Although it always feels strange to be discussing an Autumn/Fall collection in the depths of a warm European summer, now is the time most brands look at launching their latest range in preparation for the cooler months.
At Short Motivation, we’re particularly picky about the brands we support. We can count the number of menswear companies we would recommend on one hand, quickly dismissing most. For men, a brand has to deliver a tricky balance between style, function, durability and comfort. We’ve witnessed a number of brands produce stylish men’s clothing, but the durability and functionality are lacking, especially for activewear. One of the brands that has consistently impressed is Ron Dorff.
Ron Dorff is an activewear brand with a Swedish heritage, designed in France, combining Scandinavian functionality with French flair, thanks to the two owners Claus Lindorff and Jérôme Touron. Claus Lindorff sums the brand brilliantly as “our core customer is an active, urban male who is happy to invest in the right product and is style conscious but not a fashionista,” he said. “It is someone who doesn’t want to dress like their father in Ralph Lauren and Lacoste, but doesn’t want to dress like a 17-year-old skateboarder either”.
The brand, which consists of four core areas of sportswear, swimwear, underwear and body care, produces clothing you can wear before, after and during exercise.
So, what’s new for AW18? For the cooler season, Ron Dorff has gone back to its Scandinavian roots, taking design cues from the Swedish army. You’ll notice deep greens, a dark navy, winter white, with touches of dusty pink as the highlight colours of the season. Expect to find the classic prints, including ‘Mountain Man’, ‘Discipline Disciple’ and ‘Pump’, which were taken from an imaginary Nordic boot camp.
We’ve highlighted five key products from the AW18 season, below.