Our Favorite New Brands at TMS

Want to know what's new at Tahoe Mountain Sports? Here it is: the best new brands available now at TMS!

The Hottest New Brands at Tahoe Mountain Sports

If you are a regular shopper at Tahoe Mountain Sports, you know that the store is constantly changing and evolving. Recently, we did a huge flip, swapping the entire layout of the store – men’s apparel and footwear are now where women’s apparel once was, women’s apparel where men’s was, etc. We love changing not only the layout but also the product selection at TMS. Over time, the store evolved as we searched for new exciting brands and products. Here are some of the “new faces” you might notice at Tahoe Mountain Sports, new brands that we’d like to introduce you to.

Danner

Classic hiking and lifestyle boots for an active life.

When you think of Danner boots, an iconic image comes to mind – a hefty, all leather vintage-looking hiking boot with bright red laces and Danner stamped on the side. The company began in 1932 when they started making leather boots for loggers in Wisconsin. From there, the business evolved and as hiking and outdoor adventure became popular, mainstream activities, they began crafting hiking boots. Today their line include hiking, hunting, uniform, and work boots.

We love how comfortable and stylish Danner boots are. Most of them have a comfortable fit out of the box and require no break-in time. They’re sturdy and rugged to take on the trails but have a vintage aesthetic that fits in anywhere. Take them to the trail or wear them around town, Danner boots belong wherever life takes you.

Goodr

Fun and funky sunglasses that are made to play.

The folks at Goodr know how to have a good time. Don’t believe me? Just take a look at all the fun styles and hilarious names they have for their sunglasses (names like, A Ginger’s Soul and What Color is Uranus). Sick of ugly, expensive performance sunglasses, they decided to do something about it. The result is a line of shades that are fun and stylish for the unbeatable price of $25!

Carl’s Lucky Rabbit Foot

Not only do these sunglasses look great on everyone but they also fit well and don’t bounce or slip when you run. We love their lenses too. They are all polarized and come in a variety of colors and gradients. Right now they have four different styles – the OGs, BFGs, the Runaways, and the Super Flys. The bottom line when it comes to Goodr sunglasses is they’re affordable, fun, and offer the performance you need on the trail!

Flamingo’s on a Booze Cruise

Zeal Optics

Plant-based sunglasses built for life outdoors.”

Zeal makes high-quality sunglasses and goggles for your outdoor life. This brand has a strong environmental initiative, which we love. Their sunglasses are made with plant-based materials and when possible, they use renewable resources.

We love the variety of styles they offer, everything from sporty and ultralight to chic lifestyle glasses. Their high-quality lenses are polarized and provide a crisp, clear view. Some styles are prescription ready and others are photochromatic. They are durable, comfortable, and are perfect for long days on the river or a walk through town.

Vuori

“Clothing built to move in and styled for life.”

We love this California brand. It’s a new take on performance apparel: comfortable, stylish, and designed by athletes and for athletes, so you know it can keep up with all of your activities. You can run, train, swim, or hike with their activewear or just enjoy it at casual wear. Unlike other workout apparel, Vuori seamlessly transitions from performance to every day. Everything they make is designed to be multi-functional – “built to move and sweat in, yet styled for life.” They seek out high quality, innovative fabrics that boast high performance, comfort, and style. With every piece, you know you are getting an item that is moisture-wicking, 4-way stretch, quick-drying, and anti-odor.

Beyond Designs

“Apparel born in the Rocky Mountains, built for modern day adventurers.”

We love this brand and their mission. After the three founders, Mark Grubbs, Shamus McNutt and Ben Thomson, graduated from college with engineering degrees, they realized they didn’t want to sacrifice what they loved to do just to make a paycheck. So instead of following the cut and dry career path laid out in front of them, they decided to pursue adventure and support those who were doing the same. From that, Belong Designs was born.

They create super comfortable clothing thanks to their use of premium fabrics and a high quality construction. We love how versatile their products are. You can train in them, work in them, travel in them, or just hang out in them. Stop by Tahoe Mountain Sports to shop this brand in-store and feel how incredibly soft and comfortable their apparel is.

Hershel Supply Co.

Timeless backpacks, wallets, totes, duffels and more.

This Canadian company crafts travel bags, accessories, and apparel with a keen eye to detail. They create functional travel and lifestyle products that have been thoughtfully designed and have all the features you might want on the go.

Everything they make has a classic style and can move from the mountains to the city. Make sure to stop by Tahoe Mountain Sports and ask to see our Hershel travel products if you have a trip coming up!


One of our favorite Hershel products is this packable duffel. They are so light and pack down incredibly small (see the far right picture)! They are perfect to keep stashed in your car or to bring in your suitcase on a long trip. As a bonus, they come in a variety of cute colors and designs!

Want to learn more about some of the brands and products we carry? Find out what made our list of environmentally friendly gear in our Sustainable Gear Guide.



Siobhan works at Tahoe Mountain Sports and currently manages TMS blog content. She loves everything about living in the mountains, from snowy winter days on skis to the hot, dusty trails of the Sierra's in the summer. Favorite activities include skiing, trail running and backpacking.


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