Let's ask Kelly!
Remember, what was it, a year ago, when we first heard about Kelly’s new clothing label Outerknown? It was to be produced by 24-billion-dollar-company Kering, that behemoth of the luxe clothing world, owners, among other labels, of Saint Laurent (I’m wearing the 17cm jeans now!), Christopher Kane (tiny little surf trunks, I own a pair!), Gucci (kinda yuck) as well as surf co’s Electric (those watches!) and Volcom and it would “blend the relationship between style, sustainability, and travel. I believe we have an obligation to build better products and understand the way our consumption impacts the world around us.” So wrote Kelly Slater in a press release last September.
It sounded so fantastic. I like the world too! And there was more!
“The name Outerknown references the furthest reaches of our knowledge today,” wrote Kelly. “As designers, it challenges us to build better, more sustainable products. As producers, it asks us to lift the lid on our supply chain bringing the consumer along on our journey to transparency… 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.”
Kering actually used to be called P.P.R. (short for Pinault-Printemps-Redout). The name Kering was chosen in 2013 because it can be “pronounced and understood as ‘caring.'” The company chose an owl as their logo, said company CEO François-Henri Pinault, because, “it is a discreet and protective animal.”
Anyway, a cursory Outerknown website appeared (click here). An Instagram account started uploading photos, mostly, it seemed, of the designer John Moore’s musings, even his kids. (Click here for the IG.)
An industry insider told me I should I do a story about what had happened to Outerknown. He’d earlier predicted that when Kelly first setup shop with Kering, that Kering would sign Kelly with promises of a label and then, when Kelly lost interest and went surfing as he apparently tended to do, the label would disappear and he’d end up wearing Volcom.
If proof was needed, why wasn’t Kelly, the insider asked, now, on the eve of its launch, wearing the gear now or even surfing with an Outerknown sticker on his board. According to the WSL, they just booked 29-million viewers in Brazil alone.
I looked at the website; I looked at Instagram.
“Launches July 2015,” the homepage said.
Wait, what date is it now? June 23? That’s one week away! Something had to be happening.
How about I ask Kelly?
So, I did, and Kelly who has to be the most contactable sporting icon in the world, didn’t blink at me waving a rumour mill in his face. Turns out they’re launching July 13 (three weeks away) and he’s actually been wearing Outerknown for months. Said that they’re “deep in ranges but women’s is on hold for now.”
Said that it isn’t an endemic brand (i.e. so not surf-surf) and it “ended up in a more fashionable world once our designs were created.”
Kelly said that he’s “just not that into talking into it’s reality” and that he’ll have logos on his board “soon enough. Just haven’t worried about it,” he said, adding:
“It’s nice to not have any for a change after thirty years of having ’em.”
Let’s sing!
fashion is for girls and queers
That has to be one of the least detailed stories I have ever read, pure junk writing and I would hate to say reporting but ya, what a waste of fucking time.
Kelly is right to make it more of a fashion label, you don’t join the Kering group, and just limit yourself to surf. He is smarter than everyone thinks.
except his cache is only with surfers, so not so much.
Well you see it is smart because the people who buy that care more about the designer, not the guy who owns it. You should know people with money have more money than sense, pull your head out of your ass
but you see, he’s not a passive investor – he’s the face of the brand. And if you’re selling Kelly Slater shirts, it best not be to to people who don’t know who the fuck Kelly Slater is.
I didn’t notice any at the Trestles last weekend.
Have you even read what I wrote? I will spell it out to you! He surfs for Kering owned surf labels. Outerknown is a fashion label. Have you got that? Or are the lights a little dim?
I’m thinking this could work out okay…Hollister, Modern Amusement, M.Nii, all John Moore labels… although VSTR, not so sure… those greys and beiges… a little ick…
shocking! But you’re only half right. Look for Kelly to wear volcom, but also do stuff with Puma Golf, where there’s actually a target market with money.
I liked the girl’s singing.