Captin fin9/25/2023 ![]() ![]() carrying the brand (for both apparel and hardgoods). Surfside Sports, Icons of Surf, Jack’s Surfboards, Huntington Surf & Sport, ET Surf, BC Surf & Sport, Ocean Magic, Island Water Sports, Hanalei Surf Co., Hawaiian Island Creations, Sessions, and several others are among the specialty surf shops in the U.S. “We are only a few weeks into the booking cycle and are still seeing accounts with appointments through the month, so we are excited to see the list of Captain Fin apparel stockists grow,” Lantz said. The company’s currently booking at-once orders for late summer and fall and pre-booking for the Spring 2024 collection. “People are responding to the printables programs as well as the cut-and-sew boardshorts, knits, and wovens,” Lantz said. Captain Fin At RetailĬaptain Fin is so far seeing a positive response from the market, according to U.S. The ultimate goal, he said, is to have apparel help turn Captain Fin into a “leading surf brand in the industry.” But when it comes to apparel, it’s such a tough market, and we absolutely want to bring value and also want to be humble and earn our spot,” Immegart said. “Right now, we are definitely looking at it like we are an emerging brand, and we have to earn our spot – not so much on the fin side because we’ve had a longstanding business since 2007. Moving into Fall 2024, apparel will see expanded design influences through its team riders, outside artists, and founder Abshere who was brought in as an ambassador. However, there are no confirmed plans to expand into the segment currently.Ībout 75% of the spring collection has a sustainable attribute to it, such as organic cotton or recycled polyester. Men’s will be the current focus, but Immegart said there have been a few inquiries about women’s. While Spring 2024 will represent the full breadth of what the company’s been developing since the acquisition, a smaller fall offering begins rollout in small drops this month with T-shirts, fleece and wovens. While Captain Fin isn’t a new brand, the team is operating with a more entrepreneurial, start-up mentality.Ī Captain Fin brand book describes the brand ethos as “learning, leveraging, and liberating to combat the conformity of a mature industry undergoing consolidation.” A new tag line for the brand is “Any Vessel Will Do.”įor Captain Fin, the team is eager to show the market what it can do with apparel. The changing tide presents a potential opportunity for a number of smaller brands. ![]() The moves come as the broader action sports industry faces a momentous shift in the business landscape due to the pending sale of Boardriders to Authentic Brands Group. The deal added Captain Fin, launched in 2007 by Mitch Abshere, to a portfolio that includes the master licenses for Volcom and Spyder.Īpparel is part of a raft of news coming out of Captain Fin that also includes innovation on the fin side (with the company looking to maintain focus on hardgoods), along with new rider and ambassador deals. The apparel relaunch, set for Spring 2024, is the first major announcement since Liberated Brands acquired the business last year. And, if you look at some of the other brands that do the surfing, fishing positioning, there is a white space as far as Captain Fin and the way the brand projects itself.” “There’s so much equity in what Captain Fin did with apparel prior to Liberated buying it that there is this existing customer base. So, we thought, ‘Great, there’s a bigger opportunity to expand Captain Fin,’” said Liberated Brands CMO Ryan Immegart. “We’re seeing a trend within fish, freshwater, and Americana, whether with wave pools or brands, where you’re seeing the surf lifestyle cross over into other regions or activities. Now, owner Liberated Brands hopes to make a splash with an apparel relaunch executives estimate will likely become Captain Fin’s largest source of revenue in the future. When Captain Fin began dabbling in apparel more than a decade ago, it built a following among those who appreciated its cheeky humor and vintage aesthetic. By Kari Hamanaka | Published Jul 18, 2023 ![]()
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