Trailheads

Trailheads: I understand that you have a background in fine art, and when you were younger, you chronicled trips through photos and books. What role did that play in the development of Roark?

Hitzel: My passion has always been travel. After graduating from high school, I was traveling a ton, generally chasing waves or snowboarding. I was also a fledgling graphic designer, and I would come back and try to share those experiences through photos, writing, and paintings. When I was in my early thirties, the outdoor and surf industries had gone through a lot of changes, and I felt there wasn’t a brand speaking to me or a label I wanted to wear. I realized I could take my creative energy and do the same things I did as a kid, but enhance it by working with talented artists, designers, photographers, and writers, so other people might be interested in it, too. So, that was critical to the genesis of the brand and still drives me to this day.

Trailheads: I understand that your company is named after a mythical adventurer. How did you come up with that character, and what role does it play in your product development and branding?

Hitzel: In the early days, the brand revolved around the chase of a character named Roark—an amalgamation of stories I’d been told and friends I had that added up to this ultimate adventure character. To this day, our process is to do two big trips a year to find inspiration from local makers, designers, and cultures. We build a line inspired by that specific place and then go back to tell a story about it. For the first five years, we took those experiences and turned them into a kind of fairytale about this dude named Roark. He’s that person we all know who disappears into the ether and returns with crazy stories that inspire you to get out there and go farther.

Trailheads: Storytelling is such a fundamental part of your company. Since those early days, how has your use of it evolved?

Hitzel:  As social media grew, it became clear that fictional stories had a limit, and people wanted to hear about what really happened on the trips. Around 2016, we began documenting the trips directly through mini-documentaries and short films like The Arc of Aleutia and NØ_WAY. While we still point to the character of Roark as our “guiding light,” our content has evolved into more relatable, episodic series like Roadwork. We’ve moved from narrative style to a “run-and-gun” documentary style under the premise that, when we’re on the road, we’re doing work on ourselves and learning about new places and people.

Trailheads: Discuss the shift from being a surf-centric brand to a broader company, specifically the launch of the Run Amok division in 2020.

Hitzel: For the first seven or eight years, we were really focused on surfing and a little bit of climbing, camping, and riding motorcycles. Fast forward to 2019, and our trip to the Isle of Skye. I realized we could incorporate adventure running into our story in a way that felt younger and more lifestyle-oriented than what was then on the market. We were pretty good at making technical products like board shorts, and I thought there were a lot of attributes that could carry over to running. We started making prototypes and doing research, and when COVID hit, it was clear that the world wanted clothing that was a little more versatile. We officially launched our running division, Run Amok, in late 2020, and it caught on really quickly. For our demographic (people 25-40), it was just the right time in their lives to pick up running and be healthier. And we found that many of them listened to the same music we did and enjoyed traveling. So, it was sort of the intersection of art, music, and culture at large.

Trailheads: In addition to your running clothing, what are some other key products that define the brand’s aesthetic and performance?

Hitzel: I’d say the brand is best defined by the Bless Up and the Layover series of products. We built the Bless Up back in 2016 using a patented, micro-perforated fabric that is really amazing. You’ll see people wearing these collared, printed shirts while surfing, climbing, or even on race day when they want to show out; it’s a spot-on example of gear that allows for self-expression but still thrives in a performance environment. The Layover series—which includes a pant, short, and jacket—is really the ultimate travel kit. Then, when you get into our run category, the Alta and the Bomber are definitely our bestselling products there.

Trailheads: Before you launched Roark, you worked as an art director for brands and a creative director at an advertising agency. How have those experiences helped you in launching and running a company?

Hitzel: I worked at Volcom during the “golden age” of action sports, from 1993 to 2004. I learned how to create a movement and build a brand that serves as a megaphone for a culture that the youth were fighting for. I learned how to apply creativity from a marketing standpoint and build a culture and respond to it. I was inspired by leaders who were highly creative, intuitive entrepreneurs. In the second part of my career, I worked in advertising for Deutsch, which had accounts like Volkswagen, Sony, PlayStation, and Dr. Pepper. I learned less about pure creativity and more about creating work that actually sells products. This experience taught me how to present ideas and hype up the troops in different ways. I have so many core memories and little waypoints in my career that I still channel quite often.

Trailheads: What lies ahead for Roark as far as new products and new lines?

Hitzel: Looking ahead, we’re really focused on tightening the connection between our lifestyle and technical products, bridging the look and feel of those and applying fashion trends and fabric innovations in a more even way. We’re also getting a bit more on-trend and using more organic cottons and recycled fabrics. Also, with the boom of running, you’ll see a lot of excitement there. In the spring of 2027, we’ll launch our women’s run products, and I’m really excited about that. We’ll continue to strengthen the continuum between men’s and women’s, too, so that they can march forward together.

Trailheads: What adventures are you cooking up for the Roark crew as you look for your next product inspiration?

Hitzel: Right now, we’re in the final stages of planning a trip to the Philippines. There was a big typhoon there about three months ago, which moved us out of the surfing season and changed our plans. So, it will focus on an overland adventure and a run concept to try and give back to some of the schools there. We’ll get into the mountains to explore the country and support local communities. Also, there’s a really big focus on fashion, food, and music. We’re also going back to Africa and have a really special plan with our new ambassador, Koa Smith, a Hawaiian surfer and explorer. It will be a cool perspective on wellness, discovery, and high-level athletics. It will be really interesting if we can connect with some swell and come back to share stories about Africa that haven’t been told yet. 

To learn how Roark’s upcoming expeditions to the Philippines and Africa will transform into new performance gear and content, visit their booth at Switchback Spring 2026. Discover the latest from Roark and other exhibiting brands on the show floor this June 16-18 in New Orleans, LA.