The Little Things: Outerknown Partners with Avery Dennison for Innovation

Jun 27, 2016 11:15 AM ET

Cone Communications 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, creating robust takeback programs or thinking more holistically about sustainability, human rights and social impact overall. 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, a menswear company founded by professional surfer Kelly Slater, partnered with Avery Dennison 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?," has now refocused its efforts on its tags. 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 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."

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