PARIS — Outerknown.
That is the name American professional surfer Kelly Slater has picked for his men’s and women’s ready-to-wear line, set to hit stores in fall 2015 as part of a strategic partnership with Kering. He simultaneously announced on Monday the launch of the brand’s Web site, Outerknown.com, and Instagram feed @outerknown.
The world champion said he has tapped John Moore as co-founder and creative director overseeing products and marketing at Outerknown. Moore, who is also co-owner of the surf-inspired men’s wear brand M.Nii, has worked with Slater previously and was named as one of GQ’s best new men’s wear designers for 2014.
Slater announced in April he had parted ways with sponsor Quiksilver after 23 years and joined forces with Kering to launch his own brand. He said Outerknown would explore the relationship between style, sustainability and travel.
“As global citizens, we have an obligation to build better products and understand the way our consumption impacts others. I am constantly traveling and observing the multicultural world we live in, and Outerknown is a brand that references my travels, and stands for the values I believe in,” he added in Monday’s statement.
Moore said Outerknown aimed to create timeless products.
“There are surf wear brands, designer brands and technical brands, but we’ve seen the consumer’s need emerge for a transitional brand that brings together all three. Outerknown addresses this void in the marketplace between sports and luxury, and our investment in quality and responsible practices will warrant this elevated positioning,” the designer explained.
Kering has said it will support in the launch and development of his brand, acting as an operational partner providing assistance where possible in areas like sourcing, logistics, e-commerce and so forth. It has declined to say whether it will hold a stake in the brand.
Slater is also due to become an ambassador for Kering and take part in initiatives across some of the group’s brands, namely in relation to sustainability.