O’NEILL SPRING SUMMER 2011 COLLECTION

Not only that, but with all heads together – including those of our team riders - the SUPERKINI has emerged. A leading innovative new design in swimwear, the SUPERKINI keeps you stylish and sexy both in the water and out. Using a brand new fabric, the material sticks to your body when wet, ensuring a confidence that your bikini will stick with you when either riding the waves or emerging from the surf.

“EN-JOY-NING” covers three key themes for the Women’s Spring Summer 2011 Collection

ENJOY

This part of the theme represents the enjoyment we feel from taking time to appreciate the small things in life. Inspired by the beauty of the nature around us, it is all about taking the time to immerse yourself in the tranquility of that and getting the most of the pleasures in life. Within this nature-led summery theme are three new all-over prints.

The first is the Lavaflower as seen on the likes of the Teno River dress (0107918). The second all-over is the on-trend Mille-fleur, which transforms the M&M bikini (0108508) and the third is the Bird of Paradise seen on the Snake River dress (0107906).

What sets the all-over prints apart this season, is the abstract in which they are portrayed - with patterns more blurry, and less defined in a season trend, often brought about through a sprayed effect.

In addition, these new all-overs are featured on inspiring fashion-forward pieces, found throughout this Spring Summer 2011 collection.

• The Lavaflower comes to life as part of the on-trend Nile River jumpsuit, (107928).
• The Teno River dress (0107918) - as well as featuring the Bird of Paradise all over - also incorporates a zip detail down the front - one of the many fashion led-details in this collection
• The TUZ top (0107225) brings the on-trend cut off crop-top look into the collection in the mille-fleur.
• In a brand new addition to the O’Neill Spring Summer 2011 collection, the mille-fleur all-over is featured on a pair of Meuse leggings (107532).
• Sexiness comes forth in a new high-cut bathing suit (108206) in the Bird of Paradise all-over.
• New bikini shapes can be found in the Lava Bandeau Bikini (108416) – a new take on the bandeau in a twisted shape, strapless and padded. And on-trend ruffles are found in the Big Dot bandeau bikini (108354).

In typical EN-JOY-NING fashion the O’Neill Mix-and-Match bikini programme brings stronger more contrasting colours and patterns together as one. A bold stripe has been used alongside the gentle mille-fleur design in the M&M bikini top (0108508) which can then be coupled with its opposite –the striped bottom with mille-fleur details on the straps (108552) or alternatively solid bottoms, or again the mille-fleur.

This mix and match feel is also felt in the reversible boardshort – with the Bird of Paradise Shorty (108124). Choose from either the bird of paradise design or the block print on the other side.

SUPERKINI

Taking into account the needs and wants of not only our teamriders but also the girls on the beach and in the water, the SUPERKINI has emerged. A leading innovative new design in swimwear, the SUPERKINI keeps you stylish and sexy both in the water and out. Following thorough research and development with O’Neill surfers as well as everyday beach-goers, O’Neill has developed a bikini with a new fabric that will stick with your body, not washed up in the waves. The Nanofront™ fabric has been made with an ultra fine nanofibre, meaning the surface area is ten times greater than normal fibres. The nano-scale uneven surface that ensues is what generates a frictional force allowing the fabric to grip, guaranteeing little slippage or movement. And at the same time, the texture feels soft to the skin. To ensure continued O’Neill quality in innovation, the bikini was sent off for testing against conventional material under different forces of water pressure.

Official TNO/TÜV* results showed:
“NANOFRONT shifts much more difficult than the standard LYCRA fabric which ensures minimal slippage.” And “the friction coefficient of the wet NANOFRONT with the skin is 215% higher than the standard lycra fabric.” The conclusion – a confident sexy you in the water or out. O’Neill team rider and professional surfer Amandine Sanchez has been involved in developing the SUPERKINI.

“Even since I started testing this product in the surf I have not wanted to be without it. I always surf in a bikini when I can but this really changes how I feel in the water. It fits so perfectly and I don’t have to look down and adjust my bikini every time I catch a wave or come into the beach. Even when I am just mucking around in the sea, it’s perfect.”

The SUPERKINI (108396) is featured this season in a mille-fleur and stripe as well as the lava flower with removable padding, and three solid colours – Black, Foxy Pink and Red.

