Sustainable Fashion Retail Strategies

Outerknown, the sustainable fashion brand co-founded by professional surfer Kelly Slater and creative director John Moore, has introduced a new retail strategy aimed at expanding its presence while maintaining its commitment to sustainability. The brand, which has primarily focused on direct-to-consumer sales and its own retail stores, is now re-engaging with its wholesale channel. This approach involves partnering with independent specialty surf shops and other retailers that align with Outerknown's values and target audience. By doing so, the company aims to reach communities where its presence has been limited, allowing its story and mission to resonate more broadly. This shift complements its ongoing efforts to innovate in product design, such as the development of sustainable board shorts made from recycled fishing nets.

In addition to its wholesale strategy, Outerknown is recalibrating its retail operations to emphasize smaller, community-focused stores. These new locations are designed with sustainability in mind, incorporating reclaimed materials and offering curated product selections that reflect the local culture. The brand's approach ensures that each store maintains a balance between consistency and localization, with 75% of the store experience being uniform across locations and 25% tailored to the surrounding area. This strategy not only reinforces Outerknown's commitment to environmental and social responsibility but also enhances its ability to connect with customers on a more personal level. Through these initiatives, Outerknown continues to position itself as a leader in sustainable innovation within the fashion industry.

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