The mountain towns around Lake Tahoe are home to an outdoor counterculture that could only exist in California. Born of the region’s contrasts of peaks and lakes, snow and beach, it’s a place full of rebellious, youthful energy a place where the only thing taken as seriously as outdoor performance is having a good time.
We got our start making a simple yet symbolic beacon of the California Mountain Life: the trucker hat. But we’re about far more than just a hat. California has always been home to a unique brand of energetic counterculture. A place that still believes that the best athlete on the mountain is the one having the most fun. A place that created its own numerical assessment of radness where international icons drop cliffs naked and where 12-year-old groms call out pros in the lift line. A place where you can climb tall Sierra granite in the morning and crack a beer from the comfort of an inner tube on the Truckee River that afternoon.
We hatched bigtruck® to celebrate this place and the people who give it it’s irreverently adventurous spirit but if we’re honest, this is all so much bigger than the hat, it just has to be.