O'Neill charity T-shirt helps heal the bay

Yes, we know that O’Neill's T-shirt benefiting Heal the Bay has been out since Labor Day weekend and it's now officially autumn, but we're suckers for a charity T-shirt here at All The Rage central and until the bay is totally healed there's still a need, right?

The shirt, which is available in black or white, features the shadowy silhouette of a surfer catching a wave and has the action sports brand's logo superimposed over top, and Heal the Bay's logo beneath, and 50% of the $19.50 purchase price will go to that organization's efforts to keep Southern California coastal waters and watersheds safe, healthy and clean.

And since the shirts are available only at O'Neill's Santa Monica flagship store (which opened not far from the beach this summer at 131 Broadway), it'll be convenient to catch one on the way back from catching your first waves of the (fall) season.  

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O'Neill launches eco-friendly collection with J.K. Livin artist Mishka

Charity T-shirt to help Vermont flood victims

Another chance to shop for a cause -- this time it's Heal the Bay

-- Adam Tschorn

Photos: Some of the proceeds from O'Neill's charity T-shirt will go to Heal the Bay. Credit: O'Neill

Surf's Up: PacSun corrals SoCal's biggest action sports brands (and athletes) for a new campaign

Teen retailer PacSun is gathering all its friends for its new ad campaign -- a multimedia campaign that celebrates personal style.

"Dress Irresponsibly” features musicians, artists and some of action sports' most revered athletes -- including Rob Machado, Bucky Lasek, Chris Pfanner, Ryan Dungey, IamOMNI and Jeff McMillan -- wearing getups culled from 12 marquee action sports brands from Southern California. Think Hurley, RVCA, Fox Racing, Volcom, Quiksilver, Roxy, DC, O’Neill, Billabong and Element.

The print ads feature members of PacSun's dream team walking toward the camera, looking tough and purposeful. But capturing action sports athletes in their element requires motion, and director So Me wisely created an action-filled montage set to the Frank Sinatra classic, “Call Me Irresponsible,” for the TV spots.

“This ... campaign is a first for PacSun and for the action sports industry,” said Gary Schoenfeld, PacSun's chief executive. “The juxtaposition of 20 action sports athletes representing the best skate, surf and motocross brands, combined with the unsurpassed style of Frank Sinatra, speaks to the unique sense of style and individuality that is the cornerstone of action sports and our brand.”

Fans of PacSun's grungy gang can check out exclusive behind-the-scenes footage from the campaign shoot on the company's Facebook page. And while there, you can upload a photo that shows off your unique personal style to vie for ongoing rewards both in-store and online.

After all, added Schoenfeld," 'Dress Irresponsibly' is about enjoying life, friends and embracing one’s own sense of style."

-- Emili Vesilind

Photo: A print ad for PacSun's new "Dress Irresponsibly" campaign. Credit: PacSun

O'Neill launches eco-friendly collection with J.K. Livin artist Mishka

O.C.-based surf apparel company O’Neill just announced the launch of ECO’Neill, a collection of sustainable, eco-friendly designs launching for spring 2010 for men and spring 2011 for women. 

And the brand has tapped roots reggae musician Mishka, who's signed to Matthew McConaughey’s  J.K. Livin record label, to be the face of the brand and provide creative input into its designs.

ECO’Neill’s initial collection includes basic T-shirts, tanks and beanies made from 100% organic cotton, and novelty tees and tanks in 100% organic cotton slub jersey (which is generally a softer, more pliable fabric). There will also be boardshorts made from fabrics created from recycled plastic bottles. Prices will range from $22 to $69.50.

“Mishka adds a whole new dynamic and direction to O’Neill,” said Toby Bost, chief executive of O’Neill Clothing. “Having an appreciation for the ocean and Earth are attributes that make him a natural fit for us. We’re looking forward to incorporating his music, unique spirit and creativity into the ECO’Neill line.”

Mishka, who spent his early years living on a boat in the Caribbean, said, “I have found such musical and spiritual inspiration out on the waves, so this partnership is a good way to connect with people who probably feel the same inspiration. It’s also cool if I can help O’Neill become a more ecologically friendly company along the way. It’s a win-win situation.”

-- Emili Vesilind

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Photo: Mishka dressed in clothing from O'Neill's new eco-friendly collection, ECO'Neill. Credit: O’Neill / ShermPhoto