Meet Ripton & Co. (Official Press Release)

Elliot Wilkinson-Ray
Jort Lord, Ripton Co
  Meet Ripton & Co.
Dirt Bag Entrepreneur Brings Action Jorts to Life
(Dropbox Media Packet Here:)

December 19, 2019 (Western Slope, Colo.) – Forged from the depths of an abandoned ski motel slated for demolition, Ripton & Co. introduces the most advanced active, performance, technical, stretch jort ever. Combining surf ethos and technical performance, Ripton & Co. introduces a new self-expression, with an acid-washed stretch jort that screams “Take me home tonight.”  


Ripton & Co. Jorts are made of super stretch four-way denim gusseted with advanced taint cooling technology. From smooth trannies on your enduro bike, to spring skiing at the Yellowstone Club, action jorts are made to turns heads as you blow by the blowhards. Ripton & Co. Jorts have traditional denim pocketing, and plan to start a lot of other traditions, like Jorth of July, Tim Jorton’s, and Soup du Jort Sundays.


“There are so many ways for bikers and skiers to represent their outdoor culture on their tops and hats, but your legs are what you’re actually using to ride,” says Ripton & Co. Jort Lord, Elliot Wilkinson-Ray. “Ripton & Co. aims to bring attention to the lower half of the body, to make shorts synonymous with Loam God and Powder Hound.”


Ripton & Co. is dedicated to sustainability and thinks you should be too. Instead of buying jeans and cutting them into jorts, buy jorts that were designed to be jorts. Ripton Co saves over 50% of the fabric that would otherwise end up in landfills or get turned into questionable headbands.

We’ve tested dozens of fabrics and 5 rounds of samples (over 3 years) to find a fabric and fit we love. We’ve ridden across Thailand, Mexico, Colombia, and the UK testing their resilience and recovery over time. 


Ripton Co Jorts are highly packable and come in two styles: hemmed or cut-off, depending on how denimite you want to look. Both styles retail for $89. Find your jorts at


About Ripton & Co.

Elliot (Jort Lord) along with a group of friends from the bike industry and fashion school in London after years of testing have launched a fresh new brand, hoping to drive the paradigm in a new direction, that balances new technology with classic aesthetics, style and function. Everyone works other jobs, from construction to graphic design, to bike shop wrench, and is literally merely a labor of love at this point.