O’Neill Men’s Surf Apparel SS18 Preview

Retail Buyers Guide:  Men’s Surf Apparel SS18




How has the Surf Apparel segment evolved since last summer season in terms of products, categories and SKUs?
We have put more focus at functional gear that you can wear throughout the entire season: fleeces that keep you warm and dry, hybrid wear that you can wear in the surf and on the street. Categories like Hybrid Series have increased. (HYBRID is our multifunctional items that you can use for Surf & street and/or street to mountain.) We are releasing more focused consumer-centric collections. Approx 20% SKU reduction.

How do you deal with competition from fast fashion and chain stores?
It’s not easy, but with innovation and focusing on our core strengths in technical beach and mountain apparel we can. First sell-in numbers look rather positive so this strategy is working for us.

What are the main trends you see popping in your SS18 Surf Apparel line?
Hybridism. Multi function apparel such as quick dry tees and stretch shorts.

What are the key inspirations behind your collection this year?
With all the crazy stuff happening in the world our inspiration mainly came from finding freedom, getting creative and having fun.

What are your colour palettes for men’s SS18 season?
Military: military green/black/white/washed out berry

Brights: blue/yellow/pink/green

Pastels: pink/blue/mint

Neutrals: blue/navy/beige/white



In terms of fabrics and materials, which new stuff are you working on for next season?
In our boardshorts and hybrid shorts collection we have focused at improved stretch, water repellency and recycled materials. We are offering materials from bionic yarns made from collected plastic waste from the ocean, we are working with ECONYL, who recycled old fishnets into nylon. And then recycled polyester for the bulk of our shorts.

One of the novelties for next season is our Denim hybrid boardshorts. A boardshort made from the lightest and stretchiest real indigo denim. This denim fabric is developed together with ISKO denim and has been washed and treated with Martelli. The result is great and will not only please surfers but also the denim crowd. And let’s be honest: who does not like denim?

In terms of prices, which demographic do you target?
We target at 59-79€ for technical boardies. And Stretch Volleys for 49.99 €

Majority of the Tees 25-29 €.

Hybrid tees: 29-39€

Tech fleece: 99 €

Please take us through 3 of your key products that retailers should put on their order sheets.
Denim Hybrid Boardshorts (this is for selected retail only)

Hybrid tees. Half dome tee.

X-kinetic fleece

How do you make your business more eco-friendly ?
We strive to make our business more sustainable, we are not there yet, but we are making steps. Currently more than 50% of our boardshort styles are made from recycled materials. We strive to increase the % of fabrics made from waste (ocean plastic, fishnets etc). “this is called O’Neill BLUE” >50% of our tees are made with organic cotton.




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88 O’Neill wetsuits

Retail Buyer’s Guides

Backpacks SS21

Swimwear SS21

Skate Shoes SS21

Foamies 2020

Kiteboards 2020

Kites 2020

Longboards 2020

Sunglasses 2020

SUP 2020

Surfboards 2020

Impact Vests 2020

Powsurfers FW20/21

Cruisers 2020

Wetsuits FW20/21

Beanies FW20/21

Snow Helmets FW20/21

Base Layers FW20/21

E-Boards 2020

Facemasks FW20/21

Snow Safety FW20/21

Goggles FW20/21

Snowboards FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20


Sun Cream SS20

Hanging Shoes SS20

Boardshorts SS20

Surfskate SS20

Backpacks SS20

Skate Shoes SS20

Eco Textiles SS20

Longboards 2019

Surfboards 2019

Underwear 2019

SUP 2019

Sunglasses 2019

Facemasks FW19/20

Powsurf FW19/20

Beanies FW19/20

Wetsuits FW19/20

Cruisers 2019

Goggles FW19/20

Snow Safety FW19/20

Socks 2019

Snowboards FW19/20

Snow Helmets FW19/20

Longboards SS19

Wetsuits SS19

Sunglasses SS19



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