O'Neill, the Santa Cruz, California-based surf, snow and lifestyle brand, is planning to offset revenue shortfalls between the peak surfing and winter sports seasons by offering more lifestyle products.

The label wants to promote several small collections across a number of exclusive sales channels. This effort will also try to win over potential new retail partners, says Christian Wander, Marketing Manager Central Europe.

For example, O’Neill is placing a special focus on its fashionable O’Riginals sub-collection. The line will be marketed independently for the second time as part of its 2014 spring/summer collection. T-shirts, tops, sweatshirts, shorts and dresses have a trendy look and don’t tend to be influenced by the theme of surfing so much. The styles, which are priced slightly higher than the main collection (sweatshirts retail from €79 to €89), also bear their own logo – the original logo dating back six decades to the label’s earliest years.

The O’Neill Adventure Series is also entering its second season in s/s 2014. The lifestyle collection offers a wide range of functional extras – especially in the jacket segment. Details such as the HyperDry water-resistant nano coating, sealed seams and audio pockets show off performance features in an urban context.

Its debut for SS2014 celebrates O'Neills new premium line ‚52‘. The small collection includes fashion forward, unbranded styles which will have a limited sales distribution.

The sub-collections are distributed globally. “We want to have more consistent brand visibility and are working with our teams in Canada and the US to achieve this,” says Wander.

More fashion less surf: look from the SS14 O'Riginals sub-line
More fashion less surf: look from the SS14 O'Riginals sub-line