A common question we receive at True State is “Why the goat?” We’re glad you asked and are proud to share the meaning behind why we chose to integrate a mountain goat into the True State brand.

For millennia, the mountain goat has symbolized a true bond with the environment. Mountain goats embody strength, endurance and self-sufficiency. With thick skin and strong stoicism, they are animals that endure some of the harshest climates and most fierce predators. Yet, mountain goats are adaptable, aligning gracefully with the world around them.

At True State, the mountain goat is iconic, representing the capability within us all to endure, achieve and prosper in a way that most closely connects us to the natural world. Whatever the course of our lives, the mountain goat is a reminder that life is a journey, not a destination.

It is for these reasons we have chosen to embrace the goat.