WHY WHY WHY and WHAT?
I never fit into the clothes I found in outdoor stores.
Low-rise pants with no room for hips seemed to be the norm, as if the outdoor industry had decided there was only one body type for women outdoors. I always ended up buying men's styles for the deeper pockets and, somehow, the higher rise.
But I didn't want to compromise. I wanted clothes with deep pockets, a high rise, and room for strong thighs without leaving a gap at the waist.
That's where Gus began.
Built around the features I could never find:
High rise. Room for thighs. Practical pockets. Colour options.
Simple things that make a big difference when you're climbing, hiking, highlining or camping.
We're starting with the essentials, but one day we dream of adding prints and patterns too. Because functional clothing doesn't have to be boring.
Trying to make the outdoors feel good and look fun and zesty.
A chance to offer more colour, practicality and inclusivity in the
world of outdoor apparel.
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Hi, fellow humble humans.
I’m Jaime, the creator of Gus.
I have small dreams of bringing something I believe in into the world, and I'm perfectly happy playing the imposter until it becomes a reality. If that sentence doesn't make sense to you, maybe you’ve never had the pleasure of experiencing imposter syndrome—and you, my friend, are incredibly blessed. But for those who know that exact brand of cringe, you might be interested in why I bothered with this endeavor in the first place.
It all started in 2021 at Mount Arapiles, the annual dirtbag pilgrimage to a climber’s paradise. It was days of multi-pitches and scrambles with a horde of fun, like-minded people. During the trip, I started to feel an itch that the rock couldn’t scratch—and no, it wasn’t because I hadn’t showered for 12 days straight. Endless adventures in pocketless leggings had me dreaming of pants that were functional, but carried a bit of style and spice. Durable, practical, that was not made out of the standard grey, black, or khaki. Had some Space for my hips and thighs! And really, is it too much to ask for deeper pockets?!
At the time, I didn't know where to start, how to approach the fashion world, or how to launch a small business. The imposter syndrome was so deeply ingrained that it left me in a state of paralysis, and Gus was shelved. I sat on this small dream for a couple of years as a quiet sadness crept in—a frustration at myself for giving up before I even tried.
Then, in 2023, I had the opportunity to do a rope swing with a gang of hooligans in the Blue Mountains. My initial thought was absolutely not. Not interested. Not something I need to subject myself to. But I felt a pull. A moment later, there I was standing on the cliff edge: harnessed up, tied in, knot triple-checked, and checked again. After a few deep gulps, I just ran.
I figured if I can run off a cliff, I can surely do the other things that scare me. Gus no longer felt like just a dream; I realized I just had to "do it scared." In a flash of inspiration, I decided it was time to go back to school. I quit my job and enrolled in a Certificate III of Fashion at TAFE Ultimo. Gus was finally starting to get legs.
It’s worth pointing out that at this stage, I was living in my Ford Transit, Big Sexy—not exactly the ideal home base for studying, sewing, and living. But I persevered, parked outside a mate's house, and got my certificate. Armed with my new skills, I moved to the mountains for some fresh air and to start Gus’s next adventure.
The Gus Story
Contact GUS
Feel free to reach out to us for any inquiries, feedback, or collaboration opportunities. We’re here to help and look forward to connecting with you!