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A brand doesn’t become real the day the website goes live—it becomes real the day someone beats it up on a mountain and still reaches for it the next morning. That’s the heart of our conversation with Dust founder Zach Colby, who walked away from politics to build a running brand rooted in the Mountain West: trails, dirt, big days, and gear that doesn’t need babysitting.

We trace the idea back to Boulder, where Zach saw a clear gap. The urban-run-club look had its champions, but the West’s mix of gravel, alpine, and singletrack culture felt underserved. Dust answers with simple, durable pieces that carry a Western soul—led by the mechanic shirt, a breathable button-down designed to race, ride, and recover. Zach breaks down the less glamorous side too: hunting for the right factory, negotiating MOQs, iterating fabric weights across time zones, and learning that a great sample is earned, not ordered.

From there, we get into launch mechanics and marketing without the fluff. Boxes stacked in an apartment, a Shopify backend, word-of-mouth over ads, and photography that actually reflects how people move outside. We talk about the Dust Bus—a retired sheriff’s van now turned rolling pop-up—and why in-person events, beer miles, and race weekends matter more than impressions. Zach also shares what’s next: a women’s line with a dedicated designer, tech-forward shorts and tights, and an interest in a lightweight, no-nonsense running belt that disappears on the run.

If you care about trail running, niche outdoor brands, or the craft behind gear that holds up mile after mile, this one will hit. Tap play, then tell us what piece you wish more brands would build. And if you’re vibing with the show, subscribe, share with a trail friend, and leave a quick review—it helps more runners find us.

Follow Dust on IG -  @weardust

Shop the Dust Website - @weardust

Check out the Mechanic Shirt - Mechanic Shirt

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