O'Neill Celebrating 60 Years of Innovation by Jack O'Neill

blok 246 mm

C E L E B R AT I N G 6 0 Y E A R S O F I N N O VAT I O N O’Neill, since 1952. “It’s been a hell of a ride. Long may it continue.” - Jack O’Neill

O’Neill - jack O’neill

“ i t ’ s b e e n a hell of a ride, l o n g m ay i t c o n t i n u e ” When I opened up the first Surf Shop in 1952, I never for one second imagined O’Neill would grow to become what it is today. To think that a handful of dedicated people that believed in breaking down barriers and exploring new frontiers would expand over the decades to include hundreds of like-minded people all over the world is both mind-blowing and humbling. Looking back, what I did imagine was always being around the ocean. I don’t remember the first time I saw the sea, but I do remember the first time I caught a ride on a wave. I was just body surfing. It wasn’t much of anything, but it was something incredible to get propelled by a wave – a free ride. When I worked in downtown San Francisco, I would finish work and jump in the ocean – and everything would be all right again. And it’s not just the surf that keeps me here, either. The climate in Northern California is perfect. I’ve come across plenty of beautiful spots on my travels around the world, but I still love Northern California the best. It’s quite a place, and it’s also on the ideal latitude. In the summertime, the fog comes in during the morning and acts as our air-conditioning system. It then burns off and we get a nice northwest wind that’s great for sailing. I’m incredibly proud of O’Neill as a company, but I’m also equally proud of the Sea Odyssey. We take kids out from all over the area and teach them about the ocean, and how it belongs to everybody and how they must take care of it. It’s such a good feeling to see how much they enjoy it. It’s definitely one of the most rewarding things I’ve ever done. I remember this one kid stood up on the trip and said that day was the happiest of his life. That’s something that’s always been at the heart of the company: looking out for the next generation. With all the passionate and talented people we now have in the company, I’m confident that will always be the case. Looking forward, I’m very excited to see how O’Neill evolves, breaking new grounds and inspiring people to share our values and enjoy the wonders of Mother Nature.

Jack O’Neill

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c e l e b r at i n g - 6 0 y e a r s

~ our six decades menu ~

Introduction 60 years

moment in history

retail is detail

jeremy jones

Jack O’Neill “It’s been on hell of a ride, long may it continue” ~ 03 ~

B r i n g i n g b a c k t h e Go l d r u s h f e v e r Joni Sternbach & a 150 year old camera ~ 27 ~

we p i oneerd th e adverti s i ng Bou ndari es And oh boy did we make some shockers ~ 59 ~

9-t im e Big Mo unta in Rid er of t he Yea r No rider in the world relies more on his gear ~ 79 ~

History of surfing

kindered spirits

SPIRIT OF COLLABORATION

Snow is only frozen water

Th e legacy had t o sta rt so m w h e r e A journey through time ~ 07 ~

E v e n ts o u t th e r e for al l of u s Coldwater Classic & Evolution to name two ~ 32 ~

c r e at i v e m a d n e s s at i t ’ s b e s t We’ve worked with the craziest ~ 71 ~

F rom waves t o t he m ounta ins Jack went up to share his knowledge ~ 82 ~

original series

wetsuit history

jim phillips

you don’t know jack

Hist or ic ideas wit h m o der n t ech no l o g y The beavertail returns between our legs ~ 15 ~

h o w W e w on th e col d b attl e From pvc to neoprene to firewalls ~ 41 ~

Santa Cru z arti s t & i ndu s try l eg end Personal friend of the O’Neill family tells ~ 73 ~

it ’ s not lik e j a ck d id a ll t he w ork by him self A homage to all the people who made it all happen ~ 84 ~

Northeren California

innovation

sharing it all

WWWORLD of o’neill

Ho m e of O ’ N e i l l 36º 56’ 57” N, 122º 3’ 7” W ~ 16 ~

c r e ati on of th e m o re effecti ve All made with one purpose: stay out longer ~ 48 ~

we’ve g otten a l ot from th e ocean It’s alive and it’s important it stays alive ~ 75 ~

t hat clever old t hing t hey ca ll t he int erw eb From Facebook, Twitter to YouTube and our website ~ 85 ~

Team O’Neill

the logo evolution

protect our winters

credits

Th e fa m ily t hat n ev er st o pped gro w i n g There is no i in team ~ 18 ~

b r a n d i n g , b r a n d i n g & b randi ng To be the first name in the water means… well ~ 56 ~

Tog eth er we can do i t Reversing the global warming crisis ~ 78 ~

Design: Larsdebeer.nl & Yazoka.com Resource: Drew Kampion.com Co pyw rit ing: Nic Higson phot ogra phy: Birri, HankFotos, Haugen, Lugtigheid, R.Miller, Milner, O’Neill, O’Neill Archives, Vondoersten

~ enjoy ~

60 YEARS OF INNOVATION

Inno vati on . N o w th e r e ’s a w o r d y o u h e ar b an di e d ar o u n d m o r e an d m o r e th e s e day s . B u t don ’t b e foo l e d: i nno vati on i s n ’t s o m e th i n g th at’s c onf i n e d s o l e ly to th e 2 1 s t c e n tu ry.

For O’Neill, our spirit of innovation was born 60 years ago, when Jack O’Neill pioneered the world’s first wetsuit and in the process made surfing cold water waves for more than 30 minutes at a time a reality. That first groundbreaking accomplishment set the tone for how O’Neill has developed and grown as a company right up to the modern day. The fact Jack’s vision extended beyond surfing to activities as diverse as hot air balooning and sandsailing also paved the way for O’Neill to tackle challenges with the broadest of perspectives. And that’s always been the secret to our success. Our long-standing ‘rider developed, rider proven’ ethos which sits behind all our performance-driven products, applies today as much as it did back in Jack’s heyday. Fueled by a determination to

make the good times even better, we work closely with our team riders all year round to ensure pure riding pleasure remains at the center of all our innovations.

Our spirit of innovation was born 60 years ago, when Jack O’Neill pioneered the world’s first wetsuit. And let’s not forget our teams of dedicated designers who experiment around the clock with new fabrics, techniques and technologies in an effort to make the impossible possible, for both you and our team riders. It’s an approach that, over time, has seen O’Neill score multiple world firsts.

h o m e i s w h e r e the heart i s s a n ta c r u z , C a l i f o r n i a

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O’Neill - history of surfing

history OF surfing

I t’s f u nny to th i n k th at m an y pe o pl e s ti l l th i n k of s u r f i n g as a r e l ati v e ly n e w an d u n c on v e n ti on al s po rt, w h e n i n r e al i ty i ts o r i g i n s far s u r pas s th o s e of m o r e tr adi ti on al an d m ai n s tr e am s po rts .

In fact, history tells us that surfing was an important part of Polynesian culture long before Captain James Cook and his fellow Europeans began discovering and mapping islands in the Pacific Ocean in the latter part of the 18th century. Known as The Sport of Kings, surfing was revered in Hawaii and mastered by several of the islands’ most famous chiefs. But it wasn’t until much later that surfing went global. Hawaii’s Duke Kahanamoku, a five-time swimming Olympic medalist and passionate surfer, is widely regarded as being the man responsible for exporting surfing to the four corners of the world. Fortunate enough to travel far and wide to take part in swimming competitions and exhibitions in the early 1900’s, Kahanamoku spread the good word and introduced a number of different cultures to the joys of surfing, even as far afield as Australia.

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That said, it wasn’t until the 1960’s that surfing really took off, as it became intertwined with Southern Californian popular culture thanks to the efforts of bands like the Beach Boys and Surfaris, as well as numerous iconic surf films that portrayed a way of life that was dominated by the beach, ocean and sun in equal measures.

The feelings and emotions that surfing a wave evokes today are still identical to the thrilling buzz those early pioneers of surfing felt. While the sport of surfing has since evolved into a multi-billion dollar business, and the equipment and style of riding that goes with it has deveopled almost beyond recognition, the feelings and emotions that surfing a wave evokes today are still identical to the thrilling buzz those early pioneers of surfing felt several hundred years ago.

O’Neill - the brand history

O’NEILL

the brand history Today, O’Neill is widely regarded as one of the world’s leading active lifestyle brands. While many things have changed since the company was founded by Jack O’Neill in 1952, one constant has remained: the brand’s unshakable determination to inspire people and empower them to get the most out of their passions. Here, we’ll chart the remarkable journey of the brand– a journey beginning with one man’s love for surfing and his unique imagination.

A journey beginning with one man’s love for surfing and his unique imagination As a young man, Jack O’Neill settled in Northern California. Inspired by the natural beauty of the NorCal region, Jack found it increasingly agonizing to be stuck indoors, making a living as a window and skylight salesman. He felt a strong bond with the rugged NorCal coastline and untamed ocean, and was spending as much time as possible in the bone-chilling water. Whether Jack was surfing, body surfing, swimming or sailing, the ocean provided him with a welcome release from everyday pressures. The more time Jack spent in the ocean, the more time he spent researching and developing a solution to the problem posed by the waves of Northern California: how to withstand the sub50°F water temperatures for longer periods. Jack wasted little time in rising to the challenge posed by Mother Nature, shifting his creative and innovative mind into gear. Reflecting on those first years of experimentation with plastics, as well as his reputation as the pioneer of the world’s first wetsuit, Jack summarizes the seemingly insurmountable challenge he faced with beautiful simplicity:

“ I j u s t wa n t e d

to s u rf l o n g e r . ”

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O’Neill - the brand history - 1950’s

1950’s - santa cruz surf shop -

pr o g r es s i n h i s tu s s l e to l iv e in ha rm ony with t he f r i gi d water te m p e r atures .

Importantly, Jack recognized that there was a market for his first product, and also realized his vision had the potential to revolutionize man’s relationship with the ocean. He was not deterred by numerous friends drawing the 20-year-old pioneer’s attention to the pitfalls of his early wetsuit prototypes. Jack opened the doors to the world’s very first Surf Shop on the San Francisco Great Highway in 1952.

gr eat highway s an frans is co

- 1st surf shop -

Jack moved the Surf Shop to Santa Cruz, California in 1959 – home to some of the best cold-water waves and surfers in NorCal. Continuing to provide products required to break new frontiers, Jack was soon rewarded with soaring sales in the town known as ‘Surf City’. And O’Neill became “the first name in the water.”

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ne a r cowe ls be a ch

In t h e e a r ly 1 9 5 0 ’ s , Ja ck wa s beginning to m a ke re al

O’Neill - the brand history - 1960’s

the first name in the water o’neill

1960’s B y t h e e a rly 1960’ s , bu s in e s s wa s e x pa n d in g ra p id ly a n d O ’ N e il l h a d s u c c e s s f u l ly tr an s fo r m e d th e w e ts u i t i n to a y e ar - r o u n d b u s i n e s s . O c e an l o v e rs u p a n d d o wn bo t h c o a s t s a n d a s fa r a f ie l d a s C a n a d a a n d E u r o pe w e r e no w e xpl o r i n g th e o c e an du r i n g th e c o l de s t m on th s .

In 1965, O’Neill’s defining spirit of innovation came to the fore once again with the pioneering of the world’s first wetsuit

Explore and withstand even colder water temperatures

boots. That signature hunger for progression – a hunger that permeates the brand to this day – once again empowered people, from surfers and windsurfers to deep-sea divers, to explore and withstand even colder water temperatures.

During these early years, Jack began to demonstrate a remarkable ability to market the brand in the most innovative ways of the time. Focused on achieving local market dominance, Jack took to the land, sea and skies to promote the brand. Iconic images of

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Jack ballooning above the coast and tearing down the beaches aboard his branded sand sailor served to underline the brand’s passion for exploring and enjoying nature in new ways.

O’Neill - the brand history - 1970’s

1970’s O ’ N e il l’ s n e x t m a j o r m il e s t on e c a m e in 1971, wh e n Pat O ’ N e il l – on e of J a c k ’ s s ix c h il d re n – in v e n t e d t h e s u rf l e a s h .

The widespread and rapid introduction of the leash enabled surfers to risk more on each wave without having to retrieve their boards after each wipeout. The sport’s progression went into overdrive as surfers enjoyed a newfound freedom through another O’Neill invention.

in the land of

BLIND

the

one eyed

Interestingly enough, Jack lost the use of his left eye while surfing at Privates, one his favourite breaks in Santa Cruz.

Jacks

areking

Jack lost the use of his left eye while surfing at Privates On the last wave of his session, Jack’s board hit a rock and came back at him, hitting him in the eye. Jack didn’t dwell on his personal loss, though. Since that unfortunate incident emphasizing his strength of character, Jack’s bearded eye patch look has become almost as iconic as the brand he created.

As the 1970’s progressed, O’Neill continued to develop the relationship between the brand, its customers and the environment. New products were introduced, including the roof rack and boardbag. Lying at the core of these products was O’Neill’s determination to facilitate the exploration of the natural world.

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O’Neill - the brand history - 1980’s

1980’s

the

1980’ s ,

s p re a d in g

it s

O ’ N e il l

win gs

wa s the

True to form, the 1980’s also saw the brand playing a big role in bringing

in t e rn at ion a l s c e n e , p e p p e rin g t h e wo rl d wit h it s s ign at u re n e on c o l o r pa l e t t e t h a n k s t o new

d is t ribu t ion

c h a nn e l s

e s ta bl is h e d a s fa r a f ie l d a s J a pa n a n d A u s t ra l ia .

Off the mountain and down at the beach snowboarding to the European continent, demonstrating once again its ability to

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create new and exciting opportunities for people to connect with nature. As one of the first major snowboarding World Cup sponsors in 1987/88, O’Neill also ensured that snowboarding was supported by a solid competitive infrastructure in its formative years, accelerating the sport’s progression.

Off the mountain and down at the beach, meanwhile, surfing was experiencing a boom in popularity. The media, not for the first time, began to fall back in love with California’s easy-living lifestyle, while the free-spirited nature of surfing captivated the imagination of anyone who came into contact with it.

