SURF LIFESTYLE BRAND OCEAN PACIFIC MAKES WAVES LEADING UP TO ITS 50TH ANNIVERSARY
The iconic surf lifestyle brand, Ocean Pacific owned by Iconix Brand Group, Inc has signed multiple category deals paving the way for a momentous comeback for its upcoming 50th anniversary in 2022. The lifestyle brand known for its laid-back California style and founded on the spirit of its surf culture has inked multi-year agreements with 4 new licensees across multiple categories including men’s, women’s and kids’ apparel, swim, and footwear joining the already existing and current categories of optical with Clearvision, skateboard with Rolling Thunder, fragrance with 2B, home décor with JS Royal and beach towels with Himatsingka.
Ocean Pacific, previously a surfboard brand, became the first company to translate the West Coast surf culture into a lifestyle brand. The founder, Jim Jenks, created a clothing brand that met the demands of surfers in and out of the water. The brand fuses sports, music, art, and fashion with an optimistic echo of the sand and streets of Southern California’s surf and skate culture. From the mountains to the beach, the city to the suburbs, our mission is to create thoughtful authentic, surf inspired product known for its iconic and bold graphics for everyone. The OP brand captures the love of the So-Cal lifestyle.
“As we build upon the momentum of OP’s upcoming golden anniversary, we couldn’t be more pleased with all of our new and existing best-in-class partners. The timeless and timely appeal of the brand has gained a dedicated fanbase over the years and we are look forward to continuing to expand across new categories such as women’s and girls’ outerwear and beach accessories to bring OP to its full potential as a true full-service lifestyle brand.” – Bob Galvin, Chief Executive Officer and President at Iconix Brand Group, Inc.
The new partnerships include Castlewood Apparel, the US and Canadian men’s and boys’ apparel licensee. The first collection will launch in market of Spring 2022 and feature classic remakes of styles such as vintage corduroy shorts and swimwear, as well as a new collection of outdoor apparel. The collection will pull from the OP brand’s history and reflect the brands surf spirit and Californian laid-back aesthetic.
“People are generally spending a lot more time outdoors. The OP brand is all about the outdoor active beach lifestyle. Our products will be built to catch the wave of this trend.” – Jeffrey Siskind, President Bernette Textile Co, a division of Castlewood Apparel.
To build even further to the brand’s momentum, a deal with ACI to be the new US and Canadian men’s, women’s and kids footwear licensee also planning to launch in Spring 2022. ACI will develop a complete line of footwear from flipflops and sandals to EVA clogs, aqua socks, and canvas shoes, all staying true to the OP brand’s beach-based style.
“We couldn’t be more excited to be working with Iconix to relaunch OP footwear in the US market,” noted Steve Jackson, CEO of ACI International. “West Coast lifestyle brands have been an important part of our Company for more than 30 years, and over that time, we have developed the best-in-class design, development and sales expertise necessary to maximize the potential of the Ocean Pacific brand on a year-round basis,” he added.
Essential to the OP brand’s heritage style is swimwear and the deal with Amerex to be the new US and Canadian women’s and kids’ swimwear licensee is sure to make a splash. The collection will launch Spring 2022 with surf inspired design with bright colors, tropical prints, and vintage inspired graphics. Retail price points will be under $100 for one pieces and $50 for separates.
“Amerex is excited to partner with Iconix on this inspirational and iconic brand. Marrying our expertise in exceptional design, fit and value with OP’s surf inspired aesthetic will propel this category to the next level. OP is truly a heritage brand and we at Amerex are proud to represent this label in women’s and children’s swimwear.” Ira Ganger, CEO of Amerex.
Women’s sports and activewear are of course pillars of the brand and the new deal with One Step Up will bring the OP brand’s iconic vintage Californian style to new customers while exciting long-time consumers with a loyal connection to the brand.
“One Step Up is proud to partner with Iconix on the relaunch of their heritage brand, Ocean Pacific. OP has been a household name since the ‘70s and has tremendous recognition to the American consumer. We are excited to be designing back into this vintage lifestyle brand, bringing exciting new product to meet the everyday needs of the modern women. Ocean Pacific is a perfect match to One Step Up’s well developed sportswear division, which has provided core fashion to our US and Global Retail partners for over 40 years.” – Harry Adjmi, CEO of One Step Up.
The new categories will have a multi-tier distribution strategy across mid-tier department stores, specialty stores and off-price. It will also be looking to have a strong e-commerce presence as well.