Wittmore adds Outerknown label to debut in US
By Sara Ehlers
Oct 15, 2015
Los Angeles - Wittmore introduces a new kind of takeover in L.A.’s Arts District. Starting Thursday, October 15, the store will debut Outerknown, a new West Coast menswear installation, as a new addition to its labels.
For Outerknown, this is the brand's first installation inside of the United States. The brand was co-founded by world champion surfer Kelly Slater and creative director John Moore. Because of the label’s foundation, the apparel is highly influenced and inspired by surfing gear and apparel. Pieces range from button-downs, outerwear, bottoms and more and retails from approximately 165 to 645 dollars. The menswear brand will present its debut season at the Wittmore location along with art pieces by artist Mark Cunningham. “We are excited to have the opportunity to showcase the collection at Wittmore and really bring the brand’s story to life in a multi-dimensional environment for people to discover,” said Moore. The inside installation will reflect travel inspirations, coastal environments, and other decorative elements that are aligned with Outerknown’s vision. Ideally, the interior is meant to tell a story of the brand’s message on sustainability, function, and style. With wooden fixtures and crates, the minimalist, vintage space accentuates an urban environment.
“Outerknown’s minimal and modern take on surf-inspired clothing really goes beyond the inspiration in many ways and appeals to the ageless guy,” said Paul C. Witt, owner of Wittmore. Witt said he’s a “big fan” of Moore’s aesthetic and the direction he’s taking the Outerknown line. Wittmore itself is known for featuring modern, approachable menswear fashion. The brand originated years ago as an e-tailer and opened its first bricks-and-mortar shop in Beverly Grove. The Arts District location is the brand’s second permanent location. Wittmore is known for offering brands such as Levi’s, Stanley & Sons, Officine Generale, and more.