ROA PNW Personal Project

This project began with a question: What would it look like if ROA set down roots in the Pacific Northwest?

Inspired by one of my favorite brands, I imagined a bold yet natural expansion — not just into a new market, but into a new mindset. The PNW, with its rugged terrain, deep outdoor culture, and design-conscious consumers, felt like the perfect proving ground for ROA’s next chapter.

I started with research, diving into landscapes, lifestyles, and the nuanced differences between European alpine exploration and the Pacific Northwest’s misty forests, volcanic trails, and urban edge. I studied local habits, retailers, and emerging voices in the space to better understand how ROA could not only enter this market but also resonate within it.

From there, I built a two-season line plan. Part homage, part evolution. I reimagined existing ROA silhouettes through material and color stories that speak to the PNW environment, and introduced new designs born from its terrain. I explored brand collaborations rooted in regional relevance and developed a rollout strategy that could serve as a launchpad for broader U.S. growth.

This wasn’t just a line assortment — it was a thought experiment in how a brand can grow without losing itself. How you honor heritage while stepping into new territory. ROA is already a cult favorite — this project imagines how it could become a cultural staple.

The project slides can be seen below.