O’Neill

How sustainable is O’Neill?

This scree­ning has been done by Fai­ri­fy on March 31^st 2020

O’Neill is ori­gi­nal­ly a Cali­for­nia surf brand, foun­ded by sur­fer Jack O’Neill, who is cre­di­ted with inven­ting the wet­suit. Back in the day, he foun­ded the O’Neill Sea Odys­sey, an inde­pendent orga­ni­za­tion that still edu­cates kids on marine conser­va­tion. While see­min­gly an envi­ron­men­tal and out­door­sy com­pa­ny at heart, things have chan­ged for the brand. In 2007, the brand was acqui­red by Logo Inter­na­tio­nal, a Dutch com­pa­ny that also owns WE Fashion.

While there are some things that O’Neill does in an effort to contri­bute to impro­ving its busi­ness ethics, it basi­cal­ly comes down to a mem­ber­ship with BSCI, who conducts inde­pendent audits for wor­king condi­tions in the sup­ply chain to improve wor­ker condi­tions. And even though that’s all the com­pa­ny could mus­ter, the reports don’t paint a pret­ty pic­ture of O’Neill’s wor­king condi­tions. The com­pa­ny men­tions using a few recy­cled mate­rials, but actual per­cen­tages of sus­tai­nable or recy­cled mate­rials are not dis­clo­sed.

O’Neills mar­ke­ting screams images of blue oceans and words like ​‘res­pon­si­bly’ and ​‘recy­cled’. But a com­pa­ny which relies this hea­vi­ly on nature and res­pon­si­bi­li­ty in its mar­ke­ting mate­rials without any sub­stan­tial efforts to conserve this in any way, loses all cre­di­bi­li­ty in our eyes.

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