Irvine, Calif. (March 23, 2010) — O’Neill (www.oneill.com), leading the way in surf products and apparel since 1952, today announced the launch of ECO’Neill, an innovative collection of sustainable, eco-friendly designs that aim to support the preservation of the environment for generations to come. Helping to kick off the launch is newest member of the O’Neill family, soulful roots-reggae artist and waterman, Mishka, as he promotes his latest album release “Talk About” on actor Matthew McConaughey’s j.k. livin records. Mishka will be giving audiences a preview of the collection during his album tour starting this week, and will be contributing to the creative process and design of upcoming ECO’Neill styles. Later this year, he will be featured in related advertising, POP, mobile marketing and social media efforts from O’Neill to support the introduction of ECO’Neill t-shirts, tanks, beanies and boardshorts hitting stores next Spring.
“Mishka adds a whole new dynamic and direction to O’Neill,” said Toby Bost, CEO of O’Neill Clothing. “Growing up a waterman and having an appreciation for the ocean and earth are attributes that make him a natural fit for us. We’re looking forward to incorporating his music, unique spirit and creativity into the ECO’Neill line.”
“We’re excited about offering environmentally friendly O’Neill product under the ECO’Neill label,” added O’Neill men’s VP of Design, Ryan Rush. “Our ultimate goal is to increase the amount of sustainable manufacturing practices companywide.”
ECO’Neill’s Spring 2011 collection includes basic tees, tanks and beanies made from 100% organic cotton, and novelty tees and tanks in 100% organic cotton slub jersey. Boardshort fabrics will be made from recycled plastic bottles.
“Working with O’Neill is giving me a chance to spread my music to more people — and specifically those who are into water sports,” said Mishka. “I have found such musical and spiritual inspiration out on the waves, so this partnership is a good way to connect with people who probably feel the same inspiration. It’s also cool if I can help O’Neill become a more ecologically friendly company along the way. It’s a win win situation.”
The j.k. livin record label was started in 2006 by Matthew McConaughey, and released Mishka’s first album “Above The Bones” in February 2009. The album debuted at #1 on the Reggae Billboard Charts and went on to be the #9 reggae album of the year. Mishka also won the iTunes Best New Artist award in the Singer/Songwriter category in 2009.
Join O’Neill as they support Mishka at The Roxy in Hollywood, Calif. tonight, and Saint Rocke in Hermosa Beach, Calif. on March 26th. Visit www.mishka.com for show times and ticket information. “Talk About” will be available to download exclusively on iTunes starting March 30th.
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O’Neill, the original California surf, snow and youth lifestyle brand, was founded in 1952 when a young man named Jack O’Neill took his unstoppable passion for surfing and used it to beat Mother Nature at her own game. Pioneering the world’s first neoprene wetsuit, Jack had successfully found a way to extend his surf sessions in the bone-chilling breaks of Northern California. He opened up the garage doors to his first surf shop in Santa Cruz soon after.
While many things have changed since those humble beginnings, Jack’s initial vision of producing functional and innovative boardriding products continues to lie at the core of everything the company does. O’Neill’s core values – innovation in style and technology – have seen the brand devote itself wholeheartedly to the evolution of the action sports lifestyle. From the first ever neoprene wetsuit and surf leash, to the world’s first stitchless boardshorts and range of groundbreaking wearable electronics, O’Neill’s progressive spirit will always drive the company forward. For more information, please visit www.oneillclothing.com.
About Mishka and j.k livin records
Mishka is an authentic musician in an underrepresented genre with an incredible story-from growing up on a boat in Bermuda to having one of film’s most iconic figures, Matthew McConaughey, start his own record label exclusively for his music. McConaughey first became familiar with Mishka on New Year’s Eve in 2000 after he had been unable to sleep for three consecutive days. When he heard Mishka’s music, McConaughey admits he “slept like a baby for 5 straight hours,” and was immediately hooked to Mishka’s comfort-inducing, soulful melodies. McConaughey became a man on a mission, determined to track down the artist that was behind the “soundtrack of his life,” and searched for Mishka for almost five years before finally catching him at the House of Blues in Los Angeles. McConaughey made a quick phone call to his lawyer upon meeting Mishka and officially created the j.k. livin record label to release Mishka’s music to the masses. Mishka’s 2009 release, “Above the Bones,” debuted at #1 on the Billboard Reggae Charts, and Mishka was named 2009’s Best New Artist by iTunes in the Singer/Songwriter category. To learn more, visit www.mishka.com.