Denim board shorts: O’Neill & ISKO 'suffer from pioneer syndrome’

Amsterdam - Up until recently, the combination of denim and the ocean was impossible to imagine. No one in their right mind would go swimming in a pair of denim jeans (unless they are looking to break-in a pair of virgin jeans) as once they become wet, they become extremely heavy and stiff and take hours to dry. “Surfers love denim, but we could never wear it at the beach,” said Jan Lindeboom, category manager surf & snow performance at O’Neill. But now all this has changed with the launch of the world’s first denim board shorts, the fruition of a collaboration between O’Neill and denim producer ISKO.