The Story Behind California 89: More Than a Sierra Highway

Highway 89 is a real road. It runs through the Sierra. It cuts through Truckee. It rolls past the lake. It is the road locals take to get from snow to lake to forest to small town in one slow drive. The whole place is on one stretch of highway. And the whole feel of this place lives in those two num bers and one let ter.

That is where our name comes from. But the story is bigger than the road. This is a small look at how California 89 came to be, why we built it the way we did, and what we hope it gives back to the place we love.

Why is the brand called California 89?

Highway 89 is the soul of the Sierra. From the desert in the south to the mountains in the north, the road links some of the best parts of California. Lake Tahoe sits right in the middle. Truckee sits at the top of the basin. Every mile of the road tells a story.

When we started the brand, we wanted a name that felt like more than a logo. A name that pointed to a real place. Highway 89 was the answer. The road is the line that ties together every spot we love. Calling the brand California 89 was the easy yes.

Who started California 89?

We are a small family shop. Female owned. Locally drawn. The whole brand was built by hand, one tee at a time. The first store sat in down town Truckee on Donner Pass Road. The team was small. The mission was simple. Make real apparel that real locals would wear. Tell the story of the Sierra in a way that felt true.

Years later, the store still sits on Donner Pass Road. The team is bigger but the mission has not shifted. We still make real apparel. We still hand draw most of the art. We still send a cut of every sale back to the place that started us.

What does California 89 sell?

Apparel and lifestyle goods. The full mix:

Tees and tanks for women, men, unisex, and kids

Hoodies and sweatshirts

Pants, shorts, and active wear

Hats, beanies, and stickers

A small set of home goods

Gift cards

A side line of dog gear we call Woof Woof

The signature lines are the Love Blue Collection (built around the lake), the Into the Woods Collection (built around the forest), and the CA89 Destination Collection (built around the road and the small towns it ties together).

Each line tells a small piece of the same big story.

What is the brand mission?

Three things, all simple.

Make real gear. Soft, well made, built to last. Not fast fashion.

Tell the story of the Sierra. Through art, through cuts, through the names of the lines.

Give back to the place we live. A part of every sale goes to local groups that protect the lake and the woods.

Those three things show up in every choice we make. From the cotton we pick to the artists we work with to the small local groups we support each year.

Who do you support?

We are a proud supporter of Mountain Area Preservation and the Tahoe Fund. Both groups work hard to keep the Tahoe basin clean, safe, and wild. We give back each year. We share their stories on our blog and our social. We show up to local clean ups when we can.

We also love and support smaller groups when the chance comes. Local trail crews. Local art shows. Local school events. The whole town runs on small acts of care, and we try to do our part.

What is the brand story in one line?

“More than a Sierra Highway, it is a way of life.”

That is the line on our front door. That is the line on our home page. That is the line we say when folks ask what the brand is about. The road is the easy story. The way of life is the real one.

What does that “way of life” really mean?

It means: - Slow mornings with hot coffee - Long walks in the woods - Cold dips in a lake - Long ski days followed by cozy nights - Real friends sharing real meals - Small shops, not big chains - Soft layers for all weather - A dog at your feet - A clear sky full of stars - A house full of warm light

That is the life Tahoe and Truckee folks build for them selves. We built the brand to fit that life.

What is the most loved piece in the line?

Hard to pick just one. But the Love Blue tee is the all time fan favorite. The deep blue, the soft cotton, and the simple art make it a year round pick for locals and guests. Folks tell us their first Love Blue tee is still in heavy use after five years. That is the kind of news we love most.

The Sierra Horizon long sleeve and the Tahoe Lifestyle tee are also fan picks. Each one tells a small piece of the same story.

What about the store in Truckee?

The California 89 store sits on Donner Pass Road in down town Truckee. The space is warm and full of light. The shelves are full of soft goods. The team is full of locals who love this town. Stop in any time. Even if you do not buy a thing, we love a quick visit.

The store doubles as a small gather space too. We host events. We support local artists. We show up for the town.

How do you give back?

Three main ways.

A cut of each sale goes to Mountain Area Preservation and the Tahoe Fund.

We host local events at the store and on the back yard space.

We share local stories through the blog and on social.

Small steady acts add up. Year after year, those small bits of care help keep this place real.

What sets California 89 apart from other Tahoe brands?

A few things.

We are a real local brand, not a national label that drops a Tahoe tee

We hand draw most of the art

We give back to the lake and the woods every year

We carry sizes for the whole family

We have a real store in town with a real team

We have a sister site, CA89 Home, for mountain home goods

We have been here for years and we plan to be here for years more

Each piece is part of a bigger story, woven year by year by a small local team. The brand is not just a logo on a tee. It is a love note to the place we live and work and raise kids in.

What is your most popular collection?

The Love Blue Collection wins year after year. The deep lake blue, the soft cotton, and the simple art make it a year round pick. Locals wear it on slow days, on big days, and on every day in between.

The Into the Woods Collection is a close second. Tree art, soft greens, and a calm vibe. Great for hikers and slow Sunday folks.

The Destination Collection is the third pick. It is built around the road and the small towns it ties together. Each piece names a real Sierra place. Truckee. Tahoe. Donner. Each tee is a small love note to a real spot.

Where can I see the line in person?

Come by the store on Donner Pass Road in Truckee. Or browse the California 89 home page for the full set on line. We ship across the country. We pack each order with care.

If you want to read more about us, the About Us page has more on the team and the mission. The blog is also full of local stories that show how we live the life we sell.

For more on Highway 89 itself, the Sierra Nevada Conservancy shares great info on the whole region. The team at Tahoe Quarterly covers a lot of the local life and small towns along the road.

A small note from our team

We are still a small family shop. We still draw the art by hand. We still send a cut of every sale back to the place that started us. The mission has not shifted in years. We hope it never does.

When you wear California 89, you carry a piece of this real place with you. That means a lot to us. So thank you for being part of the story.

See you in town.