In 2015, skilled surfer Kelly Slater and designer John Moore launched Outerknown with a transparent imaginative and prescient: to merge their respect for the atmosphere with an unwavering dedication to high quality craftsmanship. This imaginative and prescient wasn’t nearly making garments; it was about setting a brand new customary within the surfwear {industry}.
The title Outerknown refers to “the furthest reaches of our data as we speak.”
Earlier than we go deeper, we’re happy to announce that Outerknown is our favourite surf model of 2024. Learn on to search out out why.
Core Values: Sustainability
While you look intently on the surf model Outerknown, you see an organization that lives its values. Sustainability isn’t simply a part of their enterprise mannequin; it’s the center of it. They use natural cotton, recycled nylon, and eco-friendly dyes to make sure each product is variety to the planet. This dedication challenges us to contemplate how the alternatives we make can influence the world round us. Outerknown is bold in its objectives, aiming to make 100% of its merchandise round by 2030. At the moment, 75% of their materials and 50% of their merchandise meet round requirements, paving the way in which for a extra sustainable vogue {industry}.
Key Stats and Takeaways from Outerknown’s Sustainability Efforts
Environmental Affect
- 1,818 Clothes Recycled: By way of the Outerworn platform, 1,818 items of clothes have been saved out of landfills, selling a sustainable lifecycle for clothes.
- 95% Most popular Fibers: A rise from 87% in 2021, exhibiting a stronger dedication to utilizing sustainable supplies like natural cotton and recycled materials.
Group and Employee Affect
- $133,000 to Employees’ Livelihoods: Contributions through the Fairtrade Premium have supported packages like healthcare, scholarships, and housing.
- Supporting World Non-Earnings: Partnerships with organizations like The Ocean Cleanup, Ocean Conservancy, and Surfrider Basis underline Outerknown’s dedication to environmental advocacy.
Innovation in Sourcing and Farming
- 67% Provide Chain Diversification: A strategic shift to suppliers that prioritize human rights.
- 28 Acres Transformed to Natural Practices: In collaboration with Bergman Rivera, enhancing the sustainability of cotton manufacturing.
Round Financial system Initiatives
- Rescued Supplies: Challenge Vermont has repurposed 960 lbs of denim and 400 lbs of wool, remodeling them into helpful merchandise like luggage, mittens, and blankets.
- Renewable Power in Operations: 8 amenities now run on renewable power, lowering carbon footprint.
Future Objectives
- 2030 Sustainability Objectives: Dedicated to steady enchancment and attaining a completely round mannequin by 2030.
- Regenerative Natural CertifiedTM Practices: Increasing the influence on farmland and growing the manufacturing of sustainable cotton.
Think about if each model was this clear about their purpose-driven goals.
Craftsmanship That Lasts
Every bit of clothes from Outerknown is a testomony to sturdy design. Whether or not it’s their silky Apex trunks or rugged collection of blanket shirts, these things are crafted not simply to be worn however to be lived in. They resist the wear and tear and tear of sea and land, proving that type and sustainability can coexist.
The model’s dedication to design and high quality doesn’t finish at manufacturing. They lengthen the lifetime of their clothes by restore and resale initiatives, making certain that every piece is beloved for so long as potential.
What shocked us most is that Outerknown gear nonetheless appears to be like good years after buy. Brad’s unique blue blanket shirt is ideal after 4 years of long-haul flights, tenting, enterprise conferences, journey, and lounging round.
Brad mentioned, “The blanket shirt is my favourite piece of clothes. I’ve gone tenting, forgotten to carry a jacket, and was saved by my blanket shirt. On that journey, I wore it day and evening, together with to sleep, and I find it irresistible greater than ever.”
Moral Practices: Good for Individuals and Planet
Outerknown stands out for its moral method. The model ensures truthful labor practices and creates constructive ripples within the communities the place their merchandise are made. It’s about being good neighbors, about making integrity and accountability foundational to their operations. They preserve FLA accreditation and are clear about their provide chain, making certain that their clothes are produced below truthful situations. This openness is a part of their enchantment, as they invite customers to affix them on a journey towards better transparency and accountability in vogue.
Round Financial system: A Imaginative and prescient for the Future
Outerknown isn’t simply collaborating within the {industry}; they’re main it towards a round financial system. That is an financial system geared toward eliminating waste and the continuous use of assets. It emphasizes reusing, repairing, refurbishing, and recycling current supplies and merchandise so long as potential to create a closed-loop system, lowering the necessity for useful resource extraction and minimizing environmental influence.
Outerknown’s dedication to rethinking how clothes are made and used means specializing in recyclability and progressive use of supplies. By 2030, they goal to have all merchandise be totally round—designed to final after which born anew. This entails growing industrial options for end-of-life merchandise, together with making a marketplace for recycled supplies and innovating new ones. In 2025, they goal to have piloted or scaled 10 completely different round applied sciences and improvements industry-wide, demonstrating their function as a catalyst for change.
