Why We Started Gold Crown
Utah riders who refused to choose between elite safety and personal style. The story behind Gold Crown and why we ride in color.
By Gold Crown Crew
Growing up in Utah, we love spending time outside in the mountains.
When the winter powder hits, you can find us chasing lines on our snowboards or skis. The second the snow melts, we're swapping the winter gear to tear up singletrack or racing our dirt bikes. If it involves dirt, snow, two wheels, or high speeds, we are out there doing it.
But as we spent years bouncing between sports, we noticed a frustrating double standard in the outdoor gear industry.
If you look at the motocross world, the style is loud, unapologetic, and incredibly creative. The graphics are wild, the colors scream, and the helmets are treated like absolute works of art.
But the moment you step onto a ski resort or roll up to a trailhead, everything shifts to gray, black, and muted tones.
It made us stop and ask a serious question: Why are helmets and safety gear left out of the equation for looking good?
Bridging the Gap
When you search for the best mountain bike helmets or compare the latest ski helmets and snowboard helmets, you'll find more of the same, black, white, and plain colors. Why does choosing to protect your brain mean you have to look like a generic, matte-black bowling ball?
Why should you have to compromise on your personal style just to stay safe?
We realized that riders shouldn't have to choose between elite-level safety and looking cool. We wanted to take the high-octane, vibrant aesthetic of motocross culture and inject it directly into traditional action sports.
That spark is what created Gold Crown.
Gear Designed by Riders, for Riders
We don't sit behind desks looking at spreadsheets. We are trail-riding, mountain-shredding athletes who design, test, and abuse every single product we make on the very same Utah mountains we grew up on.
Whether we're prototyping high-visibility, lightweight mountain bike helmets or designing breathable, moisture-wicking MTB jerseys that can handle a crash without losing their vibrant color, our goal is always the same: Safety and style in one.
We want to build a community of riders who refuse to blend into the background. You invest in premium gear to protect yourself, now it's time to wear gear that actually represents the thrill of the ride.
The mountains are too beautiful to blend in.
We Ride in Color. Do you?