Kering, the French parent company of Puma and Volcom, has agreed to help Kelly Slater to develop his own brand. The legendary American surf champion, who is now about 42-years old, has put an end to a 23-year association with Quiksilver, which is focusing on its major brands. Company officials stress that Volcom's management will not be involved in Slater's new apparel project, which will not compete with Kering's existing brands. It will probably have the kind of ecological connotation that is cherished by Kering. Slater will have his own development team. Kering will support the project as an operational partner, providing assistance in areas such as sourcing, logistics and e-commerce. Slater will also act as an ambassador for some of Kering's brands, notably in connection with initiatives related to sustainability.

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