Jack O’Neill Collection: Surf Threads for 30-Somethings
Though a core target demographic for O'Neill clothing is teenagers and young 20-something-year-olds, the majority of the employees working at the brand probably do not fall into the age bracket of the company's clothes. The maturing men at O'Neill finally did something about it and launched the Jack O'Neill collection men's line, delivering now for Spring 2012. The collection's launch was timed to commemorate the 60th anniversary of the brand, which was started in Santa Cruz, Calif., in 1952 by Jack O'Neill, inventor of the wetsuit.
"A lot of it started with those of us that work at O'Neill. As we got older we know what kind of clothes we want to wear. Sometimes it's not always in the young men's line," said John Hunt, vice president of sales for O'Neill. "We've always had parts of our line that were geared toward the older guy, and that product has always done well, so there was already a built-in appetite for it."
The designs are targeted to speak to men around 30 years old who are still active in the outdoor lifestyle. A pair of khaki pants has a drawstring waistband like a comfy lounging pant, which makes them easy to slip on in a beach parking lot, post surf session. In khaki twill fabric and clean, relaxed fit, the pants can pass muster for office attire.
The retail price for classic denim shirts, plaid wovens and nautical- inspired lightweight jackets is about $5 to $10 more than the retail price point of the young men's range because of the slightly better fabrications and design details.
Hunt said some core surf shops that booked the line have a builtin section for that older customer. For others it's a new yet growing category. Competitive-aquatic- lifestyle brands include Quiksilver and its established Waterman collection, which is also embraced by the mature surfer, stand-up paddleboarder and windsurfer hobbyists. Nearly all of its featured athletes are over the age of 30. "Retailers have come to us, asking us [for products for this customer]," Hunt said. "There is definitely a void out there for this—something that is targeted for an older guy and still stylish and youthful in attitude. You're starting to see other brands to follow suit, and everyone has been receptive."
Jack's Surfboards will be carrying the Jack O'Neill collection in four of its Southern California locations—Huntington Beach, Corona Del Mar, Dana Point and Hermosa Beach. Bob Abdel of Jack's said that the collection will satisfy the 30-year-old-and-up customer who tends toward wovens, elastic shorts and "fuller-fitting" clothing.
"I do think it looks different than the main O'Neill line. It's a bit more mature and offers different fits for the mature customer," Abdel said. "We carry brands that cater to that same kind of customer, and they do well—brands such as Quiksilver Waterman and Honolua, just to name a couple." —Rhea Cortado
