MANILA, Philippines - How many times has someone called you “unreasonable” for doing something crazy, something stupid, something dangerous, or something all of the above? They probably said it in frustration and then proceeded to unfriend you on Facebook. But for the people at O’Neill, it’s a completely different story — “unreasonable” is the highest praise.
O’Neill has gone a long way since Jack O’Neill (the inventor of the neoprene wetsuit, mind you) first put up a small surf shop in California in 1952. In fact, it’s made its way to the Philippine archipelago, where salt, surf and sun are all too familiar. Last Aug. 6, Treehouse Tavern and Café turned into surfer turf for the O’Neill grand brand launch. Bean bags were strewn across artificial grass, blown-up photographs of surfers across the decades decked the walls, O’Neill merchandise was laid out on wooden crates, surfboards hung suspended from the ceiling — it was every surfer’s wet dream.
The lifestyle brand introduced its international campaign (“Unreasonable Expectations Since 1952”) and along with it, Team O’Neill Philippines which includes watersports stars like JV Tanjangco, Andrea Tanjangco, Susan Larsson, Maria Lopez Yokohama, Gab Sarmiento and The Onslaught Racing Dragons. O’Neill’s global success is built on the unwavering support it gives to athletes and its high-quality performance wear which can go “from the beach to the streets.”
Reasonable says: “Too cold. Too high. Too heavy.”
Unreasonable says: “See you out there.”
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O’Neill can be found in SM Mega Fashion Hall, Glorietta 5, select Bratpack stores, select R.O.X. stores and more.