Sanuk launches apparel line

Beachy footwear company Sanuk is launching a surf inspired apparel line to complement its flip flops and casual slides and get more real estate for its brand logo.

Sanuk debuted the new apparel collection at the Summer Agenda show in Long Beach, CA. The launch collection includes graphic tees, tanks, socks, fleeces, and hats. The most interesting piece is a beach towel that can be used as a privacy shield to change out of a wetsuit into dry clothes.

Sanuk is venturing into apparel as a response to consumer demand for a clothing line. According to Sanuk VP and GM, Magnus Wedhammar, the brand has also been wanting to give its logo more exposure. Tees and fleeces will offer more surface area for larger logo display than is possible on Sanuk's footwear.

Sanuk intends to differentiate its apparel line from other tee shirts by using sustainable fabrics. The fabric used is made from 60 percent recycled polyester. Wedhammar said the line is not just comprised of more tee shirts, claiming, "We don’t want to make more ‘stuff.’"

Customers can expect to see overlap in materials used in the footwear. Fabrics and material choices, such as Mexican blankets and raw edges, will complement the company's footwear.

Sanuk has been owned by Deckers Brands since 2011. Deckers has been far from immune to the retail apocalypse, most recently announcing a restructuring plan that consolidated its brand operations and the Goleta, CA headquarters. Deckers also announced it had closed 25 retail locations in Q4 of 2016.

The apparel line for Sanuk will retail for price points ranging from $20 for a hat to $80 for a fleece. The line will debut for Spring/Summer 2018.

Sanuk launches apparel line

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