NEFFHE ADWE AR .COM
STORY
ENDLESS FLAVORS FOR THE WORLD TO CONSUME Launched in 2002 by Shaun Neff in Southern California,
We are not confined to one specific category; we are defined
Neff was the first authentic core snow and skate headwear
by reaching across multiple platforms like sports, fashion and
company in the world. Neff is an active youth accessory brand
entertainment. Today, Neff is reaching further into the world
supported by some of the biggest actions sports athletes in
of active fashion with the introduction of its Neff Vision and
the world as well as key personalities across the globe. Neff
Neff Time lines, which are unique collections of stylish higher
World Headquarters is located in Camarillo, California and is
end sunglasses and watches. Collaborations with household
internationally sold in 45+ countries to select action sports
names such as Snoop Dogg, Deadmau5, Mac Miller and
retailers. Neff is all about having fun and bringing new vibes
Scarlett Johansson and their yearly charity initiative,
to the world. “We are like a gumball machine; spitting out
“Neff Hope,” ensure that Neff maintains its pattern of
endless flavors for the world to consume,” stated Shaun Neff
constant growth and innovation.
when asked to describe Neff Headwear.
FORE
MANTRA
EVER FUN!
BRAND
THE NEFF COOL FACTOR PAYS OFF Though our roots will forever lie in the world of snow, skate, and surf, Neff is one of the few action sports brands that has crossed over into fashion and lifestyle. We collect all of the things that we love to create products that we are passionate about, and distribute them under the “Forever Fun� umbrella. Through this line of thinking, Neff can offer so many different products to a variety of consumer bases, which is what sets us apart from the rest of the industry.
ACTION SPORTS
THE KEY TO NEFF’S LIES ITS PEOPLE We aim to associate Neff with athletes who are at the top of their sport. From the snow to the pavement to the ocean, we collaborate with the best athletes in the world. Neff is built on fueling pros and enabling amateurs, and in doing so we create products with the features and functionality an athlete requires, but with an edge you can’t find anywhere else.
O SOUL S IN LE
ACTION SPORTS
SNOW
“IT IS ALL ABOUT HAVING FUN. FROM THE DESIGN, TO THE ATHLETES, TO THE BRAND ITSELF.” LOUIE VITO
SKATE
“NEFF ALWAYS KEEPS THE SUN OUT OF MY EYES. I BACK IT!” LEO ROMERO
SURF
“WHY TRY AND FIT IN WHEN YOU WERE BORN TO STAND OUT” JORDY SMITH
ICONS
AN ICON IS A PERSON WH IS READ RECOGNIZ SOMETHING O GREATER CUL O SIGNIFICA
Musicians, actors, and personalities are the icons of
and just as he is becoming a household name
youth culture. Through social media, kids have the
we have teamed up with him on a collection
HO DILY ZED AS OF ULTURAL OR FIGURATIVE ANCE opportunity to connect with these stars and relate
that is hitting front tables at major retailers. It’s
to them on a new level. Neff has been a leader in
not just about who is famous, but who has the
teaming up with the most popular icons in order to
reach and the fan-base that can connect with
reach and expand our fan-base. We saw EDM as
Neff. Just in the way we don’t limit ourselves to
one of the fastest growing music trends, and were
just being an action sports company, we don’t
able to team up with Deadmau5 and put out
limit ourselves in the icons we choose to rep-
our best selling collaborations yet. Mac Miller has
resent Neff. We choose who we love, and who
built his enormous fan-base through social media,
we think our fans will love, and that is what has helped made our brand iconic.
ICONS
SNOOP DOGG Arguably the most famous rapper in the game, Neff’s collection with Snoop helped land the brand on the map. By combining Neff’s fun, poppy vibe with the Snoop aesthetic, Neff created a way for younger fans to relate to the rapper. After four years and four collections, Snoop remains one of Neff’s most important collaborations.
DEADMAU5 As Shaun began to see the genre of EDM (Electric Dance Music) take off, he knew it would be a perfect fit for Neff. The collaboration with Deadmau5 turned out to be even more perfect – by joining the Suckerface with Deadmau5’s mouse head logo, we created the iconic Neffmau5, as well as one of our most successful collaborations to date.
ICONS
MAC MILLER Mac Miller has been on the map for years, slowing gathering an enormous following through YouTube and social media. Neff teamed up with Mac right as he dropped his second full-length studio album. The collection was built around Native American themes, embodying the carefree spirit of both Neff and Mac Miller fans.
DAMIAN MARLEY As a three-time Grammy winner, and toting one of the most recognizable last names in the world, Neff jumped at the chance to team up with Damian Marley. Damian was extremely involved in the making of the rasta-inspired “Respect� collection, as it is the first time he has ever associated himself with a brand.
PRODUCTS
REACHING MULTIPLE PLATFORMS Neff not only created the world’s first beanie company geared towards action sports, but also created the first lifestyle beanie. In being the first, Neff was able to create a variety of different styles for the varying needs of the athletes. As followers began to take note, our manufacturing and distribution expanded and Neff began to put itself in the shoes of both the rider and the consumer, creating over a dozen new categories. In terms of success across multiple categories, Neff stands on its own - no other brand has had #1 selling product in over seven categories at once.
