Ron Dorff’s Newest Collection Brings the Wild West to the Poolside

French-Swedish menswear label Ron Dorff, best known for its Scandinavian minimalism and tailored athletic staples, is heading into unexpected territory—both literally and creatively. In collaboration with acclaimed American photographer Douglas Friedman, Claus Lindorff, the founder, has launched the Wanted Capsule Collection, a 30-piece swim and sportswear lineup inspired by the rugged beauty of Far West Texas. Friedman didn’t just help conceptualize the line—he also modeled the collection in its campaign, lending a personal stamp to the vision.

The pairing is full of contrasts: swimwear inspired by the desert, Wild West Americana interpreted through the lens of a French-Swedish brand. But for Lindorff, that tension was part of the appeal.

“It could be so fun for a swim or beachwear collection to take your inspiration from a place that has never seen a pool or the ocean, let alone a drop of water for the last 50 years—and bring it onto something you can wear in Sardinia, in Mykonos, or in Majorca next summer,” he told L’OFFICIEL.

The shift marks a bold departure for Ron Dorff, whose collections typically draw on Nordic light and pared-back design cues. That’s where Friedman—and his American roots—came in. “The challenge is always, when the two things come together, does it become a mishmash—or does it work?”

Turns out, it works.

With cheeky prints like "Wanted" and "Cow Boy"—the latter deliberately split into two words as a nod to Ron Dorff’s love of playful language—the collection marries bold, graphic Americana with functional fashion. “We actually came from a very printy background,” Lindorff said. “We’ve always had fun with it—"Marathon Man," "Working Man," "Pool Boy," "City Boy." Cow Boy just made all the sense in the world.”

And it’s already the collection’s best-seller.

Friedman, who lives on a high-desert ranch in Far West Texas, brought his own landscape into the design process. “The collection takes its inspiration from my home,” he shared in the release. “An unforgiving and beautiful landscape where the hot, slow, summer days stretch on endlessly with the most incredible color schemes. The collection is an invitation to suit up, grab your hat, and embrace the rugged beauty of the Wild West.”

With Lindorff leaning into Friedman’s vision of the Far West, the collection strikes a balance between clean minimalism and Americana grit—think sunbaked desert tones mixed with classic red, white, and blue.

For Lindorff, the collection is more than just a seasonal departure—it’s a creative risk that paid off. “We would never have done this without Douglas,” he said. “It’s really two universes coming together around a concept that is—maybe not provocative—but definitely pushy. A far fetch for the brand. And that’s what makes it exciting.”

The Wanted Collection is available now at rondorff.com and in Ron Dorff flagship stores in Paris, London, New York, and Los Angeles.