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Irvine-based O’Neill store to open in Santa Monica

The newest surf-culture location will launch near Third Street Promenade early next month.

BY Schardé VallonePublished: June 30, 2011

O’Neill clothing will launch a new store on 2nd Street and Broadway, close to Santa Monica’s popular Third Street Promenade shopping and entertainment district. Founded by Jack O’Neill in 1952, the company is reputed to be the first California surf, snow and youth lifestyle brand. The store will carry men’s, women’s and boys’ apparel.

The Santa Monica Chamber of Commerce has arranged a ribbon-cutting ceremony, set to take place a week from tomorrow, July 8, as well as an invitation-only grand opening celebration later that month.

“We’re excited to have an opportunity to thoroughly represent the O’Neill brand in Santa Monica,” said Toby Bost, O’Neill CEO. “[The store] will showcase everything O’Neill is about in one of the best shopping locations in the country.”

The store, say company reps, will furnish patrons with an “authentic O’Neill lifestyle” shopping experience. Sports-related products will be mixed with apparel and accessories. Photos from past decades and modern ads will line the walls, and window displays will showcase original artwork by the store’s employees and their friends.

O’Neill Santa Monica has partnered with various charity groups, the most prominent being Heal the Bay, a local nonprofit organization that crusades for cleaner coastal areas and watersheds in the L.A. region. The store will support the organization through various events, product-sales donations, and the ongoing distribution of a T-shirt created exclusively in the Santa Monica store.

“This new space will bring jobs into the local economy, support amazing nonprofits to better our communities and keep people excited about the surf lifestyle,” said Steve Ward, O’Neill senior vice president of sales and marketing.

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