Tagline
ANCHORED IN MEMORY, ROOTED IN THE STREET.
ROUGH. is a fashion brand founded in Greece in 2016 by Stelios Theodoridis. Centered on memory, it espouses a street-rooted philosophy and develops apparel with an aesthetic that combines classical, clean lines with a modern vocabulary. Focusing on T-shirts, sweatshirts, jerseys, caps, and other items, it aims for “social coexistence” through values passed down from family and friends and connections grounded in experience.
Concept
THROUGH THE FORWARD MOTION OF YOUTH, OF ASSIMILATING AND UPHOLDING INVIOLABLE VALUES, AND OF GROUNDING ONESELF IN THE HUMAN EXPERIENCE.