The man who has long been at the helm of prominence and progression in surfing has recently announced the introduction of his new, sustainable clothing brand, Outerknown. Kelly Slater, who matured under his once longtime sponsor Quiksilver (the 23 year partnership ended in March of 2014 according to the ASP World Tour), announced Monday on social media that he has partnered with the Kering Group to create the Outerknown brand.
According to Slater, Outerknown will be a “brand that blends the relationship between style, sustainability and travel,” which are just a few of Kelly’s favorite things among the lefts at Pipeline and wholesome foods. Slater is striving to leave a lighter footprint on the world. He believes that we all “have an obligation to build better products and understand the way our consumption impacts the world around us.”
Outerknown is being ushered by seasoned industry leader John Moore who had important creative roles in creating the Hollister brand and Quiksilver Women. The group paving the way for Slater’s success is Kering, which seems to be a good partnership considering they share similar values. According to Kering’s mission, they “propel [their] brands to lead with new business models that contribute to a better world economically, socially, and ecologically,” nearly identical to what Slater intends to achieve through his new brand. Adding to Slater’s legitimacy as an advocate for the environment is his involvement with marine conservation through the Surfrider Foundation.
According to Slater’s hash tag #LaunchingFall2015 on Instagram and Twitter, the line is due to arrive in stores next year. It’ll definitely be exciting to see what surfings 11x World Champion has to offer to the business world.