All The Rage

The Image staff muses on the culture of
keeping up appearances

« Previous Post | All The Rage Home | Next Post »

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

April 20, 2010 | 10:30 am

Image_Mishka_ECONeill_CREDIT O'NeillShermphoto 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

Follow All the Rage on Facebook and Twitter.

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