizes at the in our core, action sports channels.” The brand employs a “subdued bottom.” black body colour with a touch of sport pop, allowing the collection to have an unexpected point of view that is true to Nixon.” Ergonomic shoulder straps are used by most brands and Quiksilver Billabong are opting for subtle and tonal colourways in their techy/ employ “sternum straps that help relieve weight from your shoulders, functional designs above vintage/heritage styling, with Burton fleece lined valuable pockets, and an internal organiser for all your offering “many different fabrications, unexpected designs and fresh small gear.” Billabong won an ISPO Award for their Apex Boa pack colourways to tell stories of an adaptable, active lifestyle.” Eastpak from their Adventure Division (A/DIV.). The company has adapted BOA are taking inspiration from their heritage and play with a lot of original technology for strap tighteners and the bag has a wetsuit drainage colours and prints. system - pack your wetsuit in the detachable wetty pocket, and open the plug to drain all excess water. Nixon use “foams and materials to Quiksilver’s new creative direction sees them look to Brazil for their provide the ultimate comfort and support needed for long travel.” SS16 lines, nodding to the country’s street art and graffiti conveying the stark contrast between night and day, beaches and the favelas and All brands have plenty of added features, and Dakine roll out a whole employing their own unique art direction for the first time. host of them: “padded laptop sleeve (TSA compliant for some of them), iPad sleeve (mini and classic), accessory pocket (cell phone, DEMOGRAPHICS pens, business cards), water bottle pockets, fleece lined sunglass Quiksilver’s core target groups is 18-25s, with Dakine similarly pocket, etc. On high end product (Network II) you can also find a really targeting the 15-25s, although also stating that they have products for innovative breathable back panel.” Electric offer a compression molded 6-66 year olds as well. Nixon look at the 18-50 market, from college goggle case, heavy-duty skate straps and roll-top for waterproofing. to working professionals and Poler Stuff focus on 18-35+, mainly being made up of “young adventurous and ambitious men and women.” Douchebags pride themselves in lightweight products providing Burton has noticed over the years that their “demographic has stayed maximum protection. “We work with the very best backpack factories, the same but maybe general taste has evolved and matured slightly.” and together with high quality they keep the Scandinavian design Douchebags echo this, as they hone in on “the modern traveller.” philosophy that we believe in so strongly,” explains Truls Brataas, Founder and CEO. Heimplanet believe age is just a number, as they “rather focus on the lifestyle and mind set of our target group. In our experience LUGGAGE EXPLAINED demographics like age become less and less relevant to us.” Finally, As far as luggage goes no one is looking to reinvent the wheel, instead Eastpak believe you’re as old as you feel: “ We aim at the young urban brands are tinkering with their previous successes and refining their professional or graduate student. But we’re happy to extend that target offerings with subtle added details. Billabong give their luggage users to anyone with a young mind set!” ease of manoeuvrability with added extras for those planning more than just a long weekend: “Compression straps, multiple handles so the bag can be grabbed from any side, inner compartments, separate laundry bag, external pockets and ID pocket.” Quiksilver offer: “a HIGHLIGHTS lightweight lifestyle range, available in three different volumes and includes premium features such as a lightweight molded base and Padded Laptop cases skate wheels.” Skate wheels & telescopic handles Behemoths in the luggage game, Dakine guarantee durability as well ‘Modern traveller’ as functionality. The brand introduced the ‘split design’ a number of 18-25 target group years ago, where the bag opens in two parts, allowing easy access to each compartment. This has now become standard for many brands, 70 trend report trend report

We are focused on producing an inflatable board that gives the rider a genuine experience. We’ve done this by focusing on all aspects of the design and build. We are not distracted by other technologies or needing to produce products for other sports.

What can SUP learn from other boardsports? Everyone needs a website and everyone needs to sell the benefits Keeping the sport for the everyman is our interest and is the one of shopping with them. Specialist and brick and mortar stores have thing that SUP can learn from many sports – there often seems to a lot to offer in terms of hands on service and if this is promoted by be a desire to drive product development towards the high end of a them in the right way there is a lot of value there. sport and therefore neglect the rider who is just in it for some fun experiences. We would like to keep talking to the paddler that enjoys What do you do to support brick and mortar retailers? the sport for all the positive experiences it gives him, rather than the We encourage all our distributors to offer demo services for minority who are focused on the extreme end of the sport. physical retailers to help them offer paddle nights and events. We are also working on a training package for our global physical What does the SUP Industry need to do to help grow the market? retailers, that will assist them in learning more about Red and Keep educating people in all areas about SUP, i.e. you don’t need helping them get trained and therefore be able to sell our products to live in paradise to SUP. Encouraging people to access their local more easily. waterways and show them that you can SUP anywhere. SUP is the bicycle of the water. Most people live closer to good paddling areas We have far more physical shops than online only stores that sell our than they realize. Too much idyllic location imagery and extreme products. Our focus is making sure the physical shops have all the action, doesn’t always give people the right message, and therefore knowledge they need to sell effectively. We are going to be piling a ton the right understanding of where they can paddle. of resources into this training package.

What is your perception of the specialized shop? Which decision have you made that has had the most impact on your photo: Red Paddle photo: Red These guys are good and for the most part they understand what brand? their local market needs. They are normally passionate about We’ve always wanted to handle as much of the design and SUP FOCUS paddling and will often be the best place to go and get advice. The manufacturing as we can. We never set out to be an OEM brand just only risk I see with these guys, is if they set up too early, before producing standard, generic products. So, from day one, we wanted SUP really got going. We’ve seen a few come and go as there was to develop, pumps, bags, etc. to deliver a product we are happy RED PADDLE CO.’S not the level of sales they had hoped for in the early years, but to use ourselves. Recently we have taken this one step further by those that were able to hold it together are now able to tap into a developing a dedicated factory to just make our boards. larger potential customer base. For sure though, just being SUP CO-FOUNDER JOHN HIBBARD specialized means you can’t afford to just coast along, you need to As the demand for product grows, you need focus from everyone When thinking of the top stakeholders in the booming SUP industry, a few companies spring to mind. With an eye on constantly connect with new customers and keep running things and that includes the team you have building the boards. In most the main innovations over the past year, it quickly becomes evident that the individual best fitted to feature in this first like paddle nights to keep new customers coming through the door. manufacturing establishments the workforce will be making boards one day and then something different the next day, which means industry interview, is John Hibbard. He’s the relentless visionary who, aside from being Red Paddle Co.’s co-founder, is also Are online stores a threat to the survival of specialized shops? keeping consistency in finishing, quality and lead times become a a talented product developer. He has helped the industry progress through a series of smart product innovations. The first Unless the online store is just selling on price, and looking to sell massive challenge. is the most sought after SUP pump, the dual chamber Titan Pump. An additional innovation which Hibbard spearheaded the cheapest product, I feel they need to be experts in SUP to survive. I think you will find a lot of online stores are spending a lot For 2016 we have taken the big step of creating a specialist is the patented Rocker Stiffening System. Two fiberglass battens slide into a special PVC pocket that considerably of time talking to a potential customer – either on the phone or by production line. This means it is running almost constantly and the increases the longitudinal stiffness of the board. Last year, this invention earned Red Paddle Co. the ‘Coolest Gear of the email – giving them advice on what to buy. workforce are only making our boards. This gives us more control Show’ award at Paddle Expo in Nuremberg. over all the variables and allows us to keep a closed door on some Online retail is here and it has its challenges just as bricks and of our innovation projects. Hibbard shared with SOURCE how they are supporting the specialized market, some insight into where SUP is heading and mortar stores do. While they may not be able to take people how important it is to have state of the art resources available for the growing number of SUP centres opening on all kinds paddling, they will be judged on their knowledge and expertise and Where do you see SUP going in the next five years? of bodies of water. Interview by Robert Etienne. this is what sees them succeed or fail. The future is really exciting. It still doesn’t feel like we have really started tapping the potential. I see SUP moving more and more Please briefly introduce yourself and your background in boardsports. There are ‘brands’ that are only inflatable, but these are OEM (Original If buying a SUP board were a simple decision then for sure online into the mainstream as a means for people to get out in the open. My involvement with boardsports goes right back to my early childhood Equipment Manufacturers) brands placing a logo on someone else’s retailers would have the edge, but because it does require some Just like someone would take their bicycle for a ride around the when I would ride my father’s homemade wooden surfboards during product and ordering stock shapes and constructions. level of research by the consumer, this does level the playing field countryside on the weekend, they will go for a paddle on their SUP. the summer holidays. By my early teens, I had switched to riding ‘real’ We are focused on producing an inflatable board that gives the rider somewhat. Brick and mortar stores often have very good online They probably won’t have any idea you could be a world champion surfboards and had taken up windsurfing. Through my late teens I a genuine experience. We’ve done this by focusing on all aspects of presence. The advice people find online, on their website, is what in SUP! Talking of which, I have to leave now to meet up with a gained the highest level of windsurfing instructor qualification and the design and build. We are not distracted by other technologies or makes them go and visit the store for more advice or to experience friend to paddle across the bay to the local bar for a beer – he spent the ‘no wind days’ running a windsurfing school and working needing to produce products for other sports. the sport. certainly has no concept of using his board to enter a race, except in the local windsurf/board store. By my early twenties, I had become That’s one reason. if there is a beer at the end! a full time professional windsurfer competing on the PWA world tour The other is that we come at SUP from a different approach. We have and the domestic tour. I was UK wavesailing champion in 2007, which always seen it as a mass-market sport and our product range and seemed like a good time to step aside. I then turned my attention to marketing have always been directed towards producing the right creating Red Paddle Co. in 2008 and never looked back since! product for this customer as well as talking to them in a way that I see SUP moving more and more into the mainstream as a means for people to get out in excites them about the sport. Our feeling was, and still is, that many the open. Just like someone would take their bicycle for a ride around the countryside on the How does your brand differentiate itself on the SUP market? companies come to the whole SUP thing from an elite performance We’ve only ever sold inflatable boards. That makes us fairly unique level, something that the average customer can’t relate to. weekend, they will go for a paddle on their SUP. in being one of very few brands that is dedicated to this technology. 72 73 trend report photo: O’neill WETSUITS SS16 TREND REPORT

European winters are long and we’re always happy to be able to get back into our 3/2 or 2/2 wetsuit, depending on where you surf. As always, wetsuit manufacturers have plenty of product innovation stories to tell for next summer, and Francois Applagnat has delved deep to help you work out what’s going to work on your order forms for SS16.

WHAT’S NEW FOR SS16 with their versatile new 2.5mm steamer, although he admits: “Our Thanks to a rich history of wetsuit design, customers have become biggest market is still with Fall/Winter wetsuits, and accounts for 80% accustomed to expecting the world from their wetsuit. The market of our business.” craves innovation and each wetsuit brand closely monitors upcoming Brunotti’s Marketing Director Franck Uyt den Bogaard: “This year trends in surfing and then conducts the required research and Brunotti launched a new and complete range of hardware and soft- development in close collaboration with their suppliers. More and goods under the Brunotti RDP collection.” Franck explains that the more brands are considering neoprene products as an extension of RDP (Rider Developed Product) range is expanding, and while last year their ranges, especially in bikinis, such as the Alana Blanchard range there were only two products available, now you can choose from 10 from Rip Curl. Now that digital technology allows for printing on all different products. At Tiki International trends are less important than types of materials, there are more opportunities for making crossovers function and there is more demand for customers to have the same between clothing design and neoprene design. products as the pro riders. Onda Wetsuits are also working closely “The wetsuit market in the Spring/Summer season is so much bigger with their riders to improve their next range of products. than in the Fall/Winter season so you have to have products that Benoit Brecq from Madness is working specifically with surf schools appeal to a greater range of requirements and tastes,” Joe Turnbull and offers Evolution wetsuits with a very good fit for an entry-level from O’Neill Wetsuits confirms. product. Zipless wetsuits are a dominant feature for Ion Wetsuits and the brand will also introduce products that are more fashion orientated such as MATERIALS AND INNOVATION their Muse range that goes from “sporty to sexy”, as Carlo Rauen, the Innovation is a concept interpreted differently by each brand. While brand’s product developer tells us. Wetsuits without zips are trending some are working more on fashion trends, product designers are hard but we’ll still be seeing back-zips for entry-level products. 3/2 predominantly developing new materials with the help of (mostly and 2/2mm are the most common thicknesses for SS16 but Donovan Asian) suppliers. So there are different solutions to the challenges of Marais, Chief Executive at Derevko Wetsuits, is breaking the mould innovation.

