In 2023, Raw Style was born with a mission to build engaged and healthy communities through mountain biking, starting with our kids.

I was introduced to mountain biking in 2006 by a close friend. Over the years, we built a tight crew of riders and explored Boise’s 400-mile trail system. Regular rides became a therapeutic routine that helped balance our busy family and professional lives. However, a few years ago, riding the same trails began to lose its luster. Riding just wasn’t as exciting as it once was and I found myself looking for ways to get back the excitement of doing something new and different. It was time to shake up the routine and get out of my comfort zone. 

So, I found ways to level up, to do more with MTB than just rack up miles on the same old trails. 

I volunteered as a NICA coach, took on the Boise Trails Challenge, joined my local IMBA chapter, flew to Tucson for an epic MTB trip with my crew, took skills courses with a pro MTB coach, and more. 

These experiences were uncomfortable, mentally and physically, but brought back the deep feelings of gratitude, community, and happiness that I’d been after. Mountain bikers know this feeling well; some call it “the stoke.” Whatever it’s called, I wanted more and felt a strong urge to help others experience the same.

Throughout these experiences, I noticed that most MTB jerseys on the market were made from cheap, synthetic materials. They retained body odor even after countless washes, stuck to the skin during heavy sweating, and mostly came in crazy color patterns complete with loud logos. My jerseys were like a smelly, clammy, obnoxious commercial. It was hard to find an MTB apparel brand that represented me – a passionate non-pro who values quality over quantity and mild over wild. 

I wanted more from my MTB apparel just like I wanted to do more than just ride trails, and knew others felt the same. So, in 2023 Raw Style was created to provide riders with unreasonably comfortable MTB apparel without attitude.

We began by launching our Merino MTB jersey collections along with our donation program where with every purchase, we contribute to youth MTB programs that are spreading the stoke at scale.

Our deliberate decision to start small reflects Raw Style's commitment to quality over quantity. We want to get this right and shape our offerings through the voice of our following. 

Raw Style won’t resonate with every mountain biker, and we’re good with that. It caters to the expanding faction of mountain bikers that want to do more than just ride. It’s for riders who use MTB to become better humans and know its power for building thriving communities. For these riders, MTB is a lifestyle, not just a hobby.  And together, we can do hard things. Ready to level up? Consider purchasing a jersey, signing up for the Insights and Inspiration newsletter, or following Raw Style on Instagram.

Written by Raw Style

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