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STORY

ENDLESS FLAVORS FOR THE WORLD TO CONSUME Launched in 2002 by Shaun Neff in Southern California,

We are not confined to one specific category; we are defined

Neff was the first authentic core snow and skate headwear

by reaching across multiple platforms like sports, fashion and

company in the world. Neff is an active youth accessory brand

entertainment. Today, Neff is reaching further into the world

supported by some of the biggest actions sports athletes in

of active fashion with the introduction of its Neff Vision and

the world as well as key personalities across the globe. Neff

Neff Time lines, which are unique collections of stylish higher

World Headquarters is located in Camarillo, California and is

end sunglasses and watches. Collaborations with household

internationally sold in 45+ countries to select action sports

names such as Snoop Dogg, Deadmau5, Mac Miller and

retailers. Neff is all about having fun and bringing new vibes

Scarlett Johansson and their yearly charity initiative,

to the world. “We are like a gumball machine; spitting out

“Neff Hope,” ensure that Neff maintains its pattern of

endless flavors for the world to consume,” stated Shaun Neff

constant growth and innovation.

when asked to describe Neff Headwear.


FORE

MANTRA


EVER FUN!


BRAND


THE NEFF COOL FACTOR PAYS OFF Though our roots will forever lie in the world of snow, skate, and surf, Neff is one of the few action sports brands that has crossed over into fashion and lifestyle. We collect all of the things that we love to create products that we are passionate about, and distribute them under the “Forever Fun� umbrella. Through this line of thinking, Neff can offer so many different products to a variety of consumer bases, which is what sets us apart from the rest of the industry.


ACTION SPORTS

THE KEY TO NEFF’S LIES ITS PEOPLE We aim to associate Neff with athletes who are at the top of their sport. From the snow to the pavement to the ocean, we collaborate with the best athletes in the world. Neff is built on fueling pros and enabling amateurs, and in doing so we create products with the features and functionality an athlete requires, but with an edge you can’t find anywhere else.


O SOUL S IN LE


ACTION SPORTS


SNOW


“IT IS ALL ABOUT HAVING FUN. FROM THE DESIGN, TO THE ATHLETES, TO THE BRAND ITSELF.” LOUIE VITO


SKATE

“NEFF ALWAYS KEEPS THE SUN OUT OF MY EYES. I BACK IT!” LEO ROMERO


SURF


“WHY TRY AND FIT IN WHEN YOU WERE BORN TO STAND OUT” JORDY SMITH


ICONS

AN ICON IS A PERSON WH IS READ RECOGNIZ SOMETHING O GREATER CUL O SIGNIFICA


Musicians, actors, and personalities are the icons of

and just as he is becoming a household name

youth culture. Through social media, kids have the

we have teamed up with him on a collection

HO DILY ZED AS OF ULTURAL OR FIGURATIVE ANCE opportunity to connect with these stars and relate

that is hitting front tables at major retailers. It’s

to them on a new level. Neff has been a leader in

not just about who is famous, but who has the

teaming up with the most popular icons in order to

reach and the fan-base that can connect with

reach and expand our fan-base. We saw EDM as

Neff. Just in the way we don’t limit ourselves to

one of the fastest growing music trends, and were

just being an action sports company, we don’t

able to team up with Deadmau5 and put out

limit ourselves in the icons we choose to rep-

our best selling collaborations yet. Mac Miller has

resent Neff. We choose who we love, and who

built his enormous fan-base through social media,

we think our fans will love, and that is what has helped made our brand iconic.


ICONS

SNOOP DOGG Arguably the most famous rapper in the game, Neff’s collection with Snoop helped land the brand on the map. By combining Neff’s fun, poppy vibe with the Snoop aesthetic, Neff created a way for younger fans to relate to the rapper. After four years and four collections, Snoop remains one of Neff’s most important collaborations.


DEADMAU5 As Shaun began to see the genre of EDM (Electric Dance Music) take off, he knew it would be a perfect fit for Neff. The collaboration with Deadmau5 turned out to be even more perfect – by joining the Suckerface with Deadmau5’s mouse head logo, we created the iconic Neffmau5, as well as one of our most successful collaborations to date.


ICONS

MAC MILLER Mac Miller has been on the map for years, slowing gathering an enormous following through YouTube and social media. Neff teamed up with Mac right as he dropped his second full-length studio album. The collection was built around Native American themes, embodying the carefree spirit of both Neff and Mac Miller fans.


DAMIAN MARLEY As a three-time Grammy winner, and toting one of the most recognizable last names in the world, Neff jumped at the chance to team up with Damian Marley. Damian was extremely involved in the making of the rasta-inspired “Respect� collection, as it is the first time he has ever associated himself with a brand.


PRODUCTS

REACHING MULTIPLE PLATFORMS Neff not only created the world’s first beanie company geared towards action sports, but also created the first lifestyle beanie. In being the first, Neff was able to create a variety of different styles for the varying needs of the athletes. As followers began to take note, our manufacturing and distribution expanded and Neff began to put itself in the shoes of both the rider and the consumer, creating over a dozen new categories. In terms of success across multiple categories, Neff stands on its own - no other brand has had #1 selling product in over seven categories at once.


