Former Quiksilver athlete Kelly Slater announced this morning the name of his new brand that he is starting in collaboration with French luxury company Kering, which also owns Volcom, Electric and Puma.
Outerknown will launch collections for men and women for Fall 2015.
The brand aims to fill the void in the market between sports and luxury by merging surf, designer and technical elements into one aesthetic.
Slater is partnering with Los Angeles designer John Moore, who will serve as Creative Director and oversee product and marketing. Moore was previously contracted with Quiksilver to design the VSTR and Quiksilver Girls brands, both of which were shuttered as part of Quiksilver’s cost cutting initiatives.
VSTR was inspired by Slater and his travels, as is Outerknown.
“We are tirelessly working on a brand that explores the relationship between style, sustainability and travel – timeless and functional design with a consciousness that 
will strive to have a positive effect on everything, and everyone it interacts with,” Slater said in a statement.
In addition to being brand and design experts, Kering also focuses on sustainability issues companywide.
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