JOY

This part of the EN-JOY-NING theme for Spring Summer 2011 is a bit more edgy and outspoken than usually seen within O’Neill. It represents the joy of being yourself, and whatever that may be. Working with the trend of black and white, there is a fresh mint colour injected into this area of the collection. Not only an on-trend colour for Spring Summer 2011, it also gives a unique O’Neill twist to the trend.

This look can be found in the Sambre River dress (107902) which features not only polka dots and stripes, but also that hint of mint. The large polka dot look is found on the bandeau shape bathing suit (108202) – in a classic but sexy shape with a bandeau top.

Also coming through in this part of the collection are on-trend shapes, such as high waist skirts, cropped tees and colour block boyfriend shorts in the likes of the 107814 high waist shape skirt with stitching detailing down the side. 107225 cropped tank 107514 colour block boys short

The Joy theme, as always, keeps its signature O’Neill style in the likes of the neon print on the Onega River dress (107911), as well as the green moonwash jeans.

This part of the collection also sees the innovation of O’Neill come to the forefront with the introduction of the Hyperfreak boardshort into the women’s collection for the first time ever (108110). The S-shaped lining taken from wetsuit technology has been incorporated into the hyperfreak, which along with hyperstretch fabric gives this short maximum stretch and flexibility. It is featured with mille-fleur waistband to make sure it retains that feminine touch. But boardshorts aren’t just about the technical requirements. They are also about style as seen in the Big Dot short boardshort (108100) using a new stretch fabric and featuring on-trend embossed dots.

JOY-NING

Joining together the past with the present, this is the O’RIGINALS offering from O’Neill. As the launch of a continuing part of the collection, Originals celebrates the rich, exciting heritage of O’Neill. Scouring the old collection books and inspired by the introduction of women’s clothing to the brand in the 80’s, O’Neill’s designers have taken a modern twist on the past.

Playing a lot with colour blocking and scribbling and doodling in designs as well as air-brush effects, this is a vibrant and playful part to the collection with black, white, foxy pink and blue colours bringing a funky retro feel to the fore.

The main inspiration was a wetsuit from the 80’s. A summer shortie – this is no ordinary wetsuit. It has colour blocking and retro colours which are directly translated into this offering. As well as this classic wetsuit shape, retro detailing in zips, off the shoulder tees and other shapes add to this part of the collection. The scribble all-over is a fun addition in the collection – found in the Scribble bikini (108400) as well as the matching Scribble boardshort (108112).

And the air brush all-over rounds it off. Used in two ways – one more abstract than the other it can be seen on the Onega River dress with the surf girl (107911) sprayed on. Then in the airbrushed Spray bikini, it is used in a completely abstract way (108482).

The final fun piece in this collection is the Fraser River jacket (106004) – a raincoat that can be packed into its pocket – in the shape of a shark fin. The closest (hopefully) you will ever get to the real thing!

MEN

The men’s collection for Spring Summer 2011 has been divided into three separate parts. The first two areas have been influenced by two very different moods; ‘Shaped in Cal’ and ‘Smoke and Mirrors’. The third – ‘O’riginals’ – is now a regular seasonal offering from O’Neill, which looks at the rich history of the brand both in Santa Cruz and globally and serves to translate this into a modern fresh look. And then there is our ultimate boardshort collection – Freaks.

FREAKS

When it comes to boardshort innovation, it’s all about the Freaks – three classes of boardshorts all with stretch technology. The Hyperfreak, The Epicfreak and the Hybridfreak together make up a collection of not only the most technically advanced boardshorts out there, but also the most stylish. The Hyperfreak leads the pack in terms of performance. The Epicfreak takes elements of this advanced boadshort technology into a host of different styles. And the Hybridfreak offers performance and style both in and out of the water and in keeping with that ethos is also made from fully recycled material.

HYPERFREAK

The leading boardshort on the market, just some of the features on this technically superior boadshort include 4-way-stretch and the S-Seam for maximum flexibility, a welt zip, no inseam, rash free branding and a locking drawcord. The Hyperfreak features the ulitimate in fabrics and perfomance making it the lightest, strongest and most flexi boardshort out there.

