Allover Apparel: Where Grit Meets Stitch
Sometimes, great ideas don’t come from boredom — they come on a boat. For Emma Rosse, a rafting trip on the Colorado River was more than a weekend adventure; it was the moment a business idea was born.
At the time, Rosse was working at an outdoor gear shop in Golden, Colorado, listening to the familiar complaints from female customers: why did outdoor clothing for women have to feel like an afterthought? “For someone who does a lot of outdoorsy things, I always wanted to shop in the men’s section,” she says. “There just wasn’t anything available.”
Photos courtesy of Allover Apparel
On a rafting trip through Ruby Horsethief, Rosse noticed several ladies in something different: overalls. “They offered sun protection, they could go in the water with them, they hiked and slept in them. I loved the versatile nature of it,” Rosse says. “But they were made of waterproof fabric, so they weren’t breathable at all. Also, the fit was loose, more of a toddler playsuit vibe. They just weren’t flattering.”
By the time they pulled the rafts out of the water, she had an idea: functional, stylish overalls that could be worn anywhere and were built for anything. That spark became Allover Apparel.
BUILT FOR ADVENTURE — AND EVERYTHING ELSE
When she started sketching and stitching in 2023, her vision was simple: make apparel that fits the moments of everyday life. “The outdoors is what makes up the fabric of our lives,” she shares. “If it’s something we do every day, we immerse ourselves in it.”
Her flagship design, the Allover Overalls, are made from stretchy, moisture-wicking and breathable fabric so you can move, climb, paddle or just chill comfortably. The women’s version features a flattering cut with a tapered waist, a little extra room throughout the hips and a straight leg. A long side zipper makes bathroom breaks a breeze. And multiple pockets stash your snacks and essentials.
She also created a men’s model, which has a longer torso and straight, narrow legs with a bottom ankle snap. “I felt like the industry was filled with a lot of male founders making men’s and women’s gear, or female founders making women’s clothing. I wanted to be a women-owned company making gear for both men and women,” she says.
The color palette is intentionally genderneutral. Their muted shades of Deep Ink, Moss and Clay are inclusive and wearable. A contrasting strap adds a pop of character. They’re flattering without being overly flashy.
STARTING + SCALING UP
In 2025, Rosse packed her sewing machine and sense of adventure and moved Allover Apparel to Salida, Colorado. She was accustomed to life in a small town. But the one thing she didn’t expect: the support.
“The entrepreneurial system is unmatched,” Rosse says. “Salida supports their own. It’s such a great, close-knit community, so people support others in town and want them to succeed.”
Her next big move was joining the Accent Accelerator Program run through Central Mountain Entrepreneurs, a program built to support startup companies in Colorado’s rural communities. The program offers 12 weeks of consulting, coaching and pitch practice to help small-town entrepreneurs scale.
“The program allowed me to practice my pitch in front of other entrepreneurs and speech coaches who offered really valuable feedback. It helped me feel confident not just in my pitch, but in talking about Allover Apparel in general,” Rosse explains.
The Accelerator cohort culminated in a demo day where participants pitched to the Chaffee County community, including local investors. “That experience led to amazing conversations and relationships that have been really helpful in moving our business forward and securing funding,” she says.
Photo by Jennifer Weintraub
A BRAND THAT BELONGS
Salida didn’t just become the brand’s home base — it became part of their DNA.
“Salida fits Allover Apparel perfectly. The lifestyle here — this trail-to-town way of living — completely embodies the brand, and I think that’s why people resonate with what we’re building,” she says.
That support isn’t just financial; it’s personal. Shops want to carry their products, but businesses also want to build relationships. Rosse collaborates with local entrepreneurs on events, social media and business initiatives. “It’s such a great sounding board and helps us feel integrated into the community,” she shares.
Allover Apparel proves what every small-town dreamer already knows: the best things are built together.
Originally published in the winter 2025-26 issue of Spoke+Blossom.