Outerknown: Kelly Slater monitors the production of his eco-friendly surf wear

Kelly Slater has debuted the official website of his Outerknown surf brand.

It's on. Kelly Slater's own surf brand is online. "This is a clean slate," it can be read at Outerknown.com. The new business adventure has seen the light of day.

"The name Outerknown references the furthest reaches of our knowledge today. As designers, it challenges us to build better, more sustainable products," the surf company explains in its opening web page.

"As producers, it asks us to lift the lid on our supply chain bringing the consumer along on our journey to transparency. As storytellers, it enables perpetual evolution of our brand vision. As athletes and performers, it pushes us to formerly impossible levels."

"And as global citizens, it offers the opportunity to observe this multi-cultural world we live in and bring together seemingly unconnected people and ideas for the purpose of discovering the next Outerknown."

The move has been made. Kelly Slater will soon feature the Outerknown logo on the tip of his surf quiver putting an end to the Quiksilver era.

"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 our 'Handshake Website' at Outerknown.com this morning. I look forward to telling you more as the brand develops," Kelly Slater explains.

Outerknown will be lead by designer John Moore and supported by a strategic partner, The Kering Group. Kelly Slater promises a sustainable surf brand.

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