Q: The concept for Roark started out in 2007—what was the inspiration for creating the brand? RH: I’d become accustomed to documenting my travels whether it is an art show, publishing a book, through journals or simply talking story and passing along the exploits. With a colorful group of adventurist compadres surrounding me in Laguna Beach, most stories were note-worthy and were constantly being passed along, exaggerated, revised and regurgitated. It became clear that storytelling was what kept our tribes connected and was sort of the life-blood between generations of surfers and explorers. So, we thought it was fitting to create a brand that was birthed from our collective hearth of story and adventurism in the form of a hellion named “Roark.” We felt that this form of bold adventurism and storytelling was missing in the world and that people needed to meet Roark. It wasn’t until the end of 2009 that we found the right way to articulate it and launch The Roark Revival. Q: How does that initial vision compare to what it is today? RH: Roark is ever evolving, but it is true to the premise in which we began; the revival of storytelling through the eyes of an iconic, bar-brawling adventurer— the dude many of us wish we could be in a world full of armchair adventures via Instagram and Facebook. The end goal is to inspire people to get out there for real, and to create a collection of clothing and trinkets that fit the journey. Each season, we track Roark down somewhere in the world and write a story about the sojourn inspiring a line of clothes. We call them the Artifacts of Adventure. Q: Describe the fictional character on which your brand’s story is based. RH: Roark is the dude that disappears into Baja on a six-month camping trip, looking for waves, only to reappear on the streets of Paris, drinking Bordeaux with a French model. He’s just as comfortable sleeping in a tent as he is the gutter or the fancy hotel room of a diplomat’s daughter. The clothes echo that ideal. You’d feel just as at home in an Argentinean holding cell as you would at the Sydney Opera House wearing them. Q: Roark stands for adventure and independence—what are some things you do for each collection to maintain Roark’s brand authenticity? RH: There are many things we do to maintain authenticity throughout the brand. We travel to each of the destinations featured seasonally to develop the story, be inspired by the culture and see what kind of trouble we can get into. But more importantly, we infuse our life experience, traveling across the globe, relaying authentic tid-bits and nuggets from our personal logs. Q: What story are you telling in this season's collection? RH: For Spring/Summer 2014, we catch up with Roark under cloak & dagger, deep in Havana, Cuba. The collection is both colorful and dark, inspired by the dissidents, rum and revolución that makes Cuba a sunny place for shady people. The storytelling has Roark working at a pirate radio station, broadcasting the seeds of change in support of a Cuban boxer’s political rise. He almost seems to do such things as a hobby while he chases swell into the Bay of Pigs and is followed by government agents and dark women. Q: Where did the inspiration for this Cuban-inspired collection come from? RH: The clothes are inspired by the colors of Cuba, washed pastels, deterioration and reek of rum soaked nights. There’s a secret society
vibe in many of the T-shirts that play with the story line. Many of the wovens incorporate a “guayabera” detail that runs vertically below the back collar. Cuba is an interesting place; it feels like Spain in the Caribbean lined with Russian monuments. There are giant images of Fidel and Che on every corner that take the place of Western advertising. The tile work is beautiful and made its way onto boardshorts. Overall it’s a lightweight line designed for relaxing in the sun and wasting away the day. Q: What are some of your favorite pieces? RH: The coral pastel “El Ron” woven epitomizes the feeling of Cuba’s vibe and pulls color from its deteriorating Spanish colonial architecture. We also dig the “Castro” boardshort as it picks up on storytelling elements such as a Copacabana girl with an AK-47, rum, secret cigars and daggers. Its 4-way stretch makes it high performance boardshort built to surf, not just lounge at the pool. Q: How do you want the Roark customer to feel when wearing this collection? RH: Like a runaway prepared for any situation. Armed with a backpack full of his five favorite pieces, a pocketknife and flask full of local liquor, the Roarkian should feel at home wherever the wind takes him. But more than anything, he should feel a part of a storyline, like the fabric that unites adventurers and surfers alike. It’s a dying breed that is inspired to go places they tell us not to go, and do things that are too dangerous for most. Q: Besides apparel, what are some of the other items that Roark offers? RH: Roark also makes pocketknives, flasks and has produced records made by bands incorporated into the storytelling. Q: From your travels, what artifact stands out the most and what’s the story behind it? RH: I think the “Las Diablitas Borrachas” seven-inch record from Volume 2 is the most special to me. The lead singer of the band is Roark’s muse down in Mexico and is the imperfect object of his affection. Just the fact that we made the record in Spanish and cut it on vinyl makes it rad. A Mexican guy called us last week looking to book the band for a festival in Ensenada this Spring. We’ve received word that “The Diablitas” will be playing the show, and you can bet we’ll be there ready to thrash.
“Roark is the revival of storytelling through the eyes of an iconic, barbrawling adventurer—the dude many of us wish we could be in a world full of armchair adventures via Instagram and Facebook. The end goal is to inspire people to get out there for real, and to create a collection of clothing and trinkets that fit the journey.”
-Ryan Hitzel, Founder, Roark Revival