We caught up with Brixton’s Adriana Matthews, to find out what is new for Spring ’17. From introducing new categories and expanding existing offerings, we learned what has been working well for Brixton and their focus for the coming seasons.
What’s new for spring?
Adriana Matthews:Â This season we are excited to introduce a new category called All Terrain, which includes the Transport Cargo short and Prospect Service short. Features include quick-dry nylon ripstop, durable 2-way stretch, a reversible stow pocket, custom dry-bag, and knot tying book.
The spring collection also features an expanded offering of bottoms, including updates to our classic Bering trunk, and Havana comfort trunk, which feature new branding, custom hand-drawn artwork, and an improved comfort fly. We’ve also added a new performance trunk to the line, the Convoy, which features 2-way stretch, water repellant coating, our special garment dyed and washed process, and sideseam pockets.
Another apparel category we are rolling out this Spring is Brixton Basics – an all-new line of premium basic tees featuring custom fabrics, fits, and colors, along with details like pick-stitching at the hems and special Brixton branding.  Key styles include our Basic Pocket tee and Basic Henley.
For headwear, we’ll be offering a wide range of unstructured caps, including a new collection of unstructured Made in USA hats. Also look for a special collection of Spring Selects, a limited capsule of women’s headwear that hits shops during festival season.
What is the most important product story for spring?
Adriana Matthews: Our new All Terrain series will be our big product story this season. This is a new segment for us, and I think one that fits naturally with our lifestyle and brand culture. Our bottoms program is a main focus this spring, and the All Terrain line really strengthens the offering, with a unique story and products that fuse function and style. We had a lot of fun designing and creating the All Terrain line, and we’re excited to expand on it in future seasons.
How will you market it?
Adriana Matthews:Â The All Terrain program will receive 100% of our voice, and will be pushed through all channels, including custom retail displays, events, sales promotions, PR, and advertising.
What was the biggest hit of last season?
Adriana Matthews: For Holiday ‘16 we saw success in cold weather/medium weight coats and bottoms. We also continue to see good results in our flannel assortment.
Anything else new with business?
Adriana Matthews: At the end of the year we’ll be moving into a brand new building in Oceanside, Calif. Our new global headquarters will house all of our employees, distribution center, a music studio, skatepark, and more!
We also have a couple of new key hires. We recently brought on a new International Marketing Manager, Chris Abad, and earlier this year we hired Ruud Vermey as General Manager of Brixton Europe.
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