Last year, sustainable men’s label Outerknown debuted its first women’s collection with a unique campaign. Founder and 11-time world champion surfer Kelly Slater certainly could have asked a few of his athlete or celebrity friends to participate, but instead, he cast a trio of activists working in climate change and sustainability. To the Cuba Miami Spanish Cuban shirt besides I will buy this average Instagram user, they probably weren’t familiar, but the women Outerknown hoped to engage likely already followed them. It was an early example of how a brand can align its vision, mission, and marketing in a truly authentic way.
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