BEANIES
THE START OF SOMETHING INCREDIBLE: NEFF BEANIES The evolution from the snow beanie into a wardrobe staple propelled Neff forward in the transition from an active sports company into a lifestyle brand. Before Neff, beanies were worn solely because it was cold outside. We created a great snow beanie, but the lightweight Daily is what put Neff on the m a p . A n y o n e f r o m a n X- G a m e s r i d e r, t o a w o r l d famous rapper, to a 15-year-old punk kid can rock a Neff beanie. That’s what makes Neff stand apart from the rest.
TIME
TIME OUT: NEFF TIME One day, we sat down and looked at the entire watch market. We realized that people were paying upwards of $60 for timepieces, and we decided to disrupt the game. In the same way that we created the everyday beanie and transformed it i n to a s ta p l e p i e c e , we c r e a t e d a new category for watches that are more reasonably priced. O u r n e w g o a l i s t o i n c o rp o ra t e N e ff’ s fu n e d g e a n d s t y l e i n t o a higher value watch.
GLOVES
CAN’T TOUCH THIS: NEFF GLOVES Neff was born on the foothills of Utah’s snowy mountains, and has always had a core following in the snow industry. When we saw a lack of fun, quality gloves in the market, we created a glove for the pros, but with price point for the consumer.
VISION
THE EYE OF THE BEHOLDER: NEFF VISION Similar to Neff Time, one of our best-selling products is our sunglasses. With the trend of $100 + eyewear slowing, we saw a customer that doesn’t want to waste all their birthday money on one pair of sunglasses. With polarized lenses and acetate frames, sunglasses deliver style and function at a price well below our competitors.
OUTERWEAR
DEEP FREEZE: NEFF OUTERWEAR Since Neff was born in the snow, we decided it was time to take the brand back to its roots by creating a new line of outerwear. Designed with shred-fit technology and state of the art weather protection, we created a collection that is as fun as it is functional. We want people to have as much fun in our products as we did creating them.
ACTIVATIONS
NEFF’S ACTIVA AND STUNTS CREA HUGE IMPRES ON SOME THE LARGES SPORT IN AMERI
ATIONS TS ATE A SSION E OF ST TING EVENTS ICA
Neff was built on guerrilla marketing. Even back in the day, Shaun would pass out hand-painted beanies and headbands on the ski slopes, so it is incredibly important for us to to be genuine and authentic in all that we do. Our activations are b orne of the idea that we w a n t t o m a k e o u r p r e s e n c e k n o w n wh e re p e o p l e actually hang out. By bringing Neff products directly to the source, we are able to take a grassroots approach by letting people engage with Neff and letting them know what their community means to us. This is how we forge the strongest connections when people not only relate to our brand, but t h e y c o n nect with it.
SESAME STREET
ART IN THE SESAME STREETS Sesame Street approached us to create a line of proucts geared towards teenagers. In order to launch it, we collaborated with artists from the 7TH LETTER and gave them the creative freedom to re-imagine their favorite characters from the franchise. The brief was, “what does Neff look like when it’s alongside Sesame Street?” We p l a n n e d t h e e v e n t a s a p h y s i c a l m a n i fe s t a t i o n o f wh a t N e ff i s a l l a b o u t - - t h e c o n v e rg e n c e o f d i ffe re n t i d e o l o g i e s a n d m a k i n g t h e m a c c e s s i b l e t o m a i n s t re a m c u l t u re . We t o o k S e s a m e S t re e t a n d s t re e t a rt - - t wo t h i n g s t h a t d o n o t m a k e a n y s e n s e t o g e t h e r - - b u t we fo u n d t h a t t h e c o m m o n t h re a d wa s N e ff, a n d t o g e t h e r, a l l o f t h e s e t h i n g s c a n fu n c t i o n q u i t e b e a u t i fu l l y a n d h a rm o n i o u s l y.
HOPE
THE SCARL LET NEFF HOPE × S We teamed up with the City of Hope treatment centre to create a special edition beanie. With every Neff Hope beanie sold, we will donate a beanie to a patient undergoing chemotherapy. We now have a platform, and we look at Neff Hope as our opportunity to give back and create awareness. We are setting the stage for compassionate consumption, education and awareness about cancer and chemotherapy. At the end of the day, if it’s helping a kid take their mind off cancer for ten minutes and we can, in some way, alleviate some of that pain, that’s the ultimate goal.
LETT TTER: SCARLETT JOHANSSON
BEACH BASH
SURF & TURF: BEACH BASH Our Beach Bash was conceived to bring California’s carefree style and Neff’s fun flavor and sense of humor back to the slopes. We wanted to bring the beach vibe to the mountainside in the midst of an especially long and bleak winter. Our Beach Bash kicked off the spring snowboarding season at Bear Mountain, and included a pond skim and canon over a pool of beach balls. It was a great opportunity for us to engage with our community and give back at the grassroots level.
