Oniell Preview

O’Neill Boardshorts SS19 Preview

Retail Buyers Guide:  Boardshorts SS19

Brand: O’Neill
Interviewee: Mr Jan Lindeboom / Category Manager Surf & Snow Performance

Oniell

How is your boardshorts’ segment doing and how will it be spread next season?
Boardshorts & Swimshorts are the core of the O’Neill Summer Collections. These product groups are performing well. The break down:  innovation, is the key driver in the performance boardshorts (called Hyperfreaks at O’Neill). Beach Trends and commercial market needs are covered in the swimshorts area. O’Neill always has a very strong commercial offering in swimshorts as this style of shorts is mostly requested by the EU consumers. The exact breakdown we cannot share, but the majority of the volume is done in swim shorts.

Which direction is this product category taking?
O’Neill is going more technical and more sustainable. Enjoy Nature Longer!

Which are the main trends for next summer 2019?
Pastels and/or brights colours. Pastel not ideal for Performance Boardies, but pretty cool for Swimshorts.

What colours/patterns will be next season’s hits?
HYPERFREAKS: cosmic/space inspired prints (we call it the cosmic series). Lot’s of black with hints of purple/cyan.

SWIMSHORTS: Bright Colors, Bold Graphics, Re-Issue the beach of the 90’s

Any new fabric features and technical innovations?
HYPERFREAKS:  next to our hyperstretch materials, PFC free hyperdry treatments and welded constructions we are introducing a new boardshort closure system: NO TIE FLY.

This new fly construction is awesome. The most advanced and comfortable boardshort closure system on the market. Lockdown adjustability, no bulk, fully welded. Drawcords are a thing of the past.

Swimshorts: we have a new team of Senior designers working on this segment. And they have relooked at every aspect of the shorts. They have reinvented the shorts. Different cut lines, different pocket positions, side splits for movement and more stretch: altogether a huge upgrade.

How much of your line is eco-friendly and how are you doing so?
55% of our boardshorts/swimshorts are part of O’NEILL BLUE. O’Neill BLUE is “our Ocean Mission”, Where we try to produce with as little harm to the ocean as possible and only work with global sustainable partners. (eg. #1. Bionic Yarns = recycled plastic collected from the shorelines, #2. ECONYL = recycled fishnets, #3.Repreve = traceable recycled Petbottles).

Please describe your 3 hottest products retailers should carry.
HYPERFREAK HYDRO: The most innovative boardshort on the market.

SUPERFEAK. “T-BUTTER BOARDSHORTS”. O’Neill technobutter neoprene top panel and hyperstretch bottom panel.

HYPERFREAK JORDY. Pro Surfer Jordy Smith Signature boardshorts.

Price points: what are your main categories and what is the upper limit in this product category right now?
HYPERFREAKS: 59.99/69.99,79.99,129.99.  The bulk of sales is 79.99 pricepoint.

SWIMSHORTS: 39.99/49.99,59.99. The Bulk of sales is 49.99

Brand Previews

Advert

92 Hyperfreak Shorts

Retail Buyer’s Guides

Great Outdoors SS21

Hanging Shoes SS21

Boardshorts SS21

Bottles & Flasks SS21

Backpacks SS21

Skate Hardgoods 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

Snowboard Boots FW20/21

Skate Shoes FW20/21

Longboards SS20

Watches SS20

Sunglasses SS20

Kiteboards SS20

Kites SS20

Wetsuits SS20

SUP 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

Magazine

ENGLISH_102-cover
Send this to a friend