Wearing the same outfit on the plane, while exploring new countries, while climbing and hiking, and back on the airplane again could pin you as a dirtbag. But it could also mean you're a savvy and smart adventure traveler. Late rock climber Royal Robbins was both. Those are the types of people his clothing brand is after, whether in the United States, Europe, or Asia. 

Following major investments from Sweden's Fenix Outdoor, which acquired Royal Robbins in March 2018, the brand is undergoing significant transformation with 11 key new employees, a bigger global headquarters in downtown San Francisco, and a new distribution facility in Louisville, Colorado. Plus, they're pushing into the European markets through Fenix's vast retail network and launching a new campaign next month. 

Royal Robbins lifestyle image

Royal Robbins new campaign starting in February: "Born in Yosemite, Built to . Go Everywhere."

For Royal Robbins CEO and President Michael Millenacker, who previously worked with the company from 1995 to 2001, he's been reassured that his initial good feeling about Fenix's interest has turned out to be the right move. (The company also owns Fjällräven and Primus.) Both companies have the same vision to build Royal Robbins into the largest and most sustainable travel apparel brand in the world. "That was really important to Royal even way back when," Millenacker said. "He was talking about living a green life before many others were talking about it at that time." 

In February, Royal Robbins will launch its new campaign: “Born in Yosemite, Built to Go Everywhere." As customers' cultural awareness and curiosity grows and trends toward experiences over things, Millenacker said he wants the Royal Robbins brand to be known across continents as a provider of premium kits of apparel, gear, and footwear.

"When you think about Liz and Royal getting to know each other and traveling the world together, they were doing first ascents and first descents as some of the first original adventure travelers," Millenacker said. "When they did this, they'd show up in style and that was important to them. It really runs true to what our roots are all about, which is preparing well for trips and showing up with a small, lightweight kit that could take them throughout various climates, various cultural activities, and various active activities. That's still what we're positioned on today."

It's the kind of opportunity Robbins had in mind for the brand from its start in 1968 and the vision Millenacker has for the next 50 years.


Royal Robbins

Royal Robbins clothing line has a new owner

Royal Robbins, the U.S. outdoor and travel apparel company founded by the iconic climber with the same name, has been acquired. Fenix Outdoor International AG announced Wednesday that it has signed an agreement and acquired 100 percent of Royal Robbins, with consolidation to be ...read more

Backcountry's women's clothes

Backcountry.com’s new collections serve women well

One of Diana Seung’s favorite pieces in the new Backcountry.com line is a pair of knickers, light enough to fit under a ski bib but designed to keep women warm all day in the mountains. It was such a hit, men wanted them too, she said. Seung, the executive vice president of ...read more

Man in red raincoat hikes along road with three companions in the background on the Isle of Skye, Ireland.

The oldest heritage brand you’ve never heard of

In 1965, the world was a complicated place. Sir Winston Churchill died, Dr. Martin Luther King led thousands of nonviolent protests, and The Beatles descended upon America with a frenzied second USA tour. But, tucked away in a house in a quiet corner of England called Batley, ...read more

Royal Robbins international signpost: Athens, Sri Lanka, Kathmandu

Industry Buzz: Verde, Geoff O'Keeffe, Vasque, Arc'teryx, Royal Robbins and more

Keep up by reading Industry Buzz. Here are today's top headlines: Have a news tip? We've created a new form where you can submit tips and story ideas. Don't miss a second of news at Outdoor Retailer Summer Market. Sign up for our Live from OR! newsletter and you could win this ...read more


Vibram's revival of soles

Humor us for a moment. If you flip over your shoes, what brand is the rubber? This Monday, I sifted through my shoes to find a pair needing new soles. The Vibram Sole Factor crew was coming by that day as part of their second full year of touring the U.S., in partnership with ...read more


Jack Wolfskin has a new owner

A giant golf company is hoping to push its way into the active lifestyle category with its acquisition of Jack Wolfskin, a German eco-friendly, high performance apparel brand. Callaway Golf Company announced that it has entered into an agreement to acquire Jack Wolfskin for more ...read more

Black van parked outside Black Diamond Headquarters in Utah

Black Diamond cuts 70 positions and transitions manufacturing out of Utah

Black Diamond laid off 70 employees last week in its manufacturing division of the Salt Lake City, Utah, headquarters, a 22 percent reduction of the Utah workforce and 53 percent of the manufacturing division. News spread quickly on Reddit. A screenshot of a Facebook post—with ...read more

Adam Wilding and a porter on Kilimanjaro

The ascent of Flowfold

For almost every day of Charley Friedman’s life growing up, his commute included a ferry ride from Peaks Island to Portland, Maine, the state's "biggest little city." Everything he'd need each day, from a rain shell to his laptop and schoolwork to his lunch, had to fit into one, ...read more

Rockport footwear display in a department store

Rockport files for bankruptcy ahead of acquisition

Rockport today announced that it has filed for Chapter 11 bankruptcy protection in order to be acquired by CB Marathon Opco, LLC an affiliate of Charlesbank Equity Fund IX. In a statement, Rockport said the “asset purchase agreement” will enable the company to focus on global ...read more