Our Story
First and foremost, I want to welcome you to Golden! My name is Justin Alber and I cannot express how stoked I am that you're here. My story is born from a 20+ year journey marked by life's ups and downs. When I found mountain biking I found my happy place. I grew up playing many sports from soccer to snowboarding. I am a husband to my amazing wife Kat, whom this would not be possible without her, a photographer, designer, entrepreneur, avid mountain biker, and the 'Dog' father to my best friend Boozer.
Emerging after overcoming life’s trials and tribulations, Golden aims to foster mental toughness, determination, resilience, and a passion for living life to the fullest.
Be Your GOAT
Golden's journey began with a simple yet profound realization: the essence of greatness lies within each of us. It's a realization that sparked the inception of Golden, rooted in the belief that greatness isn't about outshining others but embracing our individual paths to personal growth. Inspired by the spirit of resilience and determination, we've embarked on a mission to create more than just a clothing brand – we've set out to cultivate a community united by the ethos of "Be Your GOAT."
Philosophy
"Be Your GOAT" isn't just a catchy phrase; it's the cornerstone of our philosophy. We believe in empowering individuals to embrace their unique journeys and strive for personal excellence. It's about fostering a mindset of self-belief, resilience, and unwavering determination to conquer the struggles life throws our way, while striving to reach our potential. This philosophy transcends mountain biking; it's a way of life—a commitment to living authentically and fearlessly, guided by the spirit of Golden.
Join Our Movement
Join me and a group of amazing people from all walks of life on a journey as we redefine what it means to be great. Together, we can celebrate the power of individuality, resilience, and personal growth. Join the movement and embrace the spirit of "Be Your GOAT" — because true greatness begins with being true to yourself.