Roark
May 2021
From Skate to Surf to Campfire Roark Outfitter is Getting Noticed
Adventure travel liberates the soul as it wears down and tears up our clothes and, sometimes, our bodies. As adrenaline junkies, we look for sets of exhilaration wherever we can find it, whether perfecting a skateboard maneuver down a railing, catching air off a Moab mound, or gathering around a beach fire after riding waves all day off the coast of Jamaica. As these perfect moments fill our feeds, the failed attempts linger right off-camera. These tumbles, face plants, and flops often form the majority of the day, receding to the shadows when shinier efforts steal the spotlight.
Jamie Thomas is quite familiar with wear and tear. A professional skateboarder for 25 years, many of his best movies feature more falls than feats. His recent collaboration with Thrasher Magazine, part of the “My War!” series, takes viewers through the aggravating and ridiculously painful process of trying to ride a concrete banister at the Clipper Street playground. It took Thomas five trips filled with hours of attempts to nail what he wanted to do. Given his personal drive, Thomas was thrilled to finally find an apparel line that matched his ethos and the narrative of his hard-earned accomplishments.
“Roark is an adventure brand and most skaters are adventurers, always looking for the perfect terrain," he says. "In my opinion, they make perfect apparel for the Bay Area, rugged yet elegant.”
Roark is an adventure brand and most skaters are adventurers, always looking for the perfect terrain, In my opinion, they make perfect apparel for the Bay Area, rugged yet elegant.”
Founded in Laguna Beach, Roark was created with a different approach to outdoor recreation, think expeditions like surfing off the Aleutian archipelago in Alaska, an infamously remote hard-to-reach without an observer in sight. Selected as the brand of choice by surfers, skaters, and other outdoor enthusiasts who prefer to reside outside of the norm, Roark appears to have carved a niche in a market saturated with products and slogans.
“Roark is the outerwear for bad boys," says outdoor sport renegade Jeff Johnson. "Functional and technical gear that is tailored for travel but also stylish. Like you can go climbing, ride dirt bikes, and have some beers all in one day wearing the same clothes.”
Johnson grew up in the East Bay, where he spent every minute of his free time, and some hours when he should have been elsewhere, skateboarding. His love of skating tucked in nicely beside his passion for punk rock, followed by surfing, climbing, and
every other outdoor undertaking he could cue up. He parlayed his passions into filmmaking, writing, and, especially, photography, shooting both editorial and for well-known outfitters. He’s found something that fits in Roark.
“Roark represents a lot to me,” he says. “The words that come to mind are counter-culture, multi-sport, freedom, travel, adventure, art, and eclectic.”
Johnson’s words manifest together in Roark’s Expedition Union, a space that was crafted to be equal parts gathering space and travel shop. In addition to the Roark brand, visitors will find several other brands that fit the Roark worldview. You'll find curated surfboards, camping gear, men's grooming materials, and an array of travel literature. The ambiance alone is worth a visit, but the Unions will also host monthly events featuring a spectrum of outdoor recreation topics. First opened in Berkeley, there are now Expedition Unions in San Diego, L.A., and, most recently, the flagship on Chestnut Street in San Francisco.
“Roark is perfect for the Bay Area,” Johnson says. “Because you have access to surfing at Ocean Beach, mountain biking in Marin, climbing in Yosemite and skiing or snowboarding in Tahoe. It also fits for life in the City.”
Ivah Wilmot knows plenty about blending culture and adventure to create a lifestyle with a serious beat. He was born into Jamaica’s surf royalty, his father Billy, the "Godfather of Jamaican Surfing," and his mother founded "Jamnesia,” the country’s first surf camp. Billy is also the frontman of the "Mystic Revealers," a reggae band with a global following. Ivah followed his brothers into competitive surfing, then emigrated into a personal exploration of the dance between board and wave. He also composes music for his movements, a complementary relationship he likens to Roark apparel.
“Roark and the people who represent it make up different parts of one whole,” says Ivah. “They are always designing for people and places that are hard to find. We share the same spirit, one that enjoys sitting by a campfire, sharing songs and stories.”
As much as he likes the Roark vibe, it’s the craftsmanship that is key for someone like Ivah who travels constantly to places most people don’t go. “Most of the things I bring on my trips come from Roark, including the bag I bring them in. They make really good jackets for different weather conditions and strong denim as well. I also use the backpacks pretty much every day, whether I’m on the road or at home.”
Naturally, Ivah spends a lot of time in the boatman shorts, which he says are built to last and perfect for surf trips.
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“They clearly try to make products that perform well on the road and in wear and tear situations,” he says. “I personally love the brand because they put so much time and energy into making good products and telling cool stories with each new season. It’s refreshing when compared to other brands.”
Jamie Thomas, Jeff Johnson, and Ivah Wilmot share a talent for uniquely engaging their passions, whether refusing to surrender to a surface’s hostility in a city playground, dropping everything to become a North Shore lifeguard, or capturing a surf competition on a retro hand-me-down board. In Roark, they've found a brand that represents their collective vision as outdoor adventure outsiders. Check out their discoveries at a Roark Expedition Union or on the Roark website.
