PRINT PLAY: The tribal and floral prints Cynthia Vincent is known for will soon be on the wetsuits and swimwear of O’Neill.
It’s the surfwear brand’s second time partnering with a designer and follows the rollout of fall pieces done in conjunction with Anna Sui, which hit stores a few weeks ago and saw quick sell-through on pieces such as a cream-colored kimono and crochet bikini.
“We’re really careful to partner with someone who will elevate our current looks,” said O’Neill women’s design director Rachael Hill. “There’s definitely synergy there. [The designer collaborations are] not necessarily a departure for us as much as it is an expansion and kind of captivating another customer we wouldn’t get otherwise.”
The collection for summer 2016 is expected to hit retail in April and is organized into three categories: sportswear, retailing from $59.50 to $99.50; swim, ranging from $46 to $110; and wetsuits priced between $140 to $200.
The company’s now turned to its holiday collection, which will also infuse designs from Vincent and could possibly include party dresses, chunky sweaters and giftable items, such as cosmetic bags or footwear. However, Hill said the collection is still in its early stages.
Additional designer collaborations are possible for the future but only where they make sense, Hill said.
“We definitely see the validity in the collaborations and the excitement it brings,” she said. “But we only want to do it if it feels right. We don’t want to force anything.”