Why It Issues
Selecting Outerknown is greater than a purchase order; it’s a stance. It’s about endorsing a future the place vogue respects our finite assets. It’s about carrying your values. My very own wardrobe bears witness to this—items from 2016 stay not solely wearable however cherished. That is no small feat in our fast-fashion world, the place the common client throws away 70 kilos of clothes yearly.
Outerknown’s method dramatically reduces this waste, not simply saving garments but in addition conserving the assets used to make them.
Group Engagement and Activism
Outerknown’s influence extends past the merchandise they create. They actively have interaction in neighborhood initiatives, specializing in water stewardship and defending ocean well being. These efforts are essential, as water is the “lifeblood of humanity” and central to their model legacy. They collaborate with strategic companions to deal with points like ocean air pollution and water shortage, aiming to ignite a world neighborhood of local weather activists and water stewards by schooling, advocacy, and philanthropy.
Unifying Forces: Outerknown, Firewire and Slater Designs
Dylan Slater, a seasoned surf {industry} veteran, is now steering a brand new holding firm that unites Firewire Surfboards, Slater Designs, Outerknown, and Endorfins. This strategic transfer swimming pools assets to spice up competitiveness and market attain, protecting attire, surf hardgoods, and equipment throughout roughly 60 international locations.
As of early Might 2024, particulars such because the title of the holding firm and whole worker numbers stay below wraps. Dylan’s management follows his roles at Rip Curl and as president of Firewire, setting the stage for progressive market methods.
The formation of this collective goals to harmonize product traces and buyer engagement. John Moore, Outerknown’s co-founder, sees this as a possibility to broaden the model’s horizon, enhancing the Outerknown expertise and introducing new classes to their viewers.
Kelly Slater is especially keen about nurturing the core surf neighborhood. The group plans a brand new line crafted with surf retailers in thoughts, reinforcing help for impartial retailers. Kelly emphasised the significance of this focus: “Growing particular merchandise for surf retailers is not only a ardour however a necessity.”
Sustainability stays a cornerstone for the group. The mixed energy below one roof goals to increase their pioneering sustainable practices throughout the surf neighborhood, demonstrating a dedication to accountable enterprise.
This union marks a big evolution within the surf {industry}, promising progressive approaches and stronger neighborhood ties. It’s going to additionally undoubtedly enhance the office tradition at Outerknown, the place there have been whispers of burnout, which is frequent in purpose-driven startups.
Our Favourite Gadgets from Outerknown
Brad’s favourite objects are, definitely, his Blanket Shirt, slim-fit Denims, and Groovy Pocket tee. As talked about earlier than, he has been loving blanket shirts since means again — take a look at our earlier assessment.
Relating to the blanket shirt, Geniya wholeheartedly agrees with Brad. She mentioned, “As the times develop colder right here in New Zealand and we transition into chilly climate, the blanket shirt has turn into my important layering piece. It’s extremely snug and versatile, making it tough to decide on the rest from my wardrobe. Outerknown affords a variety of colours within the blanket shirt, catering to each style. It’s a must have for everybody’s closet.”
Geniya is carrying the Blanket Shirt in dimension XS
The blanket shirt pairs completely with the Saltwater Slub Tee. Geniya mentioned, “This tee’s obtained that iconic super-soft slub texture that feels wonderful year-round. It’s like your favourite go-to tee, crafted with Regenerative Natural Licensed® cotton, so it’s obtained that completely worn-in appear and feel proper from the beginning. Belief me, you’ll be carrying this combo on heavy rotation.”
The S.E.A. Jumpsuit is undoubtedly the standout within the ladies’s Outerknown vary. Geniya mentioned, “I’ve at all times been intrigued by this jumpsuit regardless of not having a store in New Zealand the place I may attempt it on. Jumpsuits had been by no means actually my factor; the truth is, I’d by no means owned one earlier than. However this one had me curious, regardless that I wasn’t certain how it could match since I bounce between XS and S in several manufacturers. Lastly, final 12 months, I obtained one in a wonderful sand colour. When it arrived and I attempted it on, I used to be instantly hooked. The XS dimension match me completely, and the type and match had been impeccable. To not point out, the fabric is extremely tender and comfy, making the SEA Jumpsuit my go-to merchandise for your complete summer season. I actually couldn’t carry myself to put on the rest, a lot to Brad’s bemusement. His frequent query of why I at all times wore the jumpsuit obtained a easy reply: it’s my favourite piece in my wardrobe. Definitely, I’ll be buying this swimsuit in a special colour for the following summer season season.”
Conclusion: Past a Model
Outerknown is greater than a model; it’s a name to motion. It champions a surfwear revolution rooted deeply within the rules of sustainability, high quality, and accountability. It invitations all of us as surfers, adventurers, and residents to suppose in another way about our attire selections.
As I gear up for an additional day in our altering world, replete with waves and chaos, I’m not simply selecting out a shirt or shorts; I’m selecting a future. And with Outerknown, it’s a future I consider in.
Congratulations, Kelly, John, and the workforce at Outerknown for proving that enterprise could be a power for good.
