Kelly Slater and his sustainable (but not inexpensive) clothing line
Upon his US launch of Outerknown, Kelly Slater was lambasted by the surfing community for the top dollar price tags attached to the sustainable clothing range. He even lashed out at a few critics on Instagram which was uncharacteristic of the usually unflappable world champ.
In a recent interview with the LA Times, Slater and his business partner John Moore talk about sustainability, why they've chosen the materials they have, and also explain away the excessive prices. For instance, each item of clothing is made in a run of 300 or less.
It's worth a read if you're interested, outraged, or just plain curious.
Comments
"each item of clothing is made in a runoff 300 or less".
Artificial scarcity is a viable marketing strategy!
Ah, hang on ... they also added:
"Once we're able to order more, the cost will go down."
It's only artificial scarcity due to them not having the fund to order more, or not having the belief in the product to order more.
Maybe a smart move would of been to determine what the price ceiling is, i.e. the limit of what people will accept as reasonable pricing. If it's way outside of that for everyday clothing then you have a risk, and possible brand damage, even if small volumes are necessary early on.
As I've said before, small price to pay if the clothes help showcase the moneymaker.
I love the sound of those small production runs, nothing worse than rocking up at Stereos and seeing some less muscled, less oiled flapper getting around in the same singlet. Really damages Gary's personal brand.
I disagree.... chicks see another chick in the same outfit n wanna go home....blokes turn around n say 'nice shirt mate'.....lol
Maybe for you Mike,
but when Gary decides to be seen, he makes sure he stands out from the crowd.
When you can't see Gary, you best know he's somewhere watching...
funniest thing ive read in ages mate. thanks for a bright start to the day
Had an opportunity to check out the clothes. Kinda desirable (if that's your style - it's mine and I'm a refugee from the corporate world) but the price is out proportion with the brand cred. His strategic partner, which has gucci as a label, goes some way to explaining the price but it's got to be a serious misjudgement of the market. As someone who owns some Italian designer gear, I still couldn't justify and wouldn't buy this stuff. It doesn't have the designer clout, no matter how many titles the King has.
I agree Java. I have surf gear and I have other gear. One is relatively cheap, the other costs. Never the twain shall meet.
At the end of the day - its a boring bland grey collection, kinda like Country Road.
Surely as a surfer you would hope to make the clothes a little bit more fun and reflect the outdoors/beach lifestyle more. Someone like Paul Smith is worth the higher prices - as its well designed and more unique. So what about sustainable clothes??? - tyres, surfboards, houses, and non bio-degradable items in the long term are no good for the world. This stuff isn't really a great contribution to either fashion, the future of the planet, or your pocket. And really ..... why do this? Kelly, go make a wave pool or two and contribute to the surfing world that made you famous.