Five Questions: Captain Fin

We’re hearing core retailers buzzing about Captain Fin, pleased with the brand’s performance with tees and apparel this summer. We spoke with Captain Fin CEO, Danny Gillis, to learn what is new with the brand’s apparel line and fin offerings.

What is the most exciting thing happening for Captain Fin this season?

Danny Gillis: We just launched our biggest fin collection yet, starting with our all around performance CF Series template, in addition to multiple team fins of which we couldn’t be more proud. The range is really dynamic with everything from our Chris Christenson 5-fin set, to our Mason Dyer classic D fin and a Creed McTaggart signature fin. 

We also signed Ben Bourgeois who is now head-to-toe Captain Fin, and expanded our apparel offering to include chinos and walk shorts. 

What can we expect to see next season for the apparel line?  What additions are you making?

Danny Gillis: We hired Dan Marriner to run our design team last December and he has done a super job expanding our apparel offering while keeping the Captain aesthetic in play.

Our new boardshorts are getting great reaction from our team and retailers, with streamlined functionality, four-way stretch blends, and a classic but bold look.  This category will be a big focus of ours going forward.

Our Trousa stretch chino is equal parts comfort and work wear, while our knits, printables and hats are doing as well as ever. 

With a focused line we are able to curate our look so it is easy to merchandise, and keep our Captain Fin vibe intact so the presentation on the floor speaks well to shoppers.

How are fin sales now that they are offered in FCS and Futures?  Where are you seeing the strongest sales?

Danny Gillis: Single tab is definitely our strongest here in the U.S., while in Europe it is almost entirely double tab.

Futures used to manufacture our fins and control our pricing and inventory. Not any longer. We recently took it all back in-house and have made some major changes to the program. We lowered our pricing on our shortboard fins and designed new packaging with detailed information on the outside to help the consumer decide which fin is right for them. Fins can be confusing and our goal was to simplify the selection process. We couldn’t be more excited about our new fin range.

What have been some of your biggest challenges in the past year?

Danny Gillis: Keeping up with the growth is our main challenge, but fortunately with an incredible team we have been able to get the impossible done, like ship 99% of our apparel pre-book orders complete and on time.

Greatest Successes?

Danny Gillis: Partnering with amazing shops, artists, surfers and shapers and growing steady through challenging times in our industry. We are now in 19 countries and 220 accounts domestically. Over the last 24 months we have hired some talented people. Onward we go.