Mishka signs on as face of ECO'Neill Men's Collection

23 Mar '10

2 min read

O'Neill leading the way in surf products and apparel since 1952, announced the launch of ECO'Neill, an innovative collection of sustainable, eco-friendly designs that aim to support the preservation of the environment for generations to come. Helping to kick off the launch is newest member of the O'Neill family, soulful roots-reggae artist and waterman, Mishka, as he promotes his latest album release "Talk About" on actor Matthew McConaughey's j.k. livin records. Mishka will be giving audiences a preview of the collection during his album tour starting this week, and will be contributing to the creative process and design of upcoming ECO'Neill styles. Later this year, he will be featured in related advertising, POP, mobile marketing and social media efforts from O'Neill to support the introduction of ECO'Neill t-shirts, tanks, beanies and boardshorts hitting stores next Spring.

"Mishka adds a whole new dynamic and direction to O'Neill," said Toby Bost, CEO of O'Neill Clothing. "Growing up a waterman and having an appreciation for the ocean and earth are attributes that make him a natural fit for us. We're looking forward to incorporating his music, unique spirit and creativity into the ECO'Neill line."

"We're excited about offering environmentally friendly O'Neill product under the ECO'Neill label," added O'Neill men's VP of Design, Ryan Rush. "Our ultimate goal is to increase the amount of sustainable manufacturing practices companywide."

ECO'Neill's Spring 2011 collection includes basic tees, tanks and beanies made from 100% organic cotton, and novelty tees and tanks in 100% organic cotton slub jersey. Boardshort fabrics will be made from recycled plastic bottles.

"Working with O'Neill is giving me a chance to spread my music to more people -- and specifically those who are into water sports," said Mishka. "I have found such musical and spiritual inspiration out on the waves, so this partnership is a good way to connect with people who probably feel the same inspiration. It's also cool if I can help O'Neill become a more ecologically friendly company along the way. It's a win win situation."

The j.k. livin record label was started in 2006 by Matthew McConaughey, and released Mishka's first album "Above The Bones" in February 2009. The album debuted at #1 on the Reggae Billboard Charts and went on to be the #9 reggae album of the year. Mishka also won the iTunes Best New Artist award in the Singer/Songwriter category in 2009.

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