Kelly Slater’s Sustainable Brand Outerknown Epitomises Classic Cool and Anti-Trends


When individuals consider Kelly Slater, browsing, world title wins and ocean waves spring to thoughts.

However inside the sustainability group, the legendary surf champion is thought for a lot extra. As soon as sponsored by world surf model Quicksilver, in 2014, Slater went on to launch sustainable way of life model Outerknown with acclaimed designer John Moore.

“Outerknown was began, fairly actually, to problem the established order of how clothes is produced and consumed,” Moore shares. “We began Outerknown as a result of Kelly needed to grasp precisely what was going into the clothes we put on and the way the individuals are handled that make our clothes.”

Designer John Moore and browsing legend Kelly Slater group as much as launch sustainable way of life model Outerknown. Photograph: Todd Glaser/Outerknown.

Moore and Slater, a longtime advocate for clear and wholesome residing, seen a spot out there for high quality and intensely versatile planet-friendly clothes that eschewed apparent markers of branding.

“An amazing becoming black tee shirt in a luxuriously-soft cotton with no brand was actually exhausting to search out – particularly one which was made sustainably. So, we got down to make the precise kind of clothes we needed to put on, with a producing course of we understood and believed in,” he explains.

Initially specializing in menswear, Outerknown’s timeless, informal collections have proved in style with understated style-seekers wishing to look good with little effort. Following on from this success, final yr the model launched its first ladies’s assortment and by all accounts, is on observe to duplicate the success of its males’s assortment.

Outerknown launched its ladies’s assortment in 2019 on the again of its menswear success.

“We design with out an expiration date. As traits will come and go, Outerknown will at all times make your favorite items that you just’ll really feel nice in at present, but in addition put on for years to come back.”

Rejecting extravagance and choosing low-key, nondescript traditional cool has been a successful type formulation for the American sustainable label. It has discovered reputation with the brand new era of client looking for anti-trends and non-exclusivity.

The model affords a large males’s vary, from comfortable board shorts, tender shirts, cosy sweaters, pants and even denims. Greatest sellers embody the highly-rated chafe-proof Apex Trunks by Kelly Slater ($271, constructed from recycled polyester) and the straightforward Sojourn pocket tee with relaxed neckline ($90, constructed from 100% Natural Peruvian Pima Cotton).

Outerknown additionally supply a broad product vary for ladies, from clothes and jumpsuits by way of to sweatshirts and outerwear. Its greatest sellers embody the S.E.A Swimsuit, a light-weight utilitarian jumpsuit ($314, constructed from 51% natural cotton and 49% linen) and the loose-fit button-up Costa Shirt ($183, 100% natural cotton).

The ladies’s S.E.A Swimsuit is a bestseller.

Past its on-point designs, Outerknown’s moral and clear enterprise practices are additionally discovering favour with a rising base of socially and environmentally aware customers. The enterprise has partnered with accountable manufacturing companions who uphold excessive labor requirements and are licensed with Fair Labor Association (FLA), Bluesign, and Fair Trade

Then there’s the model’s severe sustainability credentials. Virtually all the supplies sourced are natural, recycled or regenerated. In its collections, clients will discover designs made in natural cotton, recycled polyester, hemp and Tencel Lyocell, a eucalyptus tree fibre.

Dedicated to steady enchancment in its follow of sustainability, the model can be additionally embracing circularity, aiming to design textile waste out of its collections.

“We’re within the strategy of publishing our 2030 roadmap to circularity on This shall be stay in early April and it feels nice to be a part of a corporation that may attempt to hit the next mark every year as we work in the direction of a zero-waste final objective.”

Outerknown is the epitome of an ant-trends sustainable model.

Moore admits that once they first set out on their journey, lots of their shut mates and friends doubted their sustainability imaginative and prescient. However after 5 years of promoting sustainable attire, the founders have confirmed that putting welfare of individuals and environmental values on the coronary heart of enterprise needn’t be a deal breaker. For Outerknown, their individuals and planet values have been essential to creating a profitable model within the 21st century.

“After we began this journey, sustainability in style was slim pickings, and it’s nice to see accountable innovation catching on,” says Moore.

“I heard a stat on a podcast yesterday that throughout the globe, we made greater than 114 billion gadgets of clothes final yr (2019). 114 billion. What number of gadgets of clothes is that for each human alone? So loopy.

“This [pandemic] disaster goes to make the style business actually think about what’s vital shifting ahead. It should for certain imply making much less clothes, and making solely making what issues. This all offers me hope.”

To study extra or store Outerknown, go to

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Cowl picture by way of Outerknown.

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