Acclaimed photographer Douglas Friedman is bringing his love of the American West to a new beachwear line for Ron Dorff, teaming with the Swedish men’s lifestyle brand on a 30-piece beach capsule inspired by his contemporary ranch retreat in Marfa, Texas.
The property, which occupies 10 acres of high-desert terrain, was put up for sale last month. “The project feels finished,” Friedman explained. “That place is perfect and I can’t imagine how to improve it anymore.” Now splitting his time between Los Angeles and New York, Friedman still considers Marfa home and remembers summers there fondly, when the days “stretch on endlessly with the most incredible color schemes,” he added.
Hence, sky blue and sunset shades like those seen from his patio were splashed across Ron Dorff’s bestselling trunks and briefs as well as other off-duty items, from T-shirts and socks to totes, bandanas and a bathrobe. Some are printed with the collection’s name — “Wanted” — chosen to evoke the feeling of being desired, while others simply read “Cowboy.” Less obvious is a plaid motif abstracted from the traditional work shirts worn by cowboys.
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A longtime Ron Dorff customer, Friedman was introduced to its founder Claus Lindorff through a mutual friend. Lindorff said he was intrigued by the idea of designing swim pieces around a place without access to natural water, describing the novelty of it as “a full-on Friedman signature.”
The photographer, best known for his architecture and interior portraits, naturally directed the campaign for “Wanted,” which borrows from scenes in Old-Hollywood Western films., but he also served as its star. “I was quite surprised when Claus asked me to be the model,” said Friedman who postponed production as long as possible to get in shape. “I was nervous about shooting swimwear at my age for the public to consume.” None other than Sports Illustrated cover girl Martha Stewart was the one who put Friedman at ease, telling him “‘If I can do it at 80, you can do it at 52.’”
The “Wanted” collection launches April 13 on rondorff.com and at Ron Dorff flagships worldwide. Prices range from $24 to $280.
