Globe has done a major revamp of its apparel line that utilizes a seasonless approach, a ton of carryover styles, and higher quality, more sustainable materials.
It’s a radical departure from the 200 SKUs, four times a year system the brand previously used and so many in the industry maintain. The new apparel program, called Low Velocity, has 50 SKUs that are part of an evergreen range.
Globe executives answered some questions for us about the new apparel strategy.
Why did Globe revamp its approach to apparel?
Globe International CEO Matt Hill: As a company, environmental awareness, sustainability, and the regrowth of our resources has always been on our minds but until this point it was not the driving force behind our business decisions. We were stuck chasing industry norms and trying to build our brand to compete with the other guys. But we realized it was a race that no one could win and what’s worse, the one losing was the thing we love the most – our planet!
As skateboarders, surfers and snowboarders we spend a lot of time doing the things we love outdoors. We looked at ourselves and knew we needed to become more responsible for our impact and we knew it had to happen now. We decided that the best way for the brand to do this would be to step off the fast fashion treadmill for good in an effort to slow down our processes and refocus our energy on making premium, long lasting and more responsibly sourced apparel which we call “low velocity.”
We have revamped our supply chain by reducing the number of factories we work with and have shifted our focus towards using more sustainable fibers in the making of our range so there is less impact on the environment. Using the words of one of our founders, Peter Hill, “We wanted to realign the whole approach to represent the real lifestyle and priorities of the riders we represent, and let those values guide the way, and separate ourselves from the clutter.”
The head-to-toe team riders representing our range globally are Dion Agius, Taj Burrow and Shaun Manners in surf, and in skate Mark Appleyard, Sammy Montano and Aaron Kim.
Why will a lot of the line be carryover styles?
Global Product President Matt Wong: We are coming from a place where we had over 200 SKUs per season, four times a year. We’ve reduced the new range to 50 SKUs that are part of a tighter, higher quality, evergreen range that doesn’t change season after season. Classic fits that never go out of style. This saves time for retailers on reorders and for pre-booking future deliveries.
Less SKUs also means less shipping, less samples, less travel and less impact on the environment.
How will the line be organized seasonally?
Matt Wong: The new range is part of a “seasonless” or “trans-seasonal” approach and features all categories year-round. We are able to go-to-market globally across all regions which allows us to align our marketing and stories at the same time. Each season we feature one collaboration or story with our team riders, friends, and artists.
For the first drop of 2021 hitting stores in a few weeks, we have a stylish capsule by Dion Agius who is a long time member of the Globe family. For our second drop, which delivers in July, we are excited for a special collaboration with our long-time friends and media partners, Monster Children.
What categories will the line have?
Matt Wong: The range is a full collection of knit and graphic tops, mid-weight oxford wovens, brushed heavy weight flannels, workwear chino pants, hybrid shorts, boardshorts, pool shorts, headwear, light-to-heavy weight outerwear and socks.
We use organic cotton, Repreve recycled polyester, PFC-free DWR, PVC phthalate free inks, recycled nylon, and YKK Natulon recycled zipper tapings throughout the range as well.
Seasonally for each category we carry over core colors and swap out seasonal colors twice per year.
Has this new apparel approach already debuted in Australia? If so, what has the Globe team learned from that experience?
Matt Wong: The new apparel has had already debuted in Australia. For the first prebook season of our new Low Velocity range, we didn’t have all the accounts who purchased from us the previous season (on our old clothing model) come on board. This was expected, given the newer model, more premium essentials type of approach, and slightly higher price points given the more expensive materials we are using.
Interestingly though, our second prebook season has seen a much higher uptake of retailers. Sell through of the first season was also strong, with a good reorder rate, which is what we were hoping for.
We’re in this for the long haul so we know we need to be patient, put out the best product possible, and help give retailers the tools and support to educate their customers about what our program is about.
Can you share some retailers who will be carrying the line?
Marketing Manager Renata Pardo: For our launch in North America, we strategically partnered with premium action sports retailers and specialty men’s boutiques. This includes Neon, Una Maes, Communion, Evo, Spyder Surf, Zebra Club, Waialua Surf Shop, and Empire to name a few.