O’Neill - the brand history - 1990’s

cold water classic

Sea Odyssey Jack O’Neill 90’s

N o r t h e r n C a l i f o r n i a’ s

e d u c at i n g c h i l d r e n a b o u t

premier surfing

e n v i r o n m e n t a l awa r e n e s s .

competition

1990’s Jack’s step

d e c is ion

ba c k

f ro m

to the

ta k e

c o m pa n y

a l l o we d h im t o d e d ic at e e v e n m o re t im e t o Mot h e r N at u re in t h e 1990’ s .

Fulfilling a lifetime ambition, Jack founded the O’Neill Sea Odyssey in 1996 - an environmental program that continues to educate children about environmental awareness. In the same year, Jack was inducted into the Surfing Walk of Fame for his contribution to surfing and the environment.

During that same decade, O’Neill continued to grow and expand across the world, and nowhere more so than Europe. After lagging behind North America in terms of growth, action sports experienced an explosion in popularity in the 1990’s as the mainstream media began to latch on and televise the revolution.

CWC Santa Cruz 90’s

jack o’neill Surfing walk of Fame keith sasaki Team O’Neill 90’s

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The t urn of t he ne w mille nn ium mar k e d t h e be ginn in g of a n e w p hase fo r O’Ne ill, wit h t he paralle l u n iv e rs e s of s u rf a n d s no w bot h e njoying unp re ce de nt e d g rowt h , a n d t h e wo rl d of a c t ion sp ort s in g e ne ral e nt e ring a ne w e r a of p rofe s s ion a l iz at ion .

‘rider developed, rider proven’ nature of O’Neill products, with the team’s role in that process going from strength to strength.

- john john florence -

The brand’s long-standing ‘rider developed, rider proven’ approach to product development, meanwhile, continued to represent a critical ingredient in the superior performance and innovative

As for the future, O’Neill remains committed to forging ahead on the inspiring journey that Jack embarked upon back in 1952. As a global company with more than 700 employees and 50 distribution partners, O’Neill is now better positioned than ever before to provide people all over the world with the best products, allowing you to explore your passions and the natural world like never before.

- malia manuel -

Throughout the 2000’s, Team O’Neill continued to play a key part in mapping the trajectory of the brand. From the very start, Team O’Neill has always been home to some of the world’s finest action sports athletes, and the last decade continued with that fine tradition by welcoming a new generation of riders into the fold including the likes of Jordy Smith and Seb Toots.

During the 2000’s, O’Neill also continued to innovate in event creation and management, introducing the world to new competitions including the O’Neill Evolution and the O’Neill Cold Water Classic Series. New event concepts like the O’Neill Big Mountain Pro, to name just one, underlined the brand’s commitment to organizing world-class events in the best possible conditions.

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canada

- jordy smith -

2000’s

- cold water classic -

O’Neill - brand history

Hawaii Nov-ember 2009

- sev toots -

team shoot f/w 2011/2012

O’Neill - the brand history - 2000’s

O’Neill - wetsuits - 5212 series

THE 5212 O’RIGINAL SERIES

O ’RI GI NA L V E S T

3MM SIZES: S - 2XL STYLE NO: 4022

O’RI GI NA L 2MM L O NG JO H N

O ’RI GI NA L 2 MM BE AV ER TA I L

2MM SIZES: S - 2XL STYLE NO: 4021

3MM SIZES: S - 2XL STYLE NO: 4020

O’R IGINA L 3 MM F UL L

1.5MM SIZES: S - 2XL STYLE NO: 4023

The O’RIGINAL SERIES: F e atur e s th e a l l n ew a nd excl us iv e Techno But t e r Ne op re ne Ult ra F le x S m ooth S k i n Neopr ene. Al ong with gl ued and blindst it che d

RAW MATERIALS

s e a m c onstr u c ti on, it upd ates a s er ies that Ja ck himse lf cre at e d 6 0

FEATURES

ye ar s a g o . L i g h tweight, gooey a nd wa r m .

Lightweight gooey & warm ESTABLISHED 1952 SANTACRUZ, CALIFORNIA

TECHNO BUTTER

O ’RI GI NA L L / S C R E W 1.5MM SIZES: S - 2XL STYLE NO: 4024

6 0 Y E A R S O F P R O D U C T I N N O VA T I O N & D E S I G N

A low water absorption, water wicking material that quick dries and is 17% lighter

EXTENDED KRYPTO KNEE PADZ

CRITICALLY TAPED AND BLINDSTITCHED SEAM

ESTABLISHED 1952 SANTACRUZ, CALIFORNIA

PANELING

Body: 100% Techno Butter Chest/Back: UltraFlex Smooth Skin Glued and Blindstitched Seams Critically Taped Junction 10 YKK Zipper Krypto Knee Padz Retro Styling Strategic Seamless Paddle Zones

6 0 Y E A R S O F P R O D U C T I N N O VA T I O N & D E S I G N

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SEA OTTER As its name suggests, the sea otter is found in coastal areas. Weighing up to 45 kg, this cute looking marine mammal’s primary form of insulation is the animal kingdom’s densest fur coat. While it can venture onto land, the sea otter is also capable of living exclusively in the ocean – a bit like someone else we know…

W SW

E S

california

CALIFORNIA RED WOOD The Red Wood includes the tallest trees on Earth, reaching up to 115.61 meter in height and up to 7.9 meter in width.

th e g o l de n s tate

3 2 ° 3 2 ’ N to 4 2 ° N , 1 1 4 ° 8 ’ W to 1 2 4 ° 2 6 ’ W The state of California was named for Califia, beautiful Queen. She was said to rule an “island nation” of Amazons, where gold was the only metal. California was thought to be an island because they found pearls. Later, Francisco de Ulloa found that the ‘island California’ was really a peninsula.

Golden Gate Bridge A vermillion orange suspension bridge spanning the Golden Gate, the opening of the San Francisco Bay into the Pacific Ocean.

san franCisco

santa cruz

O’Neill was founded in a San Francisco highway garage by Jack O’Neill in 1952. From that point forwards, the brand has become synonymous with the region in which it originated, and is now widely regarded as the original Northern California surf and snow brand. Since those humble beginnings more than 60 years ago, the brand has always remained inextricably linked to the unique natural and ideological climate of Northern California – a true product of its environment.

GRIZZLY BEAR The California Grizzly bear was designated official State Animal in 1953. Its name refers to “grizzled” or grey hairs in its fur

GREAT WHITE SHARK The great white shark is known for its size, exceededing 6 metres in length & 2,268 kilograms in weight. Great whites live in water between 12ºC and 24°C with great concentrations off the coasts of California. California GolD Rush James W. Marshall finds gold at Sutter’s Mill in 1894, sparking the gold rush. Gold-seekers became known as “Forty-Niners” which is why the San Francisco 49ers are called that name.

- facts area Total: With: Length:

santa monica Skateboarding When surfers in California want something to surf when the waves are flat. Surfing had great influence on development and emergence of skateboarding.

429.970 km2 400km 1.240km

population Total 1952: 10,586,223 Total 2012: 37,253,956 elevation Higest point: Mount Whitney+ 4.421m Lowest point: Death Valley - 86m

Characterized by its beautiful and wild coastline, redwood forests and snow-capped Sierra Nevada mountain range, NorCal’s rugged natural environment is in stark contrast to Southern California’s manicured beaches and warmer temperatures. Instead, NorCal’s monster waves, frigid water temperatures and ferocious snow blizzards represent Mother Nature in her rawest form. We believe that a harsher environment breeds a hungrier soul. From the outset, Jack’s love of surfing and pioneering spirit came to encapsulate all that the brand stood for. Importantly, Jack’s unwavering spirit of innovation was also indicative of a seismic

shift in NorCal’s ideological climate of the time. Inspired by the free-spirited hippy movement of the 1960’s, NorCal became the epicenter of an ideological phenomenon: the freethinkers’ revolution. This new and exciting ideological climate transformed the region into a veritable breeding ground for progressive thinking. Established academic institutions including the University of Berkeley thrived to their full potential, while NorCal quickly became a center for technological innovation as Silicon Valley prospered under an ideological climate that remains favorable decades later. To this day, O’Neill reaps the benefits of

NorCal’s monster waves, frigid water temperatures and ferocious snow blizzards represent Mother Nature in her rawest form being in the right place at the right time. These are just some of the factors that have contributed to making O’Neill the most innovative and forward-thinking active lifestyle brand today.

F o r th at w e th an k N o rth e r n C al i fo r n i a.

los angeles

N NW

W SW

E S

santa cruz c a l i fo r n i a

- facts -

36˚ 58’ 19”N, 122˚ 1” 35” W

Name: Founded:

Spanish for Holy Cross 1791 a.d.

Area Total: Land: Water: Elevation: Latitude: Longitude:

41 km2 - 66 mi 33 km2 - 53 mi 8 km2 - 13 mi 11 m - 36 ft 32° 32’ N to 42° N 114° 8’ W to 124° 26’ W

Population Total 1952: 21,970 Total 2011: 59,946

1071 41ST AVENUE The first O’Neill Factory 98 beach street The first O’Neill Surf Shop in Santa Cruz near Cowell’s

surfing museum Overlooking Steamer Lane Surfing hotspot

surfing statue To honor surfing

steamer lane Home of Cold Water Classic

pleasure point Popular Surf spot, which you can see from Jack’s house

opal cliffs Home of Jack and his family in the early Santa Cruz years

jack’s house The founder of O’Neill still lives in the center of where it all started

average Temperatures Water: 11ºC - 54ºF Land high: 20ºC - 69ºF Land low: 7ºC - 45ºF

O’Neill - brand history

TEAM O’NEILL F ro m t h e m o m e n t J a c k O ’N e i l l f i r s t paddl e d o u t we a rin g h is p ro t o ty pe w e ts u i ts i n th e e ar ly 1950s ,

the

p h il o s o ph y

th at

e pi to m i ze s

T e am

O ’ N e il l t o t h is d ay was bor n .

In short, every product that bears the O’Neill name has always been and always will be rider developed, rider proven. That single-minded approach to product R&D, instilled by Jack more than 60 years ago, is what continues to drive O’Neill to create the best gear in the world. Over the years, Team O’Neill has been home to some of the world’s most talented and charismatic riders, all motivated by a desire to steer the progression of their respective sports. From legendary surfers of the 1970’s including the likes of Shaun Tomson to industry pioneers like the iconic windsurfer Robby Naish and Snowboarder Magazine’s 9-time Big Mountain Rider of the Year Jeremy Jones, O’Neill has always backed riders that have the power, drive and talent to change their sports forever. And that’s why Team O’Neill continues to invest in the future by supporting the brightest young talents in the world. Look no further than South African surfer Jordy Smith, Hawaii’s John John Florence and French Canadian freestyle snowboarder Seb Toots for proof of O’Neill’s commitment to the future, and to our promise of providing you with the kind of gear that keeps you out there longer, doing what you love to do most. RIDER DEVELOPED, RIDER PROVEN: IT’S A PHILOSOPHY WE LIVE AND BREATHE.

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team O’Neill - surf

J OR D Y S M I T H You could be forgiven for thinking that the word ‘phenom’ was coined to describe South African surf sensation Jordy Smith. Growing up in the surfer’s paradise of Durban, Jordy first paddled out at the age of 6 and has never looked back. After first dominating the amateur scene and then going on to win the World Qualifying Series in emphatic style back in 2007, Jordy has been busy cementing his reputation as one of the world’s most innovative and naturally talented surfers. Known for his incredible aerial maneuvers, including his very own rodeo flip, Jordy occupies a spot at the leading edge of the sport’s progression. Never one to shy away from the big occasion, the 24-year-old has already notched up major wins on the Dream Tour, namely back-to-back titles at J-Bay in 2010 and 2011. And while a prestigious world title remains just out of reach, you can rest assured that his runner-up position in the overall rankings in 2010 and a top 10 finish in 2011 has made Jordy even more hungry for success.

JOHN JOHN F L ORE NC E John John Florence is just one member of a young surfing family that has been making waves back home in Hawaii for many years. Growing up within a stone’s throw of the legendary Banzai Pipeline, the North Shore native has been following in the footsteps of local surfing legends, accompanied

every step of the way by O’Neill and his two younger brothers, Nathan and Ivan. After taming his home break at the age of only 13, John John went on to dominate the local amateur scene for several years before making the leap to senior level and going toe-to-toe with the big dogs. Singled out

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by many of the world’s best surfers as the future of surfing, it’s fair to say that John John’s time is now upon us, as proven by his jaw-dropping victory at the Vans World Cup of Surfing at the end of last year. This boy is going places, and changing the sport of surfing as we know it. No doubt about it.

team O’Neill - surf

M A LIA MA N U E L Surfing has been engrained in Malia’s blood since she was born. As a baby, her parents would take turns watching her on the sand while the other would catch waves on the beaches of Kauai. As soon as she turned three years old, Malia started surfing with them. Born and raised in the small lush town of Wailua, Malia has been highly influenced by her culture. Growing up in Hawaii, she has been influenced by legendary surfers in her backyard, making her style progressive and fluid, yet incredibly graceful and poised. Following impressive wins at the 2007 Rip Curl Grom Search and the 2007 NSSA Hawaii Regionals, Malia was ready to take on the world. One of her biggest wins was the 2008 U.S. Open at Huntington Beach, California. Malia is filled with a stoked passion, striking good looks, and all the natural talent to be the best surfer in the world. While she loves competing, she is planning to take her career at a steady pace, enjoying each experience along the way. True surfers do it for the fun, not for the glory. She’s out in the water because she truly loves it.

CORY LOPEZ Cory Lopez is a man of extremes.

