O’Neill, the Northern Californian surf, snow and lifestyle brand, has opened its first Hong Kong flagship.

The 1800 sqft store, in LCX, Tsim Sha Tsui, features elements inspired by founder Jack O’Neill’s house in Santa Cruz, California. The elements mixed with deep natural tones, emphasise the O’Neill brand and its values of authenticity, progression, unconventional spirit and joy.

With white and wood as the key colour tones, the white tiled wall sits well against the stone grey flooring, adding a ‘rawness and originality’ to the space. Tiled walls with the logo and metal wall units with rear lighting, are both examples of where ‘authenticity meets progression’.

The distinct shades of wood on display and warm lighting bring style and simplicity to the overall design while the combination of materials utilised for this store give the customer a feeling of Santa Cruz.

When Jack O’Neill first pioneered the world’s first wetsuit and opened the first surf shop in 1952, he set the wheels in motion for O’Neill to become not only the first name in the water, but also one of the most forward-thinking and innovative brands in the game.

For more than 60 years Jack O’Neill has stayed true to the lifestyle he loves, Jack’s perseverance and the love for exploring and enjoying nature, propelling O’Neill to become the industry pioneer.