Outerknown, co-founded by surfer Kelly Slater, outlines its 2025 objectives focused on sustainability and retail strategy, including the launch of its eco-friendly Apex Evolution board short made from recycled fishing nets.
Outerknown, the sustainable fashion brand co-founded by 11-time world champion surfer Kelly Slater and creative director John Moore, is setting ambitious goals for 2025 that focus on innovation in both its product lines and retail strategies. The latest addition to Outerknown’s offerings is the updated Apex Evolution board short, which has undergone rigorous performance testing in some of the world’s most challenging surfing locations, including Tahiti, Fiji, and Hawaii.
The new board shorts are notable for their sustainability; they are made from 100% recycled fishing nets through a collaboration with Bureo, a company that specializes in transforming ocean waste into eco-friendly materials. The NetPlus® program ensures that the discarded nets are sourced directly from fishing communities to prevent them from contaminating the ocean, while the entire recycling process is independently audited for material traceability.
“The entire process, from collection through recycling, is third-party audited and certified for material traceability,” said Moore. He emphasized the careful attention given to Slater’s design requests, which resulted in features aimed at enhancing both usability and durability, such as improved braided drawcords, a cinching waistband that avoids bunching, and reinforced seams. These enhancements were designed to maintain performance without compromising on sustainability.
In addition to product innovation, Outerknown is undergoing a strategic shift in its retail approach. According to the new CEO, Dylan Slater, the company recognizes a need to extend its presence beyond established digital channels and retail outlets. “We’ve spent the last 10 years building a strong digital business and establishing our own vertical retail stores, but we realized there are still many communities where the brand is absent,” he said. To this end, Outerknown plans to re-engage its wholesale distribution channels, which had been largely inactive over the past year while management assessed future growth possibilities.
Historically, Outerknown focused on independent specialty surf shops and surf-inspired retailers, aligned with Kelly Slater’s own fan base. The new strategy aims to reach a broader retail audience while maintaining deep connections to its core values. As part of this transition, Outerknown will be integrated into a larger business structure that includes brands such as Firewire and Slater Designs. “Each brand has different strengths and opportunities,” Dylan Slater noted, mentioning the diversified focuses of his company’s portfolio.
The Apex Evolution board short illustrates Outerknown’s commitment to sustainably produced products that do not sacrifice performance. The brand is also expanding its use of Regenerative Organic Certified® (ROC) cotton, which currently makes up about 15% of its product line.
As brands navigate the complexities of sustainable materials, Kelly Slater acknowledged the potential difficulties but also highlighted the market opportunity. “Yes, it’s a premium investment, but customers are willing to pay for value and integrity,” he stated. He stressed the importance of storytelling as a means to educate consumers about the significance of the sustainable materials used in their products.
Outerknown is leveraging various strategies such as content marketing, social media, and in-store experiences to connect with customers. The brand does not plan to transition into big-box retail in the immediate future but instead intends to grow organically, ensuring that both retail partners and consumers appreciate the brand’s narrative.
As Outerknown approaches its 10-year anniversary, the company is poised to further cement its position in the sustainable fashion landscape, blending performance and environmental responsibility through innovations like the Apex Evolution board short and a renewed retail strategy.
Source: Noah Wire Services