75 trend report

Joe from O’Neill Wetsuits explains the properties of Technobutter2, lining already used in the Fall/Winter range, which dries quickly to their super light neoprene that absorbs minimal water. While their first allow surfers to have several sessions per day. version of Technobutter was a commercial hit, the second version has For James at Circle One, the new materials developed by the brand allowed for further improvements to technical properties. are the premium SCR and the Xtend, a quick drying top-of-the-range Rip Curl is currently manufacturing E4, “the most stretchy, lightweight lining. At Quiksilver, we find thermal DryFlight lining between FN Lite material on the market,” as Rip Curl Wetsuits Product Manager Borja neoprene, Red Seal technology and flush lock seals that allow you to Torres tells us. At Brunotti, weight reduction is their primary objective. drain the suit through the wrists. An interesting development worth a Carlo from Ion Wetsuits is introducing a new seam next year called mention at Gul is the Flexor with its H10 sole for optimal grip and flex. Maki to improve stretch. Whereas for Patricia Siepel, Product Designer And finally Onda’s super light material is the RS with a 3/2 weighing at Jobe, “We follow many fashion trends. Fashion gets more important in at just 1kg.

MULTIPLE SESSIONS When the ocean’s temperature heats up during spring and especially summer, it’s great to be able to spend more time in the water and have several sessions. The days are longer so there’s every opportunity to get back in the water several times in one day. As mentioned previously, wetsuit manufacturers have to factor this into their recipes when cooking up a new product. The designer also has to strike the right balance between a flexible and durable material. The seams are less important than they are for Fall/Winter when the water is colder but products must be stretchy yet sturdy. Carlo from Ion Wetsuits recommends their Plush lining for multiple sessions and fast drying. For Patricia at Jobe and Phil from Tiki International, it’s important to dry very quickly and they have improved these properties further for next year. In Rip Curl’s range, you can choose between the Freeflex and the E4 according to their flexibility/ durability ratio. Brunotti simply opt to absorb less water. Along the same lines, the Technobutter2 jersey from O’Neill absorbs 30% less water than classic jerseys, allowing them to dry quicker, which is the key for a day of many sessions. The less tired we get the more we can surf – the perfect fit is becoming very important for brands like O’Neill, Rip Curl and Madness. It’s also important to avoid creating irritation and the inside lining is the key material. “Particular attention is paid to the ‘ease of movement’ in the strategic paddle-zones”, says James at Circle One. “Intelligent seam placement enables the neoprene to do its job of stretching where needed most (underarm and shoulder).”

STRETCH VS DURABILITY When you are using lighter neoprene there is a balance to be struck when looking to achieve more stretch because it means the material wears quicker. Customers are always on the hunt for a bargain and with more competition between brands than ever before, they are forced to offer better prices. For Ion Wetsuits, they use special Ninja_knees and the Ninja_spine for an extra stretch sequence around the knees and on the back. For Patricia at Jobe: “On the inside of the

photo: Brunotti seams we use critical point savers on each point where there’s a lot of tension.” for us.” As we’ve seen with Patagonia’s Yulex, the issue of ecology has Phil from Tiki International explains how durability is one of their become a very important point. Phil Bridges from Tiki International quality control criteria, particularly for certain joints or stress points. is “proud to introduce PAH free, limestone neoprene with aqua based Joe at O’Neill Wetsuits has a suitable solution with the S seam that glue lamination. It’s a big step towards an ecologically responsible, reinforces the join and enhances stretch. The stretch is the starting realistically affordable neoprene”. He adds that he is already selling a point of comfort for Benoit at Madness and he believes it should be zip free, quick drying model that is used and approved by big wave pro pushed to the max to achieve the most comfort possible. Andrew Cotton. “With regards to durability, we have implemented rubber stress point The major innovation for Madness in SS16 is in their Unlimited range; reinforcement to offer our customers even more longevity out of their the ‘Donut Cuff’ system that prevents water entering at the wrist. wetsuit”, explains Abby Millar at Osprey. Billabong Brand Manager François Liets comments on the Furnace

“Proud to introduce PAH free, limestone neoprene with aqua based glue lamination. It’s a big step towards an ecologically responsible, realistically affordable neoprene”. Phil Bridges from Tiki International.

76 trend report

HIGHLIGHT PRODUCTS For Derevko, Donovan explains that simplicity is key: “We use a very While all brands supply a range full of wetsuits for all watermen (and minimal seam placement, with only four major panels - less seams ladies), each brand has a flagship suit or collection to boast about. Ion = more stretch! For durability, we use our G5 neoprene which has Wetsuits are shouting about their zipless wetsuit with the Ninja seam proven to provide the ultimate mix of stretch and durability.” thanks to their improvements in its weight and stretch. “A Honolulu 2mm Patina, the most feminine wetsuit out there, a short, sexy design with long sleeves” will be on top of the pile at Jobe. For Tiki International, the Zepha ZF combines the maximum amount of stretch and warmth with a dry lined, zip-free interior like for the Zepha 2, constituted mostly of flex plus.

Between the PsychoOne, the PsychoFreak and PsychoTech, O’Neill Wetsuits have plenty on show with Technobutter2 offering supreme stretch and featherlike weight. For Madness Wetsuits, the Unlimited shorty for women with a slender cut and flashy colours will be their highlight of the season. They have also developed Lycra shorties for kids with bright colours so that parents can easily keep an eye on them on the beach. François Liets from Billabong selects the Furnace Pro 302 and the Spring Salty Days in the surf capsule collection as their key stories for SS16. Eleven8 frontal zip and the Icon pieces are leading the charge for Circle One, with the latest SCR super stretch material (4-way stretch), the Ultraseal and the LGS seal with a water drainage system to retain as little water as possible. The Oracle for men and the Omnitron for women with pink camouflage shows camo is still alive and kicking for SS16. These wetsuits combine long-lasting adhesives and blind seams with quickdry technology. At Quiksilver, the AG47 is top dog in the men’s collection as is the XY capsule in the women’s. Gul’s top-of-the-range piece is constructed with Gul’s X Flex neoprene providing 150% more stretch according to the brand’s commercial director Mike Pickering.

photo: Roxy OVERVIEW COLOURS The Spring/Summer wetsuit market is booming and ranges are While in Fall/Winter colours remain dark, next Summer’s collections constantly adding and updating functions and features. Zipless wetties will bring brighter colours and even fluoro to the fold. “We’ve seen have become a very strong trend for most brands and everyone is big changes in recent years with bigger, bolder, brighter and even working on new materials in-house or with their suppliers. fluorescent colours popping up in the market,” explains Abby from To accommodate multiple sessions in one day, brands are offering Osprey. Derevko’s flashy green is now acknowledged as far afield as stretchy, long-lasting products, and more quick-drying linings than Australia and South Africa as the brand’s signature. ever before. Fit and seam placement improves every year to bring Ion Wetsuits and Circle One subtly modify their hues from winter to more comfort and durability. Competitive pricing has become an summer, with Ion using a mixture of dark grey, red and orange while important factor and each brand has to strike the best compromise Circle One modifies their Pacific blue and fire red between seasons. between price and durability. Patricia at Jobe is using some bright colours and digital prints from Fluoro and bright colours will be strong trends. Women’s wetsuits will photos to give a unique look. Wetsuits for women are a growing be accessorised to link in with fashion and will have a large choice of market and you will find them coordinated with bikinis at Rip Curl and prints while remaining functional and ‘sexy’. O’Neill. Benoit at Madness knows that customers are looking for black wetsuits with touches of bright, flashy colours like yellow, which he is already pushing this season. Paolo from Onda Wetsuits is sticking with HIGHLIGHTS black, while Brunotti go with dark red and dark blue. Zipless François Liets at Billabong employs brights such as orange and Fluoro and brights yellow for their Furnace suit, while he also uses on-trend colours and patterns including: “Some Marrakesh prints. They are definitely Multiple surf session brighter for the kids range with orange, mango and fluoro lime. For Smart seam placement girls we have some very nice flower prints for the surf capsule”.

“We use a very minimal seam placement, with only four major panels - less seams = more stretch! For durability, we use our G5 neoprene which has proven to provide the ultimate mix of stretch and durability.” Donovan Marais, Chief Executive at Derevko

78 buyer science BUYER SCIENCE

Surfer and artist Ivo Nisa opened the first 58 Surf in Peniche in 2001 and Nisa is still head buyer for the shop which now also operates a store further down the coast in Ericeira, as well as a successful online store. Falling under the Despomar umbrella, 58 Surf offer a huge range of surfboards and strong lines of technical material and apparel. SOURCE spoke with Ivo for this issue’s Buyer Science, to find out more on his buying process nearly 15 years after their launch.

How long have you been a buyer for Despomar? And how did you start out in this position? I´ve been a buyer for Despomar for about three and a half years. This naturally happened with Despomar, as my former independent company had a really good relationship with them and the hard goods world, so things just progressed. I opened the first 58 Surf shop in Baleal, Peniche in 2001.

During your time as a buyer, what have been some of the most important lessons you have learned in how to cater for your customers? Being honest and clear with the customers about what you have to offer them. 58 Surf isn’t about pushing cheap, bad quality products to the customer. How are you adjusting your buying strategy to adapt to recent What is the process of choosing the brands to stock in your stores? currency issues? We’re always open to see what’s new. We first of all collect all the I’ve adjusting what I purchase and have to plan ahead much better for information on new brands, create some comparisons and this way it seasonal products. allows us to decide what would work best for our customers and our stores. Which tradeshows do you attend and how important are they for your decision-making? Do you find that you need different strategies for buying for online I don’t visit many tradeshows. Most of my research comes from and buying for the retail stores? watching people live their day to day lives, and doing the same when Yes for sure, but there is some common ground between the two. I’m travelling throughout the year. I like visiting the industry’s factories The theme that runs through our stores are: customer tendencies, to understand how everything is produced, how it works, and how it is the beach life, and an urban buzz. Apart from that numbers are the improved. I just try to look at these things as a teenager with a 35 year key. We need to keep a balance for both rolling, and new projects. We old’s conscience and bring the dream to the racks and shelves. like to remain positive but also careful with regards to new buying projects. What trends are you noticing with streetwear/outdoor crossover segments? Which brands are doing it right at the moment? People’s personal likes and tastes are changing so rapidly with the There are always a few brands that are incredibly successful and amount of information that’s readily available. Trends are changing keep things fast, but in the end I think that there needs to be a balance direction all the time, and it’s no fun to stay in one place. Outdoor wear between the big, medium and small brands; they all need to exist to and streetwear are naturally mixing. We want to look good and feel make the market fun. All the brands we work with are somehow doing comfortable at work, at the beach, on the running track, skatepark, it right. Like I said, we need this balance. dance floor, etc. Everyone is trying everything these days. In my If a small brand grows will it be the best? Or will this growth stop opinion, the trend is to be comfortable wherever it is you need to be them from being so good? If a big brand becomes smaller, does it get everyday. better, or more cool? We need them all fox a well balanced industry. Do you have any advice to new brands on how to appeal to retail What is it that makes your stores so popular in your opinion? buyers? A lot of dedication, work and care between the team. And the Have the surprise factor. Have a passionate and caring representation involvement of lots of our friends. of your country amongst the team and at events; and also have a solid sales team.