S age Eri ksson

Emerging from the shadows of the notoriously wave barren Gulf Coast of Florida, Cory likes to charge massive, barreling waves. Defined as much by the waves he doesn’t make as much as the ones he does, Cory’s exploits keep everyone guessing just what he will drop into next. In 1999 he paddled in to a monstrous Teahupoo death barrel, and was quickly engulfed by an abyss of blue. By the time he surfaced, Cory ignited a new level in big wave surfing, with everyone looking to push it just one notch higher. Two years later, in 2001, Cory returned to Teahupoo and dominated the Billabong Pro in Tahiti. That contest not only validated that he could indeed surf the spot well, but also showed that his 1999 season wasn’t a fluke. That Teahupoo victory stands as one of his favorite moments in his career. Cory’s approach to surfing is still hardcore, and incredibly aggressive. Anyone who’s ever surfed with him would say that nobody surfs as much as he does. Because he grew up as a surfer in a land without waves, Cory wrings every last bit of energy out of each wave he comes across.

West Coast meets North Shore At 20 years old, Sage Erickson is a lot like the surroundings of her upbringing – part country, part surf, and full of life. Sage was born in Ojai, Calif., raised on the North Shore, taught herself to surf as a kid and continues to love life as a professional surfer. She is equally comfortable surfing an international contest as she is conducting on-camera interviews or hosting a fashion show in front of a crowd full of screaming fans. It’s that competitive drive and playful spirit that sets this straight-A student apart from most of her peers, both in and out of the water. Currently, Sage’s eyes are fixed on the future. She is competing on the WCT in 2012. To prepare, she is regularly surfing with her older brother, Noah, who has been an influential force in her life. With a can-do attitude, impressive work ethic and evolving talent, Sage is bound to become one of the biggest names in surfing in years to come.

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ALIZEE ARNAUD Current European Champion Alizee Arnaud is one highly dedicated and talented surfer. Having strived to be a professional surfer since the age of five, and after dominating the Junior circuit for several years, Alizee fulfilled the ambition of a lifetime when she was crowned ASP Women’s World Junior Champion at the start of 2011. Widely considered one of the European continent’s most promising hopes for the future, the 22-year-old natural footer has now made the permanent leap to senior level. Sitting in 20th place in the world rankings at the time of going to press, it’s clear to see that Alizee is destined for big things on the global surfing stage and will be challenging for top honors in years to come.

team O’Neill - surf

M A R K MAT HE W S Mark Mathews is one of Australia’s premiere slab riding lunatics, chasing storm cycles around the globe on a neverending mission to surf the world’s biggest waves. A Bra Boy through and through, Mark thrives in a discipline of the sport in which mental preparation is as important as the act itself. Known for scoring some of the biggest waves ever ridden, particularly down in Tasmania and off the coast of Western Australia, Mark is one of the few big wave surfers that has what it takes to hang with the best of them in smaller conditions on the WQS tour. At the end of last year, Mathews and good friend Ritchie Vas were busy premiering Fighting Fear, a feature-length epic-inthe-making and one of the most eagerly anticipated surf movie releases of 2011.

team O’Neill - surf - history

team O’Neill

- surf - history

RENO ABELLIRA The ultimate in elegance, speed, and precision, Reno Abellira’s poise on a surfboard earned him a special status among Hawaii’s greats.

S haun T omson Shaun Tomson is one of surfing’s living legends. The 56-year-old was born and raised in Durban, with a selection of South Africa’s best waves within striking distance of his front door. Shaun quickly made a name for himself before heading over to Hawaii for the first time at the age of 14. It was there that Shaun got a taste for hollow waves, and over the course of several years changed the way surfers tackled the sometimes seemingly impossible challenge presented by the North Shore’s heaviest barrels. Widely recognized as one of the most courageous surfers of his generation, Shaun’s outstanding talent was fully rewarded in 1975 when he was crowned IPS World Champion. Outside of competition, this charismatic South African has also been at the heart of several iconic surf movies including Bustin Down the Door alongside fellow ‘Free Ride Generation’ legends including Rabbit Bartholomew and Mark Richards.

M artin P otter Martin Potter, or Pottz as he’s affectionately known among the surfing community, is still widely regarded as one of the sport’s greatest surfers. Fluid in style and explosive in power, this UK-born and South Africa-raised surfer was one of the most successful surfers of his generation during the late 1980’s and early 1990’s. Never one to play things safe, Pottz achieved the seemingly impossible feat of being recognized

as one of the world’s best freesurfers while also winning an ASP World Championship title in 1989. A veritable pioneer of the sport and an early source of inspiration to countless young surfers including the likes of Kelly Slater, Potter was one of the first surfers to pull off high-risk aerial maneuvers in the heat of battle. In an era that was dominated by a grueling competitive schedule, Potter’s free-spirited style of surfing

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provided welcome relief to the formulaic and frankly unimaginative approach adopted by the majority of his rivals.

KELLY SLAT ER

T OM CARRO L

DANE KEALOHA

team O’Neill - windsurf

Robby N aish Robby Naish, son of surfer/surfboard shaper Rick Naish. Robby’s essential comprehension of waves and winds made him an unstoppable force, and he achieved (and still maintains) rock-star status in Europe, Japan, and Australia wherever windsurfing was huge. The most dominating windsurfer from 1975 to 1985, Robby Naish experienced huge popularity in the United States, Europe, and around the world. Explosive, hugely creative, and highly skilled in all of the sport’s disciplines, he was one of Team O’Neill’s alltime great ambassadors.

FRA N C I SC O G OYA Born in Buenos Aires, Argentina, Francisco grew up with a passion for several freesports including skateboarding, surfing and water skiing. At the age of 14, the young Argentine picked up his first sail, and then traveled to Maui, Hawaii after finishing high school to compete in a professional event. After traveling around the world and competing in lots of different countries, Francisco started to reap the rewards of all his hard work, culminating in his PWA Wave World title in 2000. Always striving to improve and with an unquenchable thirst to sail and compete in the best and most incredible places on Earth, Francisco expresses himself by sailing in the most creative and extreme way possible. When not charging out in the waves of Maui, this legendary windsurfer enjoys working on his own innovative windsurfing company and living the healthy life with his family, accompanied by yoga, surfing, biking and swimming.

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KEVIN L AN G ER EE

SCOTT BYERLY

Kevin Langeree is living proof that hard work and passion pay off. As one of the most talented kitesurfers of his generation, Kevin has already spent eight years competing on the PKRA World Tour. After finishing in the runner-up spot three years on the trot, the Dutchman finally achieved his goal of becoming PKRA World Tour Champion in 2009. Despite his relatively young age, Langeree’s raw natural ability and bottomless reserves of determination have transformed him into one of the sport’s most successful and established riders. After joining O’Neill at the age of 13, Kevin has truly paid his dues and earned the respect of his peers, and will no doubt continue to make the most of his time in the limelight. Kevin escapes to South Africa every winter in preparation for the start of the tour, and will be more motivated than ever this year as he attempts to win back the world championship title.

Scott Byerly is a game-changer, straight up. The Floridian has been at the heart of the wake industry’s evolution for close to two decades, a feat that is a testament to his boundless sense of creativity and talent. After establishing himself as one of the world’s most progressive wakeboarders, Scott realized his unique vision by playing a leading part in the birth and progression of wakeskating. Scott’s imagination and love for the sport has also seen him create his own board company, as well as one of the sport’s most important contest series, the worldfamous Byerly Toe Jam. And while Scott is still considered to be one of the most innovative riders in the game, the veteran is living proof that age is just a number. The Godfather of wakeskating is also credited with nurturing several of the world’s best up-and-coming riders and safeguarding the future of the sport.

team O’Neill - snow

J E R E MY J O NE S Jeremy Jones is regarded as a true pioneer of professional big mountain snowboarding. Previously voted Snowboarder Magazine’s Big Mountain Rider of the Year an incredible nine times by his peers, this veteran US rider often spends weeks at a time camped out in the backcountry and on isolated glaciers,

S EB TOOTS scoping out lines and waiting for perfect conditions. In recent years, Jeremy has been dedicating all his efforts to capturing first descents in some of the world’s most remote and inhospitable locations, including Antarctica. No rider is in it for the love of the great outdoors more than Jeremy, and that

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passion for riding is something that shone through with the launch of Deeper - the first of three signature movies, each one filmed over 24 months. Keep your eyes peeled for Further, the hotly anticipated follow up movie scheduled for release in Fall 2012 that will once again showcase Jeremy’s insane riding.

No doubt about it, Seb Toots is on a oneman mission to change the world of freestyle snowboarding every single time he straps into his snowboard. After winning his first international snowboard contest at the age of only 13, the French Canadian rider has grown into one of the most aggressive and accomplished riders in the sport, consistently finishing up on the podiums of the Swatch TTR World Snowboard Tour. In 2010/11, Toots and his famously smooth style took out the maximum-rated Oakley Air & Style and O’Neill Evolution titles, as well as the Slopestyle crown at Winter X Games, posting the highest ever score recorded on his way to the podium. Keep a look out for him as he looks to add to an already insane bag of tricks, including a backside triple cork 1440, double BS rodeo 1080 and every double cork 12 variation in the book.

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team O’Neill - snow

G I A N SI MME N Gian Simmen really knows how to pick ‘em. A relatively unknown rider in 1998, Simmen came from nowhere to win his first ever halfpipe contest. The contest in question just so happened to be the 1998 Olympic Games in Nagano, Japan. From relative obscurity, Gian was propelled into the limelight from one day to the next, not only in the snowboarding world but also on a national scale in his home country of Switzerland. Originally from Chur, Gian began riding at the age of 12 and immediately fell in love with the sport. From an early age, he knew that a career in professional snowboarding was the ultimate goal. Fast forward a couple of decades, and Gian has achieved everything he set out to

accomplish, including a couple of World Halfpipe Championship titles and several other major accolades along the way. The three-time Olympian has forged his own brand of progressive riding that is defined by its versatility and unique style. To this day, Gian boasts one of the most creative arsenal of tricks in the game and continues to bank results at the highest level of international competition. In recent years, Simmen has also played an important role in the shaping of the Ticket to Ride (TTR) World Snowboard Tour, ensuring that the future of snowboarding lies in the safest of hands.

VIRGINIE FAIVRE Virginie Faivre grew up at the foot of the French-speaking Swiss Alps. Born into a family of skiers, this fun-loving Swiss Miss executed her first turns on snow at the age of only two. After bashing racing gates for the best part of a decade, Virginie eventually switched her attention from alpine to freestyle skiing following a memorable trip to Whistler, BC in Canada. Marking herself

From relative obscurity, Gian was propelled into the limelight from one day to the next, not only in the snowboarding world.

AN E EN DER U D

CEL IA M IL L ER Celia Miller is living proof that the girls are making it happen for themselves in the dog-eat-dog world of freestyle snowboarding. Despite calling the flatlands of Connecticut home, Celia has made a big name for herself in recent seasons having moved out west to Colorado to feed her passion for snowboarding. Spurred on by a tightknit group of riding friends, you can always count on Celia to hit it hard no matter where in the world she’s laying it down. That getup-and-go attitude, combined with her raw talent and love of the mountains, is what promises to keep Celia at the top of her game for years to come.

After making her first tentative turns on snow at the tender age of two, Norway’s Ane Enderud was destined to make a career for herself in skiing. Despite racing the clock during her childhood, the call of the big mountains and powder snow proved too much. Ane abandoned ski racing and decided to move to the freeride mecca of Chamonix to pursue a career that was altogether steeper and deeper. Since moving to France, Enderud has become one of the world’s best and most respected freeskiers, traveling all over the globe to showcase her skills in the big mountain environment. Ane established her presence at the forefront of the freeriding scene in 2009 when she captured the Freeride World Tour title in only her first year on tour. This creative Norwegian freeskier continues to divide her time between competing on the Freeride World Tour and shooting photos and filming for her sponsors. In her time outside of skiing, Ane is always keen to spend as much time as possible either back home in Norway or down at the beach with some good friends.

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out as one of the brightest talents of the women’s freestyle scene during those early years, Virginie has been busy traveling the world to compete, film video parts and shoot photos. In 2009, Virginie fulfilled one of her lifelong dreams when she captured the FIS Halfpipe World Championship title, and also took home the FIS World Cup overall title in the same year.

t e a m O ’ N e i l l - fa l l e n h e r o e s

FA L L E N HEROES Jay Moriarity Gilles Voirol 2001 2002 Ove r t he yea rs , T e a m O ’ N e il l h a s b e e n h o m e t o many of t h e wo rl d ’ s m o s t in s p irat ion a l ride rs, and non e m o re s o t h a n f re e s u rf e r Jay

Moriarit y

and

f re e rid e

s no wboa rd e r

Gille s Voiro l .

As an incredible surfer, waterman and adventurer, Jay epitomized the spirit of O’Neill. Growing up in Santa Cruz just down the road from our HQ, Jay was regarded as one of the world’s best young big wave surfers. His iconic Surfer magazine cover shot at Mavericks at the age of only 16 will never be forgotten, in the same way as his unique personality and achievements. Following his death in a diving accident in the Indian Ocean in 2001, a big wave contest and paddle board race are now held every year in honor of his memory. Born in Belgium but raised in Switzerland, Gilles Voirol was part of a small group of riders responsible for revolutionizing the world of freeride snowboarding at the start of the 21st century. Just like Jay, Gilles was an exemplary ambassador for O’Neill, sharing the same values and positive outlook on life. His attitude shone through in his riding, and his respectful approach to the mountains and timeless style was captured and immortalized on film by countless photographers and filmers. In 2002, a riding accident in British Columbia, Canada while filming was responsible for the sport losing one of its most revered talents. Jay and Gilles: two shining lights that were taken from the world far too early. Gone, but never forgotten.

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60 years tees

1952 - 2012 A MOMENT IN HISTORY The rich illustrious and inspirational history of O’Neill has been captured in a limited edition t-shirt line for Spring Summer 2012. Each one of the nine organic cotton t-shirts embodies a milestone in the history of O’Neill through photo prints. They include the first Surf Shop, the first O’Neill logo and a photograph of Jack surfing the waves of Santa Cruz, Northern California. The photos were selected from the offer of over 4,000 from the O’Neill archives in Santa Cruz. All have a special wash and a handmade design feel and are in a longer premium fit with a wider neck. O’Neill’s most iconic riders from all sports represent the timelessness of this collection, shot in the most historic way, when photography itself was marking a revolutionary innovation through glass-plate techniques.

