If you’re a dedicated follower of STAB magazine like we are at TVG, you would have seen some bits and pieces emerging over the course of the year about Outerknown by Kelly Slater. The Kering backed project is an ethical and sustainable clothing brand Slater has been working on for the past two years and no doubt the reason for him exiting his long term relationship with Quiksilver. The brutal truth for these surf brands is that they’ve never adapted to changing trends and obviously not even Kelly, who was/is the best surfer in the world and was being paid to wear the clothes, was interested in doing so.
“I saw a picture of myself when I was, like, 17,” Kelly told GQ Magazine. “I was wearing Oakley Blades, cargo shorts, and a ruffled shirt. I looked like a dork! In the low bend of surf clothes, you get exaggerated lingo, overly bright colours, and too many logos, I wanted Outerknown to be the opposite.”
Kelly’s years of hard work with acclaimed menswear designer John Moore have resulted in a contemporary menswear brand that’s been imagined through a (contemporary) surfer’s lens. It’s a collection full of well designed transitional staples combining function, style and sustainability. “We’re surfers who 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.”
Check out the GQ shots below and the new range at Outerknown.