Kelly Slater introduces RTW label 'Outerknown'

“It's been a long time coming and I'm proud to let you know that the clothing brand I've been working on has launched at Outerknown.com,” announced pro-surfer Kelly Slater on his Facebook page on Monday. Outerknown, the name Slater select for his new women's and

men's ready-to-wear line, is said to be a reference to 'a clean slate'. So far, a website, Facebook page and Instagram account have all been launched to help promote the new fashion label.

Slater

unveils 'Outerknown,' his first ready-to-wear line

Slater revealed his departure from lifestyle brand Quiksilver this April, after working with the the surf company for over 23 years, in favor of a new partnership with Kering to develop his new label. To ensure the RTW label's success, industry veteran designer John Moore has been brought aboard as co-founder and creative director, who will be overseeing product development and marketing.

Moore, who is also the co-owner of lifestyle men's wear label M.Nii, previously worked with Slater in the past at Quiksilver. The two collaborated on Quiksilver's VSTR label, which was created with the travelling surfer in mind. However the company plugged the plug on the label in early 2013, when it began restructuring its businesses.

“Our team, led by designer John Moore and supported by our strategic partner, The Kering Group, are tirelessly working on a brand that blends the relationship between style, sustainability, and travel,” added Slater. Sustainability and travel are two of the main themes which the label has constructed its philosophy around.

“I believe we have an obligation to build better products and understand the way our consumption impacts the world around us. In saying that, the focus of our brand is to make a product that has a positive effect on every possible level.” Moore explained that Outerknown aims to develop timeless products, which do not have “an expiration date”.

“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,” commented Moore in a statement. “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.” Kering will help support the launch and the development of the RTW label and act as operational partner assisting the brand with sourcing, logistics and e-commerce.

Slater will also be acting as brand ambassador for Kering, supporting several upcoming projects and initiatives related to sustainability. Outerknown is set to hit stores fall 2015.