Taking it up a notch.

Kelly Slater, the Michael Jordan of professional surfing, recently launched Outerknown, a clothing brand with John Moore (of M.Nii fan) that has our collective hearts beating a little faster. It's really--really--cool stuff, that's designed well and has a heavy focus on sustainability and transparency.

“I created Outerknown to smash the formula. To lift the lid on the traditional supply chain and prove that you can actually produce great looking menswear in a sustainable way…the last two years have been a huge eye-opener for me. It’s clear now just how challenging it is for any brand to put sustainability at the forefront of their business and I’m proud that we’re one of the few taking the lead.” - Kelly Slater

Here's a few looks of Slater in some of the gear. It's great stuff that's quality and nice without being bank breaking. Consider it the APC or Acne of the coastal/surf inspired menswear scene. We're in.