ROUTINE

Live every day like it's your last.

Streetwear and beachwear from Puerto Rico. For men and women.

Join the waitlist See the drops

Puerto Rico

Two people standing at a stone lookout wall above the ocean at golden hour, one in a navy Routine hoodie and black sweatpants, one in a black cropped hoodie and cream wide-leg pants.

Two people seen from behind at an ocean lookout at golden hour. One wears the cream El Spot tee with the harbor sunset print across the back, the other an olive crewneck. A cream cap rests on the wall.

THE STORY

IT STARTED AT A LOOKOUT.

There is a spot with an ocean view. The kind of place you drive to without thinking, park, and stay a while. One day a story went up from that spot with a single word as the caption. Routine.

The word usually means boring. Here it means the opposite. The drive, the water, the people you bring. Everyday moments worth living fully.

The spot stays unnamed.

Read the story

YEAR ONE

FOUR DROPS.

One permanent line and three limited drops, each with its own palette. Quiet fronts, big back prints, heavyweight everything.

001

ESSENTIALS

The core line. Permanent.

PermanentComing soon

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002

EL SPOT

The artwork collection. Limited.

LimitedComing soon

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Back of the cream El Spot tee. A framed watercolor harbor at sunset with palms, a sailboat and red-roofed houses, ROUTINE above and the line Live every day like it's your last below.

Two people seen from behind at a night ocean lookout under a full moon. One wears a beanie and lookout tee with sweatpants. The other wears a navy work jacket with ROUTINE across the back. A dark car sits at the left edge.

003

NIGHT DRIVE

The car capsule. Small and numbered.

Limited, numberedComing soon

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004

LA ISLA

The summer flagship. Beach and swim.

Limited, summerComing soon

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Routine Drop 004 La Isla board. White tee with a garita and coastline printed on the back and the Puerto Rican flag as a stamp, navy swim trunks, navy one-piece, ocean-blue tie-side bikini, ocean-blue crewneck and shorts, white bucket hat and navy towel.

Back of a washed black Routine tee. Brush script ROUTINE above a moonlit ocean lookout print with a parked car, palms, and the tagline Live every day like it's your last. — Night Drive lookout tee, back. Concept render.

THE RULE

QUIET FRONT. STATEMENT BACK.

A small chest hit on the front. The full artwork on the back. Embroidery over print where we can, woven labels and hem tags everywhere.

BUILT HEAVY

Heavyweight and boxy
Drop-shoulder tees and thick fleece across every collection.
Embroidery first
Tonal and contrast embroidery before prints, except the big back art.
Woven labels
Woven hem tags and labels on every piece.
Everything matches
Every top has a bottom. Every collection mixes and matches.