Hint: Hawaiians use it for measurement.
Kelly Slater’s OuterKnown was unveiled to much fanfare nearly five years when the World’s Most Recognized Surfer ditched Quiksilver in its time of need in order to realize his fashion dream. Quiksilver, as you recall, was teetering on the brink of bankruptcy, struggling with high overhead in the rapidly changing market etc. The brand had sponsored Kelly for two decades and I’m sure employee morale soared when the 11 time World Champ slammed the door on the way out.
So long, old friends and wish me luck!
OuterKnown. It was sleek, grown up, offered at a higher price point and best of all sustainable.
Oh the word has lost a bit of its sheen through bald-faced marketing grabs and unabashed hypocrisy but back then it meant something. The mysterious name was “OuterKnown.”
What did it signify? What did it refer to? The furthest known point on the horizon? A seismic event?
I wondered until this very moment when I stumbled upon a story about OuterKnown’s collaboration with Swiss luxury watch maker Breitling. The watch, which comes with a sustainable band, was tested recently at Kelly Slater’s sustainable Surf Ranch. A wonderland where human ingenuity figured out how to recreate the ocean’s waves using a large machine. And let us turn to the luxury magazine Robb Report for more:
Breitling unveiled a new Superocean Automatic 44 Outerknown dive watch last week in its natural habitat. The watch was tested at the Wave Company Surf Ranch owned by surf champ Kelly Slater, a member of Breitling’s “surfer squad” of ambassadors. The ranch, located near Lemoor, California, just south of Fresno, offers perfect surfing conditions… 100 miles inland.
Outerknown is surfer slang for the other, unseen side of a wave. It is also the name a company owned by Slater that makes sustainable clothing—over 90 percent of Outerknown’s products are made from organic, recycled or regenerated materials.
And did you catch that? Outerknown is surfer slang for the other, unseen side of the wave. I honestly had no idea and that’s one of the true glorious about this surfing life. We’re all students, constantly learning.