Brand Values

We’re Guided by 5 Core Principles

 Women Powered

We create fashionable, long-lasting, ethically-sourced apparel to help you look and feel your best—so you can confidently focus on the trail, ski run, hammock hang, or tennis match without worrying if what you’re wearing is going to get the job done. Our products allow you to be perfectly present. To soak in the moment a little longer.

As an all-women team, we’re uniquely qualified to address the specific needs of our fellow sisters. If we wouldn’t wear it ourselves, we wouldn’t sell it to you! It’s that simple. 

We’re FOR women, BY women. That shines through in our leadership, our team, our artists, our knitters, our sewers, our farmers, and the nonprofits and initiatives we support.

We love who we work with (sometimes we have to pinch ourselves), we love supporting this community, and we love helping you stay out a little longer, explore a little deeper, and feel absolutely fabulous along the way.

We firmly believe when women thrive, we all thrive.


 Mountain Inspired

Our home and heart is Boulder, CO. We launched Krimson Klover at the base of the iconic Flatirons—the doorstep of the Rocky Mountains. Our community is famous for its outdoor playground: peaks, rivers, lakes, forests. We live and breathe these spaces.

The mountains teach us resilience, adaptability, and patience. They inspire curiosity, exploration, and wonder. We plant their wisdom into our brand DNA.

Clothing is a canvas for creativity and self-expression. Just as no two mountains are alike, we create unique designs that stand out. We pride ourselves on designing products that last. In this rugged and ever-changing environment, dependability is a must. 

We fiercely protect our natural world and our finite resources. And we understand that when we lift each other up, we all come out stronger.

Mountains remind us that we’re all connected.


 Slow Fashion

Tough Fact: About 14 million tons of clothing gets thrown out each year in the U.S. Yikes! And all that clothing takes more than 200 years to decompose. Major yikes!

We’re in the business of outfitting you for life, but we’re no fans of overconsumption. We focus on creating ethically-sourced, multi-sport apparel that looks fantastic and performs season after season. We love that our favorite pair of paddling shorts doubles as our favorite pair of poolside shorts. Versatile and cute? Yes, please! 

We use durable materials that withstand the wear and tear of an active lifestyle. Buy less, wear longer. Win-win. When you shop quality, you shop sustainably.

We choose premium, long-lasting yarn sourced from reputable suppliers and manufacturing partners. We work with third-party certification partners like The Good Cashmere Standard and The Responsible Wool Standard to ensure the welfare and working conditions of people and animals meet our high standards with minimal impact to our environment.

We believe all good things take time. We don’t rush through our hikes, bike rides, or travels. Why would we rush through our products?

We stand behind our commitment to slow fashion.


 Low Impact

Being picky can be a wonderful quality—especially when it comes to WHAT is in your clothing.

We opt for super soft and luxurious fabrics like cashmere, Merino wool, alpaca, silk, and Lenzing EcoVero Viscose™. Not only do these materials feel, look, and perform beautifully—they’re natural, renewable, last longer, and are better for our planet.  

We use recycled fibers created from plastic bottles that have been turned into insulation, yarn, and fabric. We love the transformation from “waste” to “wearable.”

We don’t overproduce. We build each Krimson Klover collection to order. In doing so, we avoid excess product at the end of each season. 

This is a journey—and we know we’ve got some miles to go. As a brand that gets you outside, it’s vital for us to seek business practices with minimal impact on our land, air, and water.

We’re always looking for the best solutions to improve how our products are made. For us, it’s not just the right direction to go, it’s the only direction to go.


 Small Actions, Big Purpose

Our brand has always been guided by a greater purpose to do good—because we believe business can be a tool to bring positive change to our planet and communities.

We donate our products and dedicate a portion of our profits to organizations and projects that empower women and girls of all backgrounds. Initiatives include improving healthcare, providing access to the outdoors, caring for our public lands, and bridging the gap between talent and opportunity for underrepresented communities.

We use our platform, business, and dollars to advocate for a better, healthier, more equitable world—for women today, and for women tomorrow.

Learn more about our social impact and the causes we support.