BEANIES

THE START OF SOMETHING INCREDIBLE: NEFF BEANIES The evolution from the snow beanie into a wardrobe staple propelled Neff forward in the transition from an active sports company into a lifestyle brand. Before Neff, beanies were worn solely because it was cold outside. We created a great snow beanie, but the lightweight Daily is what put Neff on the m a p . A n y o n e f r o m a n X- G a m e s r i d e r, t o a w o r l d famous rapper, to a 15-year-old punk kid can rock a Neff beanie. That’s what makes Neff stand apart from the rest.


TIME


TIME OUT: NEFF TIME One day, we sat down and looked at the entire watch market. We realized that people were paying upwards of $60 for timepieces, and we decided to disrupt the game. In the same way that we created the everyday beanie and transformed it i n to a s ta p l e p i e c e , we c r e a t e d a new category for watches that are more reasonably priced. O u r n e w g o a l i s t o i n c o rp o ra t e N e ff’ s fu n e d g e a n d s t y l e i n t o a higher value watch.


GLOVES

CAN’T TOUCH THIS: NEFF GLOVES Neff was born on the foothills of Utah’s snowy mountains, and has always had a core following in the snow industry. When we saw a lack of fun, quality gloves in the market, we created a glove for the pros, but with price point for the consumer.


VISION

THE EYE OF THE BEHOLDER: NEFF VISION Similar to Neff Time, one of our best-selling products is our sunglasses. With the trend of $100 + eyewear slowing, we saw a customer that doesn’t want to waste all their birthday money on one pair of sunglasses. With polarized lenses and acetate frames, sunglasses deliver style and function at a price well below our competitors.


OUTERWEAR


DEEP FREEZE: NEFF OUTERWEAR Since Neff was born in the snow, we decided it was time to take the brand back to its roots by creating a new line of outerwear. Designed with shred-fit technology and state of the art weather protection, we created a collection that is as fun as it is functional. We want people to have as much fun in our products as we did creating them.


ACTIVATIONS

NEFF’S ACTIVA AND STUNTS CREA HUGE IMPRES ON SOME THE LARGES SPORT IN AMERI


ATIONS TS ATE A SSION E OF ST TING EVENTS ICA

Neff was built on guerrilla marketing. Even back in the day, Shaun would pass out hand-painted beanies and headbands on the ski slopes, so it is incredibly important for us to to be genuine and authentic in all that we do. Our activations are b orne of the idea that we w a n t t o m a k e o u r p r e s e n c e k n o w n wh e re p e o p l e actually hang out. By bringing Neff products directly to the source, we are able to take a grassroots approach by letting people engage with Neff and letting them know what their community means to us. This is how we forge the strongest connections when people not only relate to our brand, but t h e y c o n nect with it.


SESAME STREET


ART IN THE SESAME STREETS Sesame Street approached us to create a line of proucts geared towards teenagers. In order to launch it, we collaborated with artists from the 7TH LETTER and gave them the creative freedom to re-imagine their favorite characters from the franchise. The brief was, “what does Neff look like when it’s alongside Sesame Street?” We p l a n n e d t h e e v e n t a s a p h y s i c a l m a n i fe s t a t i o n o f wh a t N e ff i s a l l a b o u t - - t h e c o n v e rg e n c e o f d i ffe re n t i d e o l o g i e s a n d m a k i n g t h e m a c c e s s i b l e t o m a i n s t re a m c u l t u re . We t o o k S e s a m e S t re e t a n d s t re e t a rt - - t wo t h i n g s t h a t d o n o t m a k e a n y s e n s e t o g e t h e r - - b u t we fo u n d t h a t t h e c o m m o n t h re a d wa s N e ff, a n d t o g e t h e r, a l l o f t h e s e t h i n g s c a n fu n c t i o n q u i t e b e a u t i fu l l y a n d h a rm o n i o u s l y.


HOPE

THE SCARL LET NEFF HOPE × S We teamed up with the City of Hope treatment centre to create a special edition beanie. With every Neff Hope beanie sold, we will donate a beanie to a patient undergoing chemotherapy. We now have a platform, and we look at Neff Hope as our opportunity to give back and create awareness. We are setting the stage for compassionate consumption, education and awareness about cancer and chemotherapy. At the end of the day, if it’s helping a kid take their mind off cancer for ten minutes and we can, in some way, alleviate some of that pain, that’s the ultimate goal.


LETT TTER: SCARLETT JOHANSSON


BEACH BASH


SURF & TURF: BEACH BASH Our Beach Bash was conceived to bring California’s carefree style and Neff’s fun flavor and sense of humor back to the slopes. We wanted to bring the beach vibe to the mountainside in the midst of an especially long and bleak winter. Our Beach Bash kicked off the spring snowboarding season at Bear Mountain, and included a pond skim and canon over a pool of beach balls. It was a great opportunity for us to engage with our community and give back at the grassroots level.


