more than mountains: introducing the new wild rye

We’re thrilled to share our new look with you! Our mountain logo had her moment, but after eight incredible years, it’s time for her to rest. She no longer reflects the evolution of our brand or the boundless strength of our community. And so, we bid her a fond farewell.

One thing that hasn’t changed is how we celebrate the limitless potential of women—feminine and fierce, powerful and poised, daring and deliberate. Our rebrand is designed to reflect this ethos—a mark that communicates that we’re “more than the mountains we play in.” A logo as beautiful and thoughtful as the apparel we create.

Our new logo, inspired by our namesake—a resilient grass that thrives in alpine environments—captures this spirit. It’s balanced yet dynamic, soft yet bold, organic yet minimal. Feminine, elegant, and undeniably powerful—just like the women we’re here to support.

Thanks for being part of the journey.

xo, Cassie