ABOUT ROAF
ROAF, short for Rebellion On All Fronts, is a lifestyle fashion label founded by Joshua Patrick in 2022 in Amsterdam. The label focuses on creating premium ready-to-wear pieces infused with streetwear elements, reflecting a bold and unapologetic aesthetic.
BRAND VISION
At ROAF, we celebrate youthful, rebellious spirits.
Our vision is to uplift and connect those who dare to show up authentically, bridging different (sub)cultures and redefining the status quo. We aim to create a brand that unites and inspires people, offering them a sense of belonging and empowerment.
BRAND MANTRA
Let them have the runways, we pay homage to the streets.
WORDS FROM THE FOUNDER
“ROAF is raw and self-willed, resonating with every social class. I believe that the trends that truly matter arise from the interplay of different social groups. From slang to music, and most significantly for ROAF, fashion trends emerge in the streets.
When creating ROAF garments, I draw inspiration from many sources: my heritage, personal stories, and the unique subcultures of my hometown, Amsterdam. I feel a deep creative urge to authentically bridge the gaps between these impressions, believing in the beauty of uniting different cultures and their unique aspects.
A pivotal moment in the ROAF journey was when I approached my nephew, Sigourny Coutinho, to join forces and bring our shared passion for design and fashion—especially streetwear—to life through the label. Together, we’ve built on our mutual vision, channeling our creativity into crafting pieces that reflect rebellion, authenticity, and style.
In essence, we hope that people feel the passion and positive energy we pour into ROAF. It is our wish that wearing our garments gives everyone that extra edge of rebellious swagger and bliss.”
— Joshua Patrick & Sigourny Coutinho