# Surf Culture Collections Woolrich Woolen Mills Hits 1960s Cali for S/S '10 Line By Andrew Robichaud | Published 2009-06-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/woolrich-woolen-mills-2010 References: [swipelife](http://swipelife.com/2009/06/29/woolrich-woolen-mills-springsummer-2010-collection/#more-16769) & [woolrichwoolenmillsproduction](http://www.woolrichwoolenmillsproduction.com/) Retro is still coming back with a force and [Woolrich](https://www.trendhunter.com/trends/woolrich-bering-down-jacket) Woolen Mills is hopping onto that train. Their new Spring/Summer collection for 2010 is diving into [1960s surf culture out of California](https://www.trendhunter.com/trends/california-holiday). Designer Daiki Suzuki has modernized the old-school style but has also stuck to the mode of [layered items of different textures](https://www.trendhunter.com/trends/nanamica-springsummer-2026) (like cottons on linens) and light colors. The style is recognizably old but very fresh flavored. It’s awesome that such a rad fashion could come back and be a strong force for 2010. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 49% | Activity: 20% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### What's Driving This Trend - **Retro Fashion:** Disruptive innovation opportunity: Develop sustainable and eco-friendly retro fashion lines to cater to the growing demand for nostalgic fashion trends. - **Layered Clothing:** Disruptive innovation opportunity: Integrate advanced textile technologies to create innovative layered clothing that offers enhanced functionality, comfort, and style. - **Surf Culture Revival:** Disruptive innovation opportunity: Build immersive digital platforms that celebrate surf culture and bring together surf enthusiasts globally, offering virtual experiences, education, and community engagement. ### Who This Affects Most - **Fashion:** Disruptive innovation opportunity: Develop sustainable and eco-friendly manufacturing processes for fashion industry, ensuring minimal environmental impact. - **Textile:** Disruptive innovation opportunity: Explore the use of advanced materials such as smart fabrics and nanotechnology to create high-performance textiles for the fashion and sports industries. - **Travel and Tourism:** Disruptive innovation opportunity: Create curated travel experiences that allow tourists to discover and immerse themselves in iconic surf culture destinations, enhancing local economies and preserving cultural heritage. ## Related on Trend Hunter - [Bold Playful Summer Collections](https://www.trendhunter.com/trends/duvin-design-co.md) - [Eclectic Preppy Summer Apparel](https://www.trendhunter.com/trends/beams-plus-2.md) - [Vintage Miami Beachwear Capsules](https://www.trendhunter.com/trends/spring-2024-menswear-collection.md) - [Spring Technical Apparel](https://www.trendhunter.com/trends/acoldwall-5.md) - [Dessert-Inspired Spring Collections](https://www.trendhunter.com/trends/woodys-ss24-collection.md) - [Versatile Summer-Ready Fashion](https://www.trendhunter.com/trends/marmot-1.md) - [Subculture-Themed Generational Fashion](https://www.trendhunter.com/trends/wildest-ones-yet.md) - [Practical Californian Streetwear](https://www.trendhunter.com/trends/gramicci-spring-summer-2024.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md)