I like visiting the industry’s factories to understand how everything is produced, how it works, and how it is improved. I just try to look at these things as a teenager with a 35 year old’s conscience and bring the dream to the racks and shelves. 80 brand profile

MAUI AND SONS Maui and Sons started off in California as a surf lifestyle apparel company. Their cookie logo on the rear pocket of their shorts became iconic and 30 years on the brand is just as fresh and bright today. Headed up by Nuno Fonseca in Europe, the brand are providing a multitude of boardsports products ranging from SUPs and cruisers, to boardshorts and their own coconut water. Read on to find out why Maui and Sons have something for everyone…

Can you tell us a bit about the history of Maui loving lifestyle and the global surf culture. We have studied the market and realized that & Sons, going right back to the beginning in the consumer values our brand, and so we the 80s. Who is on the management team now and have defined distribution strategies to give In 1980 three young surfers from Southern what are their backgrounds? the consumer the product they want. We are California decided to start a cookie company The company is still managed by Richard growing in many areas, but the wheeled goods named Maui’s Chocolate Chip Cookies. They Harrington, who is very much ‘hands on’ and are definitely a growth accelerator for us and burnt their first batch of cookies, and turned his main support comes from the President of we can aspire to leading in many categories of their attention to designing fashion pieces for the company, Jim Demet who has been in the the wheeled goods market. surfing and action sports. The cookies became company for a decade. In Europe, it’s all down inspiration for the Maui and Sons logo. to myself and Blake Harrington, Richard’s son, How do you see the development of the Inspired by the creative genius and founding to expand and grow the business and product boardsports apparel market? partner artist Rick Rietveld, Maui and Sons lines. We all have quite different backgrounds, The markets are changing; if we look at as their new business was called, was Jim is a lawyer and I come from the more Europe we will see a completely different launched with bold ideas, a few thousand brand marketing of active sports brands such market in the UK relatively to the GAS dollars and a pair of madras surf shorts. The as Adidas and Nike. (German/Austrian/Swiss) countries. I company aggressively marketed their unique personally divide Europe into several markets designs with their logo on their back pocket How do you differentiate from competitors? and we have to adjust any product we do for to Southern California’s surf community. The As a brand, our Sharkman visuals and them. GAS countries are looking for quality rapid growth was tough for the founders, and graphics and our neons are straight away a and high testing in products, new technologies they enlisted the help of Richard Harrington, differentiator factor. Our attitude also stands and more conservative trends. The Decathlon a successful businessman who purchased out, because we are probably the only surf Countries as I call them - countries where the company in 1989. Richard saw the global and lifestyle brand that goes mainstream and Decathlon has a huge impact with a large potential and transformed Maui and Sons from does collaborations with mass-market lifestyle number of stores and retail aggressive a clothing manufacturer to a brand licensing retailers. In the past few years we have done pricing, we need to have a range that provides company and expanded its operations collaborations with H&M, Pull and Bear, OVS good designs but also a benchmarked price internationally. and even Primark, but at the same time, with point and a value for product. The important Maui and Sons has grown to become one a strong segmentation strategy we have been factor is that consumers all over want a of the best-known brands in action sports able to sell our core range into pro stores and healthier lifestyle, so the sporting industry apparel and equipment worldwide. Today, department stores. has everything to gain from this, and we the company’s products are sold in over 100 will see the markets grow. Boardsports, countries around the globe. For over 30 years, What do you see in the future for the mainly longboards and cruisers have another Maui and Sons has created products that company? important aspect of growth, which is their represent an image and a way of life that In Europe we are taking back the strong growing use as transportation. appeals to those who aspire to an active fun- positioning that we had in the ‘80s and ‘90s.

WWW.MAUIANDSONS.COM 83 brand profile

NICE SKATEBOARD Frankfurt based Nice Skateboard is experiencing fast growth since its inception in 2014. The company is now to embark on its fourth production run of the first 20 models of longboards and is due to release 28 new models over the next few months. General Manager Gerd Weisner explains how the brand’s extensive product range including drop-through longboards, cruisers and park models combined with their speed of growth has made them a brand to watch for 2016.

How was the concept of Nice Skateboard Nice Skateboard. You skate and you like to use It´s a wide spread market with different cultures born? your own product because of performance - and that´s so interesting. Building a European GTA Distribution is a long time player in the this is the most important value. brand is like building a worldwide brand and boardsports distribution. In the past 20 years far from boring. We love real shops run by real we took care of many brands with a focus What distinguishes your company from the people with different character. We see chain on surf, snow and, to certain extent, skate. competitors? Why should retailers sell your stores taking market shares, general internet All our staff have grown up on the streets of products? retail ‘corporatocracy’ selling niche products, Frankfurt and skateboarding is in the DNA of Energy, speed to drive decisions, capability we see clothing brands selling longboards, the company. Two years ago the city built an to invest into product and ignore fixed margin we see brands selling to consumers – this is incredible skate park between the river and rules. If we get a better skateboard we devote a modern jungle. Anyway we believe in clear the new European Banking Tower. It´s one more attention and money to production. We strategies and understanding of market rules of the best, designed by the legends of the want to be a benchmark in great design as well and we know that the best products, brands, local skateboard club. Our company is located as price/quality ratio in all price points. We have and retailers will find each other. directly by the river, only 500 metres from the a clear distribution strategy – whatever we do, park. In the first run we focused on all kinds we do it thinking long term. How do you use sustainable materials in of dropthrough longboards. This autumn is the your products? release of the cruiser and park models as well What ambitions do you have in terms of Canadian maple is a fairly sustainable wood. as our truck and wheel brand Porter. future development of the company? Bamboo is very sustainable. Combined with It´s been like a jump start and we have epoxy glue the environmental aspect is as good What values are important to Nice presented the first 20 longboard models. Now, as possible. Skateboard? just eight months later, we are into the fourth Nice is not limited only to longboards and we largeest production run for these models. We Do you support any athletes and if yes, how? are a next generation skate brand. We are open will release 14 new models this autumn and We have started with a number of grassroots minded with a strong emphasis on design another 14 in the beginning of 2016, adding riders and friends and support them not only and quality. Our friends, staff and team riders cruiser and park models to the large range of with boards and clothing – there´s always a cold use longboards for long distance travel and longboards. Nice Skateboard will offer fantastic beer in the fridge too. downhill trips as they use cruisers through park product performance and real artwork resulting and bowl. Functionality and quality are most in natural growth of the brand. Are you running any other marketing important in any category. Graphic design is projects and if yes what? also super important for selling the products What do you think about the European In 2016 we are planning a flow ride contest – but in the first step we all have to agree on market and the general evolution of the more to come…and we will grow the number of functional shapes and the quality standard of industry? the “THIS IS NICE” family.

WWW.NICESKATEBOARD.COM

84 brand profile

KORUA With its unconventional shapes, the German-based snowboard brand Korua Shapes offers an alternative snowboarding experience. Inspired by snow-surfing and founded by pro-riders Nicholas Wolken and Stephan Maurer, Korua aims at bringing the fun back to the mountains with specially designed boards for different conditions.

Can you tell us about the history of the Switzerland), Stephan Maurer (rider, What is the process of building a Korua company? product development, design, social media snowboard - from getting the idea for the I had been struggling to identify with management), Jerry Niedermeier (product shape to the materials used etc? snowboarding for a while. I guess it had to do development, budget planning, distribution We first develop a concept for each board in with the fact that I was getting older. On my Europe) and WINCKLER&CO.,LTD (Distribution the line, starting by noting the purpose and first trip to Japan, filming for True Color Films Asia) involved. Not to forget our ambassadors characteristics it should have followed by I saw and got to learn about the snow-surfing and friends whose opinions and ideas are key hand sketches. Of course there are different movement first-hand by the Car Danchi crew. to the whole project. opinions and experiences in how a certain The Japanese focus on perfectly executed trait influences a board’s performance. That’s turns and the overall surf inspired approach You blend old shapes with present ones why we (the riders and product developers) was right up my alley and I immediately and simultaneously add something new to get together as a team to get all the specs and felt at home again. At the same time, I was each board. Why did you decide to focus on materials settled. After that, Jerry draws the developing boards with my previous sponsor. unconventional boards in terms of shape? first drafts on the computer and we give him Now I was pushing for new and experimental It’s pretty simple; they are way more fun to feedback on it, which he applies in the second shapes and telling them how cool it would ride, especially in the conditions they are draft. This process goes on until we are all be to start a European Snowsurf brand. This designed for. Same way it’s usually more fun happy with the whole line. Next, we produce must have left a impression because the to surf a longboard in knee-high conditions and test the prototypes to see how well our following July I got a call from Jerry, the and a shortboard in fast and hollow waves. concept was implemented and if necessary product developer I had been working with, Every board has a very different character make additional changes. The whole process telling me he found a way to get this going. and offers new experiences. Learning to know takes a few months usually… After the phone call, I immediately got a board and feel its preferences is something Stephan Maurer whose partnership with really enjoyable. For whom are the company’s products Burton just ended, and Alvaro Vogel from Most of our line carves well on slopes, is designed? Which is the target group of True Color Films on board. We were long- directional and a variation of a swallowtail Korua? time friends and I had been surfing and because we believe the majority of We build boards that we personally would snowboarding with them, so I knew they snowboarders ride groomers / occasionally like to ride, so I guess the target group - if had a similar idea of what snowboarding is, powder and almost never ride switch, and you can call it as such - is male and around or could be. Together we brainstormed and if they do so, it’s like five turns a day. And 28 - 40 years old. After this first season we worked a lot on profiling the brand to present for those few who throw big switch tricks in had some specific demands from women and it to an investor (WINCKLER&CO.,LTD) who deep powder, there is still the Trannyfinder. Japanese customers that we integrated in our granted us a budget within which we can My experience is that our shapes make riding new boards. now realize our ideas. At the moment it is simply easier and the easier the board is to me (Nicholas Wolken; brand management, ride the better you ride and the more fun you rider, product development, distribution will have, right?

WWW.KORUA-SHAPES.COM

86 green page

OUTERKNOWN SPEARHEADING A MOVEMENT

Kelly Slater launched the exclusive men’s label Outerknown in the US. With its ‘best practice’ material selection, the eleven-time surf champion sets a very clear statement. Especially since the surf industry clearly lags behind the bigger outdoor brands and the smaller and more innovative surf labels when it comes to strategic sustainability or any movement towards a circular economy. Cira Riedel from GreenRoomVoice investigates.

