Mountains cast their own vibes. You can feel it from far off — the harsh terrain, the stark solitude. Imposing and inviting all at once, they’re a playground of possibilities, so it’s no surprise that the vast region stretching from the Rockies to the Pacific would hold all the inspiration needed for the team behind Boulder-based outdoor brand Mountain Standard.
“We’re a brand that’s not 100% focused on product. We’re more focused the vibe of what’s going on,” says Brennah Rosenthal, a Digital Creative at Mountain Standard. Started in 2014 as the in-house brand of the product design and strategy firm SIDFACTOR, the goal of Mountain Standard was to tap the firm’s 20 years of industry experience and offer up small-batch outdoor apparel that’s fresh and modern with a technical twist. Mountain Standard focuses on the four regional totems of the Mountain Standard Time Zone: mountains, rivers, deserts and oceans. “We base everything that we do off of these dream seasons, when conditions are just right, wherever that may be,” says Rosenthal.
Zeroing in on impeccable products instead of a lot of mediocre ones, the brand focuses on simple functionality. Framing this mindset is their #RIMBY (Right In My Backyard) campaign with red brackets showcasing images and stories of all the adventure that can be had close to home. “We focus on the community. You’re out climbing or biking with your friends, you’re cooking, you’re having a beer in the backyard,” said Evi Ranson, a Project Manager and Product Developer at Mountain Standard. “It’s this whole idea of very local-based stuff.”
Mountain Standard’s first women’s line was launched in the fall of 2015 with a focus on gear that can transition between activities and climates. “We released men’s first and constantly had women asking, ‘When is it coming? When is it coming?’ so it was a big deal when it finally happened,” said Rosenthal. “There isn’t much for women when it comes to really great technical gear.” That market gap led to a lot of research. “We wanted to get an idea of what women want in this region and what they need, and what we really heard them wanting was tech leisure, that versatility,” said Rosenthal.
Much of the brand’s creative input for the line comes from the very people using their products. Mountain Standard’s Field Agents are a diverse group of guides, photographers, athletes and influencers. They are the first to test and weigh in on new gear and products. “Our field agents are huge in telling us what they want to see, what they need. They’re telling us when something doesn’t exist, and we’re trying to fill that need,” said Rosenthal. “It’s not just coming out of an office.”
The result is a versatile mix of subtle pieces designed for the female body with colors and cuts that avoid being overtly girly. Pieces like the Full Zip Fleece and Hooded Down Jacket are perfect layering options that are made to traverse the harsh terrain of the Rockies and beyond.
The power of versatility, inspired by the mountains and the people who love them. What could be better? Check out Mountain Standard’s website for the full collection.
Photos by Jocelyn Noel, Alton Richardson and Matt Kennedy.
xx Arya
