Our Ocean Mission


The FW20 Ocean Mission capsule is our most sustainable collection yet. It serves as a
pinnacle of our O’Neill Blue initiative, where we innovate and explore the usage of
responsible materials that reduce the impact on our playground.

This capsule is released in a limited edition. It zooms in on the endangered species from
the ocean, within the color palette and prints.

To bring Our Ocean Mission to the attention of a new generation, we partnered up with
creative Director, Kimberley Jenneskens, who curated this campaign. We found each other
in our love for sustainability, tech and sportswear.


Our founder, Jack O’Neill, was a true ocean pioneer. A trailblazer in surfwear and
environmental conservation, Jack continues to inspire countless ocean enthusiasts
around the world.

As a keen surfer, sailor and balloonist, Jack devoted his life to the waves and to preserving the natural world. He played a vital role in creating awareness about the fragility of our environment and promoting the importance of protecting its beauty so it can be enjoyed by future generations for many years to come. Jack’s unique spirit and zest for life, coupled with his deep love of ocean sports, inspired the concept and subsequent launch of the O’Neill brand in 1952.

Always a pragmatist, Jack’s motivation at the time was simply that he 'just wanted to surf longer'.

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As his love for the ocean deepened he knew his mission extended beyond designing the best possible surfwear for his fellow wave-riding enthusiasts. In 1996, Jack established the O’Neill Sea Odyssey (OSO), a ground-breaking marine and environmental education program. Jack’s mission was to engage, educate, inspire and unite people from all across the world. To encourage others to join him and the O’Neill family in gaining a deeper understanding of the ocean world. To understand their impact on our precious environment and to spread the word that every person - no matter where in the world they are, and what background they come from - can do their bit towards safeguarding the ocean.

Over the years, the O’Neill Sea Odyssey has gone from strength to strength. It has inspired and educated over 100,000 Ocean Stewards, across the planet.

Many of these young people are from underprivileged backgrounds where their situation or location might have meant they would never have the opportunity to connect in such an inspiring and meaningful way with the ocean. Their experience with the OSO allows them to form a connection with the ocean and with the natural environment. Giving them a deeper understanding of marine biology, marine ecology and navigation skills - and the motivation to become ambassadors for environmental conservation.

The OSO has empowered these young people and changed their lives for the better. The O’Neill Sea Odyssey is a true legacy of Jack’s character and achievements and a reminder to us all of his unique and enduring spirit.


At O’Neill, we believe that life is good. That we have been given the gift of a unique, inspirational and incredibly beautiful natural environment. One that we must treasure and protect. The ocean is our playground, a place of infinite variety that we can enjoy in many different ways. We believe it is our duty to ensure that the ocean’s power, diversity and beauty are preserved for many generations to come.

Since Jack O’Neill launched the O’Neill brand in 1952 our mission has remained the same. We are committed to living and behaving ethically and responsibly in everything we do. Our ocean mission is an ever-evolving, never-ending journey. The planet inspires us to develop more effective and inventive ways to keep it healthy and to support one another in doing the same.

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Our founder, Jack O’Neill was an innovator and a pioneer. His influence and legacy remain at the heart of the O’Neill brand, motivating us as individuals and as a community to keep giving back in our own unique ways. To always be grateful for our ocean playground and to live more gently alongside it, while still enjoying its awesome power and capacity for adventure.

Jack O’Neill’s spirit lives on through our brand. Like Jack, we are inspired by the elements, with the ocean holding a special place in our hearts.

We seek out materials for our clothing that help reduce our impact on the environment. We work with like-minded people to support their goals and we continue to produce clothing in timeless designs that are robust and built to last - no matter where your adventures take you.

By working together with this vital shared goal in mind we can continue to create positive and lasting change and honor our responsibility to our ocean playground. Making sure we leave it as diverse, healthy, colorful and vibrant as we found it.


