Why an Ultra Runner Opened a Store

People ask how a decade of trail ultras leads to a store and the honest answer is: it doesn't, directly. Nothing about running twenty-nine hours at Western States teaches you about wool or soap. What it teaches you is how to pay attention on the way to somewhere else.

Full origin story, races and all, is on our About page. This is the short version: run enough miles, and eventually you stop looking at your watch and start looking at what people built.