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O’NEILL EVENTS O ’ N e il l h a s s u ppo rte d th e pr o g r e s s ion o f a c t ion s po rts f o r de c ade s , s ta gin g s o me o f th e m o s t w e l l k no wn c on t e s ts i n th e w o r l d.

From the O’Neill World Cup of Snowboarding back in the early 1980’s to the legendary O’Neill Cold Water Classic in Santa Cruz - one of the most iconic professional surfing event in the sport’s history - O’Neill has always recognized the importance of bringing the world’s best riders together. And inspired by Jack’s sense of creativity and unconventional

O’Neill has always recognized the importance of bringing the world’s best riders together approach to life, we have always prided ourselves on developing innovative competition formats that ensure the riders have everything they need to steer the evolution of their respective sports. It’s just one of the ways we try to give back to the sports that have given us so much over the course of the last 60 years.

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O ’ N e i l l e v e n t s - c o l d wat e r c l a s s i c s a n ta c r u z

c ol d wat er c l as s i c The O’ Neil l Cold Wat e r Classic Santa Cruz is most de finit e ly on e for the pur ist s. Taking p lace e ve ry Aut umn at St e ame r Lane - on ly a s hort s troll down t he road from O’Ne ill’s HQ - t he O’Ne ill Col d Water Classic is on e of t he most icon ic p rofe ssion al surf contes ts in t he world.

Much loved over the years by all those competitors braving the frigid water temperatures, the event not only showcases some of the best surfing on the planet in a magical setting, but also celebrates Jack O’Neill’s invention of the wetsuit - an absolute necessity given the unforgiving nature of the ocean off the coast of Northern California. As the last stop of the O’Neill Cold Water Classic Series in

recent years - an innovative contest series spanning several continents and both hemispheres - the contest has crowned the world’s best cold-water surfers. This year, the event has been awarded ASP World Tour status, which throws up the very real possibility of the next ASP World Tour Champion being crowned in Jack’s backyard. Epic.

O’Neil l Co l d Water Cl as s i c S an ta C r u z | D at e : N o v e m b e r 2 - 1 2 , 2 0 1 2 | Loc at i on: S a n ta Cr u z, Cal ifor nia

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O ’ N e i l l e v e n t s - c o l d wat e r c l a s s i c s e r i e s

CWC 2009

CWC 2010

S outh A f r i ca

SCOTLAND THURSO

Western Cape 6 - star W Q S

North Coast Of Scotland 6 - S TA R W Q S

CWC 2011

NEW ZEaLAND Gisborne Aotearoa 6 - star W Q S

CWC 2009

T as m an i a Marrawah Northwest of Tasmania CWC 2009

6 - star W Q S

C anada T o f i no Vancouver Island West Coast of Canada 6 - star W Q S

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O ’ N e i l l e v e n t s - c o l d wat e r c l a s s i c s a n ta c r u z - h i s t o r y

CWC 80’s

C al i f orn i a Steamer Lane Santa Cruz CA CWC 90’s

CWC 80’s

C al i f orn i a Steamer Lane Santa Cruz CA CWC 90’s

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O ’ N e i l l e v e n t s - wa k e t h e l i n e

o’n e i ll wak e th e line The O’Neill Wake The Line event has quickly become one of the most important fixtures in the professional wakeboard calendar, with many of the world’s best riders turning up in Germany to throw down in what is widely regarded as the unofficial World Cup of Wakeboarding. As the most unique urban wakeboard and wakeskate contest of its kind, O’Neill Wake The Line welcomes thousands of avid spectators through the gates,

all eager to watch the riders battle it out for the lion’s share of the $30,000 prize money pot. And the riders don’t disappoint, thrilling the crowds by riding numerous obstacles connecting three Olympic-sized pools together. Previous wakeboard winners have included the likes of Nico von Lerchenfeld and Raph Derome, while the wakeskating has been dominated by Daniel Grant and Jan Kissmann.

O’ Nei ll Wa ke The Li ne | DATE: JUN E 2, 20 1 2 | LOC ATION: STADIONBA D COLOGNE, GERMANY

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O’Neill events - surf de nuit

O ’ N e i l l S U R F DE N U IT T he O ’ N ei l l S u r f d e N u i t i s a no th e r p r i m e e x a m p l e o f h o w O ’N eill loo ks at l i fe w i th a d i ffe r e n t p e r s p e c ti v e . Taking place every August in the surf town of Anglet, just a short drive down the road from Biarritz, this unique surf and music event brings a selection of surfing’s best aerial specialists together to compete in a contest with a difference. As the name says, albeit in French. all the action goes down at night, with floodlit expression sessions delighting spectators late into the evening to

the sound of rock music. So if you’re passing through the Basque Country this summer, make sure you plan this bash, and a whole bunch of good beach vibes and tunes, into your trip. There’s no other event that captures the O’Neill spirit of First In, Last Out quite like the O’Neill Surf de Nuit.

O’Nei l l S urf de Nu i t | D at e : 1 6 - 1 7 A u g u s t 2 0 1 2 | Loc at i on: Ang l e t, F r ance

O’Neill events - evolution

O ’N e i l l e vol u ti on and pipe. Each year, this maximumrated freestyle extravaganza sees some of the best Halfpipe and Big Air action going down, with riders stomping the very latest tricks time and time again. This year’s event confirmed the dawn of a new era, dominated as it was by the next generation of riders including winner Mark McMorris, runner-up Eric Willet and third-place Belgian rider Seppe Smits. In the women’s even, Canadian Spencer O’Brien took home the points and cash.

O’NEILL E VOLUTI ON | DATE : JA N UAR Y 2 - 7 2 0 1 2 | L O C ATI O N : D AVO S , S WITZERLAN D

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www.oneill.com/evolution

The O’Neill Evolution was back with a bang in 2012, plus a shedload of fresh snow which forced organizers to cancel the Halfpipe contest and focus 100% on what turned out to be another insane Big Air and Rail format. Since first arriving on the scene in 2007, the O’Neill Evolution has become one of the most highly anticipated events on the Swatch Ticket to Ride (TTR) World Snowboard Tour, with many of the sport’s greatest riders attracted to the contest by the innovative format and top notch kickers

O’Neill events - kiteboard worldcup

O’N e i ll K iteboard W orld Cup As one of the fastest-growing action sports in the world, kiteboarding harnesses the power and beauty of Mother Nature in a way that Jack O’Neill could only dream of when he started out all those years ago. Fast-forward to the present day, and O’Neill is gearing up to host the O’Neill Kiteboard World Cup in Scheveningen in May - the very first time a prestigious PKRA Kiteboard World Tour competition has been staged in The Netherlands. After organizing

World Cup events at the same location more than 10 years ago, O’Neill is stoked to welcome the world’s best freestyle, wave and race kiteboarders back to Scheveningen, including Team O’Neill rider and 2009 World Champion Kevin Langeree. This new fixture on the tour represents a very fitting celebration of O’Neill’s involvement in kiteboarding since the sport was born, so don’t miss it if you’re in the area!

O’ Nei ll Ki t eboa rd World Cup | DATE: M AY 16- 20 , 2 0 1 2 | LOC ATION: SCHEV ENI NGEN, T HE NET HERLA NDS

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O ’ N e i l l - e v e n t s i n t h e pa s t

O’NEI LL THE MI S S I ON THE ULTI MATE FREES URF C H ALLE NGE At the time of its inception, O’Neill The Mission introduced a new mobile event concept and peer and online-based judging system. The event saw eight pro surfers boarding a yacht for over a week in an effort to gain access to a number of unexplored, heavy reef breaks. The event was all about pushing the traditional boundaries of surf contests by deploying a unique format that allowed the surfers to explore new spots that would otherwise remain out of reach. Looking beyond the familiar breaks such as Teahupoo, O’Neill The Mission paved the way for invited competitors to tear up little-known waves off the islands of Tahiti and Moorea.

S watch O ’ N eill Big M ountain P ro Adopting a mobile contest format, the Swatch O’Neill Big Mountain Pro allowed competitors to showcase their extraordinary talent in the best possible snow conditions and on some of the most impressive terrain in the European Alps. Once competition got underway, all invited riders and skiers took advantage of unparalleled lift and helicopter access to explore the goods. With each of the three competition days hosted on different types of terrain – including steeps, cliffs and a more freestyle-friendly environment – competitors judged one another via video feedback to determine the winner.

M A R U I O ’ N E Ill P R O The most prestigious windsurf event of the 90s, the Marui O’Neill Invitational brought the best athletes of that time to the Hawaiian island of Maui. Here, at Ho’okipa Beach where wind and waves are most consistent, heroes like Robby Naish, Björn Dunkerbeck and Mark Angulo battled it out to become the winner of this Grand Slam event. Later, the event moved closer to home to the San Francisco Bay Area, drawing huge crowds to watch the spectacle.

O’ Neill Xtreme Verbier Every year for the past decade the O’Neill Xtreme has played an integral role in the freeride evolution. There are few challenges greater than descending the north face of the Bec des Rosses on a snowboard or a pair of skis, and certainly no competitive freeride title more prestigious than that of the Xtreme Verbier.

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O’Neill - wetsuit history

O ’ NEILL w e t s u i t H IST O RY

WIT H O U T J A C K O ’ N EILL , S U R F I N G W O U L D N O T B E WH AT IT IS T O D AY. M i d - c e n tury, J ack s tarte d t oying w it h t h e conce pt of th e f i r s t w e ts u i t.

The idea of making money off surfing was considered a joke, a notion that’s hard to believe as O’Neill is a leading men and women’s lifestyle and fashion brand in today’s multi-billion dollar surf industry. But Jack loved the ocean and he loved surfing. The simple desire to surf longer drove Jack to further develop his concept in to what became the invention of the wetsuit. It was a simple yet groundbreaking idea: a layer of insulation protecting surfers against the cold waters of Northern California. O’Neill’s continued commitment to innovative products has led to a long list of revolutionary products that includes the prominent Psycho series wetsuits with the industry’s first Double Fluid Seam Weld, XDS Air neoprene, and the patented Zen Zip.

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O’Neill - wetsuit history

Two-piece diving suit - 1952 -

Neoprene

PVC foam surf vest

Jack went bodyboarding in a two-piece Navy-surplus UDT diving suit. These were rubber shells with little insulation value, so clothing was worn underneath. The top and bottom pieces were merely rolled together at the waist, and if this seal pulled apart in the turbulent surf, the suit quickly filled with water—a dangerous situation!

- 1953 -

A frien of Jack, Harry Hind, told him about neoprene. Harry needed some insulation to use in his lab and needed insulation, when he saw Jack on the beach wearing his PVC jacket he suggested to try neoprene.

Jack’s original surf vest was made from sheets of PVC foam he found in a surplus store. Since the closed-cell foam lacked tensile strength, he covered it with clear plastic sheeting, which also allowed the vest to shed water faster, thus limiting the cooling effects of evaporation.

Oily Sweaters

Beavertail Jacket & Short Johns

- 1950 There are stories about putting oil on wool sweaters to repel water. There was one guy who did oil his sweater, he’d just sit out there in an oil slick all by himself, because oil will spread on the water. It wasn’t a good idea.

Nobody went surfing in San Francisco, unless they were nuts. - Jac k O’Neill -

o’neill

- 1956 After the vest came the beavertail jacket. The beavertail was functional because it came up between the legs and held your pants on. These were the Short Johns.

Girls bathing caps & Wool Sweaters - 1949 It was girls bathing caps for warmth, and that was about it. Surfers would go to the Salvation Army store and buy an old skin tight wool sweater and cut off the shoulders. These sweaters cut down the wind blowing through, but would get wet, so on the open beach it would get cold!

Neoprene Vests

Experimenting

- 1955 -

- 1952 Jack spent more time surfing than anything else, so he decided to open a shop. He started making surfboards and experimenting with ways to keep warm.

Jack never got much out of those wool sweaters, he’d rather heat up around a campfire from gathered driftwood.

1949

1950

1951

1952

1953

“I can’t remember being warm, ever!” - F red van Dyk e On surfing in the chilly Norcal water prior to the invention of the wetsuit.

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Jack knew right away this was the right material. He made neoprene vests at first, then came the beavertail jacket. The problem with neoprene is that one side is open-cell. Those cells can hold water, so you get cooling by evaporation.

1954

1955

1956

O’Neill - wetsuit history

Instructions on how to peel on your wetsuit

“The first time I tried on a wetsuit it was an extremely cold day. As I started to swim out, I realized that I was not cold! In the beginning, everyone I knew had made fun of the wetsuit. They thought it was a joke. But it made it possible to surf under conditions that were otherwise impossible.” - F r e d va n D y k e -

Zipper Free

Peeling on the neoprene Long Johns & Custom work. - 1956 If somebody wanted a long john we could make ’em a long john. Basically, we were doing custom work. We made some full suits too, but most people who wanted a full suit just got a long john and wore that under a beavertail.

- 1957 -

- 1964 -

In the beginning, the neoprene came with two smooth sides, so getting them on was difficult. You put talcum powder on ’em. Basically, you had to turn the wetsuit inside out and then peel it on, starting from the ankles. It worked pretty good.

Because of the restrictions in movement, with the non-elastic zipper in a high-strech wetsuit and the overtime corrotion of metal zippers O’Neill came up with the Zipper free wetsuit. These designs had: Full easy entry, tough nylon lining, Nylon reinforced seams.If desired the zipper could still be sewn in.

Laughed at Keeping warm

- 1962 Since the very beginning, we were getting laughed at. They’d come up from down south and say, “Well, maybe you clowns from up here can use them, but we’re too cool down south.” Over time, all that changed.

