SPORTSWEAR: Blazing Hot And Way Cool

Blazing Hot And Way Cool

Surfers and snowboarders have been blinded lately by a dazzling brilliance. It's not glare from the snow or water, but the neon-colored outfits of their companions. From the California coast to the Alps, the hottest look under the sun is the "acid bright" sportswear produced by the O'Neill company of Santa Cruz, Calif. The parkas, swim trunks, rucksacks and other splashy items are hard to miss, since O'Neill emblazons them with the company name in huge letters. O'Neill's sales reached an estimated $100 million last year, up more than 30% from 1988.

Started as a wet-suit manufacturer in 1952, O'Neill branched...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!