By TIFFANY MONTGOMERY
I followed up with O’Neill Clothing CEO Toby Bost and Men’s Vice President of Design Ryan Rush to ask them some more questions about the new ECO’Neill line that will launch in Spring 2011.
The company announced this week that roots reggae artist Mishka will be the face of the new line.
Is this the first time O’Neill has sponsored a musician?
Toby Bost: Mishka is the first international recording artist to officially join the O’Neill team. We’ve had collaborations with all types of musicians over the years, but the spiritual and soulful message that Mishka spreads through his music was a natural fit for our brand — and perfect for ECO’Neill.
Will this broaden O’Neill’s reach?
Toby Bost: Having Mishka as an ambassador for ECO’Neill will open the door to other audiences and bring new interaction for sure. We’re excited to incorporate his lifestyle, musical talents and creativity into the collection.
How big will this eco line be? How many SKUs?
Ryan Rush: This year, ECO’Neill will include a variety of tees, tanks, boardshorts, walkshorts, a jacket style and pant, fleece, beanies and hats (i.e. just under 40 SKUs…)
Here’s a devil’s advocate question: Many brands already have eco lines. Is O’Neill possibly a little late to the game? Or have there been green pieces in the main line?
Toby Bost: O’Neill has been developing eco friendly products for a number of years and has been a long time supporter of Project Blue.
The move to increase our commitment to sustainable products and to adopt a more environmentally responsible mindset was recognized as a necessity. We will continue to strive to take a leadership position in the green movement and look to conserve natural resources in the interests of future generations.