- 1964 The choices were simple: Short John, Long or Farmer John & Vest. In the beginning, that was pretty much it. O’Neill stopped making beavertails, they didn’t need them anymore.

Westuits around the world - 1961 There was a lot of interest in the wetsuits from all around the world. Basically, we had no competition. I ended up traveling around the world, visiting people interested in selling wetsuits and surfboards.

Cuved Seems, Zig Zag Stitch - 1964 Jack O’Neill was right on with the Short John. The curved seams were created so that when the suit stretched the threads wouldn’t break. The rubber wasn’t very flexible then because it didn’t have fourway stretch, so he came up with those seams, and the suits looked great.

Thermo-Surfer - 1960 Before the name wetsuit was used Jack called his invention Thermo-Surfer or Thermo-Barrier surfer suits.

1956

1957

1958

1959

1960

1961

1962

1963

1964

“The most difficult thing was getting the suit off. It was almost impossible.” - F red van Dyk e -

O’Neill - wetsuit history

Animal Skin

Wetsuit hood and visor

- l a te 1 9 6 0 ’s e a r l y 1 9 7 0 ’s -

- 1969 -

Combined strategically placed ergonomic panels of single and double lined neoprene for durability and warmth. Super heavy duty shoulder zip. The must have for the hard core grizzly beard frother back in the day.

O’Neill came up with the wetsuit hood and visor. The visor would cut out 50 percent of the very harmful UV rays from the sun, while the hood could also prevent the “surfer’s ear” growths in the ear canals, which accounted for hearing loss.

Glued Seams - 1968 Wetsuit seam technology made great advances as sewn seams (which allowed some cold-water seepage into the wetsuit) were increasingly replaced with glued seams reinforced with nylon tape for waterproof construction. These developments paved the way for future survival suit technology.

Jackets - 1969 -

Rider Developed, Rider Proven

O’Neill wetsuit Jackets were equipped with Japanese plastic zippers and a special underarm cut for surfing.

- 1976 -

Kneepads - 1969 You didn’t especially need padding, you just needed something to protect the knee, and that was how the first kneepad was developed. They were just pads that slipped over the knees; they weren’t part of any suit. You slipped them on, and they covered your knee. After a while O’Neill started building kneepads into Full Suits and Long Johns by adding another layer of Nylon II neoprene.

All Rolled Edges - 1965 O’Neill introduced Rolled edges in the whole suit to reduce cold water intake. The patented curved seams in combination with the zigzag stitch and the rolled edges is what set O’Neill apart.

1965

1966

1967

Color is here - 1968 O’Neill wetsuit also available in colored neoprene.

1968

1969

Over the years O’Neill rider Peter Pan had helped O’Neill design some of their thicker winter suits and accessories. He came up with the seven-millimeter boot idea for our icy waters and the “oven mitt” for extreme cold, water-tested many of O’Neills winter suits, especially the Heat series and all of the Animal styles. When Jack came out with the first SuperSuit drysuit, Peter Pan was one of the first team riders to get one, so he could test it out in the icy cold New England waters.

Supersuit - 1970 The idea for the SuperSuit came out of ballooning. I ended up in the water all the time. One day while Jack was floating out there, he came up with the idea of the Survival suit. I made the SuperSuit so I could blow it up and be airtight, and it wouldn’t be so uncomfortable. To blow it up, I used a tube similar to the tube on a CO2 life vest. I found an airtight zipper. We made the SuperSuit in a special area at the 41st Avenue shop, and that was the beginning of the survival suit, which saved a lot of lives. Our SuperSuit was fast to get into, if you did it every day.

1970

1971

1972

1973

1974

1975

1976

The Navy - 1974 Sometime around 1974 or ’75, the Navy decided they wanted a new suit for their divers. They studied all the suits on the market, and they chose our suit for their free-swimming suit, and that became the United States Navy’s Mark XII diving system. They had a professor from an eastern university come out for a couple weeks and learn everything about it, and when he left he wanted the pattern. We said no, and then they apparently cut apart one of our suits for the patterns, and then they went to competitive bid. I had a memo from one of their guys to another saying something to the effect that, “The O’Neill suit is number one, but it’s proprietary—they have a patent on it.” I went to a patent attorney, who told me that even if you win the case they’re not going to give you money, but they’ll have to buy the suit exclusively from you.

- 44 -

O’Neill - wetsuit history

0’123 Suit - 1976 That was one millimeter under the arms as paddle panels, two millimeters in the sleeves, and three millimeters over the torso.

Z.E.N Zip Wetsuit Closure System The Animal

- 2 0 0 0 ’s Stands for, “Zipperless entry neck”. Looses as a goose with NO restriction what so ever on your back. First of it’s kind, patented entry. Free floating zipper panel with a barrier and drainhole. The most copied entry on the market.

- 1978 With the o-zip 87.6% less water through the double flap zipper entry. 1/8 inch rubber with the exclusive O-neck (skin on skin the only way to create a complete seal) and across the shoulders back zip and waterproof seal tape seams(the strongest bonded seam available). Winter stays out, summer stays in.

Beware the Animal - 1989 Beware the Animal. The first of it’s kind. Custom Injection molded SL panels for the ultimate in light weight performance and ultimate warmth. Featured in the MOMA objects of design. Dudes in Italy spotted them in the clubs, no joke.

360 concept - 181 - 1980 -

More freedom in Springtime. Like wearing no wetsuit at all, axept for being comfortably warm. Body and legs made of O’Neill LD3 Superfoam which is lighter and more flexible than other neoprene. Arms and shoulders lightweight and waterproof nylon for unrestricted freedom.

FSW Fluid Seam Weld - 2 0 0 0 ’s Construction process that made suits lighter and more flexible

362 Convertible - 1981 -

RG 8

Long sleeved - Short sleeved suit. Removable Sleeves on an O’Neill wetsuit.

- 2 0 0 0 ’s recycled plastics in material for UV products and wetsuits

Psycho Freak

LD3 Superfoam

- 2 0 0 0 ’s 2 0 1 0 ’s The warmest suit on the planet. Featuring XDS Air Technology. Patented zen zip, double fluid seam weld. moisture wicking, heat retentive, XDS air fire wall. Surf Industry Manufacturers Award - Wetsuit of the year.

- 1979 Light and flexible like the 2mm, warm like the 3mm.

1976

1978

1979

1980

1981

1982

1983

1984

1985

1986

1987

1988

1989

1990

2000

2001

2002

2003

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2006

Shadow - 1987 Super warm all DL neoprene with kevlar knee pads sewn in.

Heat - 1980’s Introduction of the neon blitz built into a functional form fitting design. Blind stiched, Power Padz and O’Ring Neck seal. Team Future Shock!

Slam-welder - 1 9 9 0 ’s Patented ultrasonic wetsuit seam welder; patent-pending construction process.

- 45 -

2007

2008

2009

2010

2011

2012

Location:

Cape Town, South Africa Latitude = -33.9250 Longitude = 18.4220

CMY

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Featuring a pullover internal n for maximum performance. A Z.E.N. Collar or Free Floating by the Barrier and forced out (U.S. Patent #5,898,934)

7/12/07 2:13:10 PM

The new 2011 F.U.Z.e. closUre The (Front Upper Zip Entry) Uses the same free-floating zipper technology as our Z.E.N. Zip closure. An easier entry and exit, along with added warmth using RG8-Air Firewall keeps you dry without restricting flexibility.

PSYCHOFREAK

oneill.com

FreesurfSinglePageRochelle_003.i1 1

6/8/11

2011.06_47.10_Surfing_IFC_Gate.indd 1

6/13/07 1:59:58 PM Location:

Cape Town, South Africa Latitude = -33.9250 Longitude = 18.4220

MAKING THE GREEN ROOM, GREENER. By combining eco-friendly materials with state of the art features and benefits. This results in a superior performance product that helps the environment. Every PSYCHO RG8 full suit saves 100 plastic bottles from potentially polluting the World’s Living Oceans and decreasing the bottles that flow to the Pacific and Atlantic Trash Vortex. O’Neill continues to find real solutions to the ecological waste issues facing the surf industry today. We’ve been using limestone based neoprene for decades and recycling scrap neoprene for years. We are committed to making a difference with the Regenerate program and its efforts to reduce, re-use, and re•generate products that keep you in the water longer. DESIGNED AND TESTED IN O’NEILL’S EXCLUSIVE AREA 52 . RIDER DEVELOPED. RIDER PROVEN.

2011.07_48.10_Surfing_1_Page.indd 1

8/1/11 4:10 PM

PSYCHOFREAK oneill.com

2011.06_47.10_Surfing_IFC_Gate.indd 1

6/8/11 10:59 AM

OFTEN IMITATED, NEVER D TeAM INsPIreD PsYchOsIs

The Psycho 1 is the ultimate high-performance cold water w double-lined UltraFlex DS with ultra-minimal seam styling off mobility, enhanced durability and incredible fit. The Psycho 1 performance to new heights.STITCHLESS TECHNOLOGY ALL NEWlevel DOUBLE SUPERSEAM

ANOTHER INDUSTRY FIRST

The latest evolution of Fluid Seam Technology, 60% lighter and smaller than traditional fluid seam. The strongest, lightest, and most flexible Fluid Seam construction available.

DESIGNED AND TESTED IN O’NEILL’S EXCLUSIVE AREA 52 . RIDER DEVELOP DESIGNED AND TESTED IN O’NEILL’S EXCLUSIVE AREA 52. RIDER DEVELOPED. RIDER PROVEN.

2011.08_47.12_Surfing_1_Page.indd 1

2009.06_45.10_Surfing_IFC.indd 1

6/23/09 2:06 PM

THE ALL NEw

PSyCHO RG8

Strange but true!

From the Depths of area 52.

NAT YOUNG is “the Incredible regenerating boy”

In the all new Psycho RG8. Built with recycled plastic helps make the Green Room, Greener!

STEP RIGHT UP FOLKS! COME ONE, COME ALL! as we present to you

A palpitating parliament of psychos, mutants & freaks of nature! Their extraordinary exploits on display for the entire world to see. Dastardly daredevils and saltwater fiends battling the elements with an unrivaled cold water arsenal.Tested and tortured through countless rounds of prototypes for the best in quality, fit and function. Nearly 60 years of kinetic design from the DIABOLICAL MINDS OF O’Neill’s Area 52.

FIRST IN. LAST OUT. • ONEILL.com/FREAKSHOW 2010.08_Sundance_Freakshow_RG8_Ad.indd 1

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2011.06_47.10_Surfing_1_Page.indd 1

6/13/11 3:18 P

15 -5 0+

60 YEARS

O’NEILL UV PROTECTION

SKINS UPF 50+ Offers excellent UV and rash protection in a wide variety of styles

OF wetsuits O’ZONE UPF 50+ Engineered for the harshest UV exposure conditions

24-7 UPF 15-50+ A loose fit series designed to function both in and out of the water BAHIA UPF 50+ Made from the thinnest, superlight

neoprene available to protect against wind-chill, UV exposure in warm to tropical conditions

PSYCHO 1

“Wetsuits changed the whole concept of surfing. Suddenly you’re looking for waves rather than warm water. Who would have thought it’d turn into a good-size biz.”

PSYCHO 2 3/2MM

FEATURED: Bahia Front Zip Jacket and Bahia Short

24-7 Hoodie

Skins S/S Crew

OVER 50 YEARS OF PRODUCT INNOVATION - RIDER DEVELOPED. RIDER PROVEN.

Skins L/S Crew

2009.07_TW_Surf_11.10_2pg_Ad_Print.indd 1

www.oneilldive.com

RatMutantSpread.pdf

8/21/06

What More can be said for “the human rubberband”

Cory Lopez Torqued and twisted to illogical extremes in minimal seam madness!

MUTANT

Look inside! Moveable Wonders that Mutate and Morph. Tim Reyes is “the Mutant”

PSYCHO 2

it’s aLiVe! Built to Withstand any Punishment that Mother nature dishes up. Mark Mathews becomes In the juiced-up Psycho 2. Beware of Imitations!

PSYCHOFREAK

BoBBY MARTINEZ Becomes

PSyCHO RG8

FEATURED:

ALL WATER AND FACILITATES OUR BARRIER-1 BLOCKS PATENTED FLOATING ZIPPER DESIGN

From the depths of area 52.

APPLICATION: COLD CONDITIONS

Bobby Martinez is

MUTANT BORN FROM AN ENVIRONMENT WHERE THE ABILITY TO ADAPT-- 85 46 PUTS YOU AT THE TOP OF YOUR GAME. PSYCHO/NAT YOUNG

Look inside! Moveable Wonders that Mutate and Morph.

Tim Reyes is “the Mutant” A two-headed modular maniac that performs in all conditions.

Who plays mind games with Mother Nature in the juiced up Psycho 2. Beware of Imitations!

“the Fantastic Mr. regenerate”

In the all new Psycho RG8. Built with recycled plastic helps make the Green Room, Greener!

THE ALL NEw

PSyCHO RG8

stranGe BUt trUe!

From the depths of area 52.

NAT YOUNG is “the incredible regenerating Boy” In the all new Psycho RG8. Built with recycled plastic helps make the Green Room, Greener!

STEP RIGHT UP FOLKS! COME ONE, COME ALL! as we present to you

THE PSYCHO 1 FEATURES A MINIMAL SEAM DESIGN COMBINED WITH 100% ULTRAFLEX DS TECHNOLOGY CREATING THE LIGHTEST, A palpitating parliament of psychos, MOST FLEXIBLE, SEALED SUIT ON THE MARKET. THE ORIGINAL PRESCRIPTION FOR THE INSANE AND DERANGED.

mutants & freaks of nature!

Their extraordinary exploits on display for the entire world

the elements with an unrivaled cold water arsenal.Tested and tortured through countless rounds of prototypes for the best in quality,fit and function.Nearly 60years of kinetic design from the DIABOLICAL MINDS OF O’Neill’s Area 52.

