Eleven-time world champion surfer Kelly Slater has launched a new sustainable footwear brand, KLLY. Slater says KLLY Footwear fills a niche in the footwear industry by withstanding the rigors of daily wear and outdoor adventures while helping to reduce the fashion industry’s environmental impact. The first product in the KLLY line is a flip-flop sandal influenced by Slater’s surfing career; additional styles are planned for this year. The shoe is made from recycled material and uses BLOOM technology derived from algae and provides a high level of cushioning, durability, responsiveness and water resistance.
The relationship between the moon and the ocean served as inspiration for the design of the sandal. The upper sole reflects the moon’s surface, while the lower represents the scales of a turtle. As a surfer and conservationist, Slater has always been fascinated by how the moon’s gravitational pull creates tides in the ocean that connect the moon, the surf and sea life. Turtles have a special connection to the moon, with 13 large scales representing the 13 moons of each year and 28 smaller scales representing the moon’s monthly cycle.
The first product in the KLLY line is the aptly named New Moon, a black color sandal with details reminiscent of the surface of the moon. It launched the day before New Moon – May 18, 2023. It costs $89 and, for now, is only available in the U.S. and Canada exclusively online on KLLY.com.
With his latest footwear venture, Slater says he wants to continue setting an example for others in the industry, encouraging them to adopt more sustainable practices and make products with the planet in mind.
Slater is considered one of the most famous sports figures in the world and has changed the surfing landscape. He holds nearly every major record in the sport, including his 11 world titles and 55 career wins, and is also the youngest and oldest world champion in men’s history.
Throughout his 30+ year career, Slater has questioned the ethics and sustainability of the products and apparel he used during and outside competition. This inspired him to build a business and investment platform around sustainability and wellness. In 2014, Slater founded Outerknown, a sustainable apparel brand themed “For People and Planet” and Firewire Surfboards, a sustainable surfboard platform. He also developed Slater Designs to showcase designs he created with legendary surfboard shapers and his newest product, Endorfins, high-performance surfboard fins made from sustainable materials.
In 2015, Slater introduced the world to the Kelly Slater Wave Company (KSWC), also known as Surf Ranch, with a video showing the perfect man-made wave in Lemoore, California. KSWC technology currently produces the most powerful artificial waves in the world.
Outside of his own business platform, Slater has worked with various international brands and raised millions of dollars for charities, including Omaze, Oceana, Surfrider, Surfers Not Street Children, Sea Shepherd, Greenpeace and other international groups.
