lb_wool_1Surfing legend Kelly Slater has parted ways with Quicksilver, to launch his own brand Outerknown. Enlisting fellow surfer (and American GQ Best New Menswear Designer) John Moore to help him creatively, the Kering-backed brand is set to make a real impact on both the surf and fashion industries.

Moore told The Business of Fashion, “Men and women have grown up with surf brands, but the key is that they’ve grown up.” And now “we want to wear clothing that’s made better, fits better and looks better."  To achieve this, the brand has built an impressive team which includes Julie Gilhart, Mulberry consultant and former fashion director of Barneys New York. Stella Ishii of The News — the launchpad for Alexander Wang and 3.1 Phillip Lim in their early stages — is also on board. Outerknown’s menswear collection, set to launch in stores in fall 2015, features t-shirts, knits, jackets and chinos in muted colors, with prices ranging from $70 to $400. Women's resort wear, set to debut around November 2015, will closely align with high fashion trends.

lb_wool_3Sustainability is a huge component; they use organic cotton, hemp, regenerated Italian wool and recycled fishing nets. They won’t be selling denim until a producer is found that meets their environmental requirements. Travel, a globetrotting lifestyle, appeals to others besides professional surfers. Anyone who appreciates “function and quality that will adapt” and sustaining our environment, will be interested. Globally, the brand has its sights set on retail channels like Selfridges, Ron Herman in Japan, Barneys, and fashion e-tailer Net-a-Porter.

Take a closer look at the new men’s line, here.