This season, sustainable menswear brand Outerknown will launch #ITSNOTOK, an evergreen giveback program designed to bring awareness to environmental issues all over the world. This new program serves as an opportunity to give back to the world by addressing the problems our society faces, the first of which is cleaning up the ocean.
The brand has since partnered with Ocean Conservancy to spearhead this initiative and spread the word that #ITSNOTOK! Since 1972, this non-profit ocean advocacy group has been cleaning up beaches, promoting a healthy ocean, and creating impactful ocean policy at federal and state government levels.
“What if others animals were creating as much garbage as humans?” asks Outerknown founder, Kelly Slater. “It’s pretty appalling if you think of it that way; we need to shift our awareness. It’s not ok to destroy our ocean. It’s not one person’s problem. It’s everyone’s problem.”
To coincide with this initiative, Outerknown has designed a capsule #ITSNOTOK collection consisting of a t-shirt, towel, and zip-up fleece. Each piece of the #ITSNOTOK capsule collection was developed from sustainable materials including 100% Organic Pima Cotton made in Peru, 100% Organic Cotton made in Portugal, 55% Hemp, and 45% Recycled Polyester Fleece. Outerknown will donate 100% of the profits from the sale of these products to Ocean Conservancy to conserve our beaches and ocean for generations to come.
“We’re thrilled to be the first recipients of Outerknown’s #ITSNOTOK campaign to tackle the crisis of marine debris,” said Andreas Merkl, CEO of Ocean Conservancy. “The ocean is part of all of us and every single person can help make a positive difference to our ocean and coastal communities.”
Outerknown hopes to inspire a movement to clean up our ocean and empower people to make their voices heard. #ITSNOTOK products will be cornerstones of the brand’s collection for many seasons to come.
The #ITSNOTOK products will be available on Outerknown.com and select retailers worldwide, including Nordstrom, Bloomingdale’s, Fred Segal, American Rag, Galvanic Canada, The Brandroom Australia, Zalando Germany, Twine Switzerland, Club 21 Singapore, and Ron Herman U.S. and Japan.