Our Story

Born from a 20+ year journey marked by life's ups and downs, Golden Mountain Apparel is the brainchild of Justin Alber, a husband, photographer, mountain biker, and the 'Dog' father to his best friend Boozer. Emerging after overcoming life’s trials and tribulations, our brand aims to foster mental toughness, determination, resilience, and a passion for living life to the fullest.

Our 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 our brand, 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 embarked on a mission to create more than just a clothing brand – we set out to cultivate a community united by the ethos of "Be Your Goat."

Our Philosophy

"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 reaching or striving to reach our potential. Our philosophy transcends fashion; it's a way of life—a commitment to living authentically and fearlessly, guided by the spirit of our brand.

Our Commitment

Our commitment extends beyond creating stylish clothing; it's a commitment to fostering a culture of empowerment and self-expression. We are dedicated to providing our community with high-quality apparel that not only looks good but also serves as a reminder of the boundless potential within each of us. Through sustainable practices and ethical sourcing, we strive to make a positive impact on both our customers and the planet.

Our Collections

Each of our collections embodies the spirit of "Be Your Goat" and reflects our dedication to craftsmanship, quality, and style. From everyday essentials to statement pieces, our designs are carefully curated to inspire confidence and empower individuals to embrace their unique identity. Whether you're conquering mountains or navigating city streets, our collections are crafted to accompany you on every step of your journey.

Join Our Movement

Join us on our journey as we redefine what it means to be great. Together, we can celebrate the power of individuality, resilience, and personal growth. Join our movement and embrace the spirit of "Be Your Goat"—because true greatness begins with being true to yourself. Welcome to Golden Mountain Apparel, where your journey to greatness begins.