NEFFLAND
AT HOME IN NEFFLAND Neffland has been a longtime dream of ours that
has ever conceived a park quite like this, and Neffland is
has finally come to fruition. We wanted to create
the ultimate testament of what we stand for -- we took
something that could catch people off-guard from
a standard, generic snowboard park and transformed it
the chairlift and come across as an unforgettable
into a candy-lovers fantasy. Eventually, our hope is
experience that riders could conquer, as if to
to expand Neffland globally therefore, kids will be able
say, “I rode Neffland and I will never forget it.” No one
to take part in Neff’s culture at their local mountain.
YOUTH
YOUNG AND WILD AT HEART We o ffe r a v a ri e t y p ro d u c t s g e a re d t o wa rd s y o u t h culture. A s p a r t o f o u r f o r e v e r f u n platform, we a i m t o p ro v i d e a c c e s s i b l e a n d a f f o r d a b l y p r i c e d g e a r f o r k i d s t h a t i s exciting, on-trend and age-appropriate.
PRESS
HOT OFF THE PRESS: NEFF IN THE NEWS WILD, FUNKY AND UNIQUE: NEFF HEADWEAR IS ACTION SPORTS’ NEWEST STAR, IS AN ARTICLE WR ITTE N BY CHRIS SMITH THAT APPEARED IN FORBES IN APR I L 2012
Shaun Neff offers a rueful laugh when asked how many ski
and hip hop musicians.” That dabbling led to a beanie
days he got in last winter. Some might be jealous of the dozen
d e s i g n e d b y S c a rl e t t J o h a n s s o n t o s u p p o rt a c a n c e r
days that he logged on the hill, but it’s a disappointment to
charity and a line designed by and marketed around rap
Neff, who was once accustomed to spending almost every
mogul Snoop Dogg. The star power is almost surprising
day of the year on a board of some sort, whether it be surf,
given Neff Headwear’s humble beginnings. Not many would
skate or snow.
peg Brigham Young University as a hotbed for the trendy or cool,
The reason Neff now only gets away for the occasional ski
but that’s where Neff found his start.
day or lunchtime surf break is that he’s busy running Neff
He sold his first dozen custom t-shirts out of his backpack,
Headwear, the world’s fastest growing youth accessory brand.
slowly increasing inventory as he realized that there was
That’s not to say that action sports are no longer a part of
demand for his products. Neff recognized that he needed
Shaun Neff’s daily life. In fact, they have never been more
widespread exposure if he was going to succeed, and he turned
important to the 33-year-old CEO. Action sports apparel
to friends in the competitive ski and snowboard world. But his
companies dream of breaking into mainstream popularity and
approaches were rebuffed, and he learned that the successful
the accompanying millions in profits. Vans skate shoes made
action sports athletes who double as shredding billboards
the transition from half-pipes to hallways, and North Face
were under apparel contracts that prohibited them from
fleeces have gone from mountainsides to Main Street. Neff
wearing other merchandise.
Headwear is the latest to make the jump, but the
Neff got a hold of some of those contracts and, after several
California-based company is not letting go of its action sports
late nights, he discovered a common pattern: none mentioned
identity. “Our core is in action sports,” says Neff, “but we can
headwear. He had found his niche, and he moved quickly
also dabble in other areas like glamor, NBA and NFL athletes
to fill it.
WORLDWIDE
A DREAM WITH GLOBAL REACH: NEFF WORLDWIDE Neff has created a distribution model that spans the globe. Since 2002 we have been building our brand, gaining speed and raising awareness. Now, Neff is becoming a household name that enables the stories of some of the world’s most influential figures. We combine unique personalities, extreme action sports and a laid back consumer base and connect them with amazing products. The key is that we want to create a movement and leave our mark by allowing the coolest representatives of youth culture and carefree ambition to tell our story around the world. Through user engagement, we discovered where demand was.
HEADQUARTERS
WHERE WE HANG OUR HATS: THE USS NEFF
Our building represents our ideals and what we believe. Everything is open-concept, and represents a collaborative environment. We want to make everyone feel at home, so we have slurpee machines and free candy dispensers throughout the halls. We’ve created a fun environment with a wild atmosphere.
ADDRESS 1230 CALLE SUERTE CAMARILLO, CALIFORNIA UNITED STATES 93012 PHONE 805.644.6333
FAX 805.644.6350
EMAIL INFO@NEFFHEADWEAR.COM
SERVICE HELP@NEFFHEADWEAR.COM
FUT
FUTURE
THE TURE We really feel that Neff is just getting started. Now, Neff is becoming a household name and enables us to have more fun with what we do. Neff is about creating a fun, affordable, and unique product offerings for kids. By combining unique personalities, extreme action sports and a laid-back consumer base and connecting them with amazing products geared towards youth culture, our goal is to become the most accessible company to youth. And of course, to be forever fun.