Outerknown, Ocean Conservancy partner for eco-awareness

Sustainable menswear brand Outerknown has partnered with Ocean Conservancy, non-profit environmental organisation, to bring awareness on environmental issues across the world. The apparel brand will launch #ITSNOTOK campaign in spring this year to protect environment. It is an opportunity to become a part of the solution to solve global problems.

Outerknown has designed a capsule #ITSNOTOK collection consisting of a t-shirt (available 2/21), towel (available Summer 2017), and zip-up fleece (available Fall 2017). Each piece of the #ITSNOTOK capsule collection was developed from sustainable materials including 100 per cent organic pima cotton made in Peru, 100 per cent organic cotton made in Portugal, 55 per cent hemp, and 45 per cent recycled polyester fleece. Outerknown will donate 100 per cent of the profits from the sale of these products to Ocean Conservancy to conserve beaches and oceans.

"What if others animals were creating as much garbage as humans... It is 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 is everyone's problem," said Outerknown founder, Kelly Slater.

Outerknown hopes to inspire a clean-up movement. Ocean Conservancy is known for advocating science-based solutions to ocean wildlife, and has been tackling the threat of marine debris and for more than 30 years.

The products will be available on the website of Outerknown and selected retailers worldwide, including Nordstrom, Bloomingdales, Fred Segal, American Rag, Galvanic Canada, The Brandroom Australia, Zalando Germany, Twine Switzerland, Club 21 Singapore, Ron Herman US and Japan.