e a r n i e awa r d w i n n e r s
16
2017
Outerwear: The North Face
Swimwear: Limeapple
It was 1966 when two hiking enthusiasts resolved to follow their passions and founded a small mountaineering retail store, ironically only 150 feet above sea level in San Francisco’s North Beach neighborhood. The little shop became known as The North Face (after the coldest, most unforgiving side of the mountain) and stocked a variety of high-performance climbing and backpacking equipment. Two years later, the retailer moved to the other side of San Francisco Bay and elevated its efforts to design and manufacture its own brand of technical mountaineering apparel and gear. Today, more than 50 years later, The North Face continues to shape the outdoor market in the U.S. and globally with new designs and technologies for the whole family. “The team does not change or water down any adult technologies or constructions when creating youth-specific products,� says Michael Digirolamo, global product senior director of youth. “Not all outerwear brands can make that same claim,� he says, adding that it was the company’s elevated styling, color usage and technologies that resonated with younger consumers this year. According to Digirolamo, The North Face is one of very few brands offering Gore-Tex for youth, noting its “Fresh Tracks� Triclimate jacket and pants featuring the waterproof lining as selling particularly well this year. In addition, the company’s “Double Down� Triclimate jacket is “possibly the warmest down jacket for youth on the market,� using double-layer, no-cold-spots down. The North Face also added newness to its novelty fleece offerings, with the “Moondoggy Hoodie� and “Campshire Fleece� as best-selling styles. The Moondoggy is a lofty fleece-lined hoodie, while the Campshire is a textured Sherpa-like fleece, available in prints and solids. To stay in the know, The North Face’s youth product team seasonally talks to kids at schools, camps and focus groups to ensure that colors, prints, fabrics and silhouettes are not only technically well-constructed but something today’s kids would wear. “It helps the design and product team stay connected to today’s youth,� Digirolamo says. “The North Face strives to continue to create product to help kids be outside and protected from the elements—as well as be cool for them to wear.� In an effort to elevate its junior boys’ and girls’ collections, The North Face drew a tremendous amount of inspiration from urban streetwear this past year. Beyond its paramount mission of “warm and cozy� with its signature softness, the urban market offered a fresh perspective in terms of silhouettes and colorways. In addition, The North Face hosted a crowd-sourced print contest where winners’ designs were chosen for incorporation into tees, hoodies and snowsports for Fall ’17. All of this year’s youth initiatives were a success, according to Digirolamo, with sales reportedly strong in both the U.S. and international market. Going forward, Digirolamo says The North Face will continue to introduce uniqueness and reach new levels in the marketplace, aligning with its slogan, “Never Stop Exploring.� —E.B.
Limeapple made a splash this year for its 15th anniversary, introducing swimwear designs that match the athleisure fashion trend. The new performancedriven styles were created to empower girls to stay active, offering comfortable and colorful suits made for more than just sitting on a beach. “We believe in providing exceptional fit with trendsetting designs using high-quality fabrics,â€? says Debbie Naren, founder and design director. “We recognize that girls are all shapes and sizes, so we work hard on the fit of the swimsuits.â€? To keep a stroke ahead of the competition, Limeapple expanded its size range in 2017 from 6-12 months up to size 20, honing in on styles and silhouettes that outlast fleeting fads. Customer favorites included macramĂŠ-back cropped tankinis, cropped rashguards and bikinis with layering that provide extra coverage and confidence for growing girls. According to Naren, athleisure looks, crochet details, rhinestone emojis and tassel or fringe embellishments were a hit at retail. Rashguards and one-piece suits ranked as this year’s most popular silhouettes, with full-cut bottoms performing particularly well. “We also provide mixand-match options for out-of-the-pool attire which marry back to our swim,â€? Naren says. This year’s collection also included a wave of ’70s-era styling. Naren reports the groovy trends resurfaced in the form of one-piece silhouettes, delicate and bold colors, eye-catching prints and fun trims. “Our swim themes included gelato-hued suits, nautical striped rashguards with fun details, sporty minimal one-pieces and bold color-blocked suits,â€? she adds. Overall, Limeapple registered strong sales gains in 2017, and Naren says the goal for 2018 is to increase market share further. She credits the brand’s in-depth design approach as the key to fueling its growth. “With hopes to appeal to many stores, we try not to get stuck on one look,â€? Naren says. “Our ongoing mission is to promote a healthy lifestyle for girls, creating swimwear that allows them to be active and have fun while looking and feeling their best.â€? —J.L.
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