Our world faces many challenges. To tackle these challenges we need creative, meaningful solutions - and we need to work together to make them happen. At O’Neill, we are united by our love of the natural world. We are energized and inspired by the magnificent playground we have been given.

It’s our job, our responsibility and our mission to give back. Jack O’Neill instilled this ethos into the O’Neill brand when he launched it in 1952. Like Jack, we play hard, celebrating the pleasures of the waves, the mountains - wherever our adventures lead. We also work hard to continue his environmental legacy, striving towards a better future for all.

Our O’Neill Blue promise is at the heart of our brand. We actively seek out like-minded individuals and suppliers that can help us source sustainable materials that are built to last.

Our mission is to minimize our footprint by designing and creating products that reduce the impact on our precious environment.

We are proud to say that the whole of the O’Neill FW20 range consists of 46% O’Neill Blue products - but we won’t stop there. We are dedicated to our long-term mission to get 100% of our designs to carry the O’Neill Blue label. This goal is in our sights and we hope to achieve it by 2025.

The ocean will always hold a special place in our hearts. It is our pleasure and privilege to celebrate Jack O’Neill’s legacy by continuing his pioneering work in environment protection and education. Jack saw it as his duty and calling to give back to his cherished ocean playground. Together, we can work towards meaningful tactics and strategies that will help us to honor our responsibilities to protect the planet. Join us in our ocean mission and our movement into the Blue.


We believe great products are created with sustainability at their core; which means using more sustainable raw materials to make our clothes.

With O'Neill Blue we want to improve the sustainability share of our collections by selecting responsible raw materials while not giving up on technical and performance driven products.

We are constantly refining and innovating our strategy to source and use more sustainable raw materials.


Cotton is harvested from cotton plants, spun into yarn and used to make a soft and breathable fabric.

Because cotton has a 50% share in our products, we have committed ourselves to source 100% of our cotton as more sustainable cotton by 2022. More sustainable cotton includes cotton sourced as Better Cotton, organic and recycled cotton.

Better Cotton

We are proud to partner with the Better Cotton Initiative to responsibly transform the way we use cotton. BCI works directly with the environment, farmers, and communities to make sustainable cotton available worldwide. *Better Cotton is sourced via a system of Mass Balance.

BCI exists to make global cotton production better for the people who produce it, better for the environment it grows in and better for the sector’s future.

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The initiative focus on a worldwide transformation of conventionally grown cotton which will have a great effect on our environment. O'Neill Europe has been part of BCI since January 2019 to contribute to improving conventionally grown cotton.

The Better Cotton Initiative/BCI connects people and organizations throughout the cotton sector, from field to store, to promote measurable and continuing improvements for the environment, farming communities and the economies of cotton-producing areas.

Our sourcing of cotton through BCI allows the initiative to reach and train farmers on more sustainable practices, and therefore, when buying a garment with the BCI logo, you support the initiative and its long term commitment for worldwide transformation.

When a garment features the BCI logo on the label, it means that the garment is sourced through the Better Cotton Initiative (BCI). Today, Better Cotton is not traceable. It is not possible to define the exact percentage of Better Cotton that a garment may contain since the system allows Better Cotton to be mixed with conventionally grown cotton; we call this a mass balance system.

Organic Cotton

We use Organic Cotton made naturally without the use of pesticides and 91% less water than the industry standard. This material was selected to preserve our supply of clean water and ensure our oceans, rivers and lakes remain free from harmful toxins.

Organic cotton is grown with consideration for the environment and the people who produce it.

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With organic cotton the negative impact is reduced since it sustains the health of soils, ecosystems and people by using natural processes rather than artificial inputs. No genetically modified crops or toxic chemicals such as chemical pesticides and fertilizers are used in the cultivation of organic cotton.

Organic cotton requires less water, less energy and improves the health for the cotton farmers and their families since they are not exposed to toxic chemicals. You can read more about organic cotton and its benefits on Aboutorganiccotton.org. Products containing organic cotton are labelled with a tag.


