ROAF

What ROAF does

ROAF (Rebellion On All Fronts) is a privately held, Amsterdam-based premium streetwear brand founded in 2022 by Joshua Patrick and co-created with his nephew Sigourny Coutinho. The company operates as a direct-to-consumer D2C e-commerce label selling a curated assortment of ready-to-wear apparel and accessories — primarily heavyweight tees (Script Tee at $93), sweat shorts (Heritage Sweat Shorts at $82), knitwear (Ivory Knitted Polo at $140), and accessories including snapback hats ($24) and socks ($6) — through a Shopify storefront at roaf.eu. The brand also has one physical wholesale stockist, Coelemon Concept Store in Leiden, Netherlands.

The technology stack is standard off-the-shelf D2C commerce tooling: Shopify powers the storefront, Google Analytics handles web analytics, and checkout is supported by a broad range of payment partners (PayPal, Klarna, iDEAL, Shop Pay, Apple Pay, Google Pay, Visa, Mastercard, Amex, plus regional methods like Bancontact, BLIK, MobilePay, and Union Pay). Logistics are handled by PostNL for domestic Netherlands/Belgium orders and DHL Express for EU, UK, and international destinations. Marketing is concentrated on Instagram (@roaf.eu), an email newsletter for exclusive drops, and an organic brand blog; no paid acquisition channels or app are present.

ROAF is bootstrapped with no disclosed funding, a headcount of 1-10, and 32 products in its catalog. Revenue model is pure one-time e-commerce sales priced in USD with European sales taxes included. The company targets streetwear enthusiasts seeking authentic, subculture-independent premium apparel and emphasizes founder-led storytelling, heritage-inspired design, and 'rebellion' as a brand ethos. The legal entity is ROAF BV, registered in the Netherlands, with headquarters and warehouse operations at Cruquiuszoom 51, 2142 EW Cruquius.

Name

ROAF

Legal name

ROAF BV

Website

https://roaf.eu

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

ROAF is an Amsterdam-based premium streetwear brand founded in 2022 that sells ready-to-wear apparel and accessories — including tees, shorts, knitwear, hats, and socks — directly to consumers worldwide via its Shopify e-commerce platform at roaf.eu.

Ownership category

akta.pro rank

Product category

Premium Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Running & Endurance Wear (CRAAAEAD)

Keywords

• Premium streetwear
• Streetwear apparel
• Ready-to-wear clothing
• Fashion e-commerce
• Urban fashion brand

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: ROAF generates revenue through direct online sales of premium streetwear apparel and accessories via their Shopify e-commerce platform. Products include garments (tees, bottoms, sweaters, knitwear) and accessories (hats, socks). All prices are displayed in USD and include taxes for European customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

ROAF designs, produces, and sells a curated line of premium streetwear garments (heavyweight crew-neck tees, sweat shorts, sweaters, knit polos) and accessories (snapback hats and jacquard-branded socks) under its own "ROAF — Rebellion On All Fronts" brand. All items are sold one-time at fixed USD prices through the Shopify-powered roaf.eu online store, with international shipping to the Netherlands, Belgium, EU, UK, and worldwide destinations, plus a single authorized physical stockist in Leiden, Netherlands.

Product overview

ROAF (Rebellion On All Fronts) is an Amsterdam-based premium streetwear label founded in 2022 by Joshua Patrick and Sigourny Coutinho. The company offers a curated portfolio of ready-to-wear apparel and accessories organized into two main categories: Garments (Tees, Bottoms, Sweaters, Knitwear) and Accessories (Hats, Socks). The Garments category centers on heavyweight crew neck t-shirts (Script Tee at $93.00) and sweat shorts (Heritage Sweat Shorts at $82.00), available in ecru and vintage black colorways. The Accessories line includes Rebellion Patch Hat and Rebellion Hat (both $24.00) and Rebellion Socks ($6.00). All products feature signature Rebellion branding and are designed to reflect street culture aesthetics. The brand operates exclusively through its Shopify-powered e-commerce platform at roaf.eu.

