Welcome to Golden Mountain Apparel

Our philosophy Is encapsulated in the powerful statement, "Be Your GOAT." This guiding principle is more than just words; it's a symbolic journey that aligns with the spirit of resilienece, determination and a relentless pursuit of personal greatness.

At Golden, we draw inspiration from the goat, a animal renowned for its agility and perserverance in navigating challenging mountainous terrain. Our brand mirrors this spirit, emphasizing qualities such as resilience, sure-footedness and the ability to conquer the steep slopes of life.

"Be Your GOAT" isn't just a slogan; it's an invitaition to embrace the journey your writing. Like the goat navigating its path on the mountain slopes, each of us faces our own set of unique challenges and opportunities. We encourage each person to be authentic, celebrate your uniqueness and discover the extraordinary in you.

Our guiding principle extends beyond specific activities, embracing a holistic approach to self-improvement "on and off the trails." Whether you're conquering personal goals in your adventures or navigating the challenges of personal and professional endeavours, Golden advocates for a culture of continuous Improvement and achievement.

Join us In fostering a community that values individuality, encourages the pursuit of personal goals and believes in the continuous journey towards personal greatness. At Golden, we are more than a brand; we are a symbol of empowerment, inspiring you to embody the qualities of the goat In every aspect of your life.

Be Your GOAT. Be unstoppable. Welcome to Golden Mountain Apparel.

  • Ride with courtesy

    We advocate for courteous behavior in all mountain activities. Respecting fellow trail uses, wildlife and the environment ensures a positive and enjoyable experience for everyone.

  • Live Inspired

    We encourage a lifestyle Inspired by the mountains – one that embraces the beauty, challenges and sense of freedom that comes with living In harmony with nature.

  • Be Your GOAT

    Embodies the mindset of determination, resilience and positivity In overcoming challenges. We inspire people to approach obstacles with the same tenacity and agility as a mountain goat navagating rugged terrain.

The name Golden pays homage to the mecca of the outdoor lifestyle and recreational sports. By capturing the essence of exploration, resilience, and the active lifestyle that defines the region. Golden Mountain Apparel isn't just a name; it's a celebration of the energy and passion thriving in Colorado's mountainous landscapes.

At the core of our identity is a meticulously designed logo, a geometric representation of a mountain goat, embodying strength, agility, and resilience. This symbol aligns with our commitment to conquering new heights in style and durability. The iron red tone within our logo signifies the premium quality and aspirational essence of our products, underlining our dedication to providing enduring and visually striking apparel.

Our mission is to inspire individuals to embrace their unique journey, echoing the tenacity and determination of the mountain goat. Anchored by our guiding principle, 'Be Your Goat,' we craft high-quality, distinctive clothing that empowers wearers to conquer life's valleys and peaks.

Riding on the cornerstones of courtesy and respect, our core values encourage conquering trails while respecting the environment, fellow riders, and local communities. We aspire to inspire beyond apparel, urging everyone to live with purpose and embrace the inspiration found in the outdoors and mountain biking.

Born out of a 20-year journey marked by life's ups and downs, Golden is the brainchild of Justin Alber. It emerged after overcoming trials and tribulations, aiming to foster mental toughness, determination, resilience, and a passion for living life to the fullest.

Motivated by a lack of clean designs in mountain bike jerseys, we envisioned a brand that encompasses bold yet clean designs. Our philosophy, "More than just clothing, it's a lifestyle," reflects the deep connection people have with mountain sports—a lifestyle we wholeheartedly embrace.

Our main products are premium jerseys for mountain biking, distinguished by clean, bold designs and high-quality materials. Our jerseys offer features such as moisture-wicking and quick-drying recycled polyester performance fabric, breathability, UV protection, two-way stretch fabric and more.

We don't just preach sustainability; we embody it. Our brand is about creating mountain apparel for enthusiasts who share our love for the outdoors. Our commitment to high-quality extends to everything we do, and we don't just make high-quality jerseys—we make a statement.

As we build our brand, our personality remains loose, fun, and professional, mirroring the sports we design for. A group of chill creatives passionate about the mountains, particularly Colorado, we connect directly with our audience through social media, meetups, events, and festivals.

Our visual identity is defined by high-quality photography, engaging imagery, clean and bold designs, and colors representing pieces of Colorado—Black Gold, Iron Red, and Powder White. Check out our website for pre-launch deals and join us as we embark on this journey to conquer new heights together!

Golden's journey began with a simple yet profound realization: the essence of greatness lies within each of us. It's a realization that sparked the inception of Golden, rooted in the belief that greatness isn't about outshining others but embracing our individual paths to personal growth. Inspired by the spirit of resilience and determination, we've embarked on a mission to create more than just a clothing brand – we've set out to cultivate a community united by the ethos of "Be Your GOAT."

"Be Your GOAT" isn't just a catchy phrase; it's the cornerstone of our philosophy. We believe in empowering individuals to embrace their unique journeys and strive for personal excellence. It's about fostering a mindset of self-belief, resilience, and unwavering determination to conquer the struggles life throws our way, while striving to reach our potential. This philosophy transcends mountain biking; it's a way of life—a commitment to living authentically and fearlessly.

Join a group of amazing people from all walks of life on a journey as we redefine what it means to be great. Together, we can celebrate the power of individuality, resilience, and personal growth. Join the GLDN Collective and embrace the spirit of "Be Your GOAT" — because true greatness begins with being true to yourself.