NEFFLAND

AT HOME IN NEFFLAND Neffland has been a longtime dream of ours that

has ever conceived a park quite like this, and Neffland is

has finally come to fruition. We wanted to create

the ultimate testament of what we stand for -- we took

something that could catch people off-guard from

a standard, generic snowboard park and transformed it

the chairlift and come across as an unforgettable

into a candy-lovers fantasy. Eventually, our hope is

experience that riders could conquer, as if to

to expand Neffland globally therefore, kids will be able

say, “I rode Neffland and I will never forget it.” No one

to take part in Neff’s culture at their local mountain.


YOUTH


YOUNG AND WILD AT HEART We o ffe r a v a ri e t y p ro d u c t s g e a re d t o wa rd s y o u t h culture. A s p a r t o f o u r f o r e v e r f u n platform, we a i m t o p ro v i d e a c c e s s i b l e a n d a f f o r d a b l y p r i c e d g e a r f o r k i d s t h a t i s exciting, on-trend and age-appropriate.


PRESS


HOT OFF THE PRESS: NEFF IN THE NEWS WILD, FUNKY AND UNIQUE: NEFF HEADWEAR IS ACTION SPORTS’ NEWEST STAR, IS AN ARTICLE WR ITTE N BY CHRIS SMITH THAT APPEARED IN FORBES IN APR I L 2012

Shaun Neff offers a rueful laugh when asked how many ski

and hip hop musicians.” That dabbling led to a beanie

days he got in last winter. Some might be jealous of the dozen

d e s i g n e d b y S c a rl e t t J o h a n s s o n t o s u p p o rt a c a n c e r

days that he logged on the hill, but it’s a disappointment to

charity and a line designed by and marketed around rap

Neff, who was once accustomed to spending almost every

mogul Snoop Dogg. The star power is almost surprising

day of the year on a board of some sort, whether it be surf,

given Neff Headwear’s humble beginnings. Not many would

skate or snow.

peg Brigham Young University as a hotbed for the trendy or cool,

The reason Neff now only gets away for the occasional ski

but that’s where Neff found his start.

day or lunchtime surf break is that he’s busy running Neff

He sold his first dozen custom t-shirts out of his backpack,

Headwear, the world’s fastest growing youth accessory brand.

slowly increasing inventory as he realized that there was

That’s not to say that action sports are no longer a part of

demand for his products. Neff recognized that he needed

Shaun Neff’s daily life. In fact, they have never been more

widespread exposure if he was going to succeed, and he turned

important to the 33-year-old CEO. Action sports apparel

to friends in the competitive ski and snowboard world. But his

companies dream of breaking into mainstream popularity and

approaches were rebuffed, and he learned that the successful

the accompanying millions in profits. Vans skate shoes made

action sports athletes who double as shredding billboards

the transition from half-pipes to hallways, and North Face

were under apparel contracts that prohibited them from

fleeces have gone from mountainsides to Main Street. Neff

wearing other merchandise.

Headwear is the latest to make the jump, but the

Neff got a hold of some of those contracts and, after several

California-based company is not letting go of its action sports

late nights, he discovered a common pattern: none mentioned

identity. “Our core is in action sports,” says Neff, “but we can

headwear. He had found his niche, and he moved quickly

also dabble in other areas like glamor, NBA and NFL athletes

to fill it.


WORLDWIDE


A DREAM WITH GLOBAL REACH: NEFF WORLDWIDE Neff has created a distribution model that spans the globe. Since 2002 we have been building our brand, gaining speed and raising awareness. Now, Neff is becoming a household name that enables the stories of some of the world’s most influential figures. We combine unique personalities, extreme action sports and a laid back consumer base and connect them with amazing products. The key is that we want to create a movement and leave our mark by allowing the coolest representatives of youth culture and carefree ambition to tell our story around the world. Through user engagement, we discovered where demand was.


HEADQUARTERS

WHERE WE HANG OUR HATS: THE USS NEFF

Our building represents our ideals and what we believe. Everything is open-concept, and represents a collaborative environment. We want to make everyone feel at home, so we have slurpee machines and free candy dispensers throughout the halls. We’ve created a fun environment with a wild atmosphere.

ADDRESS 1230 CALLE SUERTE CAMARILLO, CALIFORNIA UNITED STATES 93012 PHONE 805.644.6333

FAX 805.644.6350

EMAIL INFO@NEFFHEADWEAR.COM

SERVICE HELP@NEFFHEADWEAR.COM


FUT

FUTURE


THE TURE We really feel that Neff is just getting started. Now, Neff is becoming a household name and enables us to have more fun with what we do. Neff is about creating a fun, affordable, and unique product offerings for kids. By combining unique personalities, extreme action sports and a laid-back consumer base and connecting them with amazing products geared towards youth culture, our goal is to become the most accessible company to youth. And of course, to be forever fun.


Neff Brand Book