Kelly Slater announces to launch new lifestyle brand

Having worked with Quiksilver for more than 23 years, world-famous professional surfer Kelly Slater has announced he will leave the sports brand to focus on a new partnership with luxury conglomerate Kering.

A statement on Slater’s Facebook page explained how the athelete would embark on a “new journey” with the French holding company also known for its Gucci, Stella McCartney, Balenciaga and Volcom brands:

Kelly-Slater-announces-to-launch-new-lifestyle-brand

“For years I've dreamt of developing a brand that combines my love of clean living, responsibility and style. The inspiration for this brand comes from the people and cultures I encounter in my constant global travels and this is my opportunity to build something the way I have always wanted to. So I am excited to tell you that I’ve chosen The Kering Group as a partner. They share my values and have the ability to support me in all of my endeavours.”

While it’s no-doubt an exciting development for Slater- his previous ties with Quiksilver mean the struggling surfwear company will now be under closer scrutiny to turn around sales without the help of its longstanding brand ambassador.

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