ONeill announced the launch of ECONeill, a collection of sustainable, eco-friendly designs. Roots-reggae artist and waterman, 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 ECONeill styles. Later this year, he will be featured in related advertising, POP, mobile marketing and social media efforts from ONeill to support the introduction of ECONeill t-shirts, tanks, beanies and boardshorts hitting stores next Spring.

“Mishka adds a whole new dynamic and direction to ONeill,” said Toby Bost, CEO of ONeill Clothing. “Growing up a waterman and having an appreciation for the ocean and earth are attributes that make him a natural fit for us. Were looking forward to incorporating his music, unique spirit and creativity into the ECONeill line.”

“Were excited about offering environmentally friendly ONeill product under the ECONeill label,” added ONeill men’s VP of Design, Ryan Rush. “Our ultimate goal is to increase the amount of sustainable manufacturing practices companywide.”