So I guess Kelly is human just like the rest of us and all the trolling/hate comments got to him:
http://beachgrit.com/2015/07/j...-next-level-dipshits/

Granted it's BeachGrit and I wouldn't put it past them to totally make this shit up for clickbait, so take it with a grain of salt as to the truthiness of this "reporting", but here's what they said Kelly's response was on Instagram to a trollish comment:

Original Comment:
Get yo head str8 de man @kellyslater I don't want to hear it's your fault. You should have known the prices before It went live. Think about your roots. Could your mom have afforded this when you were growing up? Get real man. As a fellow Floridian I am disgusted. Way to represent surfing and surfers and sustainability. How is it sustainable when you have to spend so much money to buy at shirt? As others have said, it's totally possible to have a sustainable eco friendly product at a lower price point. You better say something to the media soon because your credibility has gone way down by having your name associated with this shit brand.

Kelly's Response:
You're gonna use my mom against me? My mom couldn't afford lunch when I was growing up! I didn't have two pairs of clean socks as a teenager, literally. So please tell me what exactly is it I owe you again? Someone got a gun to your head to purchase a higher end brand item? Did someone say this was a high volume, low price play? The amount of hatred is next level from dipshits like yourself. I'm a big boy and can stand up for myself. Feel free to unfollow or be blocked. No problem. I honestly don't mind either way. When the surf product comes out people will learn about it. If people actually want to know the story of how the brand was created and what things cost to be done on certain levels, that will come out. The personal attacks and name calling have been nothing short of unbelievable. People need to grow up.



"If people actually want to know the story of how the brand was created and what things cost to be done on certain levels, that will come out."

I would love to hear that actually, and it should have probably been part of the ramp up before the big reveal to set people's expectations a bit better. Hindsight being 20/20 and all. I think everyone NEEDS to hear that narrative though, because "what things cost" is a huge factor in the hidden environmental costs of our lifestyles.