Kelly and John Moore (American GQ’s Best New Menswear Designer), HOW DID HUMANITY CREATE LINEAR ECONOMIES? have recognized that we don’t need raw virgin materials to tailor Currently, the most popular solution for almost all products is a quality clothing. They use the polyamide “Econyl” by the Italian chemical one and has existed for about 150 years. It started off manufacturer Aquafil, a waste product that is up-cycled from with the chemists’ fascination for a waste product coming from discarded fishing nets. Furthermore Outerknown is a bluesign® steelmaking, and laid the foundation for an endless variety of products. system partner, which means that hazardous chemicals are eliminated Suddenly they could produce synthetic dyes, medicines and plastics, from the manufacturing process right at the start via a restricted which was revolutionary. A new scientific system was set up and substance list, indicating what chemicals can be used safely and a chemical industry, which was at first based on a waste product in what quantities. Once the items have reached all the bluesign® from steelmaking and later on raw fossil fuel oil. The raw material requirements, Kelly can tag them with the ‘bluesign® approved was cheap, and from that, incredible wealth and riches were created product’ hang tag. Moreover Slater uses regenerated wool and organic very fast, to which the countries of the first world have become cotton in the simply styled and timeless pieces: muted colours, little accustomed. The age of the throwaway society began. With the accessories, little recognition value, high quality. production of synthetic dyes and fashion the marketing topic and the idea of fast moving consumer goods with planned obsolescence began. The regenerated wool from Italy, which we find for example in the Hemisphere Peacoat, is not a new concept. Quite the contrary. The However, due to the impending resource scarcity and the associated fact that Kelly’s clientele classifies recycled material as an upgrade, increase in costs of raw materials, it is increasingly important to turn where the ‘new’ was recognized as the decisive quality feature not this linear thinking back to circles and to find alternatives to fossil so long ago, is kind of revolutionary. The surf superstar prefers used fuels. It is vital for agriculture, chemistry and economics to push wool, which hints at the rethinking of his generation. Even 50 years policy again in a circular direction and get away from the one-way

“Everyone dreams of a coastal lifestyle - what that surfing lifestyle represents - but they don’t necessarily want to dress head to toe like a surfer.” John Moore, Designer Outerknown

ago this practice was deemed not very progressive, which is why the street solutions and dead ends. well known ‘wool mark’ label was introduced to distinguish freshly shorn wool. What Outerknown is showing is best practice. It has to be said though, that the price you pay for it, is related to the positioning of the brand, When recycled materials become the core of a brand’s material the design and the quality rather than just the fact that sustainability philosophy, like at Outerknown, we enter into the mind-set of plays a key role in the design process and choice of materials. There ‘Circular Economy’. Using materials, which are extracted from a are other examples of similar smallish brands, who deliver this kind of former existence as a product of some sort is one part of it. The fact sustainability, consideration for the environment and best practice in that these values are nowadays associated with quality, an up market their geographical context at a more reasonable price. clientele and a substantial price tag, leads us to acknowledging a shift of mind-set in society. Where Outerknown is definitely strong, is the quality aspect. Good quality lasts, especially when the design creates a lovable piece that The idea of circularity in itself is nothing new; in nature, all material serves its owner a long time. Let’s hope the women’s collection will flows are of a circular manner, waste nurtures the new. It’s only benefit from the same principles. Less fast fashion, more carefully over the course of the last two centuries, that we have created linear tailored ‘must keeps’ in our lives will be a real treat. process flows despite the fact that it cannot be continued indefinitely.

WWW.GREENROOMVOICE.COM

88 NEW PRODUCT

01-PENNY - LONGBOARD Penny Skateboards has added longboards to an already extensive range of premium plastic 01 02 skateboards. The new 36” Penny Longboard offers a fresh riding style that won’t disappoint. Penny Skateboards, at its core, is about making skateboarding accessible to all and the 36” Longboard provides a new style of Penny boarding. www.pennyskateboardsonline.com

02-FREEWATERS - SKY TRAINER The Sky Trainer is a super light and clean 03 lifestyle shoe that can be dressed up or down to adapt to any moment. A pair of size 9 weighs just 13oz - similar weight to a pair of sandals. It features Smartsuede, a highly breathable vegan microsuede, in a minimal seam design that provides a soft, custom fit. The Super Pillow insole is twice as thick as a standard insole. www.freewaters.com

03-URBAN BEACH - CLOUD NINE 4 WAY STRETCH BOARDSHORT Pro-rider Tom Butler’s first signature boardshort is inspired by his personality and big wave surfing achievements. Specially constructed with a polyester & elastane blend making it a 4 way stretch boardshort for unprecedented freedom of movement for surfers. Side vents + zipper pocket detailing add an updated technical element to their premium boardshorts. 04 06 www.urbanbeachclothing.com

04-EASTPAK - WYOMING INTO OLDIES BACKPACK There are true vintage classics that require no intervention at all, like the ‘Into oldies’ replica print that comes straight from their 1987 catalogue. Dusted off and reproduced for their Into The Out collection, this bag resurrects the 80s underground scene with its bold and colourful graphic print. www.eastpak.com/eu-en/

05-SANUK - BIANCA As part of the Alphie Collection the product features outsoles and inserts that are incredibly light and super flexible. Soft suede oxford lace-up with leather logo detail. Super squishy footbed featuring yoga mat heel pod, arch support and antimicrobial additive. Same comfort of a Yoga Mat Sandal in a shoe. 05 www.sanuk.com

06-OSPREY - CHECKERS LONGBOARD This twin tip, drop through board, features an impressive laser-etched precision cut deck with a checkers board design. The tech spec also catches the eye: 35” x 9” 7 ply Canadian Maple and 1 ply of Fibreglass Board, ABEC 9 chrome bearings, SHR 82A PU Wheels with Ground Edges. www.osprey-surf.co.uk 90 market intelligence

MARKET INTELLIGENCE UK By Gordon Way

I am writing this in a bit of a state of shock – for business and enquiries into sales, we’re enthusiastic and passionate about what personal reasons. I lost someone close to me, way before his time we do and we all speak the same language as our customers. That’s and completely unexpected. It really does make you count your what is driving sales and that is what is leading us to close the chickens and encourages you to re-evaluate your life and, perhaps deals.” more importantly, evaluate your way of life. Of course life does go And on the not-so-happy state of soft goods, Ian has a clue as to on. We stop, evaluate, think a bit harder. Hopefully confirm that we the loss of fortunes: “There’s no loyalty on soft goods and price is are doing some things right and then, most often press on regardless, 100% king – as soon as someone drops the price by just a fraction although I like to think something has changed. the customer will shop elsewhere. Our margin is evaporating on soft Then another shock! An ex President of the SIGB, Paul Halinan, goods so naturally our focus is switching elsewhere. Until suppliers has lost a leg to Cancer. This guy is one of the most affable and realise this that’s the way it will continue.” active 50+ people you can meet. He is now most certainly in a Looking forward to winter, Ian once again relates it back to position to re-evaluate his life but one thing is for certain - his customer service: “With the way the pound/euro is, it’s going to be a outlook, his drive and his passion for life will not be dampened. He hard winter for sure - pricing is going to be more sensitive than ever may have lost a leg but he’s not lost his sense of humour, which will but we are going to fight on customer service. Our customers know hopefully stand him in good stead (pun intended). they can rely on us whatever happens and wherever they are. I don’t OK – here we are… apparently at the end of the recession, think a lot of the Euro retailers, who will undoubtedly target the UK apparently with the UK economy flourishing, apparently with UK customers, have quite got this service thing in their business plan” spend on the rise. Consumer lending increasing, the pound stronger Kitesurfing is still a very specialist boardsport and is not than it has been for years and yet I have to use the word ‘apparently’ something that most board retailers get involved in. Nevertheless because there is plenty of bad news out there. this is still a board business and, at least until this year, it has been The level of retailers unable to pay their bills remains at an booming. Tris Cawte is one of the partners of The Kitesurf Centre all time high, some key retailers in real trouble and the summer at Camber Sands: “The year has been mixed but overall I think that business (for some) has simply not kicked in. SUP is flourishing for kite has reached a bit of a plateau. The best I can say is that it is sure – with more brands and marketing than you can throw a stick going OK. Nothing to write home about. That said our business is at – but this in turn is knocking other areas of business – particularly being affected by building of new sea defences so looking forward Kayak and Surf. Surfboard sales are generally down and the market I am actually quite optimistic that things will pick up next year”. does not appear to have really got off the starting blocks with most Of course, like all board sports, kite is weather dependent but it’s retailers already talking about the ‘end of the season’ and their over- even harder for a business like this who needs the good weather to stock positions. Distributors try to paint a rosy picture to everyone bring in the holidaymakers and then needs the wind in order to teach but a visit to some of the warehouses tells another story. And so the people. “The weather is always make or break for us – we need the cycle continues. sun and the wind - then we can teach and drive sales through the The end is nigh (of the recession that is). It’s coming – hold shop – it’s a tough call”. your horses. I am old enough (and some) to remember the last hard Finally I turned to PC (Hectic and O’Neill Wetsuit’s Peter Caldwell) recession. As we entered the recession I recall thinking that our who not only runs O’Neill Wetsuits for Europe from the UK but is business was ‘recession proof’ – as the economic world around us also the distributor for a variety of surf, winter and outdoor brands. collapsed we were still doing well. Then as the rest of the world left “Boards are good” talking about Firewire, “the purchase of the brand the recession we anticipated that things were going to go off with by Kelly Slater has helped and quite simply the brand is going from a bang. But they didn’t … we appeared to be about the last part of strength to strength.” It seems that this corner of the surf market the economy to really recover. Why? I have no idea at all, but my gut is booming. With his O’Neill hat on PC is still optimistic: “We should feeling is that we are in a similar position this time round. Luxury see approaching double digit growth this year despite some strong cars are selling well and overall new car sales at highest levels for and focussed marketing by competitors. All sectors are strong but eight years, people are spending money on their homes – try and get SUP is driving some good growth for us – particularly in the Lycra a tradesman now… but the board part of the UK economy does not area where people are now using rash vests for sun protection.” appear to be flourishing… yet! But what about winter? “We have Stance which is booming. It’s sad It’s not all doom and gloom – but I had to look harder than normal but true - your day can be determined by what socks you pull on in for some positives. the morning! A new pair or a favourite old pair can determine your Ian from Boardshop / Hard Cloud is having a good time on some day.” That’s honestly what PC said. I had to quote him. Salesman to fronts, not on all: “Hardware is phenomenal – we’ve had a great two the death. Oh and one positive for Paul (I know he will not mind me months. Yet at the same time the soft goods sector is horrendous… making a tasteless joke at his expense) – his socks are going to last we’ve had a terrible couple of months.” twice a long. So hitting on the positive first I asked Ian why hard goods were Summer’s gone (or going) – bring on winter. doing so well: “I’m not sure I really know the answer. We have a true sales approach here and a customer service focus where some competitors may not be so professional. We’re solidly turning

