After parting ways with his long-time sponsor of 20 odd years last April in an inspired April Fools double bluff PR stunt, Kelly has finally announced the name of his new clothing brand, Outerknown, via Instagram.

It’s been a long time coming and I’m proud to let you know that the clothing brand I’ve been working on has launched our ‘Handshake Website’ at Outerknown.com this morning. Our team, lead by designer John Moore and supported by our strategic partner, The Kering Group, are tirelessly working on a brand that blends the relationship between style, sustainability, and travel. I believe we have an obligation to build better products and understand the way our consumption impacts the world around us. In saying that, the focus of our brand is to make a product that has a positive effect on every possible level. I look forward to telling you more as the brand develops and beginning today you can follow our daily feed at @Outerknown to learn more. #Outerknown #BeLikeWater #LaunchingFall2015

The news confirms earlier rumours that the 11-time champ is partnering up with textile giant Kering, as well as designer John Moore with whom Kelly has already collaborated when he launched VSTR back when he was still with Quiksilver.

Outerknown‘s website presently offers little content (and no product yet), save for a handful of travel journal-type photos and the following company mission:

“The name Outerknown references the furthest reaches of our knowledge today. As designers, it challenges us to build better, more sustainable products. As producers, it asks us to lift the lid on our supply chain bringing the consumer along on our journey to transparency.
As storytellers, it enables perpetual evolution of our brand vision. As athletes and performers, it pushes us to formerly impossible levels. And as global citizens, it offers the opportunity to observe this multi-cultural world we live in and bring together seemingly unconnected people and ideas for the purpose of discovering the next Outerknown.”

If you were at all familiar with VSTR’s brief existence you’ll no doubt have cottoned on to the extremely similar vibe Outerknown’s website offers. Yes, there’s a focus on sustainability, but perhaps more importantly it shuns the heavily surf-focused core surf brand image for a more travel, outdoorsy kind of vibe that should allow the clothing brand to tap into a larger mainstream market. Not a whole lot unlike the outdoor brand Patagonia, something that should complement the textile giant Kering’s umbrella of fashion labels nicely.