Kelly Slater, widely considered the greatest surfer of all time, has taken a significant step forward in his business journey with the release of a new surf trunk that he believes represents the future of his brand, Outerknown. At 53, Slater has secured 11 world titles and continues to influence the sport, even as he remains unofficially retired from professional competition. Beyond his accolades in the water, he has developed multiple ventures, including Outerknown, the sustainable apparel brand he co-founded with designer John Moore.
Marking its 10th anniversary this year, Outerknown recently launched the Apex Evolution Trunk by Kelly Slater, a performance-focused surf short made with 90% recycled fishing nets, developed in collaboration with Bureo. Slater describes the product as the embodiment of the brand’s mission—high-performance design rooted in sustainability. With a focus on gear made specifically for surfers, this launch marks a pivot toward more technical apparel under Slater’s own name, with a full line expected by 2026.
Slater likened the simplicity and precision of the Apex trunk to composing music. Drawing from decades of surfing and performing, he emphasized the value of stripping things back to the essentials. The trunk, though minimal in appearance, went through more than three years of research and development. Designers, including Slater himself, carefully refined details like drawstring durability, inseam length, and side scallops to ensure the shorts enhance rather than hinder performance in the water.
This release comes at a pivotal time for the surfwear industry. In recent years, legacy surf brands such as Billabong, Quiksilver, and Volcom have experienced upheaval, with some being acquired or restructured, including a 2023 acquisition by Authentic Brands Group. As a result, newer surfer-owned labels like Outerknown, Florence, Chapter 11, and Rivvia Projects are finding space to redefine the future of surf apparel by returning to authenticity and surfer-led design.
Outerknown’s Apex Evolution trunk is more than a new product—it’s the result of a deep design philosophy developed over a decade. Moore, co-founder of the brand, described the project as an evolution in how the brand approaches clothing—seeing everything through the lens of a surfer’s lifestyle, from travel to performance. The trunk itself was tested rigorously in different surf conditions across Australia, Hawaii, and beyond, by Slater and brand ambassadors.
The road to this milestone has not been without challenges. When Slater and Moore launched Outerknown in 2015, the brand aimed to set a new standard in sustainable fashion, modeled in part after Patagonia’s ethos. Backed early on by the Kering Group, they faced difficulties sourcing materials and managing production at a small scale. That meant high prices from the outset, including shirts priced at $300 and trunks over $170—figures that initially drew skepticism from the surf community.
Despite those early hurdles, Outerknown steadily expanded, building a loyal customer base and opening physical stores in cities like Malibu, New York, and Washington, D.C. While the new Apex trunk’s $168 price tag may still raise eyebrows, Slater stands by the value, noting that responsible manufacturing practices—such as using recycled textiles and supporting fair labor—inevitably cost more.
Until now, Outerknown had largely positioned itself as a lifestyle brand adjacent to surfing, offering stylish, functional clothing for the beach and beyond. However, the Apex trunk signals a clear shift. The brand is preparing to stock surf shops and increase its range of surf-specific products, making the connection between its ethos and its roots in surf culture more tangible than ever before.
That transformation was catalyzed by a strategic consolidation last year when Slater unified his three companies—Outerknown, Firewire Surfboards, and Slater Designs—under a single parent company. Industry veteran and Firewire CEO Dylan Slater (no relation) now leads the unified group, which is focused on expanding Outerknown’s reach. While Outerknown has been largely U.S.-based, Firewire operates on a global scale, offering synergy in areas like distribution, marketing, and product collaborations.
According to Dylan Slater, the consolidation creates exciting possibilities for cross-brand innovation, such as selling surfboards in apparel stores and developing products that resonate across both audiences. The group plans to scale Outerknown internationally over the next 6 to 12 months, making the brand accessible to surfers worldwide.
John Moore expressed optimism about the brand’s future, especially as traditional surf companies face disruption. He sees this moment as a chance to return to surfing’s original spirit—individuality and freedom. In a market once dominated by homogeneity, Outerknown is leaning into its unique voice and commitment to craftsmanship.
As Outerknown turns its focus toward the core surfing community, the Apex Evolution trunk becomes more than just a product—it’s a symbol of what a new kind of surf brand can be: sustainable, performance-driven, and deeply personal to those who ride the waves.
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