93 market intelligence

MARKET INTELLIGENCE FRANCE By Benoît Brecq The economic climate in France has improved since the start of of a good standard as an alternative to PU or classic epoxy boards for the year. It got even better in July as well. Is this a signal that the summer and its crowded waves.” upturn has arrived? These figures are rather good but do not confirm that an economic upturn is here as such. They confirm that growth is Brands like Catch Surf, Softech and Softjoy have cottoned on and are accelerating, which is not quite the same thing. We can only talk about offering a large range that seems to have had some success in shops. an upturn when growth starts to create employment. For Eric Heyer, economist at the French Observatory of Economic Conjuncture (OFCE), The same rings true in town. In Lyon, David from the shop ABS has we are in more of a ‘rebound’ phase. This has to last long enough to noticed a “good rate of sale in summer wear, especially in shorts and change the behavioural expectations of businesses so that they start caps.” However, other “products seem to be slightly down on last year to hire people again. Businesses also have to start to invest again. like Bobs and skateshoes” for Florian Bathaud at Okla in Toulouse. But However, the situation seems to be heading in the right direction. for David, the skateboard aisle seems to have “benefitted the most from Indeed, indications of a turnaround are multiplying. As Acoss noted in this great weather”, confirming a trend that has clearly established itself July, employment has increased even more in the second quarter. recently: “cruisers are still selling well and this phenomenon is showing no sign of slowing down at the start of the season, quite the opposite At the end of June, the number of unemployed people was actually.” Brands like “Globe, Penny and Prohibition have relaunched practically unchanged from a month before. In Metropolitan France, the skateboard fashion by transposing the Californian skate spirit into unemployment rate itself diminished by 0.1% to 10% in the first quarter Europe.” of 2015. The economic climate has also improved further still at the start of this summer. According to INSEE (national institute of statistics Florian from Okla confirms: “Skateboarding is exploding this year. studies), the morale of bosses has gone up one point on June when it The weather is suitable and the development of modern concrete had already stabilised itself. This is one of the elements that shows that skateparks is encouraging the activity’s growth.” activity is on the up and that an upturn is quietly building. “Street skateboarding seems to be making a real comeback amongst Although it remains slow and steady, the pick up in growth - carried the younger ones” adds Florian. by low oil prices, the Euro and interest rates - is allowing businesses to finally pep up a bit after years of stagnating activity. As Insee confirm, The same goes for the coastal shops like at Tao in Hossegor where “Indications of a comeback for the economy as a whole are found Fred confirms that: “the skateboard market has been growing for two within areas showing favourable economic conditions”. It is within this years and this summer season seems to confirm that.” favourable economic context that the summer season, crucial to our market in France, has taken place.. In SUP, the weather has also played a big part for the market, especially when it comes to “Inflatable touring Stand Ups and beginner While the start of this season was pretty calm, “sales in the months SUPs which make up most of the sales,” according to Patrick from of June and July are up on last year,” confides Gontrand Marchal from Aloha. Didier from Bud Surf Shop notes for his part “a slight slow down the OGM Bodyboard Shop in Capbreton. This trend is confirmed by all in the growth of the SUP market,” but everyone agrees in saying that the coastal shops. While the month of June is only slightly up on last most of the demand is for good quality inflatable SUPs. This product year, it’s clear that July is much better than last year” says Fred Tisné, is what the vast majority of shop customers are seeking and sells the manager of TAO surf shop in Hossegor. most with brands like Red Paddle, Fanatic and Ari’i Nui.

The exceptional weather at the start of this 2015 season seems to be One thing is for sure, and all shops agree once again: buyers are one of the reasons behind our industry’s situation. Indeed “exceptional in search of a deal. Even though in France the economic lights are on temperatures in June and July combined with really nice waves green and upturn seems to be on the horizon, household and therefore encouraged tourists to come and consume” according to Didier Poupon tourist buying power, remains limited for the moment. The Euro/Dollar from BUD Surf Shop in Longeville sur mer. balance has caused a slight rise in shop prices this year but because it was so generalised the final consumer didn’t really have any alternative Fred from TAO confirms, “the arrival of lots of tourists at the start of but to suck up the increase. the season along with nice little waves and good weather helped us sell well throughout all our range of boards, Malibus, Mini Malibus as well as The summer clientele is comprised of tourists and beginners by the foam boards.” vast majority, and for them, price and brand image are the two major factors leading to an in-shop purchase. For more regular surfers, The same thing happened down on the Mediterranean coast where quality and especially quality/price ratio becomes a major factor in “the nice weather and little waves favoured sales of entry-level boards deciding to buy, but they tend to spend more towards the end of the for beginners” according to Patrick Colin from the shop ALOHA in Six season. Let’s hope that the end of season skies are as blue as in June Fours. Patrick continued: “We have indeed seen a rise in the number of and July so that this encouraging trend is reinforced and we can draw foam boards sold this season. The boards can be used by children as up a completely positive report of the 2015 season, which seems to be well as by their parents. With short, playful shapes, these boards are starting off in the right direction. no longer reserved for beginners and are now being adopted by surfers 94 market intelligence

MARKET INTELLIGENCE GERMANY By Anna Langer

The folk song ‘City of New Orleans’ is better known in Germany hardware and outerwear after 19 years in the business. We held a as the version with the title ‘When are we gonna have a real summer clearance sale in spring 2015 that was accepted way better than again?’, by Dutch comedian Rudi Carrell and isn’t only one of the we thought. Hence we were able to sell off a lot of stuff, albeit greatest hits of all times, but also one of the favourite summer with reductions between 40 and 70%.” In return they extended and phrases for Germans - normally. Because this year, we were blessed developed their skateboard hardware offering a lot, that contributed more than generously with summer, sun and sunshine and so the to a positive development in the second quarter of the year, next only question remains: how did this pay out for the boardsports to shoes, he continues. “With more than 150 skateboards and 130 market? longboards as well as sufficient supplies and accessories in that range, we’re making hearts skip a beat.” Definitely very positively for the Your People distribution house based in Stuttgart in the South of Germany, where owner Kolja Because sometimes it can be a good thing to part with something was up by more than 20% compared to the previous year. He – also from certain brands, as 5ive did with Naketano this year. mainly attributes this to the new ‘Summer’ brands like Maui and “We didn’t agree with their sale and distribution strategy anymore,” Sons Longboards, Animal and Foolmoon SUP that he added to his Boogie explains. DC, Element, Volcom and Brixton continue to drive assortment this year. “Of course the surf market is not as big down profit and also the sister shop, the Hice Ladiesstore, has positive here in the South as it is up north. But SUP is developing really records to talk about. “Hice benefits from a good brand mix, including good. In Bavaria it is much stronger than in our county Baden- big players like Vans, Irie Daily and Gang, but also smaller names Württemberg and also in a variety of cities up north, like for example such as Toms or Satorisan, that work really well.” Hamburg and Berlin,” he reports. Longboards continue to be high in demand as well, “especially Penny boards, the original ones as well After “two online-shop adventures”, as Boogie calls them, they as cheaper versions, that are saving retailers summer business.“ currently concentrate on the stationary shop. As does Santo Loco. Kolja continues. He was slightly surprised by Sector 9’s performance “The competition is massive online,” Roman agrees. “We continue though, a brand that hasn’t profited from this trend as much as he to work on developing our online presence and will make our had expected. “At least in Germany they’ve let other brands like homepage even more consumer friendly shorty, but contrary to most Madrid get to the forefront.“ other shops we don’t have a focus on the online segment.” Genuine salesman with a passion for his sport that he is, he continues: “We The Santo Loco shop in Munich also adjusted their range of love to be in personal contact with our customers and to share our longboards and cruisers according to the rising demand, sales experiences with them. We want to ‘give our customers a home’, manager Roman explains: “We extended the choice for our customers where they feel at ease and always be supportive by their side.” a lot and will continue to keep holding on to skate- and longboarding in the future. Globe and Never Summer play important roles for us A highly promising strategy, as Kolja has been noticing for a in this segment.” The core competence of the shop in the pedestrian while now through his YourPeople distribution is that the dominance precinct in the city centre continues to be in surfing though, an area of online shops towards stationary ones “is in big parts also due that was developed and strengthened again this spring. And that’s to the quality of consulting in stationary shops”. He continues: “At no surprise, after all the river surfing capital of Germany allows for events we continue to notice that the consumers are still wishing for surfing “any time of the day or night. On top of that comes the fact proper advice and a nice shopping experience.” So especially in the that the surf community hasn’t just been growing since yesterday. snowboard segment, he found that “a lot of older snowboarders can’t The offspring is ready to rumble!” Hence Santo Loco stocked up even find a shop anymore that they feel comfortable going to. So mainly on neoprene and accessories. “Brands like Patagonia, Rip they either go back to skis, or they start shopping online.” And 5ive Curl and O’Neill are working very closely with us, big thanks to them is by far not the only shop that has parted with snowboards recently, for that!” The Surf Café integrated into the shop is also working Kolja reports. “It also applies to various sports retailers and even a well. “We simply wanted to offer our customers a bit more to ‘sea’! couple of boardsport/skate core shops, that are not willing to take And what could be more reasonable, than offering people who are the risk anymore, because of the high costs.” Retailers who actively interested in you and your lifestyle, the chance to enjoy a tasty cup engage in the scene with mountain trips, courses or events on the of coffee together?!” In the end, making the idea into a reality was other hand continue to raise their profits. Santo Loco extended their a lot of hard work, but it was worth the effort anyway: “The beauty snow segment with a board service option last year that was a big about this café concept is that even people who normally don’t have help in achieving set goals despite the super mild start to last winter. much to do with boardsports get to dive into the world of surfing at “Snowboarding is so, so dependent on the weather. When there’s no least a little bit while they stop at our place to get their coffee.” snow in the flatter areas like the cities, there is almost no demand for snowboards and outerwear. On top of that, there’s almost no In Kempten the year has been “by all means marbled”, as 5ive snowboarding offspring growing up!” Roman exemplifies the weather owner Bernhard ‘Boogie’ tells us. “We were fighting harsh conditions problem that no shop in the world can solve. Luckily this summer in winter for the fourth subsequent year with the 5ive Skateshop season we didn’t struggle with that for once. and came to the decision to put an end to our story with snowboard

