Mishka, Musician Known For His Soulful Sound and Reggae Roots
Mishka, Musician Known For His Soulful Sound and Reggae Roots

LOS ANGELES, Mar 25, 2010 / FW/ — Just in time for Earth Day celebration, O’Neill, leading the way in surf products and apparel since 1952 announced that it is launching 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, who is going to be the face of the line 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.

“We’re excited about offering environmentally friendly O’Neill product under the ECO’Neill label,” said 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,” Misha added.