Mountain Life
  • Daily Content
    • Trips & Expeditions
    • Climbing
    • Mountain Biking
    • Mountain Lifer
    • Multiplicity
    • On The Trail
    • Paddling
    • Photography
    • Skiing
    • Snowboarding
    • Stay & Play
    • Surfing
    • The Great Outdoors
    • The ML Interview
    • Travel
  • GEAR
  • VIDEOS
  • STORE
  • Magazines
    • ML Coast Mountains
    • ML Rocky Mountains
    • Vie En Montagne
    • ML Blue Mountains
    • ML Annual
    • ML Subscriptions
  • ABOUT
    • What is ML?
    • Our Team
    • Newsletter
    • Adventure Grant
    • Distribution
  • Podcast
  • Contests
  • CONTACT
    • ML Agency
    • Advertising
    • Contribute
Subscription Form

Get notified of the best News

Social Links
Instagram 22K Followers
Facebook 25K Likes
Twitter 5K Followers
Pinterest 1K Followers
Vimeo 34 Followers
LinkedIn
22K Followers
25K Likes
5K Followers
1K Followers
Mountain Life
Mountain Life
  • Daily Content
    • Trips & Expeditions
    • Climbing
    • Mountain Biking
    • Mountain Lifer
    • Multiplicity
    • On The Trail
    • Paddling
    • Photography
    • Skiing
    • Snowboarding
    • Stay & Play
    • Surfing
    • The Great Outdoors
    • The ML Interview
    • Travel
  • GEAR
  • VIDEOS
  • STORE
  • Magazines
    • ML Coast Mountains
    • ML Rocky Mountains
    • Vie En Montagne
    • ML Blue Mountains
    • ML Annual
    • ML Subscriptions
  • ABOUT
    • What is ML?
    • Our Team
    • Newsletter
    • Adventure Grant
    • Distribution
  • Podcast
  • Contests
  • CONTACT
    • ML Agency
    • Advertising
    • Contribute
  • Mountain Biking
  • Mountain Lifer

Dream Collaboration: Mons Royale Teams Up With Squamish-Based Alice & Brohm

  • August 19, 2020
  • Ben Osborne
Total
1
Shares
1
0
0
0
0
0
Total
1
Shares
Share 1
Tweet 0
Pin it 0
Share 0
Share 0
Share 0
Adventure first, then ice cream.

words :: Ben Osborne // photos :: Mirae Campbell.

If it wasn’t already official, Mons Royale and Alice & Brohm have made it so: ice cream is to biking as hot chocolate is to skiing and snowboarding.

After a long pedal on a hot summer day, there’s nothing better than diving face-first into a tall cone,  and now we have a t-shirt to commemorate it. The best part? Buy the shirt, and you’re supporting local trails, a local artist, and you’re getting a shirt that’s meant to last.

Started from a boler.

Based out of New Zealand, Mons Royale has been making waves in British Columbia, with every day seemingly more riders popping up on the trails and the apres-bike spots kitted out in the versatile merino gear.

So, in the spirit of pairing strength with strength, the brand has teamed up with Alice & Brohm, a local Squamish ice cream shop that has quickly gained cult-status in the Sea to Sky Corridor for its New Zealand-style fruit-based ice cream.

Started by two Squamish locals, Matt Harris and Katie Youwe, the story begins with Matt’s love for two things that the collaboration encapsulates: riding bikes, and ice cream.

Art by Dominik Kalita, merino by Mons Royale.

After spending his childhood capping off each ride with a cone from one of New Zealand’s signature real fruit ice cream stands, Matt made his way to Canada where he eventually met his co-conspirator and future wife, Katie Youwe. After plenty of adventures together based out of Squamish, the two realized something was missing: ending those adventures with the frozen treat that played a large part in defining his childhood.

So, the two set out to make it on their own. After starting their business out of a 1972 Boler and getting plenty of community support, the two moved into a storefront in 2017.

Meant for before, during, and after riding, Mons Royale makes pieces that last, and look good.

After a few short years, the humble storefront has made an indelible mark on the Sea To Sky community (i.e. handing out cone after cone), prompting Mons Royale, another brand with New Zealand Roots to approach the duo about collaborating to make a one of a kind riding t-shirt with their signature merino wool blend. 

