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Jesse Faen formerly of Insight is now working with VSTR, a new steezy men's brand that's under the big umbrella of Quiksilver, but supposedly operates completely autonomously. VSTR set up rack during the last L.A. market to show buyers and chatter about the brand has been kept quiet. Now the new VSTR website offers a little taste of what’s to come.

It’s kind of like the Quiksilver guy all grown up with expensive taste. The clothing designed by John Moore (from Modern Amusement, his own line Penny Stock and was responsible for the new look of Quiksilver Women’s line rebranded to QSW) is described as "modern travel essentials for the ocean, road, and the journey in between."

A Q&A on the site sheds some light on the who, what, where, when and whys.

For example:

Why are we launching the VSTR Brand?
This is a response to the current state of the surf industry and an opportunity to shape its future.

Is this a surf collection?
No, it’s a clothing collection. Modern travel essentials for the ocean, road and the journey in between. Everything fits in the pack. If it doesn’t, you probably don’t need it.

It continues in that tone. Guys who acknowledge the machine, but somehow have found a loophole to concurrently work inside it and live outside of it. 

Kelly Slater is named as a "founder and an inspiration," along with a smattering of tastemaker-type brand ambassadors from different disciplines of the travel/surf lifestyle: filmmaker Taylor Steele, alternative wavecraft rider Derek Hynd and photographer Steve Sherman to name a few. VSTR store in Byron Bay is open and there are plans to open a store in Malibu soon. Poke around the site for some vicarious travel oggling. Oh, and I guess clothes too.

Kelly Slater outside Agadir, Morocco. October 16, 2009.

Cliffs of Moher. Ireland. February 13, 2011. 

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