O'Neill Blue Capsule launch: welcome to our planet Ocean!

Did you know that the oceans cover 71% of the Earth's surface? For O'Neill, planet earth is a crazy name for a planet mostly covered in water, planet ocean would have made more sense! For O'Neill, the ocean is their playground and it is their mission to protect it. With O’Neill Blue they create responsible products to decrease our impact on the environment. With their new collection, O'Neill stays commited to their mission through the use of sustainable materials that protect our oceans.

O'Neill has been long aware of the environmental challenges facing humanity and the impact the fashion industry is having on our beloved ocean. That’s why they decided to work with partners such as Better Cotton Initiative, Repreve, Econyl, Bionic and waste2wear that help them reduce their environmental footprint. Buying products with an O’Neill Blue label, means supporting O'Neill on their sustainable journey, as they expand O’Neill Blue throughout their collection step by step.

22nd of April - World Earth Day

Today marks World Earth Day, and this year's theme is climate action. With their O'Neill Blue collection, O'Neill has been taking efforts by creating swimwear made from ocean waste to help to protect the oceans.

As a brand created to enjoy nature, O'Neill sees it as their very own responsibility to actively protect our planet and contribute to a cleaner, more sustainable world. In 1966, Jack O’Neill created the Sea Odyssey to educate students on the importance of the relationship between the living sea and the environment. 50 years later, the core of the company, the planet and therefore the oceans, feel the impact of a wave of plastic. So O'Neill has a clear mission: actively and steadily reduce the environmental footprint that they leave behind.

Coming Home

To design the first O'Neill Blue Capsule collection, O'Neill decided to collaborate with designer and creative director Kimberley Jenneskens. Jenneskens directed a showcase at Amsterdam Fashion Week, as well as both the summer and winter campaigns for 2020. O'Neill and Jenneskens partnered up to create a highly functional sports- and streetwear collection, to reach a new, urban generation.

The main idea of this collection, “Coming Home”, stands for returning to the core heritage of the brand: O’Neill’s activewear since 1952, but this time, from a 2020 “cool kids” perspective. This story has a strong focus on accessibility, and it visualizes an inclusive community, or a home. With natural elements, it envisions the sustainable focus of the Blue capsule as well as the functional parts of the collection.

“Coming Home” is an ongoing story that will form an ever-evolving and growing community for this division in the O’Neill brand.

Lets talk 'sustainable'

O’Neill products get the O’Neill Blue label as soon as they contain a minimum of 30% sustainably sourced materials. For SS20, O'Neill is proud to say that a huge percentage of their collection is 'Blue':

55% of the apparel collection are O’Neill Blue styles, made according to
the O’Neill Blue guidelines.
100% of the bikins are made from recycled nylon, gathered from fishing
nets and other waste.
The men’s swim collection features products made from recycled polyester,
gathered from water bottles in marine environments. 40% of the mens
swim collection are O’Neill Blue styles.