Built for the Journey: Roark’s Rugged Style Philosophy
Origins and Founding
Roark was founded in 2010 in Laguna Beach, California by Ryan Hitzel. What began as a surf and travel-inspired storytelling project turned into a full-fledged adventure lifestyle brand—offering rugged, utilitarian menswear and gear built for movement, spontaneity, and the road less traveled. With each seasonal collection inspired by a new global destination, Roark combines function, folklore, and a modern take on outdoor menswear.
Ownership and Leadership
Roark is independently owned and led by Hitzel, who continues to guide both the creative and cultural direction of the brand. Roark also works with a collective of athletes, musicians, and adventurers who influence product development and global narratives.
Aesthetic and Design Language
Roark’s aesthetic fuses outdoor utility with urban edge. Pieces are designed for movement, featuring technical fabrics, weather-resistant construction, and versatile silhouettes. The color palette often mirrors nature—desert ochres, ocean blues, pine green—and every collection tells a story from a specific place: Vietnam, Morocco, the Pacific Northwest, or beyond. From heritage-inspired workwear to lightweight travel gear, the designs are rugged, wearable, and deeply narrative.
Notable Pieces
- The Layover Pant – A travel-friendly, stretch cotton pant with drawstring waist, zippered pockets, and relaxed taper.
- Axeman Jacket – A lined canvas jacket with heritage styling, fleece collar, and insulated warmth.
- Chiller Boardshorts – Quick-dry trunks with retro prints and functional performance features.
- Alta Performance Tees – Technical shirts made from moisture-wicking, anti-odor materials for hikes and long-haul flights.
- Capsule Collections – Limited-edition drops themed around global destinations, often including art and archival travel content.
Famous Fans
- Chris Burkard (photographer)
- Ben Weiland (filmmaker)
- Sage Erickson
- Adventure athletes and surf explorers
- REI and Huckberry shoppers with a taste for storytelling
The Future
Roark is continuing to scale its technical offerings—performance pants, moisture-wicking base layers, and travel gear—while exploring new content-driven retail experiences. With sustainability now woven into its sourcing model and storytelling at the heart of every release, Roark is building a lifestyle brand that speaks to the modern explorer, both aesthetically and functionally.
