Clean-living world-champ surfer Kelly Slater’s sustainably stylish Outerknown debuts a brick-and-mortar store in South Bay.
Outerknown’s pop-up shop in Culver City was a hit this past summer.
For most consumers, countless malls sate a certain craving. For conscious consumers, there’s Outerknown, a responsible, elevated, Earth-friendly fashion label pioneering sustainable and recycled materials, and opening its first shop in the South Bay this fall. Eleventime World Surf League Champion Kelly Slater and Creative Director John Moore founded the label in 2015, aimed at “conscious nomads, environmentalists and activists for good,” says Moore.
“Manhattan Beach is our kind of town,” adds the veteran designer, who looked to a Jack Kerouac quote to inspire fall’s collection of “uncomplicated clothing for wherever your journey takes you; smart design with a positive impact for the mountains, city, seas and everywhere in between.” In the beachy enclave, “there’s this relaxed go-with-the-flow attitude that really complements our vision for clothing,” says Moore. Rich surf history and cool neighbors such as Warby Parker furthered the case for The Point fashion/dining complex as their ideal debut space.
A collection of classic dresses in the new South Bay store ($168 to $248).
“We did a pilot with a small, appointment-only shop at our Culver City design studio, nicknamed ‘Outerspace,’” says CEO Mark Walker of testing out the concept over the summer on invited guests and celebrities before diving into the 1,600-square-foot retail space. Outerknown features decor and fixtures from natural, organic and recycled materials. “We’re building some decking and a palapa roof inside to create warmth and invite our guests to hang out and talk story with our team,” says Moore, adding that brand signatures including S.E.A. Jeans, Blanket Shirts and Kelly’s Apex Trunk will feature in dynamic storytelling vignettes that illuminate “what makes each of our hero items truly the best in class from design to detail to sustainable innovation.” For one, the jeans are made sustainably of organic cotton and have a lifetime guarantee. Says Moore, “The space will always evolve... just like our monthly flows.” 850 S. Sepulveda Blvd., El Segundo