Killer Dana Board Society

“O’Neill has taken key sportswear trends and incorporated them into swim: menswear plaids, buffalo checks, nautical influences, ruffles, and acid wash balance out the masculine and feminine.”

What to expect:
“O’Neill’s target customer remains the same: the beach-loving girl who appreciates the colorful, free-spirited lifestyle they represent. But the design direction is even more fashion-forward than before; it’s more unique and interesting, and maintains a more consistent brand story across the entire collection – from colorways and patterns to key details. Price points will remain the same for the most part.”

Who will be designing the line now?
“Our in-house design team under the supervision of our swim creative consultant, Maria Barnes, will design the line. She is a veteran in this industry, and her experience has been invaluable.”

Thanks to Shop Eat Surf for this article and interview with La Jolla Group Kari Johnson (VP of design for Juniors). To read more of the article, click here

Be sure save the date for our Trunk Show of O’Neill Women’s Spring 2010 line at our San Clemente Store. November 19th around 6pm.

O’Neill Spring Swimwear coming soon!!!