Adding local artist Dominik Kalita to the mix, the team was in place—all that was left was to execute.

“We’re two kiwi brands with proud NZ roots. Connection with the community and the outdoors is at the heart of what we both do.”, said Tom Brownlee, Sales and Business Development Manager for Mons Royale.

“With everything happening with Covid-19 funding for local trail associations was low. We wanted to come up with a creative way to support SORCA and the Squamish community that’s built around them.”

The final product features an epic illustration by Dominik, and a cone to commemorate the sweet treat that started it all. Like all of Mons Royale’s gear, the shirt is made to stand the test of time.

The final product.

The best part? 25% of all proceeds go to funding the local trail network in Squamish, BC. To get yourself a shirt, head over to the Mons Royale page. —ML

 

Total
1
Shares
Share 1
Tweet 0
Pin it 0
Share 0
Share 0
Share 0
Ben Osborne

Previous Article
  • CLIMBING
  • Women

Comin’ Up: Annabelle McDonald Is On Her Way

  • August 18, 2020
  • Ben Osborne
View Post
Next Article
  • Mountain Biking

The New Bike Boom: The Bike Industry Is Blossoming During the COVID-19 Pandemic

  • August 19, 2020
  • Ben Osborne
View Post
You May Also Like
Jamie-Mocrazy-portrait
View Post
  • Mountain Lifer
  • Skiing
  • The ML Interview

Jamie MoCrazy: Thriving after Traumatic Brain Injury

  • Mountain Life Media
  • May 17, 2022
Relic-The-Beachcombers-Ben-Tour-illustration
View Post
  • Mountain Lifer

Requiem for a Relic

  • Mountain Life Media
  • May 16, 2022
Nick-Gottlieb-Pereval-Dzhuku-pass
View Post
  • Mountain Biking
  • Travel
  • Trips & Expeditions

Touching the Mountains of Heaven

  • Mountain Life Media
  • May 12, 2022
View Post
  • Mountain Lifer
  • Paddling

For the Love of SUP

  • Sarah Bulford
  • May 10, 2022
North-Shore-Betty-rummel_t_0110_BP
View Post
  • Mountain Biking
  • Videos
  • Women

Friday Flick: North Shore Betty

  • Mountain Life Media
  • May 6, 2022
Was-It-Worth-It-Kermode-bear-mcallister_PR
View Post
  • Mountain Lifer

Was It Worth It? A Wilderness Warrior’s Long Trail Home

  • Mountain Life Media
  • May 5, 2022
Helly-Hansen-search-and-rescue-helping-hand-OVERBECK_HH-SAR_4503
View Post
  • Mountain Lifer
  • The ML Interview
  • Videos

Friday Flick: What it Means to be a Search & Rescue Responder

  • Mountain Life Media
  • April 29, 2022
Andrew-Burton-and-Michael-Kirby-Patagonia-films2
View Post
  • Mountain Lifer
  • Videos

Friday Flick: Facing Climate Disaster, a Village Seeks Justice

  • Ned Morgan
  • April 22, 2022

Leave a Reply

You must be logged in to post a comment.

