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O'Neill launches eco-friendly apparel line
Collection supports Irvine-based brand's move to expand its sustainable manufacturing practices.
By Kristen SchottPublished: March 22, 2010 10:15 AM
Irvine-based surf brand O'Neill is launching an eco-friendly apparel line that aims to promote the preservation of the environment and boost its green manufacturing practices.
The ECO'Neill Men's Collection, which will be available next spring, includes basic T-shirts, tank-tops and beanies developed with 100 percent organic cotton and boardshort fabrics made from recycled plastic bottles, among other items.
"We're excited about offering environmentally friendly O'Neill product under the ECO'Neill label," says Ryan Rush, O'Neill men's vice president of design. "Our ultimate goal is to increase the amount of sustainable manufacturing practices companywide."
This is among a number of innovations from the brand, which was founded in 1952 by Jack O'Neill, who pioneered the world's fist neoprene wetsuit. The brand, which is owned by the La Jolla Group in Irvine, also is known for its stitchless boardshorts and wearable electronics.
In support of the new product line, the firm has signed on Mishka, a roots-reggae artist, as the face of the new men's collection. Mishka will be previewing the line during his tour promoting his newest album release this week. He will also be a part of the creative design of upcoming styles for ECO'Neill and will be featured in advertising and marketing materials before the line hits stores.
"Mishka adds a whole new dynamic and direction to O'Neill," says O'Neill Clothing CEO Toby Bost, who was also among last year's Hot 25 honorees. "Growing up a waterman and having an appreciation for the ocean and earth are attributes that make him a natural fit for us. We're looking forward to incorporating his music, unique spirit and creativity into the ECO'Neill line."
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The ECO'Neill Men's Collection, which will be available next spring, includes basic T-shirts, tank-tops and beanies developed with 100 percent organic cotton and boardshort fabrics made from recycled plastic bottles, among other items. "We're excited about offering environmentally friendly O'Neill product under the ECO'Neill label," says Ryan Rush, O'Neill men's vice president of design. "Our ultimate goal is to increase the amount of sustainable manufacturing practices companywide." This is among a number of innovations from the brand, which was founded in 1952 by Jack O'Neill, who pioneered the world's fist neoprene wetsuit. The brand, which is owned by the La Jolla Group in Irvine, also is known for its stitchless boardshorts and wearable electronics. In support of the new product line, the firm has signed on Mishka, a roots-reggae artist, as the face of the new men's collection. Mishka will be previewing the line during his tour promoting his newest album release this week. He will also be a part of the creative design of upcoming styles for ECO'Neill and will be featured in advertising and marketing materials before the line hits stores. "Mishka adds a whole new dynamic and direction to O'Neill," says O'Neill Clothing CEO Toby Bost, who was also among last year's Hot 25 honorees. "Growing up a waterman and having an appreciation for the ocean and earth are attributes that make him a natural fit for us. We're looking forward to incorporating his music, unique spirit and creativity into the ECO'Neill line." Related headlines Volcom moves forward with marketing initiatives OC METRO, March issue: 'March Madness' OC METRO, November issue: 'Hot 25: 2009 Honorees' |
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