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Meet Six New, Sustainably-Minded Shops in Historic Downtown Truckee

Siobhan Kenney
October 28, 2022
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Truckee’s locally owned and operated businesses are at the heart of our authentic mountain town. One-of-a-kind shops, art galleries, restaurants, breweries, and bars line Historic Downtown, each with its own personality and character from fun and funky to elegant and upscale. And, there are some newcomers on the block that we’re excited to introduce. These six shops share a passion for community, a commitment to sustainability, and stock curated products and gifts you can’t find anywhere else. Keep reading to learn about each, and plan a stop on your next stroll through Historic Downtown Truckee. 

RMU Truckee bar and handcrafted skis on the wall.

RMU Truckee

 RMU Truckee is the new hot place for year-round après, a hybrid ski shop, bike shop, restaurant, and bar all in one, located in The Krueger/White House, one of the most iconic and beautiful buildings in town, built in 1873.

Employee-owned, RMU aka Rocky Mountain Underground came about when a group of friends with a shared passion for skiing and adventure had the idea to create a concept store that captured “mountain culture”. What started as a scrappy basement operation where you could get a pair of handcrafted skis from the founders for a 30-pack of beer, has grown to a vibrant brand with three locations - Breckenridge, Whistler, and Truckee.

A crowd of people sitting at the bar inside RMU Truckee.

A place to sip locally brewed beer, talk shop about their latest skis, join a group mountain bike ride, and sing your heart out at karaoke, RMU Truckee is building not only a brand but a community. Their event calendar has something fun every night of the week including live music, trivia, and happy hour. Plus, they partner with 2-3 Truckee-Tahoe nonprofits a month to spread awareness and support local organizations.

Along with a focus on community, RMU strives to be environmentally friendly in all aspects of business, from retail products to food and drinks. Their skis are manufactured in a carbon-neutral warehouse in Sweden; their craft cocktails and seasonal menu are made in-house, from scratch using fresh, seasonal ingredients; and, as of November 2022, they are a certified California Green Business!

Exterior shot of Trout Creek Outfitters and Fly Shop.

Trout Creek Outfitters

Trout Creek Outfitters is Truckee’s only dedicated fly shop, founded in June 2020 as a community hub for fly fishing. Two years later, in June 2022, they moved into a beautiful, spacious new location that serves year-round fly fishing needs. 

Local friends saw an opportunity to support the passionate anglers that have come to know this area for its beautiful landscapes and challenging waters. In fact, Trout Creek Outfitters is located on one of the toughest trout fisheries on the west coast, the Truckee River. Along with supplying a large selection of specialized gear, Trout Creek Outfitters has a vision of offering classes and expanded services to grow the Truckee-Tahoe community of anglers.

Fly fisherman holding a brown trout.

“Enjoy and take care” is in their DNA. Trout Creek Outfitters is committed to stewardship of Sierra Nevada rivers and streams through volunteerism and continual fundraising efforts to support local organizations. Read their weekly fishing report to see what’s happening on the water and get tips for stewarding our watershed.

Every employee at TCO walks the walk and talks the talk. These local pros have extensive experience fishing Truckee-Tahoe’s waters and pride themselves on being approachable, friendly, and familiar with the intricacies of our local waterways. Be sure to say hello and ask what’s biting!

Tahoe Mountain Life store interior showing apparel and accessories.

Tahoe Mountain Life

Tahoe Mountain Life, the sister store of Tahoe Mountain Sports, is a new retail shop in downtown Truckee offering a curated selection of lifestyle apparel for the adventure-minded. Here you’ll find high-quality men's and women's clothing, footwear, and accessories that you can wear from the trail to après.

The bright and airy space is filled with brands at the forefront of sustainability: Patagonia, Cotopaxi, Vuori, On Running, and others. Plus, because of its southwestern exposure, Tahoe Mountain Life utilizes natural warmth and sunlight to highlight its unique curation and passively heat and cool the building through design.

After a visit to Tahoe Mountain Life, enjoy a stroll to the nearby Old Jail Museum to learn about Truckee’s history, or pop into Coffeebar, an Italian cafe next door with a gorgeous outdoor courtyard for passing the time with an espresso or baked treat in hand. 

Inside Grizzly Menswear showing mens clothing and accessories.

Grizzly Menswear

Grizzly Menswear recently moved from the Raley’s shopping center to the heart of downtown Truckee, making it a convenient stop while browsing local shops. Located on the east end of Donner Pass Road, next to Moody’s Bistro Bar & Beats, Grizzly Menswear carries casual men's clothing, outwear, and accessories with a focus on fashion for everyday wear for working professionals.

Group of friends dressed in Grizzly Menswear apparel raising glasses in a toast.

Their motto, “where lake life meets mountain life”, captures the feel of the Truckee lifestyle. From swimwear to outerwear, their curated assortment of stylish pieces is a perfect fit for the mountains, whether hanging with friends on Donner Lake docks or sipping craft cocktails at happy hour in downtown Truckee. 

Keen on sustainability, Grizzly Menswear carries products that are made in small batches, by brands that give back to environment and community. Stop by this cozy boutique and get a Truckee update to your wardrobe next time you’re out and about downtown.

Inside Ruff & Wild showing clothing and dog accessories.

Wild & Ruff

  • Opened June 2022
  • WildandRuff.com
  • Address: 10115 Donner Pass Rd Ste B, Truckee, CA 96161

The place for dog lovers – Wild & Ruff is a brand that seeks to build a welcoming community centered around happy dogs and their adventurous two-legged companions. Their flagship store in downtown Truckee carries products that are as beautiful and rugged as the wild lands they were inspired by. 

Stop by Wild & Ruff with your furry friend to browse a selection of dog gear and gifts designed by the owner, Truckee local Jamie Vine. You’ll find leashes, collars, harnesses, bowls, and more for mountain doggos that love the trail, plus clothing and accessories for humans too.

Committed to giving back to dogs and the environment, Wild & Ruff donates a portion of all sales to local animal rescue organizations such as the Humane Society of Truckee-Tahoe and nature conservation organizations in the Lake Tahoe Area. Pop in for a tail-wagging good time and treat your special pup on vacation!

An outfit from Juniper Boutique next to a sweater that says "meet me in the mountains".

Juniper Boutique 

Juniper Boutique is a cute new shop in the heart of downtown with fun and stylish women’s clothing for any occasion. Formerly Ela Chapman, Juniper Boutique has new inventory from many beautiful, eco-friendly brands. Committed to sustainability, they carry products that are Global Organic Textile Standard (GOTS) certified, a globally recognized standard for organic textiles. GOTS brands meet environmental and social criteria, ensuring products are responsibly made - better for us and our environment. 

Curious about the name? Truckee born and raised local, Michelle, thought it only fitting to name her new boutique after the Sierra Juniper, a native California species found throughout the Sierra that thrives in some of the most rugged mountain environments, like the exposed granite of Donner Summit. Look for one on your next hike!

We hope you enjoy a stop at these new Truckee shops this holiday season. Thanks for shopping local and supporting stewardship and sustainability!

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