LAUNCHING COMMUNITY-OWNED EQUITY CROWDFUNDING CAMPAIGN
— November 20, 2025 —
Mountain Grit Corporation, the new apparel brand founded on 25 years of industry expertise and a #PAYITFORWARD mission, today announced the launch of its equity crowdfunding campaign. The company is inviting its customers—the snowmobilers, skiers, contractors, farmers, and self-made entrepreneurs—to become owners, protecting the brand from corporate dilution and maintaining its commitment to quality.
The Antidote to the “Discount Death Spiral”
Mountain Grit was founded by Tomas Berntsson, the visionary behind TOBE Outerwear, who saw firsthand what happens when rapid growth and quick “exits” sacrifice product quality and brand trust.
“We have seen firsthand what happens when rapid growth and a quick ‘exit’ become the main goals,” says Tomas Berntsson. “Companies fall into a ‘discount death spiral,’ sacrificing product quality and brand trust. Mountain Grit is our antidote. We’re building a company to last, focused on profitability, honest products, and sharing our success with the people who got us here.”
Mountain Grit manufactures high-quality technical snow gear, durable workwear, and lifestyle apparel, defining itself not by a single sport, but by the shared sense of grit of its community.
Ownership: The Ultimate Act of Loyalty
The brand’s model is built on four core cornerstones, with Community-Owned being the most revolutionary.
- The Problem Solved: The Company is seeking investment from its customer base to protect its core values of quality and socially responsible marketing from being watered down by large, corporate investors who do not understand the rural, hard-working community.
- The Investment: In the first round, the Reg CF campaign aims to raise $500,000 USD to fund crucial Product Prototyping and Sampling, secure pre-orders, and establish a Working Capital Reserve needed for order financing.
- The Vision: “We are giving our customers a chance to own a piece of the brand they helped create,” says Berntsson. “This is the ultimate act of loyalty, and it ensures that the DNA of quality and function stays in the hands of the people who use the gear every day.”
The #PAYITFORWARD Commitment
Mountain Grit operates as an ecosystem, where every sale reinforces the company’s commitment to its community:
- Marketing Reinvestment: Instead of funding expensive ads, the marketing budget goes directly back into local initiatives to empower young entrepreneurs and strengthen the places its customers call home. #PayItForward
- Built for Life: The commitment to quality is summed up by their motto: Buy once, cry once.
The crowdfunding campaign officially launches on November 20, 2025. Interested customers and investors are encouraged to visit the campaign page immediately upon launch.
https://invest.mountaingrit.com/cf
Contact:Tomas Berntsson, Co Founder / CEO
tomas@mountaingrit.com
www.mountaingrit.com