Outdoor Retailer Summer Market 2015 Preview: Lifestyle apparel

“V” doesn’t stand for victory in the outdoor space anymore; now, it’s all about versatility.

From tops to bottoms in both men’s and women’s, the lifestyle apparel category at Summer Market takes on the “athleisure” trend sweeping the runways.

“Everyone is looking for that holy grail of great sportswear that you want to be in all day, but that doesn’t wrinkle and provides sun protection,” said Kate Larramendy, design and sustainability director for Toad & Co. “If you can have all of that, and look like you’re a real person in your real clothes, that’s the goal.”

Lightweight fabrics that allow ample airflow will also dominate hanger space this summer as cotton returns to the good graces of designers and consumers alike. “It’s about comfort,” said Noah Robertson, co-founder and director of product development and design for Mountain Khakis. “In the old days cotton was durable and heavy and created for work-wear only. Now you can do lightweight cotton.”

Many brands optimize the old standby’s unbeatable hand by blending it with polypropylene, Tencel or modal to produce the wicking capabilities cotton lacks on its own. Synthetic contributions also make it easier to wipe away stains, allowing travelers to go another day without washing.

Colors largely fade out this season, leaving dusty, romantic hues in their wake. A few pre-retail washes will tone colors down making exotic shades like coral and indigo palatable even for wallflowers.

>> John Wayne meets Tommy Caldwell in the men’s Pagosa Shirt (MSRP $79) from Outdoor Research. Pearl-snap buttons and double chest pockets give the top a western aesthetic, while its athleticism shines in the hybrid nylon/Tencel/Spandex/cotton composition, which provides wicking, breathing and stretching power. Ladies and gents can look to the lightweight, quick-drying and sun-deterring (it’s UPF 50) modal fabric of the Ensenada Sun Hoody (MSRP $79) for both bluebird beach days and hiking adventures.

>>Toad&Co takes the summer travel category to new destinations with the Jetlite Pant (MSRP $75), featuring stain-, water- and insect-resistant properties for any locale. The lightweight, quick-drying Marvista Tunic (MSRP $89) is the traveler’s go-to layering piece. The fabric’s gentle pucker pushes the piece up off the skin, allowing for increased airflow when you leave the A/C.

>>Prana’s spring ‘16 line rocks the bottoms. Both women’s and men’s varieties feature five-pocket styling, but where the more feminine Tashia Pant (MSRP $89) has seam details at the knee, the rugged Zioneer Pant (MSRP $89) for men has durable water repellency, abrasion resistance and a ventilated inseam gusset.

>> What would summer be without a new play on plaid? Ecoths introduces the Finn Shortsleeve (MSRP $72), an organic cotton/Coolmax Poly blend ideal for days when the Mercury soars. With a slot on the front pocket to holster your shades and a small microfiber triangle under the shirttail to wipe off screens, this piece is as practical as it is stylish.

>> Channel your inner Keats with the Poet Tank (MSRP $52) from Aventura. Its cotton/poly blend is nimble enough to feel at home on a yoga mat, while its lotus-inspired look transitions easily to a night on the town. If a chill is in the air, pair the Poet with the Finley Jacket (MSRP $85).

>> Even Audrey Hepburn would dig the Traverse Pant (MSRP $90). Mountain Khakis’ new go-anywhere bottom features a silhouette skinny enough to show off those hard-earned quads, but loose enough to leave a little to the imagination. The polyester/Spandex composition allows free range of motion and a DWR finish makes wiping away spills a cinch.

–Courtney Holden

These are just a few of the new products to debut at Summer Market. Be sure to check out much more new and trends in the O.R. Daily, Days 1-4, published live at the show, and available digital format each day of print at www.outsidebusinessjournal.com/ordaily.