As conscious consumers increasingly demand style that aligns with ethics, Outerknown stands out as a brand that doesn’t compromise. Founded by surfer Kelly Slater, it fuses performance and sustainability—from ethically sourced fibers to circular systems—demonstrating how fashion can respect both people and planet.
This piece covers Outerknown’s founding mission, product innovation, 2025 sustainability updates, transparency efforts, availability, challenges, and what the brand’s journey signals for the future of responsible apparel.
Company Overview & Founding Ethos
Launched in 2015 by professional surfer Kelly Slater and designer John Moore, Outerknown aimed to shake up fashion by prioritizing sustainability, transparency, and timeless design. Rooted in surf culture but grounded in ethical production, the brand pursued a purpose-driven aesthetic from day one.
Sustainability Practices & Materials
Outerknown leads with eco-conscious materials:
- Over 99% of their fibers are preferred, including organic, Regenerative Organic Certified®, recycled, regenerated, or biobased options.
- Iconic pieces like boardshorts now use NetPlus®, a fabric made with 100% recycled fishing nets powered by Bureo, marking a high-performance, traceable alternative.
- Their Spring/Summer 2025 collection features a notable shift: over 15% of their line uses Regenerative Organic Certified® (ROC) cotton, and a new swimsuit utilizes 78% ECONYL® nylon—regenerated ocean plastic—highlighting material innovation rooted in regeneration.
Brand Progress Check
- Circularity Commitment: Their 2030 roadmap mandates full circularity—through resale, repair, and recycling systems like Outerworn—and to invest in at least 15 circular innovations by 2030. Progress reporting is expected by year-end.
- Traceability Advancement: In 2024, Outerknown launched its first traceable Blanket Shirt in partnership with Aware™, enabling fiber-to-finished transparency via digital tagging and blockchain.
- Community Engagement: In a joint effort with Surfrider and Firewire, Outerknown hosted beach cleanups and raised awareness about marine plastic impact while celebrating sustainable swimwear products.
- Industry Collaboration: They actively support regenerative agriculture—partnering in the California Cotton & Climate Coalition to help farmers switch to regenerative cotton by offering long-term purchase commitments.
- Reliable Certifications: Outerknown consistently earns “Good” sustainability ratings for ethics and practices, backed by FLA, Fair Trade, and Bluesign recognitions. No evidence of backtracking; their 2025 updates reflect ongoing leadership in sustainable fashion.
Availability & Product Range Highlight
Outerknown offers men’s and women’s clothing—from wardrobe staples like the Blanket Shirt to boardshorts and soft tees—crafted with organic, recycled, and Regenerative Organic Certified® fibers. Products are available online and through select retail partners; their flagship and Outerworn resale platforms reinforce the brand’s commitment to long-term access and circularity.
Challenges & Industry Context
- Achieving Circularity: While Outerknown’s 2030 goal is bold, realizing industry-scale circularity will demand scaling innovation and improving recycling infrastructure.
- Supply Chain Transparency: While traceability is gaining ground, public disclosure on climate targets, labor conditions, and water stewardship could strengthen trust further.
- Material Cost & Availability: Investing in ROC cotton and recycled fibers involves complexity and higher costs. Their partnerships show commitment, but scaling remains a practical challenge.
Final Thoughts
Outerknown exemplifies how fashion can blend performance, aesthetics, and regenerative responsibility. Their 2025 progress—expanding ROC materials, traceability tools, and circular systems—cements them as pioneers in sustainable apparel.
Their journey shows that style doesn’t have to cost the earth; adventure-themed clarity, fabric innovation, and transparent operations prove that thoughtful design is fashion’s future.
