Outerknown opens a store on Prince Street in New York

Outerknown has landed in SoHo.

The sustainable California brand founded by star surfer Kelly Slater and John Moore, opened a 1,300- square foot outpost on Prince Street.

The company rushed to open the unit just before Thanksgiving to get a share of the Black Friday shopping pie but the space isn't completely done. The rear of the space is curtained off and will open in January, providing more space for the women's collection and to create dressing rooms, company executives said.

Prince Street is also home to Marc Jacobs, Untuckit and Faherty.

Each store is built with sustainability at its core - spaces that require minimal updates, use simple joinery instead of toxic glues and use accessories that can be used or recycled.

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The SoHo store is the second to open on the East Coast, after Newbury Street in Boston. There are also two stores in Southern California.

"We hope to double the number of our stores next year," said Ash Shaffer, Managing Director of the brand. The next stop, she said, will be northern California — although no location has been identified — as well as Colorado, Washington state and Texas. In total, Outerknown hopes to open 25 stores by 2025, the company said, as it strives to increase brand awareness in the places where its customers live and play.

The goal, Shaffer said, is not to be in the hottest malls frequented nationwide, but rather to choose locations that appeal to "someone who cares about better-made clothes that care for people and the planet."

The denim is one of the New York store's best sellers.

Since the SoHo store opened, sales have been strong, she added, with the brand's signature blanket shirts, denim and best-selling jumpsuits.