96 market intelligence

SPAIN ITALY By Jokin Arroyo Uriarte By Franz Josef Holler

During the first half of the year the Spanish economy has The economic outlook is decent according to different sources, continued to strengthen. After the 0.9% growth in GDP between including Italian media channels but this past Spring 2015 season January and March, the short-term information available indicates was not that great for the boardsports and streetwear industry. Store that activity could experience a slight acceleration in the second owners overall complained about slower sell-through than in previous quarter, up to 1% quarter-on-quarter, which would put the annual seasons, especially in clothing. Shoes in comparison sold better rate at 3.1 %. Consumption is being driven by increased confidence and remain the main turnover driver. Hardgoods have been stable, and by the impact of the positive evolution of labour income, lower especially cruisers and longboards - a trend that seems like it will stay oil prices and the Spanish income tax reform on their disposable alive for another couple of seasons. Surf is doing OK but surf stores income. The labour market field, employment displayed some also struggled more than last season. acceleration in its already high growth rate in the second quarter, The sale period was important, even crucial for retailers to be with a further rise in affiliations to Social Security in industry and successful this year. The first few days of the sale period were market services and sustained high rates of job creation in other however quite slow, as the country saw temperatures reach as high as branches of production. In turn, the number of unemployed registered 40 degrees, with people opting to spend their days on the beach and with the Public State Employment Service (SEPE) was significantly mountains and postponed shopping for a bit. Which wasn’t the greatest reduced (7.8% in May). news as many retailers hoped for a very strong sale period, as they Focusing on the sliding sports sector, the trend is positive, with still had enough inventory left and became quite nervous. However, an overall increase in the sport, and therefore, the purchase of overall the sale turned out to be quite decent. technical equipment, and a very slow recovery of sales of clothing We experienced a great spring and summer with sun all day long and footwear, although with these products there is very strong so we had plenty of time to spend surfing, skateboarding, cruising competition from fashion brands that are producing collections with and longboarding. Boardsports are trending a right now, meaning a a marked surf and skate style at very low prices. Caribbean Surf lot of stores outside of our industry try to gain that momentum to &Skate Shop family, one of the most well-established sliding sports sell clothes and shoes to the so called ‘boardsport’ or ‘action sport’ shops in Madrid (110 Ayala Street) informed us: “The sliding sports customer, something a lot of smaller stores notice as a growing sector, has come to a standstill. Skateboarding and longboarding on competitor. Competition also grew as a lot of bigger brands are selling asphalt have stagnated somewhat, and sales have stopped increasing into chains and make it harder for smaller core stores to survive, who exponentially, as was the case in previous years. As for surfing, the now compete with online and bigger stores selling the same products. number of surfers has increased slightly; with the notable presence Longobarding has found its way into many skate shops now, as did of more women in this sport. Surfskate is experiencing good growth cruiser boards a couple of seasons ago. Lots of cruiser customers are in cities like Madrid. There are more and more fans of this type of now switching to longboarding or mid-sized cruiser boards or even board, looking to get around the city in a convenient and efficient way skateboarding! while practising surfing exercises. The running shoe trend is here to stay, but thankfully the selection Clothing and footwear are unfortunately at rock bottom - despite in most stores is well balanced and the offering goes from vulc to new brands that are emerging to try to bring some new life to the cupsole in nearly every store. Fabio Degasperi from 100ONE Shop in scene. But nowadays, it is impossible to compete in this regard Rovereto says: “The market potential in Italy for selling boardsport- against large multinationals like such as Inditex. For the online related product is great and there is plenty of opportunity, we just have business; Spain is not yet totally used to shopping online. There is too many young people who can´t afford the lifestyle and that gives our also a lot of competition, and at the moment the customer acts as a industry a hard time.” price tracker. It is important to be present on the internet and to offer But this is more of an economical problem than something we can this means, but it is not the panacea...” adjust ourselves. Being active as a storeowner has become another Focusing a little more on the surf market, Santi Zaldua of Next topic where a lot of stores put their focus on nowadays. Letting your Surfing Company and Premium Wetsuits says; “Luckily surfing is customers interact with you on store events, Instagram, Twitter and not suffering the crisis as much as other sports, the opening of Facebook has become a key factor in building a strong customer base. new schools is helping more people access surf than before, this is Also being truly passionate about what you sell is something money producing a greater number of surfers in the water, which benefits can´t buy and makes you stand out and customers really appreciate it. the surf industry in general (shops, schools, distributors and brands). As product is present everywhere nowadays the ‘coolness’ of a So far this year sales have increased by 30%. We will have to see the store can make shopping an experience and customers appreciate that. impact prices have on sales next year due to the decrease in value of When product in many stores becomes the same, you need to stand the Euro against the Dollar. out, as limited edition product doesn’t always makes the difference if As a brand and distributor we have had good sales of all our the customer is still asking for mainstream product. products (wetsuits, surfboards, soft-surfboards, soft-SUPs, On the event side the Italian Skateboarding Championships will accessories...) to both schools and shops, positioning our products once again take place in Bolzano on the September 5-6, and will very well in the market and opening up the market in France and be supported by DVS Shoes as the main sponsor, an event which Portugal. A result of the crisis, these new surfers who have accessed saw great success last year that will again attract the whole Italian surf through schools, and lifelong surfers, are looking for new brands skateboarding scene with a great get together. Summer is still in full that offer quality products at competitive prices. To summarise, we swing so let´s get out and have some fun. can say that the technical surf material industry is booming.” 98 market intelligence

SWITZERLAND AUSTRIA By Fabien Grisel / David Lambert By Anna Langer

Finally a proper summer. It’s been a long time since we had such We’ve already mentioned that things work a bit differently in Austria great weather with the sun permanently fixed in the sky and an compared to ‘big’ neighbours, and so a charitable event like Lake Of extended heatwave bringing that holiday feeling to our doorstep. People Charity in Saalbach Hinterglemm would probably not be possible are living life outdoors and making the most of the lovely evenings. anywhere else. A whole valley sticking together to organise a fun event Unfortunately the spring wasn’t quite of the same calibre and, as for the whole family, including water slides, wakeboard winch and mini we know very well, this period is crucial to the success of our retail ramp to support a good cause. commerce because this is when we sell equipment at full price and get With lots of prizes to win too, amongst others vouchers and goodies proper margins. from La Resistance Shop from close by Zell am See, that filled in Basically the spring brought mixed fortunes with pretty good sales spontaneously after a big online-shop dropped out of sponsoring. volumes and shop visits but a slightly reduced turnover - largely due to “Those are the little victories that make the whole thing worth it,” owner a drop in prices after unpegging the CHF from the Euro as discussed in Peter smiles and reports an all in all positive but hard year so far. “Our previous articles. Suppliers requested this price reduction and it had an scene is permanently being trampled on by big online shops. As one effect on the final sales price so obviously some profits were sacrificed of the last few, albeit not the last, core shops in Austria, we’re still in order to try to keep customers. offering resistance – similar to David against Goliath or Asterix versus This is an issue that Swiss retail commerce is faced with today, the Romans... Still our year developed nicely, as we remained true to and probably will be for some time to come. However, it’s not the only ourselves and still have strong roots in the scene.” Something that is problem to contend with. For products that are subject to obsolescence noticeable in the whole shop. “Small brands work a lot better than the (streetwear, shoes, etc), it’s important to sell them before the sales big players, surely also because we’re behind that with all our hearts,” periods, which, under pressure from the big chains, are taking place he explains and gives gypsy-skate label Woodybunch as example: “We earlier and earlier so many people are finding it necessary to drop like the stuff hence it quickly swaps owners.” And that works especially prices at the start of June even before the nice weather has arrived. well, if the quantity is limited – contrary to all the strategies of many ‘big Once again, lots of shorts, boardshorts and other tanks will sell well heads’. “Who wants to wear the same shirt as 50,000 other people these but at a good discount.. Don’t forget, Switzerland hasn’t had a strict days? No one!” says Peter and adds: “It works even better for us because legal framework since November 1995. There are no official dates set we only have a small amount of shirts that for example none of the big for Swiss retailers. The beginning and end of the sales periods go on ones would ever buy.” That strategy even brought customers back, that for several weeks. Reductions vary between 50-70% from the first were “lent out to online shops” for some time. markdowns in city centre shops and on the Internet. Price dumping and other issues are known to the brands too, as Fortunately this does not concern all products; summer hardgoods Völkl manager for Austria, Hans Doblhammer, illustrates: “That is a very for skateboarding and watersports for example can continue to sell difficult topic that is not easy to judge either. But unfortunately the trigger at full price until the start of autumn and may even remain consistent really does come from the internet most of the time. If the current range all-year-round in some cases. This is where the lovely July weather is of boards are discounted there, there’s not much left to do for stationary very helpful, especially for watersports, which are gaining considerable retailers, than follow somehow. And that continues to drop the prices.” momentum. This includes a little bit of kitesurfing, a growing But they can’t regulate prices either. “We do try to pay close attention to wakeboarding and wakesurfing market but most notably an explosion our selection of retailers and try to filter out those that have relatively in inflatable Stand Up Paddle (the ‘hard’ SUP market only makes up consistent and transparent price policies. That’s the only possibility we around 20%) whose development seems surprisingly more rapid in have.” French-speaking Switzerland than the German speaking parts where But he also sees another factor in product range and training of sales haven’t reached the same level. SUP retailers in French-speaking stationary shops. “At Völkl we see technology becoming more important Switzerland are very happy because the purchase price remains high again,” for end-consumers and retailers alike. Something shops can use and the volumes are steadily increasing, having almost doubled in three to their advantage – if they have the knowledge, Hans says: “If a retailer is years according to Yan Bosson from SB Sport in Gland. It is clear to see able to give a good detailed explanation for a technically advanced board, that this sport is becoming really popular on our lakes for both adults he has a big advantage as he can distinguish himself. That’s something and kids with rental shacks popping up all over the place. Its popularity you can’t do online, or at least not to the same extent.” And to be able to is such that even the big box stores want to ride the wave - if you use that, the brand offers workshops at the retailers’ venues, to educate excuse the pun - offering inflatable stand up paddles at very low prices them and their employees. “Those who have a genuine interest gain a lot within their range. For example, Migros offer a kit for about 399CHF but through that, that they can then pass on to the customers.” Those only Specialists like SB Sport are not too worried The most prevalent brands concerned with prices, stocking up on cheap gear, will loose against are Hobie, RED and Nidecker. those who back products of higher quality, he thinks. And Peter agrees: We can also note that the acceleration of this market has “If we can trust our bee experts, this will be a great winter especially for boosted the sales of related products, clothes and accessories those, who are working sustainably and out of 100% conviction – not for such as swimwear, wetsuits, sunglasses and waterproof bags. To the money. Quod eram demonstrandum!“ summarise, the watersports segment is now bringing a bit of respite to Swiss boardsports retailers whose summer season was becoming progressively trickier.

100 OPPORTUNITIES OPPORTUNITIES

JOB OFFER GSM GERMANY RETAIL GMBH BILLABONG/ELEMENT/RVCA

We are currently hiring for our HQ in Munich a:

Key Accounts Coordinator North Europe M/F 䌀䰀伀匀䤀一䜀 䐀䄀吀䔀 Reference Number: 10082015 䄀 刀 䔀 䄀 䴀 䄀 一 䄀 䜀 䔀 刀 ㌀㄀⼀ 㠀⼀㄀㔀 ㈀ 倀 伀 匀 䤀 吀 䤀 伀 一 匀 䄀 嘀 䄀 䤀 䰀 䄀 䈀 䰀 䔀 ⴀ 唀 䬀 一 伀 刀 吀 䠀 䄀 一 䐀 唀 䬀 匀 伀 唀 吀 䠀 Key Responsabilities :

