Building a Sustainable Future: How Roark is Challenging the Fast Fashion Narrative
As sustainability becomes an increasingly important issue for businesses and consumers alike, we sat down with Roark’s Marketing Director Corey Brindley to discuss the company’s commitment to sustainable practices and empowering consumers to make informed decisions for a healthier planet.
Check out the full interview below.
Q&A
Can you tell us a bit about Roark and your role as Marketing Director?
Roark was founded on the idea that adventure lifestyle gear could be made and shown through the lens of authentic storytelling and travel. We strive to create apparel and goods that are inspired by our travels, tested on the road, and made from quality fabrics and construction that doesn’t sacrifice modern style. Think of it as a ‘Trail to Bar’ mentality: purpose-built gear that you can wear comfortably out in the sticks, but also feels right at home in the local tavern at the end of the trail.
As Marketing Director at Roark, my main goal is to showcase our brand authentically through global adventures, telling stories from the road and with our crew of athletes, while maintaining a premium level of functional apparel that resonates with anyone thirsty for getting off the grid. We realize that folks aren’t constantly adventuring, camping or on vacation, and my hope is that through our storytelling and our seasonal collections, Roark is top of mind and inspiring our friends to explore and rethink what they need to pack to get the most out of their time spent outdoors.
Can you tell us more about Roark’s mission and why sustainability is such an essential part of the brand ethos?
Our brand was built on experiencing far-flung corners of the globe to immerse ourselves in adventure and culture. It’s always been our mission to highlight new places around the world, give back to those communities and to ignite wanderlust in our customers.
Sustainability is paramount to continuing our mission. If we’re not careful with our impact on the global ecosystems, the numbered days of exploration will see a decrease. We have always believed in the common thought ‘Leave The Campsite Better Than You Found It’, and consider this each time we build a collection and visit a new place.
Why is it important for brands to take steps toward reducing their impact on the planet?
From the standpoint of pollution, the world is nearing a point of no return. It’s on the manufacturers and brands to minimize the use and impact fast fashion has on the globe. We challenge other brands that are starting their sustainability journey to research their current production methods and to question if those methods will positively impact the generations to come. The more that other brands can participate in making our industry more sustainable, the easier it will become to implement. A rising tide lifts all boats!
What are some recent steps Roark has made towards a more sustainable future?
Our production team has virtually eliminated the use of non-organic virgin cotton and the use of virgin polyester. We are invested in BCI cotton and Fair Trade Certified materials to ensure the well-being of the land and the employees in our factories. We are extremely proud to be part of the small list of action sports brands that utilize Fair Trade Certified materials. And as of today, approximately 50% of our entire Spring/Summer Collection is made from sustainable materials!
Garment circularity is a future goal of ours. We are focused on engineering products where the main components can be recycled into new garments, ultimately reducing the impact on landfills.
Why did you choose to work with Gear Patrol?
Gear Patrol’s content aligns with what is important to us. As travel mongers and gear nerds ourselves, we enjoy the product reviews and gear guides that aid us in our adventures. We always strive to work with partners that share our passion for authenticity, and GP has always done an excellent job at curating a place of trust in the world of outdoor reviews and product spotlights!
What are the essential pieces of sustainable gear you can’t live without?
Our 100% organic cotton Well Worn tees are the foundation for any adventure – from multi-layover expeditions to everyday errands.
Outside of that, almost our entire collection of boardshorts is built with a recycled poly/hemp blend that we’re really proud of. The one style that isn’t, our Boatman Boardshorts, comes with a lifetime guarantee, which we think is equally as special.
