Dylan Slater is now leading a new holding company housing Firewire Surfboards, Slater Designs and Outerknown as the sister companies look to leverage resources and remain competitive in the market.

The companies announced the news in a joint release Wednesday and said the changes are effective immediately. Slater Designs’ fin business Endorfins will also join the fold.

Details, such as the holding company name and total employee headcount under the new parent, were not readily available as of Wednesday. It’s also unclear if a successor to Dylan will be named at Firewire.

Dylan now oversees a portfolio comprised of apparel and accessories, along with surf hardgoods and accessories distributed through retail partners and direct in roughly 60 countries.

Rip Curl Veteran

Dylan, a veteran within the surf industry, spent nearly two decades at Rip Curl, most recently as its North America president. He was named to the top spot at Firewire last January.

The executive called the new group in a statement a “completely fresh approach to the surf market.”

“With seismic changes in the surf industry a constant, we will be very deliberate about how we position apparel, hardgoods and the new product categories cohesively to strengthen the connection to our customers,” Dylan said.

Plans also call for a new line that includes a collaboration between Outerknown and Kelly that will be developed with the surf specialty channel in mind.

Outerknown co-founder John Moore said in the announcement that the single parent company will give the lifestyle apparel label, where he serves as creative director, the chance to expand into new categories.

“While our commitment to crafting stylish, versatile apparel for everyday wear is unwavering, we can now open the aperture to new opportunities, elevating the Outerknown experience and giving our customers more ways to engage with the brand in their daily adventures,” Moore said.

It’s also clear the move to bring the brands under one parent in some ways addresses the current operating environment within surf, with the announcement emphasizing product for the core.

Kelly Slater Endorses New Strategy

“Developing special products positioned to support independent surf shops is something I am not only passionate about but believe is necessary,” Kelly said in a statement. “I can’t wait to share our new vision with surfers everywhere.”

Unique to the new holding company is the sustainable focus of the portfolio brands.

“To have all of these major brands under one collective roof allows us to bring our pioneering innovation in sustainable apparel to the wider surf community, showing what’s possible by doing business in the most responsible way,” Kelly said.

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