Californian lifestyle brand O’Neill and denim manufacturer ISKO™ announce the launch of the world’s first Denim Boardshort for Spring/Summer 18. Taking cues from 50s surfing and rebellious counter-culture, The Denim Boardshort is part of O’Neill Hybrid range, an innovative new swimwear concept bridging the gap between land and sea . The Denim Boardshort is priced at €99.99 and can be purchased online at Oneill.com
Yet another first for the brand behind the development of the wetsuit, the Denim Boardshort is a progressive collaboration uniting the heritage of O’Neill with the expertise of denim professionals ISKO™. The result is a unique design that brings street style to the ocean yet naturally reflects the need for serious function. Made with fast-drying, lightweight, 4-way stretch and patented ISKO Blue Skin™ denim fabric. The Denim Boardshort delivers unrestricted mobility and maintains its shape no matter how hard it has been ridden. Featuring side, back pockets and iconic Oneill contrasting yellow stitching, the design has a relaxed silhouette and lace-up waistband. The short’s denim is also 50% lighter than traditional jeans fabric and is water repellent thanks to the O’Neill Hyperdry treatment applied to the material in production. The treated fabric remains soft and breathable both in and out of the water, with a claimed durability that can withstand surf after surf.
Jan Lindeboom – Category Manager Surf & Snow Performance says: “Where ever you see people, you see denim. People are addicted to denim. Why not make a denim boardshort that you can wear in and out of the water.”
Fabio Di Liberto, ISKO Brand Director says “We are constantly pushing the boundaries of what denim means to people. The Denim Boardshort is another great example of this exploratory spirit at ISKO” Together, O’Neill and ISKO™ have given watermen the option of taking street style to the beach and wearing it in the ocean.
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 ground-breaking wearable electronics,
ISKO™, world leading denim manufacturer, is part of the SANKO Holding and trademark of SANKO TEKSTIL. Countless innovative products and an impressive line-up of technological solutions enable ISKO™ to provide the best answers to the vast variety of demands within the denim sector, in particular those in the premium market segment. ISKO™ has offices in 35 countries worldwide.