The Ruler. Collection

To be King, one must be a ruler of an independent state, especially inherited by right of birth.

The King of the Beach® brand was born out of a love of following ones own path and passion for an active lifestyle. The Ruler. Collection is a reflection of the “Beach.Snow.Surf.Life” mantra. This classic design and everyday feel marries tradition, legacy, and wanderlust. Asking us to remember to take life into your own hands, to never follow a set path, but make sure to pave the trail.