It IS Ok!
Our Kelly Slater is, without any shade or shadow of doubt, a living legend. His accomplishments, in the surf, far too vast to be able to list here. Eleven-time world champion, Pipeline Master and Pro Pipeline, Eddie winner, ageless wonder and, at time of writing, current world number thirteen.
His exploits out of the water, though, are decidedly mixed.
On one hand, he dated Pamela Anderson.
On the other, Purps.
And it really is his various business exploits that have me worried most. For every Surf Ranch there is an Endorfins, quickly touted then disappeared without success or further mention. But, so, where does his sustainable clothing brand OuterKnown land on the K-Brand spectrum?
I have never, not once, seen it in the wild. No fathers of middle-school children at the coffee bar, no fathers of high-school children on the way to “casual Friday” and so I worry much but, as it turns out, needlessly.
The Hollywood Reporter, an august publication detailing lifestyles of the rich and famous, just released its list of the “best sustainable men’s brands 2022” and Slater’s OuterKnown fell right in behind Patagonia.
Founded by pro surfer Kelly Slater, Outerknown ensures that its products are entirely organic, recycled or regenerated — which is among the reasons why wave riders and everyday wearers (including stars like Zac Efron and Jason Statham) are drawn to the comfy, carefree brand. The company champions fair labor practices, aims to be fully circular by 2030 and shares its full supplier list online. The blanket shirt and S.E.A. Jeans are among the seven-year-old label’s best-selling pieces, and Outerknown also sells pre-loved clothing, too.
Zac Efron and Jason Statham?
Pamela Anderson 2.0 and whew.