Differentiator

Problem solved

Functional benefit

Products and services

• Script Tee Heavyweight crew neck tee shirt in ecru colorway featuring the navy ROAF script logo at lower-left front and oversized Rebellion 'Building Castles in the Sky' branding at centre back, with ribbed crew neck and flatlock stitching. Priced at $93.00. Sold direct-to-consumer via roaf.eu to individual streetwear customers.
• Script Tee (Vintage Black) Washed black heavyweight crew neck tee shirt with dark yellow ROAF script logo at lower-left front and oversized Rebellion 'Building Castles in the Sky' branding at centre back. Priced at $93.00. Sold direct-to-consumer via roaf.eu.
• Heritage Sweat Shorts Ecru heavyweight sweat shorts made from 100% cotton with a navy ROAF signature script logo at the lower-left leg. Straight fit with heavy rib waistband, deep side pockets, back welt pocket and hidden flat drawcord. Priced at $82.00. Sold direct-to-consumer via roaf.eu.
• Heritage Sweat Shorts (Vintage Black) Washed black heavyweight sweat shorts with dark yellow ROAF signature script logo at the lower-left leg. Priced at $82.00. Sold direct-to-consumer via roaf.eu.
• Ivory Knitted Polo Premium knitted polo shirt in ivory colorway, part of the ROAF knitwear collection. Priced at $140.00. Sold direct-to-consumer via roaf.eu to streetwear customers seeking premium knit apparel.
• Rebellion Patch Hat Premium wool blend snapback cap with 'Rebellion On All Fronts' embroidered patch on the front and signature classic shield logo embroidery on the side. Green under brim, adjustable contrasting snapback closure, eyelets and top button. Made of 80% acrylic, 20% wool. One size fits all. Priced at $24.00. Sold direct-to-consumer via roaf.eu.
• Rebellion Socks Vintage green mid-length lightweight cotton blend tennis socks featuring a white jacquard vertical 'rebellion' logo, horizontal double stripes on ribbed edges and branded jacquard logo on toes. Made from 60% cotton, 38% polyamide, 2% spandex. Available in sizes 39–42 and 43–46. Priced at $6.00 per pair. Sold direct-to-consumer via roaf.eu.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Partnerships

Six partnerships are on record, tiered minor.

• PayPalminorOthersPayment processing partner enabling PayPal as a payment option for online orders. Available for orders within the Netherlands.
• KlarnaminorOthersPayment methods provider offering buy-now-pay-later options. ROAF passes personal contact and order details to Klarna for payment method assessment and tailoring.
• PostNLminorOthersLogistics partner for domestic shipments within the Netherlands and Belgium. Orders shipped free within Netherlands.
• DHL ExpressminorOthersInternational shipping partner for EU, UK, and worldwide deliveries. Standard international shipping costs €30, EU €12.95, UK €12.90.
• Coelemon Concept StoreminorChannel Partner/ Reseller/ DistributorAuthorized physical retail stockist in Leiden, Netherlands. Carries ROAF products for in-person purchase.
• iDEALminorOthersNetherlands-specific payment method available for domestic orders.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Carhartt WIP: European streetwear/workwear brand with strong DTC and wholesale distribution across Europe. Comparable in heritage/workwear-influenced streetwear aesthetic and European retail footprint model.
• Stüssy: Heritage streetwear brand with global DTC and wholesale presence. Comparable in core streetwear product mix (tees, caps, shorts, knitwear) and brand-led cultural positioning, though operating at much larger scale.

Emerging players

• Afends: Australia-based alternative streetwear brand selling tees, shorts, and accessories through DTC e-commerce. Comparable in counter-culture brand positioning and premium-streetwear positioning at accessible price points.

Direct peers

• Wasted Paris: Paris-based independent streetwear brand selling premium tees, hoodies, and accessories through DTC channels. Comparable in founder-led European streetwear positioning and rebellious brand narrative.
• Represent: UK-based premium streetwear brand direct-to-consumer and wholesale, selling tees, hoodies, shorts, and accessories at similar premium price points. Most direct competitor in heritage-inspired streetwear positioning.
• Aimé Leon Dore: New York-based independent premium streetwear label with strong founder-led storytelling, heritage/sport/cultural inspiration, and DTC e-commerce. Aspirational comparable for ROAF's positioning and brand-building philosophy.
• Noah: Independent premium menswear/streetwear label founded on anti-establishment, heritage, and music-inspired values. Comparable in brand philosophy, product curation (tees, knitwear, accessories), and DTC model.
• Norse Projects: Copenhagen-based premium menswear brand combining streetwear, workwear, and heritage aesthetics in DTC e-commerce. Comparable in premium pricing, product quality positioning, and Northern European streetwear positioning.
• Born Tough: Premium athleisure and streetwear brand offering heavyweight tees, shorts, and accessories through DTC e-commerce. Comparable in product mix, premium pricing, and direct Shopify-style retail model.

Regional players

• Patta: Amsterdam-based independent streetwear and sneaker boutique/brand deeply rooted in Dutch subculture. Most geographically adjacent peer, sharing the Amsterdam streetwear community and customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/roaf.eu

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ROAF