• 

  Roark Founders Ryan Sirianni and Ryan Hitzel.

Roark is a new brand started by some experienced industry executives who believe there is an opportunity – and a need – for a small, independent brand with a new perspective in the surf market.

 

We asked Founder and Creative Director Ryan Hitzel some questions about Roark’s brand identity, its strategy, how it is funded and how it will get shelf space in a crowded market filled with brands with deep pockets.

 

A Roark window at Laguna Surf & Sport

Ryan worked in Volcom’s art department during its huge growth period and now is an Associate Creative Director at Deutsch, working on accounts such as Volkswagen.

 

Storytelling is a key aspect of Roark’s DNA, and the brand has gotten some prime window space at important core retailers such as Pacwave in Santa Cruz and Laguna Surf & Sport.

 

Other accounts include Mitch’s Surf Shop in La Jolla, RDM in Del Mar, Wavelengths in Morro Bay, Patagonia in Cardiff, Swell.com, and Wetsand in Santa Barbara.

 

Why and when did you found Roark?

A Roark window at Pacwave in Santa Cruz

Ryan Hitzel: We started Roark in 2009 because we felt like there was a gap in the marketplace and an expanding void within surf culture. I think everyone saw the space created by big brands getting bigger and a heir apparent like RVCA being gobbled up.

 

But more importantly, it felt like we as surfers weren’t being represented correctly. The bold, eccentric and adventurous spirit that got us here seemed to be slipping away as the industry’s reach to new consumers expanded.

 

So we thought we’d go out there and make the things we like and be inspired by our travels here and abroad. We figured there’d be a few like-minded people out there that liked them too.

 

What is your background? Are you working full time on the brand now? 

A Roark pocket knife

I worked in the art department at Volcom in the early days from 1995 to 2005. I wore a lot of hats and learned much about the business as a whole. I worked collaboratively with design, marketing, advertising and international components when the company was blasting off. It was an epic thing to be a part of.

 

Then I decided to pursue a career in advertising outside the action sports industry. I’m an Associate Creative Director now, and have worked on brands like Volkswagen, Snapple, Carl’s Jr. and OXFAM.

 

But currently, I’m doing anything I can to get Roark revved up. We’re putting all of our energy into product and marketing while operating out of our spiritual hub we call “The Cottage” in Laguna Beach.

 

So for now I’m keeping my day job as the company grows so we can invest in key employees and the projects we want to pursue. It will allow us to grow the brand in a way that’s consistent with our values and not have to pursue sales we don’t agree with.

 

See Page 2 for how Roark is marketing the brand

 

 

---

 

 

How are your marketing the brand?

A Roark T-shirt

Well, philosophically Roark is a return to that raw persona and adventurist within us all. The brand chronicles the sojourns of a bar-brawling hellion named Roark. Each season we release a new piece of his story in different mediums.

 

Images, thoughts and trinkets he’s collected along the way inspire the clothing line. Essentially the things we make are artifacts of Roark’s adventure. Many of the story telling devices become merchandising assets as well.

 

The story has taken shape in a ‘zine that’s distributed in wholesale accounts, and we’re currently working on a three song EP cut on vinyl that will merchandise with Spring/Summer 2012.

 

Beyond spreading the lore of Roark, we align ourselves with the characters around us that employ the “Roarkian” spirit of adventure and do things on their own terms.

 

A good example is big wave hell man Mike Todd. He’s was a top performance surfer by anyone’s standards, but decided to pursue his love of design in Rhode Island and now studies at the top design school in the country and hand crafts amazing furniture.

 

How would you describe the design aesthetic? 

The aesthetic depends where the story takes place. Our Fall/Holiday season is born out of Roark’s meanderings in Northern and Central California and is reflective of that state of mind. Our Spring/Summer line takes place in the streets of Tijuana, so you’ll see elements of Mexico and a surfer’s experience there.

 

But the constant you’ll see in our graphics and approach to design in general, is an honest timelessness. It’s not fashion-forward, but clean and fashionable in any scenario. We’d like to think that Roark is as comfortable at the Sydney Opera House as he is in an Argentinean holding cell.

 

What categories are you focusing on currently? 

A Roark section at Laguna Surf & Sport

 

T-shirts are our foundation. They speak loudest and are easiest for retailers to invest in. Every season we’ll add a new piece that tells another piece of Roark’s story and who we are as a brand.

 

For example, Fall/Holiday includes a laser etched pocket-knife and specialty fleece along with T-shirts and hats. The Spring/Summer line will feature our staples as well as a few surprises that are reflective of that installment of Roark’s story.

 

What categories would you like to move into?

Roark will continue to make things inspired by adventure and pursue the five cherished articles of clothing you’d stuff in a backpack whether you’re going to Bali or Paris.

 

Denim tends to be the category that anchors great brands, and to me is the piece of clothing with the greatest soul. If denim could talk we’d know a lot more about the world. Eventually, we’d like to incorporate it in a long-lasting way so we can stop wearing Levi’s. But truthfully, we’re not in any hurry.

 

See Page 3 for Roark’s target distribution, how it is funded

 

 

---

 

 

What is Roark’s target distribution? 

Right now it’s core surf shops and a handful of boutiques that have the ability to tell the story, and the customer base to understand it and grow awareness of the brand.

 

We have had interest from mid-tier chain stores, but don’t plan on making the jump to multi-door retailers any time soon. I think it’s crucial to develop Roark free and clear of that kind of temptation as it tends to corrupt design sensibilities and marketing plans.

 

To that end, we’re working with our retail partners to build out POS and well merchandised sections that can tell the story.

 

How are you funding the brand? Any funding challenges?

A Roark zine

 

We are self-funded at this point between three partners and a seed investor. In addition, we have a reasonable chunk of capital we can tap as needed for production. That can fund our current growth plans for the next couple seasons.

 

We’ve had interest from some outside investors, but we’re keenly aware of how capital structure has made or broken many of the emerging brands over the last ten years, and so today, we’re keeping some of it at bay and being super cautious. Even some of the seemingly successful brands have been crushed behind the scenes by their capital structures.

 

Today, there are all sorts of ways to grow sales and brand awareness that don’t involve massive ad buys or a big payroll or leasing a cubicle farm from the Irvine Company.

 

Anyone can build a business model that spends a lot of money, but not everyone can build truly amazing product from a unique and original point of view. We think we have that ability, and that the soul of a brand is birthed out of adversity, and toil and hard work.

 

It’s also consistent with the brand position and the spirit of independence. We want Roark the brand to have that same truth to it that Roark the character does.

 

All that said, we don’t have a blank check. So at some point, it will take more than we’ve got on hand to take Roark to its ultimate destination, should we decide that that kind of growth is in the best interest of Roark.

 

There are a lot of brands out there, many extremely well funded. How do you plan to compete?

All great bands start in a garage. To be honest, that’s how we plan on competing. Lack of funding in some ways is our greatest strength.

 

The pressures of a well-funded brand today are very different than those of ours. We like that aspect of our plan. It allows us to do our thing, make smart mistakes and explore the possibilities of what a clothing company can stand for.

 

Obviously capital helps when the time is right, but I’m not sure having a closet full of it would help us today. Tomorrow, maybe.