Founder Friday Series: Allover Apparel and Muk Mats
Great outdoor gear doesn’t always come from reinventing the wheel. Often times, I just comes from rethinking an every day essential. In this edition of Founder Friday, meet two founders who did exactly that: Emma Rosse turned a pair of overalls into technical adventure apparel, and Suze Horton turned a door mat into a camping must-have. Here’s how they built brands around products you didn’t know needed!
Emma Rosse, Allover
Emma Rosse was on a river trip when she realized that overalls are great for adventuring because they always stay up and come with a plethora of pockets. To help others adopt them as a piece of go-to outdoor gear she founded a brand called Allover and launched her own version that’s made from technical outdoor fabrics and comes with a movement-friendly design. Dubbed the OG overalls, the women’s version features a side zipper to facilitate bathroom breaks, extra room through the hips and thighs, and a slight taper at the waist for a flattering, comfortable fit.
The men’s version comes with a side zip for easy entry and snap cuffs that will stay up for bike rides or wading into a river. Since launching with overalls, Allover has expanded to offer a full range of outdoor apparel and Rosse says the brand will continue to innovate and find clever ways to make products that facilitate adventuring. “In five years, I see Allover remaining true to our commitment to creating products with purpose, quality, and community as much as style. And watch out for a full-season apparel line that represents the mountain lifestyle we love,” she says.
Suze Horton, Muk Mat
When people think about “essential” outdoor gear for camping, overlanding, and RVing, a door mat is not usually on the list. But thanks to a re-invention of this product, muk mat has shown a quality mat can make all the difference when it comes to keeping your living space clean and comfortable. The company’s product stands out from the cheap mats you’d normally buy in two important ways. First, muk mats come with a much thicker turf that is significantly more effective at wiping off dirt and grime. And second, muk mats are made to last so they won’t start shedding or discolor in the sun, even after years of use.
“It’s one of those products that’s hard to fully appreciate until you use it, but once you do, you wonder how you ever lived without it,” says founder Suze Horton. Camping mats are the company’s core product but they also make mats for the entrance of your house and mats for the backseats and hatch of your car. “Ultimately, I want muk mat to become the trusted brand people think of whenever they’re moving between the outdoors and indoors,” Horton says. “Whenever you’re coming home after an adventure, I want us to be known for making those everyday moments a little easier.”
Why These Founders Matter
Founders like these demonstrate what happens when founders listen to the needs of the outdoor community and respond with thoughtful, human-centered design. For retailers, these brands represent the kind of innovation your customers crave: practical solutions that enhance functionality, ease of use, and quality of life outdoors.
Ready to stock products that make a difference? Discover more innovative brands like these at Outdoor Retailer, where the next generation of outdoor solutions comes to life.