倀刀䤀䴀䄀刀夀 倀唀刀倀伀匀䔀 伀䘀 倀伀匀䤀吀䤀伀一 - Key Accounts relationship : 吀漀 攀渀猀甀爀攀 琀栀攀 搀攀氀椀瘀攀爀 礀 漀昀 攀砀挀攀瀀琀椀漀渀愀氀 漀瀀攀爀愀琀椀漀渀愀氀 愀渀搀 挀漀洀洀攀爀挀椀愀氀 猀琀愀渀搀愀爀搀猀 琀栀爀漀甀最栀漀甀琀 猀琀漀爀攀猀 椀渀 琀栀攀 愀爀攀愀 愀渀搀 琀漀 搀爀椀瘀攀 猀愀氀攀猀 愀渀搀 瀀爀漀昀椀琀愀戀椀氀椀琀礀 • Provide high quality, professional and consistent service to our Key Accounts; 琀栀爀漀甀最栀 琀栀攀 瀀攀爀 昀漀爀洀愀渀挀攀 愀渀搀 搀攀瘀攀氀漀瀀洀攀渀琀 漀昀 匀琀漀爀攀 䴀愀渀愀最攀爀猀⸀ • Sales analysis & sales follow-up reports ; 䬀䔀夀 刀䔀匀倀伀一匀䤀䈀䤀䰀䤀吀䤀䔀匀 ☀ 䐀唀吀䤀䔀匀 • Stock analysis ; ∠ 吀漀 瀀爀漀ⴀ愀挀琀椀瘀攀氀礀 挀漀渀琀爀椀戀甀琀攀 琀漀 琀栀攀 爀攀琀愀椀氀 猀琀爀愀琀攀最礀 愀渀搀 椀洀瀀氀攀洀攀渀琀 瀀爀漀樀攀挀琀猀 愀渀搀 琀爀椀愀氀猀 昀漀爀 琀栀攀 䄀爀攀愀 • Monitor the merchandising plan; ∠ 吀漀 猀甀瀀瀀漀爀琀 琀栀攀 洀愀渀愀最攀洀攀渀琀 漀昀 挀甀猀琀漀洀攀爀 猀攀爀瘀椀挀攀 愀渀搀 琀攀愀洀 洀攀洀戀攀爀 搀攀氀椀瘀攀爀礀 猀漀 愀猀 琀漀 漀瀀琀椀洀椀猀攀 • Support with marketing campaigns; 愀渀搀 猀甀猀琀愀椀渀 猀愀氀攀猀 瀀攀爀昀漀爀洀愀渀挀攀 愀渀搀 挀甀猀琀漀洀攀爀 猀愀琀椀猀昀愀挀琀椀漀渀⸀ • Support in selling Women/Kids categories for KA; ∠ 吀漀 攀昀昀攀挀琀椀瘀攀氀礀 洀愀渀愀最攀 猀瀀攀渀搀 眀椀琀栀椀渀 礀漀甀爀 愀爀攀愀 椀渀 漀爀搀攀爀 琀漀 攀渀猀甀爀攀 愀 瀀爀漀昀椀琀愀戀氀攀 瀀攀爀昀漀爀洀愀渀挀攀⸀ • Collaborate in the staff training; ∠ 吀漀 攀渀猀甀爀攀 琀栀愀琀 愀氀氀 猀琀漀爀攀猀 愀搀栀攀爀攀 琀漀 爀攀焀甀椀爀攀洀攀渀琀猀 椀渀 愀氀氀 愀爀攀愀猀 漀昀 漀瀀攀爀愀琀椀漀渀愀氀 愀挀琀椀瘀椀琀礀Ⰰ • 挀漀洀瀀愀渀礀 瀀漀氀椀挀椀攀猀 愀渀搀 瀀爀漀挀攀搀甀爀攀猀⸀ Management of POS. ∠ 吀漀 愀挀栀椀攀瘀攀 猀琀漀挀欀 挀漀渀琀爀漀氀 攀砀瀀攀挀琀愀琀椀漀渀猀 椀渀 氀椀渀攀 眀椀琀栀 挀漀洀瀀愀渀礀 最甀椀搀攀氀椀渀攀猀 琀漀 瀀爀攀瘀攀渀琀 昀椀渀愀渀挀椀愀氀 氀漀猀猀⸀ ∠ 吀漀 椀搀攀渀琀椀昀礀 甀渀搀攀爀ⴀ瀀攀爀昀漀爀洀椀渀最 猀琀漀爀攀猀 愀渀搀 搀攀瘀攀氀漀瀀 愀 戀甀猀椀渀攀猀猀 瀀氀愀渀 琀漀 愀搀搀爀攀猀猀 愀渀搀 洀愀渀愀最攀 椀猀猀甀攀猀 攀昀昀攀挀琀椀瘀攀氀礀⸀ - Back Office support : ∠ 吀漀 攀渀猀甀爀攀 琀栀愀琀 琀栀攀 瘀椀猀甀愀氀 瀀爀攀猀攀渀琀愀琀椀漀渀 漀昀 愀氀氀 猀琀漀爀攀猀 爀攀瀀爀攀猀攀渀琀猀 琀栀攀 戀爀愀渀搀 椀洀愀最攀⸀ ∠ 吀漀 瀀氀愀渀 昀漀爀 猀甀挀挀攀猀猀椀漀渀 椀渀 琀栀攀 䄀爀攀愀 琀栀爀漀甀最栀 琀栀攀 椀搀攀渀琀椀昀椀挀愀琀椀漀渀 漀昀 椀渀搀椀瘀椀搀甀愀氀猀 眀椀琀栀 瀀漀琀攀渀琀椀愀氀 • Assist the Country Managers; 昀漀爀 搀攀瘀攀氀漀瀀洀攀渀琀 愀渀搀 最爀漀眀琀栀Ⰰ • Trade show support ; 倀䔀刀匀伀一䄀䰀 刀䔀儀唀䤀刀䔀䴀䔀一吀匀 • Showroom management (calendar) ; • Samples management ; 䔀猀猀攀渀琀椀愀氀㨀 • Different administrative tasks. ∠ 䔀砀琀攀渀猀椀瘀攀 攀砀瀀攀爀椀攀渀挀攀 椀渀 愀 猀椀洀椀氀愀爀 爀漀氀攀 ⠀洀椀渀椀洀甀洀 ㈀ 礀攀愀爀猀⤀ ∠ 䄀渀 椀渀琀椀洀愀琀攀 欀渀漀眀氀攀搀最攀 漀昀 琀栀攀 爀攀琀愀椀氀 氀愀渀搀猀挀愀瀀攀Ⰰ 瀀爀攀昀攀爀愀戀氀礀 椀渀 琀栀攀 礀漀甀琀栀 愀渀搀 猀甀爀昀⼀氀椀昀攀猀琀礀氀攀 猀攀最洀攀渀琀 ∠ 䐀攀洀漀渀猀琀爀愀琀攀搀 攀砀瀀攀爀椀攀渀挀攀 椀渀 洀愀渀愀最椀渀最 洀甀氀琀椀ⴀ猀椀琀攀 漀瀀攀爀愀琀椀漀渀猀 Skills : ∠ 倀爀漀瘀攀渀 攀砀瀀攀爀椀攀渀挀攀 椀渀 氀攀愀搀椀渀最 愀渀搀 搀攀瘀攀氀漀瀀椀渀最 愀 瀀攀爀昀漀爀洀愀渀挀攀 昀漀挀甀猀攀搀 琀攀愀洀 ∠ 䠀漀氀搀猀 愀 挀氀攀愀渀 搀爀椀瘀椀渀最 氀椀挀攀渀挀攀 愀渀搀 椀猀 愀戀氀攀 琀漀 猀琀愀礀 漀瘀攀爀渀椀最栀琀 愀猀 愀渀搀 眀栀攀渀 爀攀焀甀椀爀攀搀 • University diploma/College degree in Business Administration; • Minimum 2 years of experience in sales in Action Sports/Lifestyle environment; 䬀攀礀 匀欀椀氀氀猀㨀 • Strong Excel knowledge ; ∠ 䠀椀最栀氀礀 搀攀瘀攀氀漀瀀攀搀 椀渀琀攀爀瀀攀爀猀漀渀愀氀 猀欀椀氀氀猀 椀渀挀氀甀搀椀渀最 琀栀攀 愀戀椀氀椀琀礀 琀漀 挀漀愀挀栀 愀渀搀 氀攀愀搀 瀀攀漀瀀氀攀Ⰰ • Fluent in German and English, French is a plus; 愀渀搀 搀攀瘀攀氀漀瀀 愀 猀琀爀漀渀最 琀攀愀洀 挀甀氀琀甀爀攀 • ∠ 伀甀琀猀琀愀渀搀椀渀最 挀漀洀洀甀渀椀挀愀琀椀漀渀 愀渀搀 椀渀昀氀甀攀渀挀椀渀最 猀欀椀氀氀猀 琀漀 搀攀愀氀 攀昀昀攀挀琀椀瘀攀氀礀 眀椀琀栀 愀 戀爀漀愀搀 爀愀渀最攀 Based in Munich. 漀昀 椀渀琀攀爀渀愀氀 欀攀礀 瀀愀爀琀椀攀猀 愀渀搀 攀砀琀攀爀渀愀氀 挀甀猀琀漀洀攀爀猀 ∠ 匀琀爀漀渀最 愀渀愀氀礀琀椀挀愀氀 猀欀椀氀氀猀 愀渀搀 挀漀洀洀攀爀挀椀愀氀 愀挀甀洀攀渀 琀漀 愀挀挀攀猀猀 愀渀搀 愀渀愀氀礀猀攀 椀渀昀漀爀洀愀琀椀漀渀 愀渀搀 洀愀欀攀 猀漀甀渀搀 搀攀挀椀猀椀漀渀猀 ∠ 䔀砀挀攀氀氀攀渀琀 瀀氀愀渀渀椀渀最 猀欀椀氀氀猀 愀渀搀 猀琀爀漀渀最 昀漀挀甀猀 漀渀 洀攀愀猀甀爀攀洀攀渀琀 愀渀搀 爀攀猀甀氀琀猀 Type of contract: Unlimited-in-time ; full-time. ∠ 䌀愀瀀愀挀椀琀礀 琀漀 洀攀攀琀 琀椀最栀琀 搀攀愀搀氀椀渀攀猀 眀椀琀栀椀渀 愀 搀礀渀愀洀椀挀 攀渀瘀椀爀漀渀洀攀渀琀 st ∠ 䠀椀最栀氀礀 漀爀最愀渀椀猀攀搀 眀椀琀栀 琀栀攀 愀戀椀氀椀琀礀 琀漀 愀搀愀瀀琀 焀甀椀挀欀氀礀 琀漀 猀琀爀愀琀攀最椀挀 挀栀愀渀最攀 Date of start : September 1 2015.

To apply please send your CV and Cover Letter to Poliana SILVA COUTO ([email protected]) before 䤀䘀 夀伀唀 䄀刀䔀 䤀一吀䔀刀䔀匀吀䔀䐀 䤀一 吀䠀䔀 倀伀匀䤀吀䤀伀一 倀䰀䔀䄀匀䔀 匀䔀一䐀 䄀一 唀倀 吀伀 䐀䄀吀䔀 䌀嘀 吀伀㨀 August 22nd 2015. 一䄀吀䄀匀䠀䄀⸀䜀刀䔀䜀伀刀夀䀀䜀匀䴀刀䔀吀䄀䤀䰀⸀䌀伀⸀唀䬀 Distribution AD.pdf 1 19/12/2014 16:58 DIGITAL GRAPHIC Designer Designer

location: Surfdome, london, UK | department: marketing | Type: Full Time | min. experience: Junior - mid level location: Surfdome, london, Uk | department: marketing | Type: Full Time | min. experience: mid - Senior level

SURFdOme IS GROwInG and OUR CReaTIve Team needS a SURFdOme IS GROwInG and OUR CReaTIve Team needS a SeRIOUSly GOOd GRaPHIC deSIGneR wHO HaS a PaSSIOn SeRIOUSly GOOd dIGITal deSIGneR TO STeP UP TO THe PlaTe. FOR THe SURF, SkaTe and SnOw IndUSTRy. If you want in, you’re going to need is an awesome energetic attitude, solid design & style skills and an If you want in, you’re going to need is an awesome energetic attitude, solid design & style skills and an understanding of HTML/CSS. You might have done the time to get a shiny tertiary certificate or cut your teeth on understanding of HTML/CSS. You might have done the time or cut your teeth on the job, regardless you have a the job, regardless you have at least five years experience under your belt. You take feedback in your stride and you couple of years experience under your belt. You take feedback in your stride and you understand its about the team. understand its about the team. You love working on a Mac and you can hold a conversation with that other breed You love working on a Mac and you can hold a conversation with that other breed that live on planet code. For you that live on planet code. For you design is your life and you live and breathe the industry. As part of the design team design is your life and you live and breathe digital. You love typography and pixel perfection is the only way. you will be instrumental in shaping the look and feel of our visual strategy and be on point with seasonal trends.

THInK yOU GOT wHaT IT TaKeS? THInk yOU GOT wHaT IT TakeS? Here’s some more detail about what we’re looking for: Here’s some more detail about what we’re looking for: - Strong skills in digital design production for ecommerce, - Ability to read and write HTML/CSS - An imaginative designer that is able to deliver creative - Able to work independently or as part of a team to deliver ideally in a retail environment - Strong knowledge in modern design software eg. Adobe solutions within the brand guidlines for trend collections, effective communications across a responsive website - Experience designing for responsive websites, apps and mobile creative suite, Github, S3 Amazon campaign and promotions environment, mobile, email or print. interfaces and email campaign content management systems - Desire to work in a lean fast paced environment, operating - Able to multitask and liaise with other departments to - Strong knowledge in modern design software eg. Adobe - Strong understanding of current digital design and UX under pressure working to tight and evolving deadlines. co-ordinate and deliver designs within a fast paced creative suite, Github, S3 Amazon principles and trends. - Discretion and integrity environment, operating under pressure to tight and evolving - Discretion and integrity deadlines.