FIRST IN. LAST OUT. • ONEILL.com/FREAKSHOW

FeatUrinG:

THE NEW SPAWN OF FREAKS:

PSYCHOFREAK

Split Toe Boot with XDS-Air Firewall © O’NEILL WETSUITS, LLC 2010 PHOTOGRAPHY: PREFONTAINE

PSYCHO 1 ZEN ZIP FSW

strange But true!

PSYCHO 2

it’s aLiVe! Built to Withstand any Punishment. “the Mentalist Medium”

NO. 1071-41SC.001

PRODUCT:

THE ALL NEw

2008 NSSA NATIONAL CHAMPION

CODE:

the coldest corners of creation in the new PsychoFreak with XDS-Air neoprene.

CMY

CONGRATULATIONS: NAT YOUNG

O’NEILL AREA 52 DESIGN AND DEVELOPMENT

Witness the extraordinary Feats, of “the Voodoo ring Master!” Jordy Smith as he casts his spell on

- 84 -

Witness the extraordinary Feats, of “the Voodoo ring Master!” Jordy Smith As he casts his spell on the coldest corners of creation in the new PsychoFreak with XDS-Air neoprene.

“the indestructible Man”

12:39:51 PM

PSYCHOFREAK

A two-headed modular maniac that performs in all conditions.

- B ru ce B row n -

PSYCHO 1

stretched to LinGUistic LiMits!

PSYCHOFREAK oneill.com

O ’ N e i l l - i n n o vat i o n s

6 0 Y EARS O F I N N O V ATI O N S

Innovation. Now there’s a word you hear bandied around more and more these days.

But don’t be fooled: innovation isn’t something that’s confined solely to the 21st century. For O’Neill, our spirit of innovation was born 60 years ago, when Jack O’Neill pioneered the world’s first wetsuit and in the process made surfing cold water waves for more than 30 minutes at a time a reality. That first groundbreaking accomplishment set the tone for how O’Neill has developed and grown as a company right up to the modern day. The fact Jack’s vision extended beyond surfing to activities as diverse as hot air balooning and sandsailing also paved the way for O’Neill to tackle challenges with the broadest of perspectives. And that’s always been the secret to our success. Our long-standing ‘rider developed, rider proven’ ethos which sits behind all our performance-driven products, applies today as much as it did back in Jack’s heyday. Fueled by a determination to make the good times even better, we work closely with our team riders all year round to ensure pure riding pleasure remains at the center of all our innovations. And let’s not forget our teams of dedicated designers who experiment around the clock with new fabrics, techniques and technologies in an effort to make the impossible possible, for both you and our team riders. It’s an approach that, over time, has seen O’Neill score multiple world firsts.

- 48 -

O ’ N e i l l - i n n o vat i o n s

19 5 0 ’ s

1960 ’s

1970 ’s

1970 ’ s

1 9 8 0 ’s

FIRST PVC PROTOTYPE JACKET

ORIGINAL JOHN JACKET & SHORT JOHN

Original Animal Skin

The SuperSuit

NEO SNOW PANTS

SURFBOARD LEASH

THE BREEZE BREAKER

LD-3 SUPERFOAM

Split-Toe Boots

Inspired by materials he’d encountered on a DC-10 aircraft during his time in the U.S. Air Force, Jack created his first wetsuit prototype using PVC.

Two iconic wetsuits that set the benchmark for early designs.

The world’s first wetsuit to feature butted seams and blind stitching.

A dry suit utilizing injected air as insulation, patented by the U.S. Navy.

A huge leap forward for anyone looking to stay warm on the mountain.

Elastic surgical cord in early prototypes caused the board to propel itself back towards the surfer. Jack lost his eye to this defect.

A breakthrough neoprene and nylon jacket used by surfers, sailors and fishermen alike.

First lightweight foam neoprene opening the door to the production of multi-density wetsuits.

An ergonomic first paving the way for enhanced grip, flexibility and allround board control in all conditions.

- 95 -

O ’ N e i l l - i n n o vat i o n s

THE SKIN CANCER FOUNDATION RECOMMENDS THIS PRODUCT AS AN EFFECTIVE UV PROTECTANT.

19 8 0 ’ s

1 9 8 0 ’s

1990 ’s

1990 ’ s

2000 ’ s

2 0 0 0 ’s

RASH GUARD

NEOPRENE UL VEST

24/7 UV GARMENTS

The New Animal

Slam-welder

Z.E.N Zip Wetsuit Closure System

FSW FLUID SEAM WELD

SUPERFREAK

FIREWALL

REVOLUTION

Another first for O’Neill, offering protection from board wax irritation and harmful UV sunrays.

O’Neill creates a ULapproved vest aimed specifically at the waterski/ wake markets.

UV-rated and specifically designed to protect from harmful sun-rays both in and out of the water.

First wetsuit featuring patented molded neoprene panels, as featured in The Wall Street Journal and the New York Museum of Modern Art.

Patented ultrasonic wetsuit seam welder leading to a patent-pending construction process.

The most imitated entry system on the market, this patented design enables maximum performance.

A new construction process that made suits lighter and more flexible.

First boardshort featuring 4-way stretch neoprene paneling for enhanced flexibility.

Lightweight thermal insulation jersey which wicks away moisture and increases warmth.

First stitchless boardshort on the market.

- 50 -

MALIA MANUEL

NANOFRONT

1952

1969

O ’ N e i l l - i n n o vat i o n s

NANOFRONT

WWW.NAVJACKET.COM

20 0 0 ’ s

2 0 0 0 ’s

2000 ’s

2000 ’ s

20 0 0 ’s

2 0 0 0 ’s

HUB JACKET

CAM-PACK

HYPERFLEECE

Nav Jacket

RG8

HYPERFREAK

SUPERKINI

PSYCHOFREAK

HYBRID

HYPERFREAK XT2

First high performance Bluetooth-enabled communication jacket, allowing wearers to listen to music and call friends effortlessly.

Backpack with highquality lens and MP4player, recording you and your friends’ riding.

A new in-between jacket, keeping you warm and dry.

GPS and communicationenabled jacket, including all controls and riding data on the sleeve.

High-performance wetsuit made from 90% recycled bottles and plastic.

A new must-have wetsuit made of ultra-light, 4-way stretch materials.

A lightweight and very warm wetsuit thanks to super-effective air-insulation and FSD technology.

An amphibious, fastdrying game-changer: boardshort in the water, walkshort on dry land.

Boardshort from x-static fabric wich works antimicrobial and anti-odor. Proven by NASA special forces and Olympic athletes.

Innovative bikini using nano-front technology offers 200%RIDER grip in the DEVELOPED water for confident RIDERduckPROVEN diving and swimming. 00

- 52 -

JACK O’NEILL

Surfing through the inside at Steamer Lane 1960

Rodeo Clown Indonesia Mentawai 2009

Jordy smith

O’Neill - logo history

1963 1952

pens urf shop

1966 1963

Jack OíNeill opens the worldís first surf shop

1966

1963

1966

1966 1963

1952 1963

Jack OíNeill opens the worldís first surf shop

1972 1966

1972

1966

1972

1966

1952

1963

1966

1985

1972

1972 1966

1963

O’Neill - logo history

1993

1985

1985 1972

1966

1972

1966

1972

1993

1972

1993 1985 1985

1985

1985 1993

1996

1993

1972

1996

1985

1996 1993

1993

1996

2004 1993

2004

1996

2004

1996 1985

1996 1996

1996

2006 2004

1993

2004

2006

2004

2008

2006

2004

2008

2006

2008 2006 2006

2006

- 56 -

2008

1996 2008

2008

2004

O’Neill - logo history

1952

1963

1966

1972

1985

the original o’neill logo Jack O’Neill opens the world’s first surf shop

I f irst m e t J ack O ’ N e il l around 1957 surfing on e of the br e aks off O c e an Be ach in S an F rancisco . J ack had r e c e nt ly op e n e d up the S urf S hop just off the Gr e at H ighway a l ong O c e an Be ach.

The logo was a black stencil of a picture of Dewey Weber riding a wave. I always thought it looked too homemade and unprofessional. It also didn’t lend itself well to a window sticker. About the same time, I was trying to build up my GPA in high school to get into college, and I enrolled in a couple of art classes. One of the assignments was drawing the human body showing all of the

At some point in my doodling I drew a surfer made of continuous lines that flowed into the wave he was riding muscle groups. I took the assignment a few steps further and interconnected the muscle groups with continuous flowing lines. The art instructor was impressed to see the human form turned into an abstract art form. I experimented with this style with other drawings, and, since my mind was usually on surfing, the flowing lines were particularly effective in drawing waves. At some point in my doodling I drew a surfer made of continuous lines that flowed into the wave he was riding. I colored in the areas within the lines so it looked something like a stained-glass window. I showed the early drawings to Jack. He immediately saw the possibility of a logo for his business. After a few refinements, the surfer in the wave, and the colors within the lines all came together. The original design included the name

“Surf Shop,” but that was later changed to “O’Neill,” and the entire design was enclosed in a circle. All that happened in 1958 when I was seventeen. Just a couple years later, I drove down to Huntington Beach to enter the surf contest and also set up a booth for Jack to sell a few wetsuits, T-shirts, and O’Neill surf decals in between heats. I made a large four-by-six-foot sign using the design and filling in the areas with cut-outs from colored transparent fin layup sheets . The 250 decals I brought were sold before noon. It was rewarding for me to see such interest in my design. This sign, looking like a stainedglass window, was then tried in front of the 41st Avenue shop but did not stand up well to the weather and was replaced with the basic black-and-white version that was in place throughout the 1960s. There were a few modifications of the original O’Neill logo design in the early ’60s. I drew an elongated eye-shaped version that fit well when mounted vertically on the surfboard stringer. There was also a windsurfing sail added for a still later variation, plus a simplified version for a clothing line sold only in Japan. Now the logo has been simplified to just the wave, and although I was not involved in this latest design, I think it’s great and fits in well with other current worldwide sports identities.

- 57 -

1993

1996

2004

2006

2008

the bold & the beautiful

6 0 y ears of graph i cs When Jack O’Neill pioneered the world’s first wetsuit and started selling them out of an old garage on the San Francisco Great Highway, what they looked like wasn’t of much importance. The important thing, first and foremost, was that they were functional and empowered surfers to spend even more time in the freezing water. That said, it didn’t take too long for Jack and his team of designers to put a big tick in the aesthetic box, too.

That attention to detail when it came to making stuff look as good as it worked is something that continues to drive our designers today. Over the years, O’Neill has consistently led the way in all things graphics, inspired at every turn by our Northern California roots and the wonders of Mother Nature. The result is a graphics heritage that money can’t buy, and one that means our gear is instantly recognizable more often than not.

As for the future? Well, it’s bright, of course...

Jack had a salesman’s sense of the power of media “stunts” to help a small company in a new industry. This image was an early (1950’s) attempt to show just how relaxed you could be in the new thermal-barrier suits.

AN ENDURING I MAGE O’N EILL ad vert i si ng

J ack O ’ N e il l tru ly is on e of the f e w i n the s e ns e that e v e ryone has good i d e as , but on ly the f e w know what to do w i th the m .

While Jack’s single most important achievement was arguably the invention of the wetsuit, his unique vision in bringing the product to market is what allowed him to build a company that still thrives more than 60 years later. And advertising was just one of the areas that Jack dedicated a lot of energy to in the early days, knowing full well that the success of his invention rested on the public appetite for his product. Over the decades, that understanding of the role of marketing has seen O’Neill create some of the industry’s most iconic pieces of advertising, transforming the brand into a truly visual entity. And while it’s never been a case of style over substance, we’re proud of our track record for creating some of the industry’s most innovative and imaginative advertising - the kind of advertising that, with the passing of time, becomes so much more than mere advertising.

know where you’ve been... ... to know where you’re going

- 59 -

O’Neill - advertising - 1950’s

O’Neill - advertising - 1960’s

col d c u r e Advertsing 60’s

Goddamnit

O’Neill you can’t

do this to

me!

When John Severson saw this new ad in his Surfer magazine, he immediately called Jack. “Goddamn it, O’Neill, you can’t do this to me!” The way the Beavertail came up and buttoned, he thought the model didn’t have any pants on.

- 61 -

- 1961 -

− John Severson, Surfer Magazine

Bob Cooper, a much-respected Malibu surfer of the early 1960s, worked around the O’Neill shop during the early days in Santa Cruz. His appearance in the “Cold Cure” ad in Surfer magazine helped put the O’Neill brand on the map.

O’Neill - advertising - 1960’s

Color is here: Back when colored Nylon was a new option.

“some of the world’s finest surfboards, all of the worlds finest wetsuits”

−O’Neill Pay-off 1969 Advertisement

- 62 -

O’Neill - advertising - 1970’s

The O’Neill S e a l S u i t a d t h at D a l e c r e d i ts with igniting his unquenchable sto k e .

“it’s always summer on the inside”

offended mothers When this advertisement showed up in the pages of Surfer magazine, librarians rushed to cancel their subscriptions and offended mothers covered their boys’ eyes, but everyone else was paying attention, and the ad saw a long life in magazines and as a giant-sized poster.

m a r k e t i n g pa r t n e r Bryan Robley 70’s

First tapped to join Team O’Neill as the perfect athlete to introduce the new O’Neill Snopants to the slopes above Lake Tahoe, Bryan Robley’s creative talents and party-hearty ethos made him a classic marketing partner for Pat O’Neill in the 1970s. “winters are much nicer these days, thanks to us”

- 63 -

O’Neill - advertising - 1970’s

s kier- i l l ust rat or: Bryan Robley Bryan Robley brought a fresh and witty energy to the O’Neill advertising campaigns of the mid-1970s, integrating excellent artistic skills with an athlete’s sensitivity to the nuances of sport, especially skiing, in an era of bell-bottoms and Day-Glo.

