O’Neill, originally founded in 1952 by Jack O’Neill in San Francisco, California, is a quintessential brand in the surf wear and surfboard industry. The brand’s inception marked the beginning of one of California’s first surf shops, located in a garage on the Great Highway near Jack O’Neill’s favorite bodysurfing spot. With a strong focus on producing wetsuits, surf gear, and clothing, O’Neill quickly grew in popularity among surf enthusiasts. By the end of the decade, the company relocated to Santa Cruz, symbolizing its deep roots in the California surf culture. The iconic O’Neill logo, featuring a breaking surf wave, has become a globally recognized trademark, synonymous with the brand’s adventurous and pioneering spirit.

In May 2007, O’Neill underwent a significant transition when ownership of the brand was sold to a privately held company based in Luxembourg. Despite this change, the brand’s core values and commitment to quality remained steadfast. O’Neill continues to produce high-performance water and snow sports apparel, as well as lifestyle clothing for young adults. Distributed in 86 countries worldwide, the brand has maintained a strong global presence. The La Jolla Group holds the O’Neill clothing license in the United States, while the O’Neill family retains ownership of the wetsuit business, headquartered in Santa Cruz, CA. The brand’s dedication to innovation and excellence in surf wear has kept it at the forefront of the industry for over six decades.

Beyond its commercial success, O’Neill is also deeply committed to environmental education and preservation. In 1996, the company launched the O’Neill Sea Odyssey, a free, ocean-based program designed to educate young people about the marine environment. To date, over 100,000 children have participated in this program, reflecting the brand’s dedication to giving back to the community and fostering a sense of environmental stewardship. O’Neill’s ongoing initiatives, such as O’Neill Blue, further demonstrate its commitment to protecting the oceans and promoting sustainable practices. By integrating these values into its brand ethos, O’Neill continues to inspire and support a new generation of surfers and outdoor enthusiasts.

Iconic 90s O’Neill Snowboarding Footage

How to tell if O’Neill is vintage from the logo

O’Neill is a renowned brand, particularly famous for its surfwear and boardsport-related equipment. The evolution of its logo can provide insights into whether a piece is vintage or from a more recent collection. Below, we explore the different eras of the O’Neill logo, as identified from the images provided.

1952 to now O’Neill logo

• The O’Neill logo from this period has been quite consistent in its design elements.
• The logo features the name “O’Neill” prominently in a bold, stylized font.
• The distinctive wave or swoosh graphic, often incorporated above or below the text, is a key element of the brand’s identity.
• Despite subtle variations over the years, the core design has remained relatively unchanged, making it a classic and enduring symbol of the brand.

1952 to now O’Neill logo

How to tell if O’Neill is vintage from the tags

O’Neill, a well-known brand in surfwear and lifestyle apparel, has evolved significantly since its inception. The tags on O’Neill garments have changed over the decades, reflecting shifts in branding, manufacturing, and design aesthetics. Understanding these differences can help identify vintage O’Neill pieces. Here is a guide to help you determine the era of your O’Neill clothing based on the tags.

Having trouble identifying vintage tags or labels? Upload a picture on our vintage tag identification page, and we’ll assist you!

1980s vintage O’Neill tags

• Bold serif lettering with the classic O’Neill wave logo.
• Tags often feature “Since 1952” highlighting the brand’s heritage.
• Rectangular tags with a combination of black, white, and red colors.
• Some tags include additional illustrations or embellishments.

1980s O’Neill tags

1990s vintage O’Neill tags

• Introduction of colorful, vibrant tags reflecting the playful spirit of the 90s.
• Tags often have multiple colors and gradient effects.
• Rectangular tags with the wave logo prominently displayed.
• Includes size information, often with “Made in USA” indications.

1990s O’Neill tags

2000s vintage O’Neill tags

• Tags feature more modern designs with clean lines and bold fonts.
• Use of darker colors and introduction of loop tags.
• Consistent use of the wave logo, sometimes with additional text like “Boardbabes” or “Sportswear.”
• Clear size indicators, often separate from the main tag.

2000s O’Neill tags

2010s vintage O’Neill tags

• Tags showcase a variety of styles and layouts, reflecting modern branding trends.
• Use of QR codes and other digital elements on some tags.
• Tags often feature a mix of materials and colors, maintaining a contemporary look.
• Includes detailed manufacturing and care instructions.

2010s O’Neill tags