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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