Howdy!

My name is Ryan. I’m a designer by trade, a cyclist by blood, and just a guy currently crisscrossing the country in his van who cashed out his 401k to build a cycling apparel brand from scratch. No investors. No boardroom. I’m new to the fashion industry…but I’m not new to design, not new to business, and not new to cycling. Coming in from the outside means I’m not dragging twenty years of “this is how it’s done” behind me…and I think that matters. A few folks have already planted a flag in the western cycling jersey space and I’ve got a lot of respect for that…they kicked the door open. Yellaroot is walking through it with something different. Western-inspired gear built for gravel and mountain bike riders who ride for the joy of it…not the Strava segment, not this season’s kit, not the Insta clout. Think trail-to-tavern. Think pearl snaps. Think gear that actually fits folks who have, at some point in their life, met a gas station roller dog.

Fair warning…I’m not much of a writer. But here we are.

Here’s the thing…I’m building this in public, which means you get a say in what we make and how we do things. I’m not here to sell you anything today. I’m here because this is exactly the kind of rider I’m building for, and I figured the best place to start is with why I started at all. So before I get into the nuts and bolts of what we’re building, I want to share what’s driving it.

Somewhere along the way, somebody took the fun out of it.

You felt it too. The moment you walked into a bike shop and everything on the wall looked the same. The same safe colors. The same corporate kit with the same oversized logo. The same tight European cut that fits no one who’s ever met a gas station roller dog. The same seasonal drop driven by last quarter’s numbers in a boardroom full of people who haven’t touched a trail in years.

The magic left. The curiosity left. The wonder left.

And the culture that grew up around it didn’t do it any favors. The Reddit gatekeepers in white shoes and matching socks that look down their noses at folks with hairy legs and mismatched kit. The cafe racers sprinting from coffee shop to coffee shop, posting about the ride just for the likes and the follows instead of for the fun of it. Performing a sport instead of living one.

I watched all of it happen and got tired of waiting for someone to do something about it.

So here I am.

Yellaroot started with a thrift store cowboy shirt and a ride that lasted a little longer than expected…and quite frankly, a little further than my legs could carry me. Pearl snaps. Sleeves rolled up. Collar open to catch the breeze. Nobody cared how fast I was going, but everyone I talked to wanted to know where I got my shirt. That was the moment. The idea that the right gear doesn’t make you faster. It makes you feel like yourself.

I cashed out my 401k. Loaded up the van. Drove west and kept driving until the mountains said something worth listening to. Dusty ribbons of gravel through the San Juans. Redwoods disappearing into the morning fog at Aptos. The top of a climb outside Durango, legs gone, lungs burning, nobody around for miles.

Every hard-earned mile out there brought me around to the same thing…the ride is the point. Full stop. Not the gear. Not the stats. Not the followers. The ride, the trail, and the folks you take along with you.

You don’t need to prove anything out here.

Not to me. Not to the pack. Not to the guy at the trailhead dressed like a wannabe-racer billboard. Not to anybody.

Yellaroot is for the riders who already know this. The ones who ride for the vibes, and don’t need any reason beyond that. The ones that show up to the trailhead after work, not because the training plan says to, but because the trail is there, the beer is cold, and the company is good. The ones who measure a great ride in stories told at the bar afterward, not in watts or segment times. The ones who’ve been waiting for gear that looks like them, feels like them, and doesn’t cost them their dignity or their self-respect to own.

I’m building this in public because the whole point is that you’re on the ride along with me. Every print, every seam, every stitch. You vote on what gets made next. You shape the product before it exists. You tell me what’s missing and I build it. Your fingerprints are on this thing whether you realize it or not. That’s not just marketing fluff. That’s the whole model. No boardroom. No focus group. Just you and me…figuring it out one ride at a time.

Nobody else is doing this. Not the big brands, not the ones with money men pulling the strings and committees signing off on every stitch. This is just me, a guy in his van, trying to pull his posse together one rider at a time.

Nobody is coming to save the soul of the sport. It’s certainly going to take more than just me but, together we can make a dent. If you don’t find the thing that matters to you, create it, and push all your chips in…nobody will do it for you. That’s true for me and this brand.

Life is too damn short to play it safe, and this sport is too damn good to leave to the people who stopped caring.

If this hit you somewhere real, you’re already one of us. Get in. Claim your stake. Ride with us.

Nothing to prove. Just ride.