Why I Started GLDN

My name is Justin, and I’m the one-man team behind GLDN. If I’m not in my office, chances are you’ll find me out on the trails somewhere along the Front Range or deep in the Colorado high country. Riding, grinding, breathing the dirt and dust. 

But GLDN didn’t start with jerseys. It didn’t start with gloves, shorts, or even the idea of making mountain bike gear at all. GLDN started with something bigger—the idea behind the logo.

For me, GLDN represents grit. Determination. The willingness to embrace the struggle. A never-give-up attitude that doesn’t promise medals or recognition, but something deeper. Something only you can feel.

Because here’s the truth: you can put in the miles, push until your legs and lungs burn, and still fall short of the goal you had in mind. That’s life on the bike—and off it. But you keep going anyway. Why? Because the reward isn’t always a finish line. It’s the quiet moment at the top of a climb, when no one’s watching, and you know you didn’t quit.

This world is obsessed with instant gratification. With shortcuts. With a “me-me-me” mindset. But mountain biking isn’t like that. Neither is GLDN.

Out here, there are no shortcuts. You earn every mile. You grind for every vertical foot. You sweat, you struggle, and sometimes you break. And in that struggle, you find what matters most.

GLDN was built on that belief. Our gear is just a reflection of it—crafted by hand, designed for the rider who doesn’t want gimmicks or fluff, just something real to ride in. Something that matches the grit and grind you bring to the trail.

So no, GLDN isn’t about jerseys. It’s about what the jersey represents: the struggle is the point.

— Justin Alber