Or why I started appearing in ads for Kelly's new label Outerknown…
Kelly Slater and I go back to 1991, when he stayed with my roommate, girlfriend, and me in Newport, on Sydney’s Northern Beaches. This was right around the time of Kelly Slater in Black and White. He was a just a kid, crashing on the couch, eating cereal for lunch. I watched him transform from Floridian hopeful to world champ.
And then I watched him win world title after world title.
What impresses me about Kelly is how he challenges himself in every aspect of his life. It’s not enough to just be a great surfer – he reads, he researches, he probes. He has not addled his mind with the drug and drink the way so many have. He is dangerously sober.
When I heard about Outerknown I was excited. Departing from longtime sponsor Quiksilver and starting his own label seemed like a bold move. But I know that Kelly does nothing in half measures. When I heard that ace clothing designer John Moore was involved I was even more excited. John (aka Juan Mas) has been the designer for Hollister, Modern Amusement, M. Nii, and Quiksilver Womens. He has a fabulous mood board in his office, full of iconic and arcane pics from the 20th century. He also has one of best beards I’ve ever had the pleasure of rubbing my face against (a botched hug). Like Kelly, he pours everything he’s got into his work.
Several months ago, they asked if I wanted to be involved. Not as a traditional team rider (I’m 48, my cutback grows new kinks with every year), but more as a brand ambassador or flag flyer. Some talented people are involved: filmmakers, photographers, inventors. We’re a think tank of sorts. I’m in ‘cause I’m hoping we’ll all do a surf trip together. I’m in for the conversation.
I dig the clothes. I’ve grown out of most of the surf labels. Outerknown is more upscale, sophisticated. I know that Kelly and John have gone to great length to bring quality and sustainability to the product.
Sounding too much like a press release of the vanilla and cautious variety?
Okay. I’m in ‘cause Kelly and John are my friends.
I’m in ‘cause I rarely see Kelly these days, but when I do he inevitably brings up some little moment from the two-plus decades we’ve known each other, impressing me with his astonishing memory, and with the fact that despite his big, glamorous life, he is present and authentic.
I’m in ‘cause when my wife died suddenly a couple years ago Kelly wrote me an amazingly heartfelt condolence letter. I’m in ‘cause we live in a world starved of soul, and I see lots of it coming from the Outerknown crew.
I’m afraid I have to disagree with Jamie’s sentiment given Kelly’s latest vent to a twitter follower who was critical of him. It shows real lack of business experience. Image other high end brand directors responding this way ? I’m afraid he is a bit out of his depth as a businessman. Nothing wrong with the product, concept or possibly even the prices – just the wrong attitude.
I think the opposite, the twitter response was triggered by the follower having a crack at the pricing and comparing it to the struggles of Kelly’s mum’s struggles as a single parent raising 3 x boys. That interaction is what is so great about Kelly, he actually interacts with his followers and is not afraid to call bullshit on people. He cares about the issues and uses his standing for good. Other brand directors can only dream of having Kelly’s credibility.
People having a crack at him over the price of a piece of clothing is just dumb. It’s clothing not food or water, you don’t actually need it and if you are having heart palpitations over the price then it is not for you just like other high end or luxury brands aren’t for you.
Its OK to have a crack at people as a surfer. Not so OK in the capacity of a business owner just because they don’t like your pricing.
oh shit. we should buy outerknownprices because brisick & kelly are friends and kelly is a ‘good guy’? okkkkkkkkkkk
oh, and sustainability? okkkkkkkk you know what is sustainable – not kering.
Beachgrit is dangerously bordering on the platform of Stabmag…..wait it is Stab same chumps pretending to be independent sucking the cock of industry figures.
‘Dangerous’ would be bordering on the platform of the inertia.
Fuck… sounds like someone needs a drink!
Really went for the heart strings towards the end there.
You’re in because you won’t have to pay $365 for a plain sweater or $200 for a pair of trousers.
I do remember Mr Brisick at Tavarua in 2006 wrapped in a tiny Gucci swimsuit. Therefore, despite the natural poverty of a writer, I doubt he finds peeling his wallet open that difficult.
you just made me drool.
Well, I’m sold.
Prepare to be broke as well.