Meet Cooper Johnson | Founder of Outpst

We had the good fortune of connecting with Cooper Johnson and we’ve shared our conversation below.

Hi Cooper, can you walk us through the thought-process of starting your business?
Growing up in the Colorado Rockies, I’ve always felt deeply connected to the mountains. My love for skiing and the outdoors shaped much of who I am, and looking back, every major decision in my life has revolved around that connection. I’ve always believed in the transformative power of nature, and I dreamed of building something that would inspire others to get outside and experience it for themselves.

In 2018, I started Outpst—then called Outpost—as a high school project selling stickers and water bottles. It wasn’t much, and to be honest, I didn’t know what I was doing. It fizzled out after a year as I moved on to college at the University of Colorado. But that experience planted a seed. Deep down, I always felt this pull to create something meaningful.

Fast forward to my senior year at CU, I was juggling a full-time role as a sales engineer and wrapping up my studies in Environmental Studies and Business. Working for a company of 15,000 people, I couldn’t shake the feeling that corporate America wasn’t the path for me. Around that time, I was gifted a sewing machine. I’d never sewn a stitch in my life, but I decided to teach myself. After weeks of untangling thread and watching YouTube tutorials, I made my first fleece hat. It wasn’t perfect, but it was mine.

I started wearing that hat to class and on the slopes, and something unexpected happened—people noticed. They complimented it, asked where I got it, and even wanted one for themselves. I was shocked. What began as a hobby quickly turned into something bigger than I ever imagined. A month later, I relaunched Outpst, this time with a real purpose.

Outpst isn’t just a business to me—it’s a way to give back to the outdoor community that shaped me. I’m humbled every day by the people who connect with what we’re building: a brand that encourages adventure, fosters connection, and inspires people to explore this incredible planet. From a single fleece hat to a growing community of like-minded adventurers, it’s been an incredible journey, and I’m so grateful to be part of it.

What should our readers know about your business?
Outpst.co is a clothing brand I launched in October 2023, building off the foundation of a high school project called Outpost that fizzled out back in 2018. I’ve always wanted to create a platform to inspire people to get outside, explore more, and make the outdoors more accessible. For years, I wasn’t sure what form that platform would take—but that’s where Outpst came into play.

Right now, we’re focused on fleece products like hats, sweatpants, neck gaiters, and shirts, but the vision is much bigger. We’re planning to expand into new product categories, sticking to our unique approach: creating items that are always visible—like hats, mittens, or outer layers. These are pieces people wear proudly, and they naturally advertise the brand while being functional and stylish.

What sets us apart is our drop-based model. We release new colorways almost every week, which keeps things fresh and exciting for our community while driving demand. It also keeps me and my small team on our toes, balancing production and content creation.

I’m most excited about the future. The Outpst you see today is just the beginning, and the vision I have for where we’re headed is starting to come to life. Recently, we outsourced our manufacturing to a trusted company in Denver, which has been a game-changer. It’s freed me up to focus on product development and the bigger picture of where the brand is going. We’re not stopping at fleece hats—this is just the starting point.

The biggest lesson I’ve learned so far is that time solves problems. When I first committed to taking Outpst to the next level, my to-do list felt overwhelming. But I’ve realized that by chipping away at tasks, little by little, you eventually get it all done. It’s something I have to remind myself of every day.

What I want people to know is that we’re just getting started. Outpst is about inspiring people to get outside and explore more—whatever that looks like for them. I want this brand to enable and empower people to take that step. There are so many directions this mission can take, and I’m beyond excited to see how it all unfolds. So stay tuned—it’s going to be a fun, wild ride!

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
In Aspen, the experience really depends on whether you’re visiting during summer or winter, but there’s no shortage of incredible things to do year-round. Here’s a list of some of my top recommendations:

Ski Aspen Mountain – A must for any skier or snowboarder.
Hang out and shop at Hamilton Sports – A local favorite for all things ski gear and great vibes.
Eat and drink at The Buckhorn (Buck) – Perfect for après-ski or a casual night out.
Grab a burger at White House Tavern – A classic spot for a great meal.
Hike the Highlands Bowl – An iconic Aspen adventure with breathtaking views.
Float and fish the Roaring Fork River – Relax and enjoy some of the best fly-fishing around.
Explore the Elk Mountains – Endless trails and stunning scenery for hiking enthusiasts.
Catch a show at Belly Up – A legendary music venue with an intimate atmosphere.
The best part about Aspen? There’s always something happening! With unique events every weekend, you’ll never run out of things to explore or experience.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I want to give a huge shoutout to my girlfriend, Grace Donner! She’s been there from the very beginning—back when I was sitting in my college apartment, watching YouTube videos to figure out how to thread a sewing machine (that she gifted me), to now, selling thousands of products annually. I truly wouldn’t be where I am today without her. Grace has been my biggest source of encouragement, giving me the confidence to start this business, stay committed to its growth, and dive headfirst into chasing my goals. Her unwavering support means the world to me.

Website: https://outpst.co

Instagram: https://outpst.co

Facebook: https://outpst.co

Image Credits
Jordan Curet