Kelly Slater’s Kering-backed brand to launch in - sportstextiles: Lea SportsTextiles

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Kelly Slater’s Kering-backed brand to launch in autumn 2015

09/09/2014
Kelly Slater’s Kering-backed brand to launch in autumn 2015
Details have emerged of Kelly Slater’s new brand, after the 11-time world champion surfer announced he was to leave longtime sponsor Quiksilver in April with the backing of French luxury goods group Kering.

The company, Outerknown, will be positioned “between sports and luxury”, and product will hit stores in autumn 2015.

Mr Slater said: "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."

John Moore, recently named as one of magazine GQ's best new menswear designers, has been appointed as creative director, overseeing product and marketing. 

Mr Moore said: "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 surfwear 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."

Related stories:

Outerknown teams up with traceability platform Aware 13/09/2024
Outerknown’s faith in ocean plastic reflects rapidly expanding sector 20/11/2020
Currency headwinds hamper Quiksilver’s recovery 11/06/2015
Billabong ups support for health services through SurfAid 02/04/2015
Late deliveries add to Quiksilver’s woes 12/09/2014
Kelly Slater leaves Quiksilver to launch brand with Kering 02/04/2014
Hurley wins ‘innovative’ boardshorts award 15/02/2013
US surfer to test Quiksilver wetsuit 09/12/2011
Kelly Slater signs new five-year Quiksilver deal 10/06/2009

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