EPICFREAK

The Epicfreak short incorporates much of the technical advancement of the Hyperfreak and then offers it in a wide variety of styles. With 4-way-stretch, no side or inseam, and rash free details amongst the technical specifications, plus a host of prints and styles to choose from, this is the boardshort in which to surf and be seen.

HYBRIDFREAK

Offering optimal performance as well as style for in the water as well as out, the Hybridfreak is the ultimate cross-over boardshort… so much in fact, that one is actually a walkshort with stretch technology added in. For the water, the Hybridfreak boardshort features two-way stretch as well as an internal draw cord. For out of the water it has the look of a real walkshort with a mobile phone pocket, and a rubber comfort fly button closure, and the design to match… plus quick dry material. Not only helping you look good, the Hybridfreak is also helping a lot more than that – made with fully recycled material.

SHAPED IN CAL

As the name would imply the mood behind this part of collection comes from California. It is not only gathering inspiration from the products originally from California, but also from the way that California has shaped surf history and all that surrounds that. In doing this O’Neill started a collaboration with Bing Surfboards… one of the only surfboard companies in California to make all their work in-house and by hand. They produce colourful and bright retro and fish boards.

Inspired by a close connection between the shaping and craftsmanship in making boards and that of making clothes, O’Neill took the hand painted and laminated look from the boards and translated it into clothing. This has been put directly on the Paint tee (102306) with the look of surfboard glassing in the horizontal stripes, as well as in hand painted panel on the Cali Hyperfreak boardshort (103130). This theme has played with handpainted art using yellows, greens, blues and the on-trend purple, but giving them a sunbleached feel as well.

As is in California there is also an element of experimentation in this theme The Ikat Short (102520) employs special weave techniques giving the appearance of bleeding yarn. And in experimenting with print techniques and the Dip Dye tee (102328) emerged.

Styles are also new and innovative in this part of the collection with rugged skinny jeans (102722), an on-trend plaid shirt (101404) and the on-trend denim short (102517) all making an appearance.


 

SMOKE AND MIRRORS

This part of the collection is all an illusion… or perhaps more to the point, all about illusions. It is about the things you think you see in the darkness of the sea – the neon flashes whilst you are left wondering if it was real or not.

The inspiration for colour came from exactly this idea – tropical bright neon electric fish against the background of a dark sea. The colours that come through are bright neons, faded green, pink, purple and black, with palm trees and geometrical shapes adding the flashy abstract feel.

With geometric shapes, the triangle comes through strongest in this theme as in the Malibu (102246) as well as the Shock Epicfreak boardshorts (103109) with bright graphic lines.

And when talking about real illusions, it is the Hybrid t-shirt (102336) that best illustrates this. Made with a quick dry material it also features UV protection in the material. And it is made to keep its shape in the water. And then it dries quickly after that surf session to grab a bite to eat.

And then there is the Jordy Smith Hyperfreak (103102). In perfect fitting with the Smoke and Mirrors theme, Jordy worked with the boardshort designers at O’Neill to try to create an underwater feeling on his Hyperfreak with the bright colours that he loves as well as strong geometric shapes.

O’RIGINALS

O’riginals is now a regular seasonal offering from O’Neill. Looking at the rich history of O’Neill both in its hometown of Santa Cruz as well as globally, the O’riginals collection serves to celebrate this by translating it into a modern fresh look.

For the Spring Summer 2011 collection it is a retrospective look at the way O’Neill has pioneered wetsuit technology, innovation and design from the day of Jack O’Neill’s invention of the first wetsuit in the 1950’s. At the time when Shaun Thomson became the first team rider for O’Neill in the 1980’s, it was all about being bold and expressive in the water. It was a time for wetsuit design that was as fashion forward as it was technical. And so came The Edge. An influential wetsuit from O’Neill that combined functional and technical features with bright neon colours and edgy graphic logo prints.

It is this suit which is translated directly into the O’riginals collection with the colours and graphics used as a foundation. The Epicfreak in this collection (103115) takes a classic 80s pattern and works it into a new graphic on a high performance boardshort. It also features the original graphic from The Edge.

