In anticipation of the 2023 Summer season, what is your assessment of the current SS22 market?
We continue to see that sustainability, community, digitalization, and sport as fundamental for market growth well into 2023. Consumer confidence can only improve when we deliver in these areas beyond expectations
Massive chain stores such as Zara and Ikea are betting on the surfing lifestyle: is this good news for the endemic Surf Apparel players or are they losing their edge?
The surf lifestyle has always been popular during summer with high street brands, this year is even more evident, but it helps to get visibility for the sport and encourages surf brands to focus on authenticity and innovation.
Can you please sum up your collection stories for SS23?
O’Neill Hyperfreak Activewear
Designed to provide our athletes with optimal gear to get the maximum out of their training, our HYPERFREAK collection is constructed with flexibility and multi- activity in mind. Featuring innovative fabrics and new technical benefits, this collection focuses on enhancing lightweight performance with products like Polartec® Windbloc® jacket or our O’Neill Hybrid t-shirts with Polygiene® treatment.
Surfers Not Street Children 2.0
As part of our continuous support of the Surfers Not Street Children non-profit organisation, we present a new expanded collection with reinterpreted artwork in a timeless monochrome colour palette. Our HYPERFREAK boardshorts offer pro-stretch and hyperdry features. The collection is crafted with sustainable materials under our O’Neill Blue label.
The Future Surf Society
Honest, real, and community-focused, this collection makes part of a bigger picture— our vision for the The Future Surf Society, a platform created to narrate stories of our community and offer a welcoming place for everyone. Channeling clean and elevated esthetics, the collection is bright, colorful, and easy to wear. These summer basics feature roomy silhouettes and a slightly oversized fit. All our lifestyle apparel is produced with sustainable materials*. Printed with algae ink, the simple graphics invite you to take a personal spin on what the The Future Surf Society and surf culture mean to you. This collection celebrates our community, embracing its diversity and uniqueness. Athlete Inspired : Camorro
What prints and colours will be key?
For colours we see that neutrals and nature tones are becoming more relevant but next to that we also see bold usage of bright and neon color on trims, details and colour blocking. Neon green, orange and blue. We offer a new take on camouflage this season, gradation prints as well as ombre effects with stripes and tie dye are strong in our assortment. Florals are offered in both tonal and multicolour options with a fresh new take.
There is a significant revival of natural fabrics (blended with synthetic material for their performance specs); do you fit in that trend?
We are starting to include more and more blends into our assortment. We are using algae and oyster. We joined forces with kitesurfer Jerome Cloetens to create a sustainable lifestyle collection representing his love for sports and the ocean. We use oyster shell & seacell materials as well as undyed cotton. All graphics are inspired by Jerome’s kite experiences and bear his personal touch shell fibres as well in blends which deliver great performance.
The consumers now want the sustainability to extend beyond the production itself (through ethic/environmental campaigns). What is your answer for SS23?
At O’Neill we have our Ocean Mission platform which informs our consumer of all the efforts and our mission in sustainability. Sustainability and protection of our playground, the ocean is present on everything we do.
- Hyperfreak windbreaker tracksuit – With super stretch allowing for more freedom of movement, DWR finish, and Polartec Windblock keeping wind out and warmth in
- Hyperfreak boardshorts with Hyperfreak stretch and O’Neill Hyperdry so your shorts dry ultra-fast coming out of the water
Manufactured with SeaCell material in semi-brushed French terry with, soft touch, comfort fit and embroidered O’Neill logo.