A New Wave of Surf Fashion
As the Trestles Pro heats up in Southern California, attention isn’t just on the waves—it’s also on what surfers are wearing. Celebrating its 10th anniversary, Outerknown has emerged as a symbol of purpose-driven fashion. The brand, co-founded by Kelly Slater, is a sharp departure from the flashy, logo-heavy surf wear of the past. Today, it champions heavyweight tees made from regenerative organic cotton and boardshorts crafted from recycled fishing nets. The driving creative force behind this transformation is John Moore, Outerknown’s Creative Director.
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Intentional Design, Timeless Purpose
Moore approaches clothing design with deliberate care. To him, clothing should grow better with time, offering comfort and connection through texture and wear. He draws inspiration from the way indigenous cultures craft with intention—believing physical contact with objects creates spiritual bonds. Moore rarely washes his favorite pieces, preferring to wear the same beloved items over and over. This idea of clothing as an extension of self lies at the heart of Outerknown’s ethos.
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Against the Tide of Fast Fashion
While the fashion world is fast-paced and trend-driven, Outerknown aims to design without expiration dates. Moore favors garments that last decades—clothes you reach for again and again because they make you feel good. Every design is a discovery process: simplifying until only the essentials remain. Logos, when used, are integrated into the piece rather than used for promotion. The focus is on craftsmanship, function, and form—choosing premium materials and clean design to create enduring wardrobe staples.
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Design Influences: A Gallery of Eras
Moore draws style inspiration from a mix of iconic and anonymous figures across time. It’s not always about the person—but about the feeling in an image. A photo from Nova Scotia featuring Dean Petty in the first Outerknown collection still defines the brand for Moore. Timeless images—Tom Blake in 1924, Lisa Andersen in flannel, or Marvin Gaye at a piano—spark his imagination. He collects visuals that convey both raw truth and quiet beauty, using them to shape each new collection.
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Other sources include classic surf photography, vintage Americana, street culture from the ’70s, and even candid moments like a young Obama in college. These pictures inform the brand’s storytelling and appear on mood boards throughout Outerknown’s creative process.
What Comes Next
While the spotlight remains on surf heritage, the next feature in the Coastal Style series will offer a new perspective—this time shifting the focus to a very different scene, hinted to be based in New York City. But for now, Moore and Outerknown continue to craft a vision of fashion rooted in meaning, sustainability, and the enduring style of the sea.