Kelly Slater, the legendary surfer with 11 world titles, has launched the Apex Evolution Trunk, a groundbreaking surf short made from 90% recycled fishing nets. This innovative product marks a significant shift for Slater’s apparel brand, Outerknown, as it aims to redefine performance surfwear while maintaining a commitment to sustainability.
Key Takeaways
- Sustainable Innovation: The Apex Evolution Trunk is made from 90% recycled materials, showcasing Outerknown’s commitment to eco-friendly practices.
- Performance Focus: Designed specifically for surfers, the trunks prioritize functionality and comfort during long surf sessions.
- Market Shift: The launch comes at a time when traditional surf brands are facing challenges, allowing surfer-owned companies like Outerknown to thrive.
- Future Vision: Slater plans to expand Outerknown’s offerings to include more hardcore surf gear, moving beyond lifestyle apparel.
The Evolution of Outerknown
Founded by Slater and John Moore, Outerknown has celebrated its 10th anniversary this year. The brand was established with a mission to create sustainable clothing, inspired by companies like Patagonia. Over the years, Outerknown has faced challenges in sourcing materials and maintaining affordable prices, but it has steadily built a loyal customer base.
The introduction of the Apex Evolution Trunk represents a pivotal moment for the brand. Slater emphasizes that the design process took over three years, involving extensive research and development. The trunks were tested in various surf conditions, ensuring they meet the demands of performance surfers.
Design Philosophy
Slater likens the design of the Apex trunks to creating music. He believes that just as a good melody can be stripped down to its essentials, the trunks focus on simplicity and functionality. Key design features include:
- Four-Way Stretch: Allows for maximum mobility while surfing.
- Streamlined Fit: Designed to avoid hindrance during movement, with careful attention to length and fit.
- Durable Materials: Made from recycled fishing nets, contributing to environmental sustainability.
A New Direction for Surfwear
The surf industry is currently experiencing a transformation, with many traditional brands undergoing ownership changes and restructuring. This environment has opened doors for brands like Outerknown to redefine what surfwear can be. Slater’s vision for the future includes:
- Direct Engagement with Surfers: Outerknown plans to stock its products in surf shops, making a clear connection to the surfing community.
- Collaborative Opportunities: By consolidating his companies under one roof, Slater aims to create synergies between Outerknown, Firewire Surfboards, and Slater Designs.
- Global Expansion: There are plans to make Outerknown’s products more accessible worldwide, enhancing its reach and impact.
Conclusion
The launch of the Apex Evolution Trunk is not just about a new product; it signifies a broader movement towards sustainability and performance in the surfwear industry. As Slater continues to innovate and push boundaries, Outerknown is poised to lead the charge in redefining what it means to be a responsible and performance-driven surf brand. With a focus on individuality and quality, Slater’s latest venture could very well set the standard for the future of surf apparel.
