In February 2017, Emma Rosse found herself enjoying the slopes of Winter Park Resort just a day after moving to Denver.
With the arrival of summer, her weekends transformed into adventures hiking fourteeners, climbing after work, and trying her hand at mountain biking.
But what truly captivated Rosse was not just the thrill of outdoor activities; it was the cherished moments shared with friends before and after the escapades.
Rosse relished clinking cans post-bouldering attempts, rolling dice at backcountry huts, and singing Fleetwood Mac’s “Landslide” on the way to the trailhead.
She noticed a disconnect in the outdoor industry, which often glorified intense feats and glamorous mountain-top grins, feeling it overlooked the simpler, authentic experiences of outdoor life.
Taking matters into her own hands, she founded Allover Apparel, headquartered in Golden, Colorado, celebrating its one-year anniversary this month.
Initially, Allover offers a line of trail-to-town-ready overalls and brand merchandise, with plans to expand sustainably in the future.
Rosse emphasizes that Allover embodies the in-between moments of life, saying, “I wanted to show that outdoor life isn’t just about these crazy dramatic feats.”
In November 2022, while working in outdoor retail, Rosse immersed herself in the world of outdoor apparel, learning about fabrics and customer preferences firsthand.
She discovered that many women shopped in the men’s section, seeking looser fits and neutral colors.
“Women would come up to me—and this happened so many times—and say, ‘Oh my gosh. The women’s outdoor apparel is horrible!’” she recalls.
Tuning into these recurring complaints, Rosse recognized a significant gap in the market.
In January 2023, Rosse became determined to fill that void.
She had been testing a pair of technical overalls she hoped to improve upon, after a friend showcased their potential on a raft trip.
Ultimately, she found little in the overall category that struck a balance between functionality and style.
Rosse noted, “I was like, ‘Interesting. There’s definitely a market here that’s underserved.’”
Her hands-on experience in outdoor retail, coupled with insights from her friends, provided her with a clear understanding of what Colorado’s outdoor enthusiasts needed in their apparel.
First and foremost, she noted the importance of color options.
“There’s a very humiliating pink ensemble for every sport,” she remarked, emphasizing the need for better choices.
Versatility became the second key feature customers desired, as they sought performance gear that seamlessly blended into their lifestyle.
“Other brands have done that, but not very well, especially with fit,” Rosse explained.
Determined to create a solution, Rosse dedicated nearly 18 months in product development.
Collaborating with a designer, she selected a blend of recycled polyester and spandex, conducting tours of factories in Vietnam to bring her vision to life.
Her overalls, named the Lookout for women and the Argos for men, are crafted from soft, breathable, moisture-wicking fabric that balances comfort with durability for active pursuits.
The design features low-profile buckles to prevent discomfort under packs, while a 17-inch side zipper ensures easy on-and-off access, eliminating the hassle of awkward moments in nature.
With seven pockets, including zippered compartments for valuables and essentials, the overalls provide ample storage for outdoor adventures.
The women’s Lookout is tailored to taper at the waist, accommodating athletic builds with stylish cropped legs, while the men’s Argos emphasizes a roomier fit suited for movement.
Reflecting on her entrepreneurial journey, Rosse acknowledges the struggles encountered along the way.
From battling self-doubt during the initial ideation phase to learning how to effectively market her product and manage pre-orders, her path has been anything but smooth.
Once her initial samples arrived, she faced production delays caused by extreme weather events, including a typhoon and a hurricane, pushing back her timelines.
Despite the challenges, Rosse maintained customer engagement and continued selling her overalls, even selling out entirely—a double-edged sword when adjusting to the lengthy lead time for reorders.
“It’s been a wild first year,” she shares, remarking on her journey of growth and adaptation.
Now, one year later, Rosse has built a diverse clientele across Colorado, as well as in states like California, Arizona, Wyoming, and Montana.
With a clear vision for future growth, Allover will soon introduce a handful of tops designed to be functional for outdoor activities while stylish enough for urban settings.
However, Rosse pledges not to release new lines merely based on seasonal changes.
“I never want to create clothing—there’s a lot of brands that do this—just to create,” she insists, highlighting her commitment to practical, well-thought-out designs.
Rosse is focused on developing clothing that genuinely addresses gaps in the outdoor apparel market.
To gauge customer needs and preferences, she’ll lean on feedback from her friends and the outdoor community.
“I live the lifestyle. I live in Colorado, and these are my people who Allover really speaks to,” Rosse affirms.
With her keen insights into the market and a passion for adventure, Rosse aims to create products that resonate with fellow outdoor enthusiasts.
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