LOS ANGELES, July 16, 2015 /PRNewswire/ -- On July 15th, eleven-time world champion surfer Kelly Slater launched menswear brand Outerknown.
Outerknown was born out of Slater's personal mission to create a clothing brand that seamlessly blends function and style, while establishing sustainable manufacturing processes across its supply chain. The debut collection features an edit of wardrobe essentials for men on the move.
"I created Outerknown to smash the formula. To lift the lid on the traditional supply chain, and prove that you can actually produce great looking menswear in a sustainable way," says Slater on the vision for Outerknown. He adds, "The last two years have been a huge eye-opener for me. It's clear now just how challenging it is for any brand to put sustainability at the forefront of their business and I'm proud that we're one of the few taking the lead."
To bring the brand to life, Slater enlisted acclaimed menswear designer John Moore as Creative Director. "We're surfers that grew up with surf brands, but we grew out of logos. And we want to wear clothing that's made better, fits better and looks better. Outerknown represents a clean slate, absolute freedom to do things our own way," says Moore of Outerknown. "We're designing for men with borderless pursuits. They want stylish pieces that are functional, built to last, and allow them to move effortlessly from the surf to the presentation room all in the space of a single day." Moore explains.
Outerknown also tapped apparel sustainability veteran, Shelly Gottschamer as their Director of Supply Chain and Sustainability. Gottschamer comes from Patagonia where she oversaw their supply chain practices. "70% of a company's environmental impact happens at a raw materials level and that's where we're making a difference," says Gottschamer.
A major step forward is Outerknown's partnership with Italian manufacturer Aquafil S.p.A and use of their breakthrough ECONYL® fibers. These high-quality fibers are developed from 100% regenerated nylon materials, including reclaimed fishing nets. Aquafil offers incentives for fishermen to turn in and dispose of their worn nets, keeping them out of the sea. "Because of my passion for ocean conservation, ECONYL® is the ideal partner for us, not only are they re-writing the rule book for producing man-made fibers, but they are cleaning up the world's oceans at the same time." Slater adds, "making products in this way is the very reason why I started Outerknown."
The brand, in strategic partnership with Kering Group, launched on Outerknown.com with an Autumn/Winter 2015 assortment of modern coastal classics. Outerknown will also be available at select premium retailers around the globe including Ron Herman, Mr Porter and Selfridges.
Founded by eleven-time world champion surfer, Kelly Slater, Outerknown is a west coast menswear brand established from an understated approach to design and an overstated approach to quality, cloth, and consciousness. Acclaimed menswear designer and Outerknown creative director John Moore, has worked alongside Kelly to create contemporary menswear pieces imagined through a surfer's lens. The concept aims to blend style, function and sustainability with the intent to protect our natural resources and inspire change within the men's fashion and apparel industry, in a way that has never been done before. Outerknown will launch in July 15, 2015 at outerknown.com and select premium retailers around the globe.