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Credit: Roark's Instagram
From Skate to Surf to Campfire Roark Outfitter is Getting Noticed
Adventure travel liberates the soul as it wears down and tears up our clothes and, sometimes, our bodies. As adrenaline junkies, we look for sets of exhilaration wherever we can find it, whether perfecting a skateboard maneuver down a railing, catching air off a Moab mound, or gathering around a beach fire after riding waves all day off the coast of Jamaica. As these perfect moments fill our feeds, the failed attempts linger right off-camera. These tumbles, face plants, and flops often form the majority of the day, receding to the shadows when shinier efforts steal the spotlight.
Jamie Thomas is quite familiar with wear and tear. A professional skateboarder for 25 years, many of his best movies feature more falls than feats. His recent collaboration with Thrasher Magazine, part of the “My War!” series, takes viewers through the aggravating and ridiculously painful process of trying to ride a concrete banister at the Clipper Street playground. It took Thomas five trips filled with hours of attempts to nail what he wanted to do. Given his personal drive, Thomas was thrilled to finally find an apparel line that matched his ethos and the narrative of his hard-earned accomplishments.
“Roark is an adventure brand and most skaters are adventurers, always looking for the perfect terrain," he says. "In my opinion, they make perfect apparel for the Bay Area, rugged yet elegant.”
Founded in Berkeley, Roark was created with a different approach to outdoor recreation, think expeditions like surfing off the Aleutian archipelago in Alaska, an infamously remote hard-to-reach without an observer in sight. Selected as the brand of choice by surfers, skaters, and other outdoor enthusiasts who prefer to reside outside of the norm, Roark appears to have carved a niche in a market saturated with products and slogans.
“Roark is the outerwear for bad boys," says outdoor sport renegade Jeff Johnson. "Functional and technical gear that is tailored for travel but also stylish. Like you can go climbing, ride dirt bikes, and have some beers all in one day wearing the same clothes.”
Johnson grew up in the East Bay, where he spent every minute of his free time, and some hours when he should have been elsewhere, skateboarding. His love of skating tucked in nicely beside his passion for punk rock, followed by surfing, climbing, and
every other outdoor undertaking he could cue up. He parlayed his passions into filmmaking, writing, and, especially, photography, shooting both editorial and for well-known outfitters. He’s found something that fits in Roark.
“Roark represents a lot to me,” he says. “The words that come to mind are counter-culture, multi-sport, freedom, travel, adventure, art, and eclectic.”
Johnson’s words manifest together in Roark’s Expedition Union, a space that was crafted to be equal parts gathering space and travel shop. In addition to the Roark brand, visitors will find several other brands that fit the Roark worldview. You'll find curated surfboards, camping gear, men's grooming materials, and an array of travel literature. The ambiance alone is worth a visit, but the Unions will also host monthly events featuring a spectrum of outdoor recreation topics. First opened in Berkeley, there are now Expedition Unions in San Diego, L.A., and, most recently, the flagship on Chestnut Street in San Francisco.
“Roark is perfect for the Bay Area,” Johnson says. “Because you have access to surfing at Ocean Beach, mountain biking in Marin, climbing in Yosemite and skiing or snowboarding in Tahoe. It also fits for life in the City.”
Ivah Wilmot knows plenty about blending culture and adventure to create a lifestyle with a serious beat. He was born into Jamaica’s surf royalty, his father Billy, the "Godfather of Jamaican Surfing," and his mother founded "Jamnesia,” the country’s first surf camp. Billy is also the frontman of the "Mystic Revealers," a reggae band with a global following. Ivah followed his brothers into competitive surfing, then emigrated into a personal exploration of the dance between board and wave. He also composes music for his movements, a complementary relationship he likens to Roark apparel.
“Roark and the people who represent it make up different parts of one whole,” says Ivah. “They are always designing for people and places that are hard to find. We share the same spirit, one that enjoys sitting by a campfire, sharing songs and stories.”
As much as he likes the Roark vibe, it’s the craftsmanship that is key for someone like Ivah who travels constantly to places most people don’t go. “Most of the things I bring on my trips come from Roark, including the bag I bring them in. They make really good jackets for different weather conditions and strong denim as well. I also use the backpacks pretty much every day, whether I’m on the road or at home.”
Naturally, Ivah spends a lot of time in the boatman shorts, which he says are built to last and perfect for surf trips.
“They clearly try to make products that perform well on the road and in wear and tear situations,” he says. “I personally love the brand because they put so much time and energy into making good products and telling cool stories with each new season. It’s refreshing when compared to other brands.”
Jamie Thomas, Jeff Johnson, and Ivah Wilmot share a talent for uniquely engaging their passions, whether refusing to surrender to a surface’s hostility in a city playground, dropping everything to become a North Shore lifeguard, or capturing a surf competition on a retro hand-me-down board. In Roark, they've found a brand that represents their collective vision as outdoor adventure outsiders. Check out their discoveries at a Roark Expedition Union or on the Roark website.
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