Imperial Motion’s Spencer Goetz took some time to answer TransWorld Business’ questions about the brand’s 2012 boardshort line. Here’s what he had to say.
What are the newest features on the 2012 line of shorts?
For 2012 we have made several improvements to our Tight and Right waistband, including a couple rows of added stitching to better guide the drawstring through the waistband. We also added a UV gel print to the drawstrings for a tighter more secure hold and a couple extra tacks to the gusset closure to prevent bunching at the front. Our Tight and Right waistband has the drawstring running through the entire waistband and then exiting through two eyelets at the front and lacing through the gusset flaps. It works on a few levels, first if you are just wanting to relax on the beach you can have them tied loosely, but if the waves are pumping you can cinch them down super tight and not worry about loosing your trunks on a duck dive. Also, sometimes people tend to be in between sizes, but with tight and right we can bridge the gap between sizes and different body types.
How is your boardshorts program organized?
We are running 4 lengths for next spring, 21″, 20″, 19″, & 18″. The 21″ and 20″ are more performance focused with 4-way stretch fabric and the 19″ and 18″ lengths have a more casual laid back design and feel with some garment washes and artist collab prints.
What other kind of tests do boardshorts have to endure when you try out a new cut or new fabric?
I think the biggest thing is making sure the fit is dialed and trying it out on several different body types. If the fits not right to start, the fabric and the performance don’t even matter.
What’s the latest in fashion and functionality for waistbands, hem lengths and design pattern lines?
We are seeing success in the shorter lengths this season and I think that will definitely translate into next year. For next year we will also be featuring some different trim details and scalloped edges that will be new for us.
What inspirational places does your design team look at for beach style? What is it about the style that’s totally unique?
Much of the art we use and create is inspired by the landscape that surrounds us, so being from the Northwest, I think we have a totally different approach to our trunks. We also have some really great artist collabs that we are really pumped on, one being from Portland based artist, Ryan Bubnis. Overall our goal every season is to maintain a clean aesthetic with just the right amount of “noise.”
What shorts in your line are you most amped about for 2012 on the fashion/design side? Why? Is it the prints or style?
I am really pumped on the artist collabs with Brandon McLean and Ryan Bubnis, these shorts are going to be great follow ups to our Gum Wall short for this current season. We have worked with both these guys on t-shirts in other collections so it is awesome to see their art translate to higher price point pieces, like boardshorts.
What do you think is going to be next big thing to blow up in the evolution of boardshorts design?
It’s already here…Tight and Right!
Based on how sales have been checking so far for this season, what styles do you anticipate will be big performers next season?
Our Rufus boardshort is always a top seller and proved that once again this year so we will be bringing that style back in three new colors. We also saw really good success in the 19″ and 18″ lengths so we will be adding more styles to accommodate that category.
Were there any changes in delivery dates?
We will be sticking with a January 15th delivery this year. Most of our accounts aren’t requesting product any earlier than that so it only makes sense for us to work on the 3 season calendar.
