Royal Robbins Reawakens Brand with Laser Focus on Active Travel and Growth Under Fenix Outdoor Ownership

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.
Author:
Publish date:

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.

Check out the entire Spring 2019 line, available now, at www.royalrobbins.com.

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.

Related

RoyalRobbins_BugBarrier_Venture_Crew_Sock_2

Royal Robbins Introduces Eco-Friendly Hemp Travel Socks

Royal Robbins, the world’s leading sustainable travel apparel brand, today announced the launch of Hemp Travel Socks, a new product category specifically designed to meet the rigors of active travel through a highly sustainable material solution. Available in stores beginning ...read more

Royal Robbins international signpost: Athens, Sri Lanka, Kathmandu

Royal Robbins Celebrates 50 Years of Adventure

SAN FRANCISCO, Calif. (June 29, 2018) — Celebrating its 50th anniversary in 2018, Royal Robbins unveils its Spring 2019 collection of adventure-ready clothing aimed at avid travelers and outdoor enthusiasts. Poised for growth as a new member of the Fenix Outdoor family, Royal ...read more

timeline

Royal Robbins® Unveils the Historical Timeline of Founders Royal and Liz Robbins

SAN FRANCISCO, Calif. (Aug. 26, 2016) — Royal Robbins today revealed the storied timeline of legendary founders, Royal and Liz Robbins. “Royal Robbins has inherited this rich history that we feel is our duty to keep alive,” said Michael Millenacker, CEO of Royal Robbins. “We are ...read more

Royal Robbins Introduces Switchform Outerwear for Active Travelers

SAN FRANCISCO, Calif. (January 8, 2020) – Royal Robbins, the world’s leading sustainable, active travel apparel brand, disrupts the outerwear category with the introduction of its new Switchform collection for Fall 2020. Switchform outerwear takes travel functionality, ...read more

RRrewear

Royal Robbins® Launches Clothing Recycling Initiative

Royal’s Rewear Program works to shift consumer behavior in the direction of recycling and reselling clothing SAN FRANCISCO, Calif. (July 13, 2016) — Returning to the company’s roots built upon environmental reverence and safekeeping, Royal Robbins takes a stance against sending ...read more

beattheheat

Royal Robbins® launches “Beat the Heat” brand campaign with innovative fabric technologies

SAN FRANCISCO, Calif. (July 27, 2016) —Royal Robbins announced the launch of a major new brand campaign – “Beat the Heat” with four innovative fabric technologies for Spring 2017: Wick-ed Cool™, Cool Mesh, Diablo and Hempline™. “Royal Robbins’ trademarked Go Everywhere® ...read more

LizRobbins

Royal Robbins® Taps Co-Founder Liz Robbins as Advisor

Royal Robbins, LLC announced today that climbing pioneer Liz Robbins, co-founder of the company and former head of design, is rejoining the heritage apparel brand as a trusted advisor. “It’s exciting to be back working with the company Royal and I founded. Our guideline, style ...read more

logos

Royal Robbins Joins The Conservation Alliance

Bend, Ore., (March 14, 2017) — The Conservation Alliance today welcomes Royal Robbins as its newest member. The heritage brand’s commitment to The Conservation Alliance is the latest in a series of new environmental and corporate social responsibility initiatives led by CEO ...read more

logo_royalrobbins_1+

Royal Robbins® Stocks New Talent in Global Management Positions

Additions to the leadership team will drive innovation and strong consumer connections globally SAN FRANCISCO, Calif. (June 16, 2016) — Royal Robbins today announced several new additions to the leadership team under new CEO Michael Millenacker in design, marketing, sourcing and ...read more