True Mountain – New UK brand launches

We’ve got a bit of a soft-spot for start-up UK manufacturing brands here at GearWeAre. And True Mountain ticks a lot of our ‘like’ boxes.

Fronted by Tim Butcher, the ex Brand Director of Trekmates and Marketing Exec of Montane, True Mountain is the result of reaching that stage in life where you move away from the big smoke and big bucks and start a project for the sake of love rather than necessity.


With a little help from private and local government investing, True Mountain has set up a factory in Lancashire to produce a small, fairly unique range of mountain wear that you may start to see appearing in independent retailers soon.

We like Tim’s ethos; he said that he didn’t mind if his new, trainee workforce took minutes or hours to get to grips with making the products, as long as they were the best that they could possibly make.

The initial product offering will cover underwear and socks sourced from The Sock Mill, packaged in reusable pouches. And it’ll grow in to technical base/mid-layers with some eye-catching colour schemes.

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They have a website where you can read a little more about their brand, but you won’t be able to buy from it – they’re being careful to work with a number of select retailers to both support UK outdoor retail, and to make sure that the True Mountain brand story is told correctly.

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