Men’s 2011 Fall/Holiday Style Guide: O’Neill

O'Neill's Shawn Peterson and Ryan Rush

O'Neill's Shawn Peterson and Ryan Rush


Shawn Peterson, Design Director for O’Neill Men’s

What are the key points for your Fall 2011 line?

A couple of things that we’re continuing to build on is the Kings of Freak line. That’s a core exclusively assortment. It has its own catalog, its own vibe. That’s for the core retailers and has specific styles dedicated to them. Our eco collection, building on that. Those are kind of two non-in line things that we’re pushing. New denim for Fall, obviously we take styles that have done well and update wash. A couple of styles that we’re feeling good about is the non-denim silhouette which is a twill fabrication and stretch: that same denim look but in a different fabrication.

As men are starting to dress up more, what do you think that means for pants? What is your forecast for pants?

It’s already pretty big in the fashion brands. It hasn’t hit too hard in our surf world but going into next Fall, its going to be here in a big way. The chino is coming back but in a slimmer and modern fit. Denim, five pocket styling but in twill fabrication. Those are two key silhouettes for Fall.

What kind of silhouettes are you doing for knits?

What we’re getting traction on in knits-and it’s taking away from fleece-is putting [jersey knits] in fleece silhouettes: long-sleeved hoods, pullover with Henley body, straight pullover bodies, its stripes, it’s solids, it’s a heathered look, even going into Holiday its going to be there in a much bigger way too. It’s a lightweight killer layering piece.

What are you doing with wovens to make them different?

It’s fabric and styling to make it different from a $20 woven shirt at Target. Its heather based fabrics, chambray based fabrics and styling and detailing, whether its topstitching detail, interior patches, pocket detail, the roll-up sleeve thing. We’re seeing traction in vertical stripes and again really just fabrication, mixing them with yarn-dyed plaids and stripes.

What are some of the standout categories from last year?

Knits is crazy. It’s our fastest growing category as a whole right now. Each season its getting better and better. Knits were dead for so long, you couldn’t give away a knit two years ago. Now it’s crews, its tanks, its long-sleeved pullover, you name it. It’s the category that has the most interest. That knit pullover category has taken bits from our flannel.

What are your key styles for jackets?

A couple styles: a military, bomber jacket, a lot of top stitching details in a nylon-based fabrication. One of the colorways is nylon chambray looking, its a feeling of nylon but kind of a chambray look. We also have a signature style jacket. Its taking a leather [moto] silhouette but putting it into cotton and coating the cotton so kind of getting a little slicker feel, a modern look.

Speaking of cotton, how has the rising cotton prices affecting this season?

We’re looking at trying to maintain prices from last year on the commodity pieces. The new styles, there’s going to be a cost increase. Most retailers are understanding it’s not just us, it’s a lot of brands. There comes a point something’s gotta give. We’re seeing a definite rise in cost. The styles that are not those commodity pieces: a 5 to 10 percent increase. We’re very competitive on our pricing.