- 64 -

O’Neill - advertising - 1980’s

- 65 -

O’Neill - advertising - 1990’s

Workmanship guaranteed for Life

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O’Neill - advertising - 2000’s

SEBASTIEN TOUTANT A.K.A. SEB TOOTS

THE O’NEILL SCANT JACKET AND REV PANT

In the park, the pipe or back country, the O’Neill Scant Jacket and Rev Pant have got you covered. Tested and tortured around the globe in every condition imaginable, we’ve incorporated features that actually work! The attached pullover neck gaiter, articulated arms and critically taped seams keep you comfortable, loose and riding longer. Innovation doesn’t happen in the board room. Relentless field testing by our world class athletes and constant design refinement result in quality you can trust. Rider Developed. Rider Proven. Available at Authorized O’Neill Dealers. oneill.com

TOMMY CZESCHIN In it for AIRTIME

FOR MORE INFO AND TO FIND A DEALER NEAR YOU, LOG ON TO ONEILL.COM.

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OVER 50 YEARS OF PRODUCT INNOVATION - RIDER DEVELOPED. RIDER PROVEN.

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Wind-chill and sun fatigue are no match for the Skins, Bahia, and 24-7 Series. UV Protection that lasts from dawn till dusk.

O’NEILL UV PROTECTION SKINS UPF 50+ Offers excellent UV and rash protection in a wide variety of styles O’ZONE UPF 50+ Engineered for the harshest UV exposure conditions

24-7 UPF 15-50+ A loose fit series designed to function both in and out of the water BAHIA UPF 50+ Made from the thinnest, superlight neoprene available to protect against wind-chill, UV exposure in warm to tropical conditions

FEATURED: Bahia Front Zip Jacket and Bahia Short

24-7 Hoodie

Skins S/S Crew

Skins L/S Crew

www.oneilldive.com

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BORN FROM AN ENVIRONMENT WHERE THE ABILITY TO ADAPT PUTS YOU AT THE TOP OF YOUR GAME.

JORDY SMITH IN THE: 4.5/3.5MM WETSUIT WITH XDS-AIR INSULATED NEOPRENE

O’NEILL AREA 52 DESIGN AND DEVELOPMENT CODE:

NO. 1071-41SC.015

PRODUCT:

PSYCHOFREAK 4.5/3.5MM FSW

FEATURED:

CODE RED URETHANE COATED ZIPPER

APPLICATION:

COLD - FRIGID CONDITIONS

ANOTHER INDUSTRY FIRST FROM O’NEILL! THE PSYCHOFREAK UTILIZES THE ALL NEW INSANE XDS-AIR INSULATED NEOPRENE ALONG WITH THE PATENTED Z.E.N ZIP CLOSURE AND A FIREWALL ENVELOPE. HANDS DOWN, IT’S THE WARMEST SUIT YOU’LL EVER WEAR. PHOTOGRAPHY: PREFONTAINE ©2008 O’NEILL WETSUITS, LLC oneill.com

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SEBASTIEN TOUTANT A.K.A. SEB TOOTS

THE O’NEILL SCANT JACKET AND REV PANT

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O’Neill - advertising - 2010’s

PREFON TAINE

Withstand any Punishment that Mother nature dishes up.

Mark Mathews becomes

“the indestructible Man”

In the juiced-up Psycho 2. Beware of Imitations!

PSYCHOFREAK

THE CHECKMATE COMP VEST Segmented core

SLICED FOAM MOLDS TO YOUR BODY AND CREATES MAXIMUM FLEXIBILITY

Wind resistant

GLIDESKIN EXTERIOR, PULLOVER DESIGN WITH SIDE ZIP AND BARRIER

Super strong

OVERLOCKED STITCHED FOR STRENGTH AND DURABILITY

oneill.com

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it’s aLiVe! Built to

PSYCHO 2

KYLE RATTRAY

Witness the extraordinary Feats, of “the Voodoo ring Master!” Jordy Smith as he casts his spell on

PSYCHO 1

PSYCHO 2 3/2MM

PSYCHOFREAK 3.5/2.5MM

YOUTH PSYCHO

PSYCHO 2 4/3MM

the coldest corners of creation in the new PsychoFreak with XDS-Air neoprene.

OVER 50 YEARS OF PRODUCT INNOVATION - RIDER DEVELOPED. RIDER PROVEN.

THE ALL NEw

PSyCHO RG8

strange But true!

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From the depths of area 52.

MUTANT

Bobby Martinez is

“the Fantastic Mr. regenerate”

Location:

Shipsterns, Tasmania

In the all new Psycho RG8. Built with recycled plastic helps make the Green Room, Greener!

Latitude = -43.2087 Longitude = 147.7529

Look inside! Moveable Wonders

that Mutate and Morph. Tim Reyes is “the Mutant”

A two-headed modular maniac that performs in all conditions.

THE EVOLUTION OF INSANITY All New FROM AReA 52: TRIPle XDS-AIR NeOPReNe

The Psycho 2 known for warmth, flexibility and superior fit continues to evolve. We’ve upgraded to our all New Super Stretch Triple XDS Neoprene in the body. That combined with XDS-Air Firewall in the Chest and back and Double Fluid Seam Weld, the Psycho 2 keeps you warm and loose and surfing longer.

PSYCHO2 oneill.com

DESIGNED AND TESTED IN O’NEILL’S EXCLUSIVE AREA 52. RIDER DEVELOPED. RIDER PROVEN.

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T H E

C O M P

V E S T

PSYCHO 1

stretched to Linguistic LiMits!

What More can be said for “the human Volcano?”

STEP RIGHT UP FOLKS!

Cory Lopez Blowing up and flexed to illogical extremes in minimal seam madness!

COME ONE, COME ALL! as we present to you

Scan with Qr reader app on your phone to check out what’s new

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Their extraordinary exploits on display for the entire world to see. Dastardly daredevils and saltwater fiends battling the elements with an unrivaled cold water arsenal.tested and tortured through countless rounds of prototypes for the best in quality, fit and function. Nearly 60 years of kinetic design from the DIABOLICAL MINDS OF O’Neill’s Area 52.

FIRST IN. LAST OUT. • ONEILL.com/FREAKSHOw

O’NEILL AREA 52 RIDER DEVELOPED. SANTA CRUZ,

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RIDER PROVEN. CA. SINCE 1952

7/14/10 9:49 AM

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>> PHOTOS > PrEfOnTainE

A palpitating parliament of psychos, mutants & freaks of nature!

WITNESS THE EXTRAORDINARY FEATS of “The Voodoo Ring Master!”

SCOTT BYERLY The “GOORU” himself, as he gets

torqued and twisted to illogical extremes!

ONEILL.com/FREAKSHOW

2/25/11 2:22 PM

June 2012

IBIZA, SPAIN THE BIKINI THAT STICKS WITH YOU!

ELYSE TAYLOR

NANOFRONT

Following a world-wide facebook competition to find a model with a difference – the guts to jump of a 5m high cliff in Ibiza in an O’Neill Superkini – 12 finalists were flown out to the Spanish island to do just that. The winner of the O’Neill One Way Runway 2011, Tatjana Maul, has since launched a successful modeling career with Next Model Management and is starring in the O’Neill Spring Summer 2012 campaign.

And there was no doubt it really is true… the O’Neill Superkini does stick – no matter what the water throws your way. This year O’Neill will prove that once again with the return of the One Way Runway for 2012, promising to be more challenging than ever.

DO YOU WANT TO BECOME THE O’NEILL SUPERKINI MODEL OF 2012? ENTER OUR MODEL COMPETITION ON FACEBOOK BEFORE MAY 16th, 2012. THE TOP 15 FINALISTS WILL BE FLOWN OUT TO IBIZA IN JUNE THIS YEAR TO WALK THE ONE WAY RUNWAY!

1952

FACEBOOK.COM/ONEILLGIRLS 1969

SPIRIT of COLLABORATION Here at O’Neill, we pride ourselves on the fact that we think differently about the world we live in, and the challenges that Mother Nature puts in our path. In fact, it’s fair to say that Jack’s spirit of creativity is what set the tone for the way we tackle product development right up to the present. These days, we go about our business knowing that no one person is as creative as all of us united. And that’s just one of the reasons we have collaborated with a number of different artistic geniuses in the past. Whether it’s tapping into our roots by working with the likes of Santa Cruz artist Jim Philips - an industry legend and personal friend of the O’Neill family - or collaborating with the likes of tattooist-to-the stars Henk Schiffmacher, the West Coast’s Mike Ennen, surrealist artist Boxie or the creative collective known as Hanazuki, we have always welcomed outside creative influences with open arms. At O’Neill, we are the first to recognize that life is all about inspiration, and joining forces with artists that have a unique interpretation of the world is just one of the ways we aim to inspire you.

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O ’ N e i l l - C O L L A B O RATI O NS

SCHIFFMACHER

HANAZUKI

LUELLA

MIKE ENNEN

BOXIE

REUBEN RUDE

Claire Rojas

TOM KILLION

Born in 1952 in The Netherlands, creative and cultural phenomenon Henk Schiffmacher has been there, done it and got the t-shirt. Celebrated tattoo artist, painter, photographer, graphic designer, writer, typographer, collector and world traveler Schiffmacher has been the artist of choice for a host of international film and rock stars, such as the Red Hot Chilli Peppers, Pearl Jam and Kurt Cobain. And for O’Neill, designing Polynesianinfluenced designs for boardshorts for 3 consecutive summer collections.

Founded by Hanneke Metselaar and Niko Stump and based out of Amsterdam in The Netherlands, Hanazuki is an exciting creative and collaborative movement. Working as a creative studio, Hanazuki directs its energy at creating an environment in which creative minds can meet and share both their visions and works of art.

Celebrated British designer, Luella Bartley is back for a second exclusive collaboration with O’Neill following the success of her Spring/Summer 2008 signature line.

American Mike Ennen’s art isn’t just created with a pen and paper. It is first hand-drawn on to a block of wood or linoleum, then it’s hand carved with various tools. After the carving is finished it is inked up with a brayer and placed on a 100-year old press. The jacket’s print is the Fairweather Range in Alaska. It is 75 miles to the closest road and holds the best terrain Jeremy Jones – Ennen’s close friend – has ever seen.

For his collaborations with O’Neill, Dutch artist Boxie has created a number of striking and surrealist graphics that serve to highlight his distinctive sense of creativity. To create his original artworks, Boxie applied hundreds of felt pens to canvas, and let his fertile imagination run wild. Watching the artist in action is a spectacle in itself, as he surrenders himself to creative instinct, inspired in part by O’Neill Sea Odyssey, only to expand his characters on the spur of the moment.

Reuben Rude spent his youth in the woods of Northern California without a television. This lack of technology forced him to spend almost every waking hour drawing and painting. When he moved back to the city to attend art school, he got into all the usual trouble with graffiti writers, skateboarders and art students. He now lives in San Francisco with his wife and two daughters, and yes, a television. He still spends most of his waking hours drawing and painting. Sometimes he even gets paid for it.

Claire Rojas lives and works in San Francisco, California, where she is a renowned painter. For O’Neill, her work depicts women, men, animals and nature as caring and connected to one another. Her designs have been integrated into a boardshort, hooded sweat, bikini and a UV protective rash guard.

Tom Killion was raised on the coast of Northern California, where his art grew from this ‘Floating World’ where land meets sea. Across the Pacific the swells of artistic inspiration washed his childhood imagination, and by the time he was in his teens he was already producing woodcut prints of his native coast, inspired by Japanese masters of centuries past. Killion is still carving and printing today.

Already immersed in the surfing lifestyle and culture, Luella also has a strong affiliation with the mountains. “It’s the flipside to surfing for me,” she says. “It’s that huge expanse of nature. It’s the same with the sea as it is with the mountains. It’s about being outdoors and being natural.”

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O ’ N e i l l - C O L L A B O RATI O NS

The Fac t or y 1 973 San t a C r uz J im Phillip s

JIM PHILLIPS Pat O ’N e i l l c al l e d m e i n 1 9 7 3 to c r e ate a tw o - pag e - s p r e ad ad f o r S u r f e r m a g azi n e . I ’v e k no w n Pat s i n c e h e was a s i x- y e ar - o l d g r o m m i e h an g i n g o u t wit h u s s u r f e r s at th e o l d Co w e l l’s s h op on B e ac h S tr e e t. Pat k n e w I was in t o l o ts o f c r azy art de tai l , an d I b e l i e v e h e was th e on e w h o s u g g e s te d th e fa c t o ry c on c e p t.

I was stoked and felt I had a good background for it since I was a former O’Neill worker during the early ’60s there at the 41st Avenue Surf Shop and factory. The ad’s motif was to depict O’Neill’s

So I went off on that concept with a pen-and-ink extravaganza wetsuit division, where there was always a lot of experimental design work under way. So I went off on that concept with a pen-and-ink extravaganza that included the Creature from the Black Lagoon getting measured for a suit, Houdini-style water-filled test tanks, a top-secret laboratory, a bullfrog fitting, and all sorts of other

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madness. The workers were usually goofing off, so I included a billiard table and a designer asleep at the drafting table. Jack was often off running sand-sailing racers, hot air balloons, or sailing the latest boat designs, so to represent his adventurous spirit I drew him in a balloon gondola crashing in through the wall in an admiral’s suit holding a sextant and waving to all. To top it off, to capture the times it was around that time Richard Nixon announced his resignation from the presidency I even included him in there as well, sweating over the Watergate tapes. Anyway, I just had fun with it, and I assume so did the readers, as it was reproduced as a poster in later years.

SHARING GIVING BACK “As I see it, we’ve gotten a lot from the ocean, in more ways than one. I mean, the ocean has been very comforting to me through the years. When you get all screwed up, and jump in the ocean, everything’s all right again. And economically we’ve gotten an awful lot, and I think we have the facilities to put something back, and I think doing it through our Sea Odyssey program, we can do the most good with the amount of dollars we can put into it. And it’s very pleasant to work with the kids. They learn so fast and they’re really sincere. I think they’re going to take a lot of good ideas away with them, about the ocean - that it’s alive, and that it’s important that it stays alive” - Jack O’Neill

“The best thing I ever did was to take these kids to the ocean.” Northern California Home to O’Neill since 1952

It’s our responsibility to spread Jack’s spirit, his passion for the sea and the environmental education of children.

