Youer is a women’s activewear brand based in Missoula, Montana. We design whimsical, story-driven clothing and bring it to life through ethical, American supply chains. We’ve been in business for over a decade, but we operate with a startup mentality - things move fast here and we’re engineering new solutions daily.

The brand was started in 2012 by founder Mallory Ottariano with a $100 sewing machine, relatively accidentally. At the time, there was not a lot of cute and colorful outdoor clothing for women that didn’t look like a costume. Mallory started making things she wanted to wear, and turns out other people wanted them too. Things have grown in an intentional way since, but we’re executing against an aggressive growth strategy and riding some serious momentum, which can be chaotic at times. We’ve become well known for our recognizable floral prints and feminine aesthetic and we’re deeply passionate about making technical clothing that’s cute. Our clothes are designed for serious outdoor pursuits, but are very fashion-forward lending themselves to everyday wear.

We operate on the principles of EOS - the Entrepreneurial Operating System. Everyone on this team has ownership and is held accountable to it.

We're in a major season of scaling and are growing DTC dramatically.