KLLY
by Kelly Slater

Kelly Slater is the greatest competitive surfer of all time / eleven world championships over four decades. The brand needed to carry that authority without leaning on celebrity. The work had to speak to people who care deeply about what they put on their feet and what those choices mean for the planet.

The product drove the visual language. KLLY sandals are made with BLOOM algae foam and rPET recycled materials / colorways named after lunar phases: Blue Moon, Blood Moon, Wolf Moon, New Moon. We built a world around that / dark, oceanic, celestial. The moon as a recurring motif across every touchpoint from the hang tag to the box interior.

The Shopify build had to match the ambition of the brand / immersive, editorial, conversion-focused. Product pages that told the sustainability story through data and imagery. A "Behind the Design" film with Kelly explaining the process. Every page earned its place.