Featured Posts
  • Jamie-Mocrazy-portrait 1
    Jamie MoCrazy: Thriving after Traumatic Brain Injury
    • May 17, 2022
  • Relic-The-Beachcombers-Ben-Tour-illustration 2
    Requiem for a Relic
    • May 16, 2022
  • 3
    Helly Hansen Presents: Adventure Planning 101 with Squamish SAR
    • May 16, 2022
  • Dynafit-Sea-to-Summit-Delphi-harbor-revised 4
    Friday Flick: Skiing with the Gods of Delphi
    • May 13, 2022
  • 5
    For the Love of SUP
    • May 10, 2022
RECENT POSTS
  • Nick-Gottlieb-Pereval-Dzhuku-pass
    Touching the Mountains of Heaven
    • May 12, 2022
  • Full-Circle-Everest-The-North-Face-Nepal-prayer-flags
    Full Circle: First All-Black Team Attempts to Summit Everest
    • May 9, 2022
  • North-Shore-Betty-rummel_t_0110_BP
    Friday Flick: North Shore Betty
    • May 6, 2022
Social Links
Instagram 22K Followers
Facebook 25K Likes
Twitter 5K Followers
Pinterest 1K Followers
Vimeo 34 Followers
LinkedIn
INSTAGRAM
mountainlifemedia
22K Followers
Reel Rock 16 is coming to #Squamish! There are two showings 👉 May 20th and June 1st at the Eagle Eye Theatre, Howe Sound Secondary School, in beautiful Squamish supported by @climbonsquamish! #Linkinbio to get your tickets! #climbing #film #filmfest #climbers #adventure #climbon #adventure #squamishbc #tickets
Finding that picture perfect moment with @sweenyj #mountainlifer
The winter that just keeps on given-er! 🤘#mountainlifer
FRIDAY FLICK 💥 This past March, speed mountaineer Benedikt Böhm @benediktboehm rocked a five-hour sea-to-summit expedition up Mount Parnassus in central Greece. Starting at sea level on his road bike at the village of Itea on the Gulf of Corinth, he climbed up to an altitude of 2.414 metres. #linkinbio to watch the film!
I had no idea what to expect from this trip, neither from bikepacking, a fancy term for cycle touring and a sport I’d never done before, nor from Kyrgyzstan, a country most people cannot find on a map. Carl, who I’d only just met recently after moving to Canada—I’d flagged him down after backcountry skiing after seeing his Montana license plate—had invited me on this trip while on a mountain bike ride. I said no. A few weeks later I figured, “Why not?”
The @rab.equipment  dynamic Cirrus Flex is a soft, lightweight hybrid synthetic insulation for mountain-friendly layering. Keeping you warm and perfectly suited to journey in the mountains. #TheMountainPeople #WeAreRab
"@normhann and I lashed paddleboards to the roof of his truck and headed north along the Island Highway, towards Telegraph Cove. Norm had invited me to tag along on a commercial paddleboard group he would be guiding in the Broughton Archipelago. Despite a long history of SUP expeditions, I harboured some reservations."
To date, more than 6,000 people have summitted Everest, the highest point on Earth at 8,848.86 metres of elevation above sea level. And only a tiny handful of those climbers have been Black.
Happy Mother’s Day to all the rad moms out there! Here’s our Art Director & Head Designer @calypsodesign getting cozy with some sharks. #mountainlifer #mothersday
Making core memories on the trails ✨ #mountainlifer
Follow

Subscribe

Subscribe now to our newsletter

Reel Rock 16 is coming to #Squamish! There are two showings 👉 May 20th and June 1st at the Eagle Eye Theatre, Howe Sound Secondary School, in beautiful Squamish supported by @climbonsquamish! #Linkinbio to get your tickets! #climbing #film #filmfest #climbers #adventure #climbon #adventure #squamishbc #tickets
Finding that picture perfect moment with @sweenyj #mountainlifer
The winter that just keeps on given-er! 🤘#mountainlifer
FRIDAY FLICK 💥 This past March, speed mountaineer Benedikt Böhm @benediktboehm rocked a five-hour sea-to-summit expedition up Mount Parnassus in central Greece. Starting at sea level on his road bike at the village of Itea on the Gulf of Corinth, he climbed up to an altitude of 2.414 metres. #linkinbio to watch the film!
I had no idea what to expect from this trip, neither from bikepacking, a fancy term for cycle touring and a sport I’d never done before, nor from Kyrgyzstan, a country most people cannot find on a map. Carl, who I’d only just met recently after moving to Canada—I’d flagged him down after backcountry skiing after seeing his Montana license plate—had invited me on this trip while on a mountain bike ride. I said no. A few weeks later I figured, “Why not?”
The @rab.equipment  dynamic Cirrus Flex is a soft, lightweight hybrid synthetic insulation for mountain-friendly layering. Keeping you warm and perfectly suited to journey in the mountains. #TheMountainPeople #WeAreRab
Mountain Life
  • Home
  • About
  • Contact
  • Subscribe
  • Advertising

Input your search keywords and press Enter.