Kelly Slater unveils Outerknown
today Sep 9, 2014
On April 1, Kelly Slater left Quiksilver to become an ambassador for Kering as regards certain sustainability-related initiatives. The eleven-time world champion surfer, who is still considered a major international contender, had spent his entire career at the board sports company.
His departure from Quicksilver coincided with the arrival of new management and the end of VSTR, which had been presented as his brand.
At the time, it was said that he would develop a new brand. And in July a name floated around the surfing world.
Kelly Slater today confirmed the launch of “Outerknown”, which he says is "a brand that explores the relationship between style, sustainability and travel. It will incorporate timeless and functional design."
To develop the new brand, Slater is counting on John Moore, co-founder and head of product and marketing, with whom he already worked at Quiksilver.
So far no products have been presented. Initial images play on black and white landscapes and sleek portraits. The brand is aiming for a positioning between technical, surfwear and surfwear.
Kering has said that Outerknown is truly driven by Slater and his team, even while it will obviously benefit from the group’s support, especially in terms of sourcing.
According to our sources, the group will also hold a minor stake in Slater’s company.
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