The Blocked Edge hoodie (102016) shows clearly the inspiration of colourblocking from that time. The Scream tee (102226) takes its influence directly from 80s O’Neill by using some of the original artwork from that time. And in a new offering from O’Neill there is a board bag in this theme (104105). The board bag comes in three different sizes and features original graphics from The Edge.

TEENS

GIRLS

Taking a nomadic travel vibe about being out in nature and enjoying life’s simple pleasure, the theme as been adapted for girls into that more of a summer camp, with a more hip influence of music festivals. The idea behind it is a sense of freedom at camp or with more aspiration, at a music festival, hanging out with your friends all day and evening in the nature.

COLOURS

There are two colour groups for girls. The first is typical to O’Neill with bright vibrant colours. This uses red, minty fresh green – used in coloured denim (117502), and small pieces of orange. The second colour group is a bit more mature with off-shade colours. It is still bright and fresh, but features a more water inspired feel with peacock purple and grey tones of blue.

A black and white theme through the both colour groups gives it a bit more of an edgy feel, such as in the Gem’s short sleeve shirt (116302). That more edgy feeling inspired by the aspiration of music festivals is taken into the styles with the likes of the Jegging Pant (117708). An on trend style with an elasticated waist band in grey denim as well as indigo blue denim. Other trends include more tunic-style top, and batwing tops such as in the Magnolia short sleeve top (117220).

GRAPHICS

The Spring Summer 2011 girls collection has taking the travel free-spirit vibe, and as in on trend has made the graphics much more illustrative then ever before. It has produced a more sketchy, freedrawn feeling such as with the birds on the Crystal Tee (117216) and also with feathers on the Riviera Short Sleeve (117214).

A floral feather all-over print gives a summer feel to the collection. The artwork not only features a lot of movement, but also texture with different materials as in the Cromwells Sweat (116806).

SWIMWEAR

Whilst maintaining a fashion feel, the bikinis for girls also focus on practicality. Special care has been taken with the Checkmaid Halter bikini (118312) to create a shape for the top that allows girls to run around freely – as they do – without the top moving out of place all the time. The short shaped bottoms also as with the Floral Dot bikini (118326) produce a stylish but sporty and fun look for girls.

BOYS

The boys theme for Spring Summer 2011 works with two themes . The first is LIFE AQUATIC. Essentially a sailor theme, the artwork here looks at the likes of Sea monsters, and Jack O’Neill, one of the most authentic watermen. The sea monsters are found in the Dungeons Short Sleeve tee (112206), which also has a matching boadshort with a dragon design down the side (113110) More generally, navy inspired artwork can be found on the Milnerton tee (112218) in the O’Neill graphic.

The second theme is entitled CUBIX. It has a graphic and more edgy look to it with more geometrical basic shapes intertwined. Offering a more sporty and active feel, it also features on-trend shapes and colours – using mainly strong basic colours, providing a bit of a surf feel which can be clearly seen in the all-over on the Tidal Sweat (111806) as well as in the Gradient Tiles boardshort (113102).

Also in this collection is the innovative headphone sweat (111818) with speakers built into hood. And with innovation at the forefront of O’Neill the Jordyfreak boardshort (113100) has been integrated into the boys collection for Spring Summer 2011. Featuring 4-way stretch, an S-shape side seam and no inseam, this is the most lightweight, most flexible and most advanced boardshort out there.

LIL’ SURFER GIRLS

Still keeping a feeling to celebration and exploring in nature, the birds and feathers have been replaced with butterflies and flowers for the Lil’ Surfer Girl collection for Spring Summer 2011, giving a stronger feel of freedom. The freedrawn sketch feeling is also used in this collection.

COLOURS

The first colour group is more funky and tomboy-like with purples and blues used together. The second is appealing more the romantic girlie look with yellows, pinks and some green.

They have been used on all-over florals with dots – making the floral print more fun, as well as an unusual open dot all-over. Small naïve-style abstract flowers are used in details throughout the collection.

STYLES

The collection for SS11 features more cool edgy kids clothes than ever before. The A-line empire shape is found on the Allston Top (117158), with a colour border breaking up the floral all-over. Another new shape and on-trend look is found in the balloon shape shorts – the Bailey’s walkshort (117552). Coloured skinny jeans are brought into the collectio with the Dewey Pants (117752) which can be coupled with a sporty tank top in the Ehukai Tanktop (117152). All meaning the Lil’s Surfer Girls for Spring Summer 2011 are going to be looking cooler than ever.

