Riding the Sustainable Wave: Outerknown and the Future of Surf Style
The roar of the crowd, the crash of the waves – the Trestles Pro is more than just a surf competition; it’s a showcase of athleticism and style. This year, as the world’s best battle it out, the spotlight shines on more than just the surfers. It’s also highlighting a different kind of wave: the sustainable fashion movement. Outerknown, spearheaded by surfing legend Kelly Slater, and guided creatively by John Moore, is at the forefront of this shift. But what does the future hold for this intersection of surf culture and eco-conscious design?
Beyond the Boardshorts: Redefining Surf Apparel
Outerknown, now in its 10th year, challenges the traditional model of surf brands. It’s not about fleeting trends or loud logos. Instead, it champions durability, mindful production, and a deep connection to the ocean and its conservation. This approach resonates with a growing audience that values ethical sourcing and environmental responsibility.
Did you know? The global market for sustainable fashion is booming. According to a report by McKinsey & Company, the industry is expected to reach $8.25 billion by 2028, reflecting a significant shift in consumer preferences.
The Soul of the Brand: Design with Purpose
John Moore, the Creative Director of Outerknown, emphasizes creating clothing that “gets better with time”. This means prioritizing quality materials like regenerative organic cotton and recycled fishing nets (NetPlus) and timeless designs over disposable fashion. This philosophy moves beyond just the aesthetics, it dives into the very core of how clothes are made, worn, and cared for.
Moore’s insights echo a growing trend: consumers increasingly seek products with a story, items that reflect their values and connect them to a larger narrative. This desire is especially potent within surf culture, where respect for the ocean is paramount.
Key Trends Shaping the Future of Sustainable Surfwear
Several key trends are poised to reshape the surfwear landscape. Brands that embrace these changes will be best positioned for long-term success.
- Circular Economy: Designing clothes to be recycled or repurposed at the end of their life is becoming more important. Outerknown’s commitment to using recycled materials is a great example.
- Transparency: Consumers demand to know where their clothes come from and the impact of their production. Brands are increasingly publishing supply chain information.
- Performance Materials: High-performance, sustainable materials are a priority.
- Minimalism: Quality over quantity. This also includes timeless design.
To dig deeper into the circular economy and what it means, check out this resource from the Ellen MacArthur Foundation: Circular Economy Overview
Staying the Course: Avoiding the Fast Fashion Trap
In a world saturated with trends, how does Outerknown stay true to its mission? It’s about prioritizing core values: quality, durability, and a commitment to the planet. For Moore, it’s about the images, the stories, and the timeless designs that inspire, rather than the fleeting whims of fast fashion.
Pro Tip: When choosing surf apparel, look for brands that prioritize durable materials, ethical production, and transparent supply chains. Check for certifications like GOTS (Global Organic Textile Standard) for organic cotton or bluesign® for responsible chemical management.
Style Icons and The Power of Storytelling
Outerknown’s design process is inspired by visuals from a wide range of influences and aesthetics. The history and culture from surfing itself, to the greats in music, film, and art all inspire the brand’s direction. These inspiration are at the heart of the brand, and they help guide them when it comes to designing classic, timeless pieces.
This approach shows how the best brands of the future will be those who can connect with their audience on a more profound level, weaving narratives that resonate with personal values and aspirations. By emphasizing stories, the design becomes a way to highlight the humanity and history behind the clothing.
FAQ
What makes Outerknown sustainable?
Outerknown focuses on using sustainably sourced materials like organic cotton and recycled fishing nets, ethical manufacturing practices, and designs that last, reducing the environmental impact of their clothing.
How can consumers support sustainable surf brands?
Consumers can support sustainable brands by purchasing from companies with transparent supply chains, prioritizing quality over quantity, and seeking brands that use eco-friendly materials and ethical production methods.
Are sustainable surf clothes as high-performing as traditional gear?
Yes! Advances in technology have led to high-performance fabrics made from recycled materials, offering excellent durability and functionality while minimizing environmental impact.
The journey towards sustainable surf style is ongoing, but the commitment of brands like Outerknown is setting a positive precedent. As the industry evolves, expect to see more innovative materials, transparent practices, and designs that honor the ocean and its community.
What do you think about the future of sustainable surfwear? Share your thoughts and favorite eco-conscious brands in the comments below!
