Robert Stock is ready to do it again.
The founder and former chairman of Robert Graham has transitioned out of that role and will launch another brand next month.
Called simply Robert, the upscale men’s lifestyle brand will be online only and utilize a club concept where customers will pay a membership fee to join Robert’s Club and gain access to the woven shirts, knitwear, sport coats and outerwear.
Stock’s partner in the new venture is Thomas Main, former head of design at Robert Graham, and a 30-year colleague of the designer.
“This is what keeps me going,” Stock told WWD. He said that since the Robert Graham company was acquired by Tengram Capital Partners five years ago and subsequently went public, there have been a series of “ups and downs.” Stock has been serving as a brand ambassador and consultant and has not been involved in the day-to-day operation of the brand.
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However, he said the parting was amicable and he remains “on very friendly terms” with the Robert Graham team. “My name is on the label and I’m still a stockholder and have a lot of feelings for the company. So if the situation calls for it, and they need me, I’m always available.”
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Stock, a Coty- and Cutty Sark-award winning designer, worked with Ralph Lauren to launch the Chaps label before going on to create Country Britches, Country Roads, Robert Stock, Silk Road by Robert Stock and, in 2001, Robert Graham, a business he founded with Graham Fowler.
“I’m proud of the role that Robert Graham has played in the evolution of men’s approach to fashion in North America over the past 17 years,” he said. “I am confident Robert Graham will continue to serve its devoted clientele in the style to which they have grown accustomed.”
In 2016, Stock launched an upscale line under the auspices of Robert Graham called R. That has transitioned into Robert.
Stock said he is bankrolling the business and there are no outside investors. He described it as “a fast-moving sportswear company” that will have “little overtones of what I’ve done over the years. I’ll be interesting looking, exciting product.”
He said exact price points and details on how the business will operate are being kept under wraps until closer to the launch.
Andrew Berg, president of Robert Graham, could not be reached for comment.