It’s no wonder our founder Jack O’Neill settled the company here. After all, we’ve got everything we could wish for right on our doorstep: a selection of the world’s best waves, a rugged uncompromising coastline, beautiful snow-capped mountains and the awesome redwood forests – just a handful of the sources of inspiration fuelling our desire to connect with nature, conquer barriers and break new grounds. And who wouldn’t enjoy surfing every lunch break? For all of that, we thank NorCal. Jack O’Neill’s House 36º 56’ 57” N, 122º 3’ 7” W

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O ’ N e i l l - i n i t i at i v e s - o ’ n e i l l s e a o d y s s e y

o’neill SEA ODYSSEY Discoveries in the world’s’ Largest Classroom

“What we’re doing with the Sea Odyssey is the most important thing you can do today. It’s something we can do to help save the planet.” - Jack O’Neill

Midmorning, as the fog is burning off, the Team O’Neill catamaran slips out of Santa Cruz Harbor and onto Monterey Bay. Aboard are two or three dozen schoolkids who are about to have their eyes opened by the O’Neill Sea Odyssey.

The O’Neill Sea Odyssey was founded in 1996 by Jack O’Neill. Through Jack’s vision, a living classroom was created on board a 65-foot catamaran sailing the Monterey Bay National Marine Sanctuary. Students receive hands-on lessons about the marine habitat and the importance of the relationship between the living sea and the environment. The program is conducted on board the catamaran with follow-up lessons at the shore-side Education Center at the Santa

Cruz Harbor. It’s free of charge, but students earn their way into the program by designing and performing a project to benefit their community.

intimate learning environment, providing children with a learning experience to last a lifetime. “The objective of Sea Odyssey is to teach kids about our living ocean and to emphasize the fact that we must take care of it.” says Jack O’Neill. “We take a lot of underprivileged kids onboard and it opens a lot of doors for them.”

The importance of the relationship between the living sea and the environment

O’Neill Sea Odyssey has had a far-reaching beneficial effect on local communities.

The curriculum is taught in a stimulating and

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Since its inception, it has served more than 50,000 students in the 4th-6th grade. Not only has the interest of these students been stimulated in marine science and environmental conservation, they have also contributed directly to their community through their environmental community service projects.

O ’ N e i l l i n i t i at i v e s - S u r f A c a d e m y & o u t o f b o u n d s

“Out of Bounds is the most rewarding experience”.. - Joey Hudson

O’Neill Surf Aca demy & Out of Bounds passi ng on the su r f sp i r i t

more than a decade the O’Neill Surf Academy has been bringing the unique and life changing experience of surfing to kids throughout Europe.

The exhilaration and excitement of riding a wave all the way to shore is something even

The exhilaration and excitement of riding a wave all the way to shore. professional surfers never lose. And for kids who have never had this experience, the

O’Neill Surf Academy gives thousands of children the opportunity to learn to surf. The O’Neill Surf Academy was started 15 years ago by Jay Moriarity, Richard Schmidt and Robert “Wingnut” together with O’Neill.

Lynch, Travis Nicolet, Peter Mueller and professional surfing twins, Hailey and Sierra Partridge. Running alongside the Surf Academy is the O’Neill Out of Bounds Program. Blind, visually impaired and autistic children are being taught how to surf with the help of the Santa Cruz instructors and a host of

The academy is now led by Joey Hudson, former professional surfer from O’Neill’s hometown of Santa Cruz along with Chris

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volunteers from within O’Neill. “The O’Neill Out of Bounds day is the most rewarding experience for everyone involved.” said head instructor Joey Hudson. “It’s great to have this day and to give this opportunity to kids who would never usually get the chance to learn to surf.”

O ’ N e i l l i n i t i a t i v e s - d o n ’ t g e t b u r n e d & RG 8

O ’ N e i l l - d o n ’ t g e t b u r n e d & RG 8

PRO TECTI O N FR O M THE ELEME N TS

c o ry l ope z

“I’ve had skin cancer before, so when it’s hot out in sunny places I try to keep that sun off me as much as possible. I’m good to go, though-just don’t get sunburned, right? We’re out there all day every day. Our job is to be in the sun, so we gotta be prepared for it.”

While most of us do our best to enjoy as much sunshine as the summer brings us, the growing incidents of skin cancer over the past decade make it more important than ever to take protective measures against the harmful effects of the sun. Wearing sun-protective clothing when you’re on the beach or paddling out in the ocean is just one of the ways you can minimize the risk of skin cancers caused by UV exposure. With that in mind, and as part of the Don’t Get Burned campaign, O’Neill now offers three stylish series of UV protective clothing for adults and children alike.

ect

All products in the Regenerate Recycled Series are built from 90% recycled bottles and plastics and printed with water-based inks. Regenerate is a natural progression for O’Neill, continuing the tradition of environmental awareness that Jack began when he raised the sails aboard the first living classroom in 1996 (O’Neill The Sea Odyssey). 50,000 students and 12 years later it is more important than ever that we understand and preserve the Earth’s living oceans. All O’Neill

products are designed to keep you in the water longer, making that connection last a lifetime for generations to come. O’Neill: Regenerate. O’Neill first began incorporating recycled plastics and bottles into our RG8 Series Wetsuits and Lycra UV products in 2009. By working closely with our factories, and a handful of outside partners, O’Neill continues to find real solutions to the ecological waste issues facing the surf industry today. We work tirelessly with our

global partners to find better ways to recycle scrap neoprene at the end of the wetsuit lifecycle. We’re discovering new ways to refine scrap neoprene and re-introduce it into other materials to build a variety of components and products typically made with first generation neoprene. O’Neill is excited to be at the forefront with this program and its efforts to reduce, re-use, and re-generate the products that keep you in the water longer.

s save suit rom l l u F sf RG8 bottle ing the c ery “Ev 0 plasti y pollut eans.” 10 entiall ing Oc pot ld’s Liv Wor

uct

REGEN ER ATE ( R G 8) P R O J E C T R E G E N E R A T E O ’ N eill an d the E nvironment

c re

tio da

e Th

5 T IP S s u n PR O TECT i on 1. Stay in the shade between 10am - 4pm. 2. Cover up to protect any exposed skin. 3. Throw on a big ol’ hat to shade face, ears & neck. 4. Use wrap-around shades to block sunlight. 5. Apply sunscreen (SPF15+) 30 minutes before going out.

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eff

an ect

O ’ N e i l l i n i t i at i v e s - p o w

Easy steps to reduce your carbon footprint

“If things don’t change drastically very soon, it won’t be long before our mountains are stripped of all snow”

{I} Remember the 3 essential R’s… Reduce, Reuse, Recycle {II} Buy a durable water container and fill it with tap water {III} Insist on glasses in restaurants instead of plastic cups {IV} Plant trees and buy plants for your home {V} Drive less and use public transport more

When O’Neill told me I could have two whole catalog pages to myself, I thought I’d make the most of the opportunity by telling you about a project of mine - a project that I really care about and one that you can become a part of. As I’m sure you already know, climate change is an increasingly serious and critical issue, especially for those of us that are passionate about winter sports. With the passing of each decade, it’s plain to see that our winters are getting warmer and warmer while snow levels continue to fall at a faster rate than ever before. If things don’t change drastically very soon, it won’t be long before our mountains are stripped of all snow, even in the dead of winter.

” to g e t h e r , w e c a n p r ot e c t our winters”

That’s why I decided to set up a non-profit organization called Protect Our Winters (POW) a couple of years ago. POW aims to unite the winter sports community, and is committed to reversing the damaging effects of the global warming crisis by pooling all of our resources and efforts for the greater good of the planet. While we as individuals alone can’t solve climate change, I believe the winter sports community as a whole bears a responsibility to safeguard the lifestyle we rely on. We owe it to future generations to do everything within our means to leave this planet in better shape than when we inherited it. With your help, we can make a difference. Log onto www.protectourwinters.org to learn more about POW membership, and find out how you can reduce your carbon footprint starting today. Together, we can Protect Our Winters.

Jeremy Jones

Since 2008, POW has issued over $125,000 in grants to over 20 grassroots environmental groups leading the charge against climate change. POW re-invests 85% of every dollar we receive to projects that support our mission. The remainder is used for fund raising efforts and general administration. In addition to our regular grants, POW directs a portion of funds raised from corporate and individual members to foster development of specific projects that have a positive effect on global warming and our winter climates.

- by: Jeremy Jones | POW Founder & CEO -

O’Neill is a POW Gold Partner. - 78 -

“Something I had always wanted to do was to get to those harder-to-reach areas that could only be accessed on foot. But I was in this industry that just wasn’t set up for taking on that kind of challenge and documenting it. I had to create my own world to do that.” - jeremy jones

Jeremy Jones is no stranger to calculated risk. In fact, Snowboarder Magazine’s 9-time Big Mountain Rider of the Year inhabits a world dominated by it.

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o’neill x Jeremy Jones After occupying a position at the forefront of freeriding’s evolution for the best part of two decades, Jeremy has faced up to countless situations that punish even the smallest mistakes. And that means there’s no rider in the world who relies on his gear performing the way it should as much as Jeremy. That’s why Jeremy works in close collaboration with our team of designers on a year-round basis, researching and developing the best materials and products for big mountain and backcountry snowboarding. The result of that experience and expertise is the Jeremy Jones Experience.

"In super-cold conditions, say -20ºc and below, I'll use the packable down and the 2-Layer. Other than that, I'm usually in my packable down and 3-Layer."

further the movie If you’ve seen Deeper, you’ll know that Further, Jeremy’s follow-up epic in the making, will be an absolute must-see film when it drops in Fall 2012. Keep your eyes peeled for more details of the Further Movie Tour, when Jeremy & friends will hit the road throughout Europe to premiere his new movie. - 80 -

T E A M O ’NEILL

1952

1976

CELIA MILLER T E A M O ’NEILL

NADJA PURTSCHERT T E A M O ’NEILL

1971

1952

VIRGINIE FAIVRE

TEA M O’NEILL

CELIA MILLER

1952

1976

1986

TEA M O’NEILL

NADJA PURTSCHERT TEA M O’NEILL

VIRGINIE FAIVRE

1952

1971

1976

1986

O’Neill - snow

It’s always summer on the inside

f r o z e n wa t e r

s N O W IS O N LY Jack O’Neill is a man known for getting it done rather than talking the talk. So when he has something to say, people tend to sit up and listen. After all, we’re talking about the man who coined the legendary saying “It’s always summer on the inside.” And while Jack is best known as the

inventor of the wetsuit and one of surfing’s most influential pioneers, it’s easy to forget

Jack is best known as the inventor of the wetsuit that this lover of all things nature is also equally passionate about the mountains,

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and particularly the cold white stuff that blankets them in the winter months. Jack united two of his greatest passions in life in one breath when he uttered the immortal line ‘Snow is only frozen water.’ For Jack, the ocean and snow are almost one and the same thing, and the thrill of riding

both is what drives O’Neill forwards. From sponsoring the first O’Neill World Cup of Snowboarding back in the early 1980’s to staging some of the most important winter events in the world including the O’Neill Evolution, O’Neill’s commitment to snow has always been plain to see.

T EA M O ’ N EI L L

FREDRIK EVENSEN

T EA M O ’ N EI L L

1986

1976

T EA M O ’ N E I L L

FREDRIK EVENSEN

T EA M O ’ N E I L L

SEB TOOTS

T EA M O ’ N EI L L

T EA M O ’ N E I L L

GIAN SIMMEN

1976

1986

GIAN SIMMEN 1971

1971

T EA M O ’ N EI L L

NILS LAUPER

T EA M O ’ N E I L L

NILS LAUPER

1976

1986

YOU KNOW JACK F r o m on e i nd i v i d u al w i th a u n i q u e v i s i on to h ar n e s s Moth e r N atu r e ’s po w e r to a g l o b al c o m pan y u n i ti n g

pe o pl e ac r o s s

o c e an s and m o u n tai n r an g e s , O ’N e i l l h as g r o w n l i k e y o u w o u l dn ’t b e l i e v e o v e r th e c o u r s e o f th e l as t 6 0 y e ar s .

While Jack took a step back from the day-to-day running of O’Neill a good while ago, it’s as clear as day that his values and passion for life have never left the building - and never will, either.

We still have to pinch ourselves about every morning just to make sure we’re not still dreaming. Jack’s pioneering spirit is still very much alive and kicking throughout the company, whether it be in Santa Cruz, Europe or as far away as Australia and Japan. Every working day, an equally passionate and dedicated group of surfers, snowboarders and action sports lovers come together to figure out what we need to achieve to help everyone get even more out of life. To work for O’Neill has always been a privilege, and to be able to call it work in the first place is something we still have to pinch ourselves about every morning just to make sure we’re not still dreaming.

www. facebook .com /oNEILL

www. oNEILL .com

get in touch next time you’re online and say hi

W W W ORL D O F O ’ NEILL

www. twitter .com

/teamoNEILL

www. facebook .com

/oNEILLgirls

For us here at O’Neill, that clever old thing they call the interweb serves up a pretty neat way for us to stay connected with everyone across the globe, and particularly so with anyone that lives and breathes action sports and the great outdoors like we do. And, given the fact you’re reading this, it’s safe to assume that means you. The online world is a fast-changing place, and we’re moving with it to make sure we give you exactly what you need. From Facebook and Twitter to YouTube and our website, it’s never been easier to stay connected with O’Neill. Whether you want to check out our latest collections, catch up on all the latest team rider news in real time or enter one of our sweet online competitions, just remember we’re only a click away. We’re always keen to hear what you have to say, so get in touch next time you’re online and say hi.

blok 246 mm

CALIFORNIA S A N TA C R U Z SINCE 1952

ONEILL.COM /60YEARS

2 991000 092660