Outerknown puts together team for 2015 launch
On April 1, 2014, Kelly Slater announced the end of his 23 year exclusive relationship with Quiksilver. The surfing champion, who continues to compete at the age of 42, was approached to work with the French group Kering, becoming an ambassador for the company for environmental issues.
Meanwhile, Kering also chose to support Kelly Slater in the development of his brand, Outerknown. The surfer, who is already well connected, has relied on Kering for putting together his team.
Outerknown’s first collection for men will be released in stores next fall, while a few weeks later, just in time for the delivery of resort collections, its womenswear will debut. To prepare for the launch and distribution of this new "contemporary ready-to-wear" brand, which is inspired by both sustainability and travel, Kelly Slater has successfully put together a team.
At his side on the creative end: John Moore, formerly at Quiksilver, whose work for the surf-inspired lifestyle brand M. Nii has been well received in the US.
Julie Gilhart, who is also a member of its board of directors, will be responsible for developing the brand’s voice. The fashion consultant and former Barney's New York Fashion Director will oversee the work of the creative team and coordinate between design, sales, production and communications.
For distribution, Outerknown is working with New York based agency The News, overseen by Stella Ishii for the American and Japanese markets. The agency currently represents Tim Coppens, Folk and Officine Generale, and has previously worked on the development of The Row, Alexander Wang and Phillip Lim 3.1.
Finally, Outerknown has appointed Shelly Gottschamer director of supply chain and sustainability. Formerly sportswear sourcing manager for Patagonia, she has the ideal profile for the new brand, whose respect for the environment is essential to its identity.
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