One of the newest brands to grace our shelves Retro 1951 specialise in unique designs and 50's Americana influences. We spoke with co-owner Jeff Velker and head designer Richard Koehler to find out what makes their writing instruments so iconic.

Hey, thanks for joining us today. Retro 1951 has been a great success since hitting our shelves and we know our customers are going to love learning some more about the brand. Let's jump right in...

How/ Why was Retro51 Founded?

Jeff - Retro 1951 was started in 1990 with a focus on producing unique gifts with an emphasis on fine writing instruments and the accoutrements of life. We emphasize that the pen is not a pen but instead a vehicle to an end – a way of showing who you are. At that time, pens were available in traditional colors so Retro came out with a selection of bold colors that were packaged with the fun graphics, colors and feel of nostalgic Americana.  

Why is the brand called “Retro 1951?” Is there a special meaning to the year chosen?

Jeff - When Retro51 was started, it had marketing featuring 50’s Americana graphics and colors. Known as the “Golden Age,” it was a time of bright colors, prosperity and new technology like the television launching, not to mention the great advertising images that were incorporated into the marketing. Pens were a big deal back then and we think they are just as important today. A good pen in hand has limitless potential.

 

So the brand origins really help explain the “retro” styling that the brand is typified by - the sleek silhouette, double branched clip design, and knurled detailing – but how were these features decided upon?

Richard - The Tornado was designed in the mid 90’s by both the Retro team (at that time) and the factory that still produces the Tornado to this day. The textured knurl top was suggested as extra grip when twisting the top and the name Tornado comes from the cylindrical tapered shape. The clip, although simple was chosen to accentuate the barrel and allow the classic colors to shine through. The top ring has a tone-on-tone “Tornado by Retro 1951” engraved so the branding is there but not overpowering. The cherry on top is the finial for that extra pop of color so when you have the pen in your pocket or purse, you see this top disc looking back at you.

 

Your tagline is “Life is too short to carry an ugly pen.” Tell us - what is an ugly pen?

Richard - An ‘ugly pen’ to us is one that is boring, lacking in personality and originality. Writing is a daily necessity so why not carry a pen that is unique and shows your character. 

Jeff - I like fast cars and there is nothing like cruising down the road in a car that is engineered well and it responds with the gas pedal. In the same way, I want a pen that flows well, has a nice tactile feel and is well designed. From the ink to the mechanics, it makes writing fun.

 

Then an 'ugly' pen isn't just about looks! That said you must put a lot of time and effort into your unique designs. How long does it take to create a design from a new idea? 

Richard - For as small of print area the Tornado has, we can spend quite a long time designing them! On average it probably takes 6-8 hours to design each pen. After the design is approved, the art needs to be broken down into art for production that can take 2-4 hours and then the packaging art is designed, adding another hour or two. Designs with simple patterns can be done much quicker but lately the designs have been pretty detailed so they require some time to create. Although we’ve used some stock art here and there, we try to make each design as original as possible and build it from the ground up.

 

Wow. That's some detailed work. How many versions do you usually make before you settle on the final design?

Richard - Usually we make about two to three design variations. Sometimes the variations are color differences on the barrel and other times we bring in samples with different trim finishes to see which looks the best. Last option is the gloss versus matte finish that we go back and forth on, depending on the concept.

 

Where do you find inspiration for your designs?

Jeff - Our art department plus the writing community, friends and family are always throwing ideas out too. There is no shortage of ideas!

“Life is too short to carry an Ugly Pen” is not only a tagline but also our mission statement. Retro51 is about showing your personality and the writing instrument is the “canvas” or product that we use to showcase it. Whether it’s a bold color choice or something more specific like the Buzz, honeybee design, or the P-51 Mustang, WWII warbird design, there is a creative design for everyone.

Our second tagline is “We make ‘em like they used to!” Retro focuses on creating a quality product that not only shows off your personality but they are also built to last for years. If there are any issues, we back them up with our customer service.

Richard - We find concepts that resonate with us and we listen to our fans, we want to make pens that we are proud of and ones that our fans would like. A lot of these ideas come from just looking through Instagram, Pinterest, other popular websites or entertainment. Some concepts, like the Space themed designs and WWII warbird planes, we knew would have a decent response due to the cool designs, but we could not predict the strong positive response we received from our fans. There is so much in choosing the concepts, you never know which ones are going to be massively popular. 

 

Why focus on capless rollerball pens?

Jeff - Capped rollerballs were second only to fountain pens, but when the Tornado came out, it wrote just as well as the capped version but it was much lower in price because they were almost half the parts. The great price combined with the trademarked knurl top plus its improved balance without a cap to post has made it very successful. The streamlined barrel allows for unlimited designs it can feature so there are always new concepts to come out with. Despite selling the Tornado for twenty-five years, it continues to grow in popularity.

 

And finally it'd be great to know a little about you both - some of the many people behind the brand - how did you become interested in pens?

Jeff - I have always had a good rollerball pen handy. It wasn’t until I lost my one “good pen” at work that led me to search for a new one. I discovered the Tornado Stealth in March of 2020 and had it monogramed so it would be safer at work. I was so impressed with the weight, balance and writing that I looked into the company only to discover the brand was set to be retired with the current owner. I reached out to find out more info and fast forward a year or two and now I am a proud co-owner of this awesome brand and my pen collection is growing on a daily basis.

Richard - Honestly, it was working at Retro that made me interested in pens. The college intern class lined me up with the Retro internship and I had no idea what I was getting into the day I walked in to start, both from the standpoint of the world of pens and as a career!