Inside Rothy’s Collaboration Strategy & What Co-Founder Roth Martin Looks for in a Partner

Last month, Rothy’s launched its first collaboration with Evian — embarking on a specific and intentional partnership strategy.

After 10 years in business, the company took its time when it came to collabs, said co-founder and president Roth Martin.

“We’ve done things different than the industry so collaborations is no different,” he told FN. “We’re not just gonna go slap two names together and pretend like we just created magic. That’s just not how we operate. It’s always with intention, taking the time to do things well and to drive meaning back to the reason for collaboration.”

With Evian, for instance, the companies collected Evian bottles from the 2021 US Open, which Evian sponsors, and transform the bottles into a first-of-its-kind tennis-inspired capsule collection in September without adding any new material.

rothys, evian, tennis
A look at Rothy’s x Evian RSO1 sneaker.
CREDIT: Courtesy of Rothy's

“It’s about transformation and connecting the dots to product that helps reinforce and tell a story in a differentiated way,” he added.

Next up, Rothy’s is launching its second collab this month — this time with lifestyle brand FEED. The company was founded by Lauren Bush Lauren the sells products, including handbags, accessories and more, and its sales

The Rothy’s x Feed collection is made up of a range of handbags created with leftover thread from Rothy’s factory with the goals of reducing waste in its production and providing meals to children in need. The line, retailing from $228 to $428, will launch on, Nov. 29, Giving Tuesday, and a portion of revenue will be donated to No Kid Hungry.

Rothy's x FEED, handbags
Rothy’s x FEED handbag line.
CREDIT: clayton cotterell

“With collaborations, you have to have a little art and science,” explained, Erin Dempsey Lowenberg, Rothy’s SVP of merchandising and product. “There’s mission and sort of spirit and creative vision that has to feel really similar and synergistic.”

Martin added that while partners don’t have to be completely like-minded, there must be meaning and intention behind each launch. “Building awareness if the key driver,” he said.

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