GROMS

For the younger brother, the themes of the boys have been taken and translated in a more playful more fun way. So within the first theme – LIFE AQUATIC - whilst the sea monster remains, he also come with a snorkel and a boat… of course with cartoon elements in the style. The sea monster is found on the long sleeve Battery tee (111652) as well as on the Currimundi Tanktop (112150). Sea monster graphics can also be found more subtly in badges throughout the range such as on the pockets of the Kerteh short sleeve shirt.

For the second theme – Doodlemetric – the kids really come out to play. Mixing geometric shapes with doodle art, gives the graphics in this part of the collection a more handmade feel Playful round bubble letters are found in the graphics through the whole collection – an example of which can be seen on the Wreck tanktop (112152). As usual with the groms, comfort and durability stand at the forefront of this collection. So the walkshorts all feature adjustable waistbands, the boardshorts have semi –elasticated waistebands, and all sweats have been made without drawcords.
But that is not to say that the fun is lost:
The Camps jacket (111050) jacket has a label on the inside where kids can write their name. And reversible jackets such as the Ariks (111056) mean kids can interchange between a cartoon style Jack O’Neill, or a simple graphic.

ACCESSORIES

In keeping with the rich heritage of O’Neill, the accessories men’s collection for Spring Summer 2011 has taken ‘surf’ as its inspiration more than ever before and tied it in with on-trend street looks. There are two products in the collection that epitomize this best. The first focuses on the technical perspective with the Yosemite Roll Up Back pack (104017). This fully waterproof bag is made of tarpaulin, with additional waterproof lining and zigzag wetsuit inspired stitching. It is the perfect bag in which to store a wetsuit after surfing, but can also be used out and about in town.

The Psychofreak backpack (104022) has been inspired by surfing and all that comes with it. Inside the backpack is a changing matt, a separate bag area to store your wetsuit. Plus making it the perfect backpack with which to go for a surf in the morning before work, it also features a laptop area and a camera and mp3 pockets.

Immersing itself in the world of surf, the accessories department has three new offerings with a surf sock (104080), a changing mat (104102) and a board bag (104106) in three different sizes made distinctively O’Neill with the print taken from the Men’s O’riginals collection.

Keeping with a street fashion vibe comes the new Sequoia range of bags (104014, 104034, 104044). Whilst maintaining a sporty shape and technical features which are characteristic of O’Neill, it has been mixed with canvas and a suede look for a more trend-approach.

Finally, jewelry is a new product offering from O’Neill for Spring Summer 2011 for both men and women. The range features 5 styles for men and 5 for women in genuine leather.

For women this beach summer vibe has also been given a new fresh high fashion look. The more trend-led items from the collection include the Washed Handbag (109070) and the Coin wallet (109114). However it does not mean they have lost their connection to the beach. The likes of the Straw Hat (109164) incorporates a seaside look with an on-trend look for summer.

In addition, the accessories have also been teamed with main collection with all-overs and prints working together such as in the Bulky Hobo Bag (109018).

FOOTWEAR

The highlight of the Spring Summer 2011 collection is the introduction of the new Vulcanised programme for O’Neill. A collection of canvas shoes throughout the collection in a multitude of colours and prints is a new on-trend and summer look. And it is one that is also focused on quality with a leather backstrap and taping in every shoe. Highlights from the Vulcanised programme include for men as shoe (140000) which with the colours fits neatly into the Men’s O’riginals programme. The women’s shoe (141004) features an all over on the insde from the main collection. The kids shoes also take influences from the main kids collection with the open circle all over for girls (142002) and the sea monster detail for boys (142012).

As always with quality as a focus, there are continual upgrades and innovative changes. This season sees upgraded materials on the soles, footbeds and upper materials for better comfort and quality.

For the women there has also been a focus on more fashion-led styles this season. This can been seen in the gladiator styles, three of which have been made in leather including the conventional Gladiator sandal (144068) and one with more O’Neill detailing (144070) in the beads and coins.