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 [Environment](/CSR-News/environment-0)

 # The Little Things: Outerknown Partners with Avery Dennison for Innovation 

 


 

 Jun 27, 2016 11:15 AM ET

  ![](https://3blaws.s3.amazonaws.com/styles/carousel_2x/s3/images/outerknown.png) 

[Cone Communications Insights](http://www.conecomm.com/insights)

Sustainability in the fashion industry has been a major topic of conversation over the years. To do their part, many brands have taken major steps to create a more responsible shopping experience, whether that's through [incorporating recycled materials into clothing](http://www.psfk.com/2016/06/recycled-plastic-bottles-transformed-into-shoes-and-bags.html), [creating robust takeback programs](http://www.conecomm.com/insights-blog/levis-field-of-jeans) or [thinking more holistically about sustainability, human rights and social impact overall](http://www.conecomm.com/insights-blog/how-rana-plaza-changed-the-rules-of-fashion). Yet, as companies work to create ways to underscore the importance of sustainability to consumers, sometimes it's the little things that make the biggest impact.

Recently, [Outerknown](http://www.sustainablebrands.com/news_and_views/collaboration/mike_hower/avery_dennison_outerknown_partner_make_care_tags_fishnets), a menswear company founded by professional surfer Kelly Slater, partnered with [Avery Dennison](http://www.sustainablebrands.com/news_and_views/collaboration/mike_hower/avery_dennison_outerknown_partner_make_care_tags_fishnets) to incorporate more sustainable materials into its products. The brand, famous for pushing consumers to ask, “[What are we wearing and where is it coming from](http://www.outerknown.com/about-us)?," has now refocused its efforts on its [tags](https://www.youtube.com/watch?time_continue=136&v=h-xYIXo6e6o). With the help of Avery Dennison, the company is incorporating three new items into its clothing – woven labels made out of 100 percent recycled polyester yarn, soy-based ink printing on tags and labels that dissolve in water. All three items are in alignment with Outerknown's [mission](http://www.outerknown.com/about-us) to “smash the formula" and “lift the lid on the traditional supply chain and prove that you can actually produce great looking menswear in a sustainable way."

To read more, click [here](http://www.conecomm.com/insights-blog/outerknown-avery-dennison).



 

 

 

 

 

 

 

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