O’Neill Men’s Outerwear FW19/20 Preview

Retail Buyers Guide: Men’s Outerwear FW19/20

Brand: O’Neill
Interviewee: Jan Lindeboom // global category manager snow performance

O’Neill

What’s the overall theme behind next year’s outerwear?
Born from our Californian roots, we fundamentally believe in the power of nature to feed our soul. Once you feel it, you go back for it. Again. And again. “It’s always summer on the inside”.

From which big trends do you take your inspiration? And which other brands, designers, artists or influencers do you follow who shape the style of your brand?
The key trends we have identified and are important to us are ‘oversized, layering, patches, pouch pockets, panelling and high energy details’.

With those trends in mind, we have researched our archive (we have been making snow outerwear since the ’80s) and applied the O’Neill DNA by using elements from our own designs from the past.

KEY PRODUCT FOCUS:
What are the three most important products in next year’s range? Why? Please tell us about them.
O’Neill snow range is built with the following key concepts:
1. SNOW-CITY: most versatile snow collection.
2. O’RIGINALS: archive based collection.
3. RIDER: Highest performance snow collection

Within these key concepts, we have identified key looks. SNOW-CITY is made to be worn on slopes as much as in the streets.

Key looks #1 Utility jacket and the Orignal BIB pants.

The Utility Jacket is made with two different heavy duty fabrics in the same shade and offers a monochromatic colour block. The oversized pouch chest pocket is what defines the look of this jacket. The original BIB pants in Camo print completes this look well.

Key look #2 Textured Jacket with the Utility Pants. Textured jacket with a hand made camo print based on the Californian mountain skyline and the organic shapes of the trees and the clouds: this year nr #1colorway: light/white based: with black meta luxe zippers. The Utility pants is the pants version of the Utility jacket. Same fabric blocking and (of course) pouch pockets on the front of the leg.

Key look #3 GTX Parka Jacket. If you are heading to colder destinations. Grab our GTX Parka Jacket. This jacket is made from a sturdy Gore-tex twill material and filled with Primaloft Gold luxury insulation. Large Waterproof Zippers (inspired by the O’Neill wetsuit zippers) give this jacket a look that makes you stand out from the crowd.

O’RIGINALS
A collection that celebrates O’Neill heritage. Styles from the past that have been constructed with today’s technologies.

We have taken inspiration from our early 90’s snow collection and choose the Anorak as a key style.

Key look #1 Original Anorak. Blast from the past, designed in a boxier oversized fit. Fluo colours in that iconic o’neill colour block. Original logo’s. Fabrics is not so old school, 10k/10k stretch Repreve material made from recycled bottles. Recco avalanche safety, no insulation but with soft brushed lining. Besides the jacket, there are plenty of items in the snow and lifestyle collection that merchandise well within the O’RIGINALS concept.

RIDERS

Highest performance snow collection. Made for Riders to ski and snowboard longer in extreme conditions.

A completely new designed range for freeriding. We teamed up with Gore-tex to create the ideal combination of functionality, but then with the O’Neill DNA. Something that (according to gore-tex) did not exist in the market.

Key look #1 Gore-Tex Psycho Tech 3L Jacket. An Anorak that is designed for freeriding, iconic O’Neill Fluo colours that are not only looking good, but also supports with visibility in the backcountry. The 3L Gore-Tex material is made from recycled polyester, as well with PFC free DWR like the rest of all our outerwear.

The Anorak fitting is a bit longer and is ideal when wearing a backpack, can still access the horizontal front pockets easily. Rider tested and proven by snowboarders like Jeremy Jones and skiers Paddy Graham.

When you get gold on the mountain, make sure you packed the STUFFY INSULATOR with you. This packable insulator jacket is filled with PrimaLoft gold luxe to keep you warm and its baffles are stitchless. Therefore you don’t lose the fill and water cannot leak through the baffels. The Insulator comes in black with a reflective camo all over print. Stealthy during the day, but helpful when you want to be seen.

The GTX Psycho Teck 3L Anorak Jacket can be best combined with the GTX 3L bib pants or with the GTX 2L MTN madness pants.

Are your price points going up or down? Where does this pressure come from
Prices have not changed although we have heavily invested in branded materials (Gore-tex, PrimaLoft, reprieve) and sustainability.

What new fits / silhouettes are coming next year?
Oversized Anoraks.

Utility pants with pouch pockets on the front
What’s new in colours/prints?
Monochromatic trend
Louder (without being annoying)
Heritage usage of colour
Neon/Fluo usage in a smart way.
Military Green(with Neon/Fluo usage in a smart way)

Here’s the place to talk about fabrics, features and technical innovations. Here we’re principally interested in *NEW* technical stories that you haven’t offered to retailers previously.
We have partnered up with Gore-Tex for a whole fresh range of products. (Street jackets, Snow-City and Rider collection)

An increase of recycled fibres in the collection. Total of 33% of the total FW O’Neill collection is made with sustainable fibres. In outerwear, we are working closely with Repreve for recycled polyester. Repreve is one of our O’NEILL BLUE sustainable partners.

What are your top marketing stories for next season? This will help us to put some focus in the right place.
See key products focus
1. SNOW-CITY: most versatile snown collection.
2. O’RIGINALS: archive based collection.
3. RIDER: Highest performance snow collection

BASE LAYER FOCUS: Do you do baselayers? What’s happening here, what’s your base layer strategy next year? Please let us know your tech innovations, materials, colours and price points.
We make baselayers for specific customers. New this season is the Polygiene stays fresh technologies. Very nice, but unfortunately not available in the mainline. Maybe we expand this in the future… who knows