Royal Robbins Reawakens Brand with Laser Focus on Active Travel and Growth Under Fenix Outdoor Ownership
March 11, 2019
SAN FRANCISCO, Calif. (March 11, 2019) — Royal Robbins unveils its Spring 2019 collection of men’s and women’s apparel in conjunction with a new brand campaign laser focused on active travel. Created by San Francisco-based Elixir Design, Royal Robbins’ new brand campaign – “Born in Yosemite, Built to Go Everywhere” – speaks to the heritage of the brand and points to the company’s goal to be the largest and most sustainable travel apparel brand in the world.
“This is the moment for us to embrace our vision – to inspire adventure – and to double down on the active travel space,” said Michael Millenacker, President and Chief Executive Officer of Royal Robbins. “We’re living in a time of increased cultural awareness and curiosity, which is inspiring more global adventure and ultimately a new way of thinking. We are laser focused on active travel and the performance apparel that gets you there,” Millenacker adds.
In addition to its new brand campaign, Royal Robbins rolled out its newly designed website reflecting the invigorated brand direction. The updated RoyalRobbins.com site will include more storytelling and travel-related content to better serve the Royal Robbins customer and provide inspiration for the next trip or adventure.
Versatility, refined style and performance properties define Royal Robbins’ new Spring 2019 collection. New for Spring, Royal Robbins introduces a Stain Release™ fabric technology, eliminating a common concern among travelers. This new hydrophilic treatment is an eco-friendly, soil-release technology that increases both the absorbency and the moisture wicking of the fabric so that water can enter freely and carry out stains easily. This new Stain Release technology is found in women’s Spotless Traveler garments and the City Traveler shirts and jacket for men.
Royal Robbins expands its insect-repelling Bug Barrier™ collection with a more robust assortment including new styles in bright colors and prints to allow you to focus on the trek, not the bugs. Royal Robbins’ Bug Barrier™ is made with effective, odorless Insect Shield®, which repels insects that carry Lyme Disease, Zika, West Nile, and other insect-borne diseases.
Royal Robbins also debuts new Jammer Knit styles for women, and has brought back brand favorites for men, such as the Vista Dry button up shirts, Active Traveler Stretch Pant and Shirt, Everyday Traveler Short and Pant, and the Traveler Convertible Jacket.
About Royal Robbins®
Founded in 1968 by world-renowned climbers Royal and Liz Robbins, Royal Robbins is a leading designer, manufacturer and retailer of outdoor and travel apparel. The brand has gained worldwide recognition for its high-quality clothing and commitment to environmental and social responsibility. It has built a reputation of integrating technical features for consumers seeking performance-oriented garments, but with the style and comfort to cross over into everyday life. Royal Robbins’ collection of men’s and women’s products can be found in outdoor and specialty retail partners throughout the U.S. and abroad. To learn more, please visit www.royalrobbins.com.