The story behind Slater's VSTR line

I spoke with Jesse Faen and John Moore at Agenda about the new VSTR line by Kelly Slater and Quiksilver.

Jesse, who had been with Australian brand Insight for years, is vice president of marketing for VSTR and John Moore and his POP Studio are designing the line.

VSTR pieces displayed at Agenda

Because Kelly has travelled the world for so long, the brand is travel-minded. The idea is to create high quality, understated, functional essentials that you need on the road.

“When you travel so much, you learn to travel smart,” Jesse said. The lines includes Ts, boardshorts, wovens, sweaters, shorts, Chinos, denim and fleece. In all, the VSTR line will consist of 40 to 50 pieces each season, Jesse said.

Aesthetically, John Moore said the line is very understated and classic with subtle branding. The goal is for every item to be able to be worn three days in a row.

“If it doesn’t fit in the bag, you don’t need it,” he said.

VSTR boardshorts

The clothes also have to travel well. For example, a wool blend blazer can be worn for a dinner in the city, but can be balled up in a bag and still look good.

The line is designed for people in their early 20s and beyond, and the price point is not exclusive – it’s higher than the typical action sports brand but lower than the premium menswear channel, Jesse said.

A jacket for a dinner in the city

VSTR will arrive in its first 60 accounts in March. Those accounts include stores such as Thalia Surf Shop, Fred Segal, American Rag, Nordstrom and Bloomingdale’s.

John Moore is doing a lot of work for Quiksilver. His studio, which has grown to 27 employees, designs VSTR, Quiksilver Women’s, Quiksilver Girls and Roxy denim. It also has its own Penny Stock and Pretty Penny lines.

John has an interesting background and his experience includes time at Fresh Jive, Hollister and Abercrombie & Fitch and Modern Amusement. He started the Pencil on Paper Studio in 2008.

VSTR sweaters

VSTR pant details