Welcome to the Club: Say Hello to Roark

A conversation between Ryan Hitzel, Founder of Roark, and Brand Assembly-

What inspired the founding of the brand? Is there a gap in the industry Roark set out to fill?

I started Roark because surf and outdoor had gotten formulaic—everything felt sterile, and the storytelling that first drew me into this world was gone. I wanted to create something that celebrated adventure, grit, and the eccentric characters you meet along the way. There was a real gap between surfing and outdoor cultures like climbing, trail running and snowboarding —Roark was meant to live in that in-between space where real adventures happen, and our cultures meet.

What are the core guiding values of Roark?

Everything we make starts with a story. Travel is the foundation, and function is non-negotiable partner with style. I want Roark to inspire curiosity, respect for culture, and a sense of adventure—while building gear that’s proven in the field but still looks good at a bar. We once joked that we wanted to build clothes that were at home in the Sydney Opera House or an Argentinian Holding cell. But our guiding light is to inspire the discovery of people, places, cultures and most importantly, self

What role does community play in the brand?

Community is everything. Whether it’s our crew running across the desert at The Speed Project, a surf trip in Alaska, or inspiring our fans to get out of their comfort zone in their local mountain range—we want people to feel like they’re part of the story. The brand only works if others can plug into that same spirit of discovery.

Where does the name “Roark” come from?

Roark is our fictional muse—the wayward adventurer who pushes us to keep going. He’s an amalgam of the characters from my hometown, people I’ve met while traveling, the guy or gal who always seems to disappear into the night and returns a month later with the best stories. The name “Roark” was inspired by the main character in one of my favorite books, "The Fountainhead."

Most unexpected place you’ve found inspiration for creating the brand?

Our trip to Iceland is still one of the most impactful trips Roark we went on. It was really the first trip we put together that was exploratory, dangerous, enlightening and overall, successful. Spirituality is in the air, and unlike most places I’ve travelled, it’s derived from nature. Its geographics and ecosystems are so volatile. It could be frigid and snowing, while just around the corner in a Fjord it’s 65 degrees with Moss growing on rocks with butterflies fluttering around. And there’s so few people that live there, the experience feels unaltered. It’s very special.

What's one stand-out piece in the upcoming collection?

The "Bless Up" series of micro-perforated pieces is amazing. It’s a best-seller in all of our divisions and is truly a best-in-class fabric. They are highly breathable, quick-dry and extremely durable - perfect for hot environments and travel. My other favorite for Women’s specifically, is the "Canyon Romper.” It’s built out of a versatile fabric, feels modern, and is a great alternative to a dress when charging around, like we do.

What do you think is the best thing the brand has ever made?

Honestly, it’s the stories. The films, the journals, the collections—they all tie together to create this living, evolving narrative. The gear matters, but it’s the stories that give it meaning. "Arc of Aleutia” was a defining film, shot by Chris Burkard and Ben Weiland in Alaska. It’s a great articulation of our chase for Mr. Roark.

What band most embodies Roark’s spirit?

If I had to pick, I’d say The Clash—restless, global, a little rough around the edges. But sometimes it feels like Lord Huron, too - cinematic and built for the open road.

When you’re not building Roark, where might we find you?

I live in Laguna Beach, so usually I’m surfing, trail running, or plotting the next trip. But I love the mountains and desert - I spend a lot of time up in the Eastern Sierra’s fly fishing and in the California Desert riding motorcycles with my family.

Anything else the community should know?

Roark is evolving—we’ve branched into performance with Trail Running and Active - but the DNA hasn’t changed. Adventure and story inspired by the outdoors still come first, and I want people to feel that every time they put our gear on.

Email andeepnw@gmail.com to make an appointment to see Roark at The Brand Assembly Show in New York, September 12 - 15.