Rhoback

DPEC has partnered with Rhoback, a Darden startup that makes a new breed of high-end activewear for men who crave activity

Rhoback is a stylish, high-end brand of activewear for men. Named after the Rhodesian Ridgeback, an athletic and energetic dog, the company's target audience is men who “crave activity” but aren’t necessarily looking to wear intense activewear brands that currently dominate the market.

 

Rhoback is a fresh take on traditional activewear with styles in fun colors like Nantucket Red and Fairway Green. Every Rhoback product sports a colorful “ridge” on its back to tie the brand back to its mascot and inspiration, the Rhodesian Ridgeback, a dog known for the unique ridge of hair along its back. The founders started Rhoback out of the UVA i.Lab while attending the Darden School of Business.