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

Hi Steve, we’d love to hear about how you approach risk and risk-taking
Innovation is risky. The secret is to do it gradually and organically so that you can test it along the way and not make fundamental errors detrimental to the brand.

Our company is based on innovation. The world does not need more of the same. Creative destruction is what moves us forward. Back in the 40s my grandfather created a new fashion identity for westerners with the snap western shirt, mostly focused in the Rocky Mountain states. My father expanded its appeal nation-wide. I expanded its appeal to new markets in the USA and abroad.

Later we rotated into new distribution channels including retail and web. We renovated our historic landmark LoDo building from a warehouse and office to serve as our retail flagship with outside income from leased offices and parking garage. We are now the last surviving and thriving early mercantile company in the entire neighborhood.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?

Rockmount is the first company to make snap western shirts. We are a small family business with a wide reach to over 20 countries. Rock stars and movies feature our shirts by choice, not product placement. Elvis, Eric Clapton, Bob Dylan… The Misfits, Broke Back Mountain, Yellowstone… We have been featured in media from CBS to the NY Times because we have a unique story.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
My college roommate is headed here this week. We will eat at Atelier by Radek, Savory, Jovaninas. We will tour LoDo, Rino and the cool parts of the city. We plan a drive to the foothills to see the leaves change.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Three generations of the Weil Family and our team

Website: rockmount.com

Nominate Someone: ShoutoutColorado is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.