Kelly Slater: founder of Outer Known | Photo: ASP World Tour

Outer Known is Kelly Slater's new surf brand. The Floridian surfer/entrepreneur will be developing his surf wear and surf gear projects with the marketing power provided by Kering Group.

Outer Known. The surf insignia created by Kelly Slater has been baptized, according to our friends at Stab Magazine. After leaving Quiksilver - the partnership lasted 23 years - Slater started a new sponsorship deal with the Kering Group.

The family-controlled company develops brands like Gucci, Alexander McQueen, Stella McCartney, Boucheron, Puma, Electric and Volcom. Now, Kering adds Outer Known, Slater's longtime dream, and supports it by helping in sourcing, logistics and e-commerce.

The new apparel brand will combine the surf champ's "love of clean living, responsibility and style. The inspiration for this brand comes from the people and cultures I encounter in my constant global travels."

Stab Magazine says Kelly Slater has invited John Moore to develop the clothing lines. Moore is a fashion designer who has been developing boardshorts and surf wear like no one else. He co-founded M.Nii.