A lot of our more technical products feature synthetic fibers. Here we innovate by using recycled polyester and recycled nylon, which helps offset the impacts and waste streams of virgin materials and preserves our nonrenewable resources.

For our synthetics fibers we use partners such Repreve, Econyl & Bionic, but also some other great local nominated partners. Also these initiatives are tagged on the product.

Recycled Yarns by Repreve

We use REPREVE in our designs made from recycled PET bottles cleaned and woven into yarn. By selecting this material we preserve the natural clarity of our waters. Dive deeper.

Bionic Recycled PET Bottles

This is a high performance eco-material made from recycled PET bottles collected from beaches. The bottles are collected, chopped, melted, spun into yarn and woven to create an environmentally friendly material.

This manufacturer also places recycling stations on beaches, schools, hotels and city centers.

Econyl Recycled Nylon

We use ECONYL made from discarded fishing nets, fabric scraps and sourced from oceans around the world. This means your garment can be recycled again and again contributing to a circular world with less waste. By selecting this material we help protect sensitive habitats from being harmed.


The O’Neill sustainability strategy is built around four pillars. Each pillar has its own separate goals and mission but together they represent the ongoing commitment of the O’Neill brand to work ethically and sustainably in everything we do.

To make better products

This means developing robust methods and strategies that make meaningful improvements to the sustainability of all our products. It means being rigorous with our design processes to ensure our clothing is long-lasting and needs replacing less often. It means offering our customers beautiful and timeless styles that they’ll love for many years to come.

Achieving this goal involves working with ethical suppliers that produce the highest-quality sustainable materials and whose supply chain is transparent and adheres to good working standards.

To improve our supply chain

Our commitment to sustainability extends way beyond our designs and brand ethos. As an ethical global brand, we take our responsibilities seriously and work hard to ensure that every process and procedure throughout our supply chain is as sustainable and transparent as possible.

This means being less wasteful, more conscious and more resourceful in all our activities; from our design processes to the suppliers we use, to the production lines and the way we transport, sell and store our produce.

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When it comes to our teams and our suppliers we never cut corners and always put staff wellbeing first. O’Neill Europe has been a member of the Amfori Business Social Compliance Initiative (BSCI) since 2009. This is a code of conduct based on international labor standards to protect workers’ rights. In 2018, more than half of our suppliers received a “B” rating or higher according to the BSCI standard, or the equivalent thereof. This means that the audit results are “good” or “excellent”. In addition, we support other suppliers in their improvement plans.

To improve the way we work

We are proud to say that we have already made significant achievements in sustainability and in ensuring that O’Neill is a place that genuinely values and takes care of its employees and supply chain, as well as our customers.

We know that the world is an ever-changing place and that new challenges are always around the corner. By keeping ourselves informed about the world and about ways we can continue to tackle and adapt to these challenges, we can be agile in our approach to sustainability. We listen to our teams, our customers, our partners and our suppliers to understand how we can serve them better. Recognizing where we can do more and applying our resources and energies to the areas where we can do the most good.

To give back to society

As a successful global company, we are in a good position to help others. We understand and recognize our privilege and put our combined energies into supporting the people and projects that need our help most.

In 1996, Jack O’Neill established the O’Neill Sea Odyssey (OSO), a ground-breaking marine and environmental education program which has recently reached the impressive benchmark of welcoming over 100,000 students.

Jack’s mission was to engage, educate, inspire and unite people from all around the world with a particular focus on helping young people from underprivileged backgrounds. The OSO encourages people to gain a deeper understanding of the ocean world. To appreciate their impact on our precious environment and to spread the word that every person, no matter where in the world they are, and what background they come from can do their bit towards safeguarding the ocean. Alongside the OSO, O’Neill also supports a number of environmental projects and continues to sponsor both athletes and changemakers.

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