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Outerknown, Ocean Conservancy partner for eco-awareness
Feb '17
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 ocean for generations to come.

"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.

"We are 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. Ocean Conservancy is well-known for advocating science-based solutions to healthy ocean and the wildlife and communities that depend on it. It has been at the forefront of tackling the threat of marine debris and for more than 30 years.

#ITSNOTOK products will be cornerstones of our collection for many seasons to come. These 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. (RR)

Fibre2Fashion News Desk – India

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