Venture / Apparel Brand

Rock Roselle

A women's mountain bike apparel company built from the ground up around performance, ethical production, sustainability, and a more thoughtful rider experience.

Woman mountain biker riding through a green trail landscape

Mountain biker wearing Rock Roselle apparel at the top of town stairs

Mountain biker standing with a bike on a town street

Woman wearing a Rock Roselle shirt and bike helmet outdoors

Model wearing a burgundy Rock Roselle top near red flowers

Burgundy Rock Roselle mountain bike top on a studio background

Rock Roselle values slide with arts athletics awareness and slow fashion themes

Rock Roselle dress technical pack and product specifications

Rock Roselle green option apparel technical design board

Rock Roselle Kickstarter launch image with mountain bikers

Rock Roselle neckline sketch showing product fit exploration

Role

Founder & CEO

Years

2017 - 2021

Focus

Brand, product launch, marketing, supply chain

What I Built

Rock Roselle was a full founder sprint: product concept, audience definition, brand story, campaign planning, ethical production decisions, and the operational realities of bringing a first product into the world.

Founded a female-specific mountain bike apparel brand.
Built the brand platform, product story, and launch strategy.
Executed a successful crowdfunding campaign for the first product launch.
Managed marketing, outreach initiatives, production details, and supply chain needs.

Capabilities Shown

Business Strategy Brand Strategy Communications Operations Project Management Community Engagement

Rock Roselle apparel technical pack and product specs

From Idea to Launch

The work required pairing creative vision with practical execution: building a product people could believe in, then creating the systems, messaging, and outreach needed to launch it.