#WattsWhat Brandwatch: RON DORFF

We know that the term "Athleisure" has been embraced by the fashion fraternity and so another stylish brand that fits neatly into the category and coming onto your radar (and to a new store in Covent Garden) is RON DORFF. Born out of the partnership of Jérôme Touron, a Frenchman, and Claus Lindorff, a Swede, RON DORFF— conjoining their two last names— a logical outcome of their combined origins.

Aligning Swedish functionality with classic French elegance, RON DORFF is a new idea of sportswear: smart, sharp and timeless.  The ethos of the brand is impeccable fit, quality fabrics and first-rate manufacturing and wishing that the garments speak for themselves. They are devoid of any obvious logos or name branding, instead a pair of black lacquered eyelets is the only nod to branding on the garments.

The range covers, leisurewear, loungewear, swimwear and accessories and is very competitively priced with t-shirts starting at £55, sweatshirts at £105 and Nordic knitwear from £185.  They also have created a grooming collection "Skin Discipline", which comprises a body wash, shampoo, beard conditioner, scrub and a deluxe Swedish massage oil.

RON DORFF has a shop in Paris and a growing wholesale business with independent stockists in the USA, Asia and Europe. The latest addition is its new store here in London (No.5 Earlmam St) a bright and inviting space that's very much in keeping with the French/Scandi coolness of their brand. I would suggest this is a cool brand to go and check out.

Images: Courtesy