What we offer is an environment that works hard and plays harder. Sure you are going to do heaps - Campaigns, Landing pages across UK and TLDS across Europe, EDMs, What we offer is an environment that works hard and plays harder. Banners, Ads etc and you will be making changes across the site daily, but then you’re not the kind of person Sure you are going to do heaps - Campaigns, Landing pages across UK and TLDS across Europe, EDMs, who likes to be bored. Looking for a good environment? We have a great chill out area! Like Ping Pong? bring Banners, Ads etc and you will be making changes across the site daily, but then you’re not the kind of person your skills. Need free coffee? Sure we can handle that. You’ll get an awesome staff discount. Like hanging out? who likes to be bored. Looking for a good environment? We have a great chill out area! Like Ping Pong? bring So do we…. often. your skills. Need free coffee? Sure we can handle that. You’ll get an awesome staff discount. Like hanging out? So do we…. often. Come and #enjoytheride at Surfdome We’re Europe’s largest and most influential online surf/skate/snow retailer and we bring together over 600 of Come and #enjoytheride at Surfdome the world’s leading action sports brands to inspire young-blooded individuals. We’ve joined forces with Surfstich We’re Europe’s largest and most influential online surf/skate/snow retailer and we bring together over 600 of Group and have operations in Australia, UK and USA with a global team of over 400, and one of the top 4 fastest the world’s leading action sports brands to inspire young-blooded individuals. We’ve joined forces with Surfstich growing companies in Australia. Group and have operations in Australia, UK and USA with a global team of over 400, and one of the top 4 fastest growing companies in Australia. HOw TO GeT In? HOw TO GeT In? Send us your CV and tell us why the job is yours. Make sure you include a link to your digital folio. SURFSTITCH GROUP SURFSTITCH GROUP Send us your CV and tell us why the job is yours. Make sure you include a link to your digital folio.

Surfdome.com Surfdome.com 9th Floor, York House, Empire Way, T. +44 (0)844 357 1022 9th Floor, York House, Empire Way, T. +44 (0)844 357 1022 Wembley, Middlesex, HA9 0PA, UK E. [email protected] Wembley, Middlesex, HA9 0PA, UK E. [email protected]

102 brought to you by Boardsport Source & ActionsportsJOB.com brought to you by Boardsport Source & ActionsportsJOB.com 103 EVENTS#78 SURF / SKATE / SNOW / SUP TRADE

SEPTEMBER 9-20 HURLEY PRO AT TRESTLES SAN CLEMENTE USA SURF WWW.WORLDSURFLEAGUE.COM 10-12 SURF EXPO ORLANDO USA SURF WWW.SURFEXPO.COM 12 VANS SHOP RIOT PORTUGAL SKATE WWW.VANSSHOPRIOT.COM 17-19 PADDLE EXPO NUREMBERG GERMANY TRADE WWW.PADDLEXPO.DE 19-20 VANS SHOP RIOT FINALS SPAIN SKATE WWW.VANSSHOPRIOT.COM 25-28 SILMO PARIS FRANCE TRADE WWW.SILMOPARIS.COM 22-28 CASCAIS WOMEN’S PRO CASCAIS PORTUGAL SURF WWW.WORLDSURFLEAGUE.COM OCTOBER 1-4 WOMEN IN BOARDSPORTS CONFERENCE BIARRITZ FRANCE SNOW WWW.WOMENINBOARDSPORTS.COM 2-4 CAPSULE WOMEN’S PARIS FRANCE TRADE WWW.CAPSULESHOW.COM 6-17 QUIKSILVER PRO LANDES FRANCE SURF WWW.WORLDSURFLEAGUE.COM 8-9 SURF SUMMIT HOSSEGOR FRANCE SURF WWW.EUROSIMA.COM 9-11 KAUNERTAL OPENING AUSTRIA WWW.KAUNERTALER-GLETSCHER.AT 15-17 SNOWBOARD GARDEN FESTIVAL GRENOBLE FRANCE SNOW WWW.SNOWBOARDGARDENFESTIVAL.FR 16-18 MOREBOARDS STUBAI PREMIERE STUBAI AUSTRIA SNOW WWW.STUBAI-PREMIERE.COM 20-31 MOCHE RIPCURL PRO PENICHE PORTUGAL SURF WWW.WORLDSURFLEAGUE.COM 30-1 SKI AND SNOWBOARD SHOW NORTH MANCHESTER UK SNOW WWW.SKIANDSNOWBOARDSHOW.CO.UK 29-1 SKIPASS MODENA ITALY SNOW WWW.SKIPASS.IT 30 - 1 SKIEXPO HELSINKI FINLAND SNOW WWW.SKIEXPO.FI NOVEMBER 5-8 SKI AND SNOWBOARD SHOW SOUTH LONDON UK SNOW WWW.SKIANDSNOWBOARDSHOW.CO.UK 14 FREEZE FESTIVALQUEEN ELIZABTH OLYMPIC PARK UK SNOW WWW.FREEZEFESTIVAL.COM 14- 16 O’NEILL PLEASURE JAM – SCHLADMING DACHSHUN AUSTRIA SNOW WWW.PLEASUREJAM.COM 21-4 TARGET MAUI WOMEN’S PRO HAWAII USA SURF WWW.WORLDSURFLEAGUE.COM

DECEMBER 4-5 AIR & STYLE BEIJING CHINA SNOW WWW.AIR-STYLE.COM 8-20 BILLABONG PIPE MASTERS OAHU HAWAII SURF WWW.WORLDSURFLEAGUE.COM 10-13 DEW TOUR BRECKENRIDGE USA SNOW WWW.DEWTOUR.COM 20 WORLD SNOWBOARD DAY WORLDWIDE SNOW WWW.WORLD-SNOWBOARD-DAY.COM JANUARY 7-8 AGENDA LONG BEACH USA TRADE WWW.AGENDASHOW.COM 10-11 FUTURE TRY DAVOS SWISS TRADE WWW.SNOWBOARDBOX.CH 10-12 SNOW AVANT PREMIERE LAS CLUSAZ FRANCE TRADE WWW.SPORTAIR.FR 11-12 ANNECY SHOWROOM ANNECY FRANCE WWW.SPORTAIR.FR 18-24 LAAX OPEN LAAX SWISS SNOW WWW.LAAX.COM 19-21 BRIGHT BERLIN GERMANY TRADE WWW.BRIGHTTRADESHOW.COM 19-21 SLIDE TELFORD UK TRADE WWW.SLIDEUK.CO.UK 24-27 ISPO MUNICH GERMANY TRADE WWW.ISPO.COM 28-31 SIA DENVER, COLORADO USA TRADE WWW.SIASNOWSHOW.SNOWSPORTS.ORG 31-2 PRO SHOP TEST BARDONECCHIA ITALY TRADE WWW.SNOWSHOPTEST.COM FEBRUARY 3-4 JACKET REQUIRED LONDON UK TRADE WWW.JACKET-REQUIRED.COM 5-6 AIR + STYLE INNSBRUCK AUSTRIA SNOW WWW.AIR-STYLE.COM 15-17 AGENDA LAS VEGAS USA TRADE WWW.AGENDASHOW.COM 20-21 AIR + STYLE LOS ANGELES USA SNOW WWW.AIR-STYLE.COM

104 ONE EYED MONSTER #78

MUTE FILM PREMIERE, WASTED TALENT BOUTIQUE, HOSSEGOR

Kyle Lochhead, Ambassador of Fun regales roll- DJ Clement Frossiart formerly of Concorde Mute European Film Premiere - Wasted Talent Pro surfer and model Victoria Vergera and pro ing projection’s Tristian Sandbrook a funny tale band Boutique, Hossegor surfer Tristian Guilbaud

K2/RIDE EUROPEAN HQ RENOVATION PARTY

Muck Müller (munchie Konsilium) & Bene Andrea Tiling (K2 Ski) & Friend A man and his Hammer! Wolfgang Buchwieser Andi Threimer (K2) Heimstaedt (Pleasure Mag) (Ride) JACKET REQUIERED

Brixton - Out of Step Agency’s Hannah with Electric’s European Sales Manager Etienne Globe’s Josh Barrow with the Tribe shirt RVCA’s Matt Bryer with their Brush Black short Brixton’s The Conway hat Pinon holding their Bengal with added top wire sleeve shirts for SS16

Iron and Resin’s UK Account Manager Joe Scott HUF - Out of Step Agency’s Adam Scotland wth Lightning Bolt’s International Sales Manager for Ally Barr showing Ridgemont Outfitters Monty with the Nationals jersey and the Rambler jacket the Pyramid logo tee and HUF’s fleece coach’s Europe, Sergio Santos with their cotton nylon and Outback shoes jacket boardshorts - either with, or without elastic waste.

Nixon are telling a road trip story from their HQ Etnies Country Manager Scott Wayman with Element’s Tony Wood (S.East England Sales Deus ex Machina’s Joel Fairweather with the in Encinitas, California south to BAJA. the Jamieson vulc in Nick Garcia’s colourway Agent) Surfing Cup tee and Tugu Banana boardshort and the high end skate performance shoe The Marana XT

SHITFOOT MONGOLAND

The popup skate ramp, built by organisers and The exterior, with benches for visitors to eat Couches looking back to the main entrance as Shitfoot Mongoland, Core Skate Gathering anyone who had spare time earlier in the week and drink SFML’s Alex gives SOURCE’s Clive the lowdown Debuts In Berlin

107 BRIGHT

Electric booth party - Electric’s Trade Marketing Black Eye Lens’ Marketing Manager Joni Maui and Sons European Director Nuno Fonseca DC - Dennis McGrath signing his new book Manager Maite Duport and PR & Web Communi- Gramath, Partner Kalle Suhanen, Arto Ekman with the Madras boardshorts HEAVEN cations Manager Caroline Piechaud (CEO & Founder) and Sales Manager Matti Karjanlahti

Zimtstern’s Rafael Knupp (Marketing) and Thom- Vans turn 50 in 2016 and are rolling out the Vans - Pro Classics stronger than ever The Hundred’s Patrick Hill (Creative Director) as ‘Lou’ Triet (CEO) checkered line to celebrate with the Cruiser Annorak

Templeton’s Klaus Zenker and Marinus Schuster SEEK entrance from Bright Neff’s Cope & International Marketing Manager Kone of actionsportjob.com and one half of the with their pirate mascot Kirsten Taylor with the Simpsons collab happy Bright boys

Globe’s Marketing Manager Jessica Lanzi Element’s VP Global Marketing Julien Duval Electric booth party - Bright’s Thomas Martini Electric - skate pro Madars Aps getting to grips repping the Westgate collab deck and DC’s Emmanuel Labadie with some Electric shades

DC’s Smoke On The Water skate event - the DC - Dennis McGrath hanging some of his pho- Circa’s EMEA Sales Director Peter Frericks Bright’s new home on the River Spree official Bright Opening party tography from his book HEAVEN on the walls

BAJA’s Heidi Sipla (Designer) and Janne Karjula Antonio Melero European Marketing Operations Adrien Waller Brand Manager at Vissla in Europe Dan Dougherty International sales director and (Founder) with the Baja Barbados Ecomex Manager for Sole Tech Hanus from Horsefeathers Pullover

108