How Sonos Pro Amplifies Outerknown's Coastal Vibe
Alongside their high-quality, sustainable clothing, Outerknown brings Southern California’s distinct energy from coast to coast. The laid-back atmosphere, eco-conscious fabrics, and effortlessly relaxed designs all contribute to this sensation. But there's another element at play, one that subtly yet powerfully shapes your experience: the music.
Behind the scenes, Outerknown has partnered with Sonos Pro to orchestrate its auditory experience. As the brand expands its retail footprint, currently with seven locations, maintaining a distinctive atmosphere has become both crucial and challenging. That’s where Sonos Pro steps in, providing the technology and tools to ensure every Outerknown location resonates with the same West Coast spirit, no matter how far from the Pacific it may be.
This is the story of how Outerknown amplifies its brand identity through the power of sound and how Sonos Pro makes it possible.
Music is central to Outerknown's journey
From the moment you cross the threshold, carefully curated sounds wash over you like gentle waves, evoking the West Coast essence that's at the heart of Outerknown's identity. Whether you're browsing racks in Malibu or D.C., that unmistakable vibe remains consistent—and it's no accident.
Founded in 2013 by 11-time world surfing champion Kelly Slater and creative director John Moore, Outerknown was born from a commitment to responsible innovation and sustainability in the apparel space. The brand's mission goes beyond creating high-quality clothing; it's about reimagining the fashion industry with a focus on environmental and social responsibility. Building a sustainable supply chain from scratch took over two and a half years, with the first collection launched in 2015.
For John Moore, music has always been an integral part of the creative process. Whether he’s sourcing like-minded fashion brands to collaborate with or experimenting with the company’s brand, sounds are a constant source of inspiration. Here’s what he had to say about the impact of music during the early days of Outerknown:
"Music is always on: in the studio, in the car, in my headphones when I'm flying. Music keeps me going… I'm always influenced by what I am listening to. A song I haven't heard in a long time can take me somewhere in my head and become the jumping-off point for an entirely new project."
Naturally, this deep connection to music has infused itself into the Outerknown brand experience.
The challenge: maintaining West Coast vibes nationwide
As Outerknown expanded from its California roots to major markets like Washington, D.C., the challenge became clear: how to replicate the West Coast atmosphere in East Coast stores while maintaining a consistent brand experience across all locations.
Music played a crucial role in creating this atmosphere, but managing it across multiple stores proved difficult. "As we expand our retail locations outside of Southern California, we want to ensure that the West Coast vibes that our brand is rooted in flow throughout all of our retail shops," Moore notes.
Previously, each store ran music independently, relying on a third party for licensed music, played through Sonos speakers, and hoping store teams would play music aligned with the brand. The more locations there are, the harder it becomes to guarantee that customers are greeted with the same sound.
Enter Sonos Pro: bringing the California sound to every store
The partnership between Outerknown and Sonos Pro began when the clothing brand sought advice for its headquarters' speaker system. This initial collaboration soon blossomed into a full-fledged solution for Outerknown's expanding retail footprint.
Sonos Pro offers several key features that have been instrumental in maintaining Outerknown's coastal vibe across all locations:
1. Best-in-class sound powered by an easy-to-use system
High-quality Sonos speakers ensure that Outerknown’s carefully selected tracks are reproduced with pristine clarity and depth—whether it’s the strum of an acoustic guitar or the deep bass of surf-inspired anthems. Era 100, Five, and the rest of our best-in-class hardware come together in an easy-to-use system that forms the foundation of Sonos Pro.
2. Remote management of music across all locations
With Sonos Pro, Outerknown can remotely monitor the music for all their stores, ensuring a consistent brand experience no matter where they're located. Remote monitoring capabilities enable the team to check on all locations from anywhere and quickly address any issues.
The Sonos Pro platform allows businesses to manage the sound experience in each of their locations. Admins can approve commercially licensed stations, schedule music, adjust volume, and assign employee roles—all from a user-friendly interface. This comprehensive management ensures Outerknown consistently maintains its signature West Coast atmosphere across all locations.
3. Access to licensed music that aligns with the brand
Sonos Pro provides Outerknown with access to curated playlists of fully commercially licensed music that perfectly capture the brand's West Coast essence. This ensures that the soundscape in every store reinforces Outerknown's identity and values.
4. Professional guidance on speaker placement and best practices
The Sonos Pro team has been instrumental in advising on speaker placement and best practices for Outerknown's new retail locations. This ongoing support has been crucial as the brand continues to grow its retail presence.
The Sonos Pro advantage for Outerknown
By leveraging Sonos Pro's capabilities, Outerknown has maintained its unique brand identity while expanding successfully to multiple retail locations. The impact has been significant:
Results and impact
Outerknown has seen impressive business results, including keeping over 1,800 garments out of landfills through its Outerworn platform.
The right music helps create the desired atmosphere for shoppers, reinforcing Outerknown's sustainable and relaxed ethos. Moreover, the centralized control offered by Sonos Pro has improved operational efficiency for store management, saving time and reducing headaches for staff. Not to mention, these two companies share a vision for environmentally responsible business practices.
While Outerknown’s brand, vision, and retail experience are unique, the impact that Sonos Pro has across retail environments is consistent. Whether it’s with other major retailers like Faherty and Avocado Mattress or a thriving restaurant like Chaia Tacos, taking control of sound helps businesses across the country establish their soundscape.
Looking ahead
As Outerknown looks to the future with an eye on further retail expansion, its partnership with Sonos Pro will continue to play a vital role in that growth across the US. Creating a West Coast feel in each of these distinct locations is no longer an issue—Sonos Pro captures the essence of Outerknown's California roots.
The brand is also focusing on expanding its women's assortment and doubling down on sustainable materials. Sonos Pro will support these initiatives by providing appropriate soundscapes that align with Outerknown's evolving brand identity.
Take control of your sound with Sonos Pro
Outerknown has found the perfect conduit to California sounds in Sonos Pro. By harnessing the emotive power of music, it has created a cohesive brand experience that transports customers to the feel of the West Coast.
For businesses looking to elevate their customer experience and maintain brand consistency from coast to coast, the impact of a carefully crafted soundscape can't be overstated. Sonos Pro offers more than just high-quality audio; it provides a turnkey solution for monitoring and managing your brand's sonic identity across multiple locations.
Ready to amplify your brand's voice? Check out our different pricing options, or create a Sonos Pro account today and discover how you can create an immersive audio experience that resonates with your customers and reinforces your brand identity.
