World Champion Surfer Kelly Slater has announced his New Lifestyle Brand "Outerknown" will launch in Spring 2015.

After leaving popular surfing brand Quicksilver earlier last year after 23 loyal years with the brand, Slater decided to start his own lifestyle brand, which will include a men's and women's line designed by Co-founder and Creative director John Moore.

When asked about the upcoming launch of his line, Slater said: "We are tirelessly working on a brand that explores the relationship between style, sustainability and travel - timeless and functional design with a consciousness that will strive to have a positive effect on everything, and everyone it interacts with.

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 multi-cultural world we live in, and Outerknown is a brand that references my travels, and stands for the values I believe in."

Slater has assembled a world-class team that includes co-founder John Moore as Creative Director overseeing product and marketing.

Moore has collaborated with Slater in the past, and was recently named as one of GQ's best new menswear designers of the year for 2014.

The Kering Group has also teamed up with Slater, signing a strategic partnership.

A world leader in apparel and accessories that shares Outerknown's vision of commitment to sustainability. Kering oversees a portfolio of leading luxury, sport and lifestyle brands, including Gucci, Balenciaga and PUMA.


"We want to create a product without an expiration date," said Moore of Outerknown's design ethos. "We have a high regard for fashion, people and the environment. Our consumer travels for work and for pleasure and takes every opportunity to get out into nature, whether it's surfing, hiking, or any other outdoor pursuit. There are surf wear brands, designer brands and technical brands, but we've seen the consumer's needs emerge for a transitional brand that brings together all three."

Moore has described the line as consisting of "wardrobe essentials" such as t-shirts, woven shirts, knits, jackets and chinos in muted, low key colours "that you won't get called out on."

Outerknown's website and Instagram feed @outerknown has gone live and will provide ongoing news, updates and content from Slater and the brand.


PHOTO: Taken from @outerknown

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