“I really enjoyed the prints that I was able to find,” she says. “And I love fabric and love my friends, so it just made sense.”

Her son, Willy, wore one all season. It quickly became his favorite piece of ski gear – warm, functional and impossible to ignore. Months later, while walking on a beach in California, Willy had an idea that would change everything.

“I looked at my mom and said, ‘Why don’t you start a company? This is a good product, it’s good designs – it’d be stupid not to!’” he recalls.

Mary Ann didn’t immediately say yes. She had years of experience working with major retailers and understood what it takes to build a business. She agreed on one condition.

“I said, ‘I don’t want to do this by myself. If you commit to being my partner and doing the marketing, the social media and promoting the product, I’m in,’” she says. Willy agreed, and LATR GATR was born.

Before they talked about manufacturing, logistics or retail partnerships, they talked about identity. Sitting down together, they asked a fundamental question: Who did they want LATR GATR to be?

“We wanted it to be a product that was both fun and could stand out at the same time. We talked about wanting to be tastefully outrageous and unapologetically bold. We want to be something memorable,” Willy says.

That focus on personality shaped every design. Each gaiter has its own name, character and aesthetic meant to spark conversation and invite people into the brand’s world.

“In the early stages it grew from the prints,” Mary Ann says. “Picking the designs was really important. Each of our designs has a personality, a name to it. We want the community we’re building to realize that, and to be a part of that. We often say that they’re conversation starters.”

For the Gunns, the gaiters are more than winter accessories – they are tools for self-expression. On a mountain where everyone wears helmets, goggles and layers, a bold neck gaiter becomes a statement piece, a way to stand out in a sea of technical gear.

The rapid response to the brand surprised them.

“I think probably the demand surprised me most,” Willy says. “I did not think we would be doing as well as we are this fast. I am humbly surprised at people’s reaction, and even at the digital presence. We started with a small supply, and the reaction – from stores in town, to pop-ups, to the digital presence – has been a great validation that we’re onto something.”

Local retailers were quick to jump on board.

“We chose what we think are really great retailers in town, and there was just zero resistance,” Mary Ann says. “So we’re in Urbane and Ohana and Upcountry, and they were immediately just welcoming. That was a very welcomed surprise.”

For Willy, none of that support felt accidental. Steamboat’s community shaped both the product and the process.

“What wasn’t a surprise was how supportive our community is here,” he says. “That’s been the best thing about starting this company. Steamboat is such a safe, supportive place to pursue anything. We have such a community of people that will give it to you straight but also really want to help. They never stop supporting.”

Mary Ann describes the brand’s roots as deeply local.

“This is very grassroots,” she says. “This is a wintery, ski accessory and we live in a winter wonderland. Willy grew up here, and I’ve been here with my husband for 30 years off and on. How did it influence us? It’s everywhere.”

Willy pointed to his upbringing in the Steamboat Springs Winter Sports Club as another influence.

“They taught us that your turns matter as much as the gear you’re wearing,” he says. “It taught me that the small details matter.” That attention to detail is evident in their fabrics, prints and brand identity.

Looking ahead, the Gunns have ambitious plans – delivered with a mix of humor and clarity.

“Oh, take over the world,” Mary Ann says with a laugh as Willy expands on the vision.

“We want to be a talking point,” he says. “We want to be the ‘oh my gosh, have you seen…’ the ‘oh my gosh, I just got …’ We want to be a topic of the group chat, a staple Christmas gift. We want to be a consistent part of people’s ski outfits. We want to help people express themselves.”

Mary Ann emphasizes longevity and thoughtful growth.

“We want to be a staple company and we want to be around for the long term,” she says. “Do we want to grow exponentially? Yeah, and we want it to be thoughtful growth. We have the potential to grow fast, but we will always stay here. We will stay based in Steamboat. Our community is really important to us.”

From handmade gifts to a fast-growing ski accessory brand, LATR GATR is a mother–son collaboration built on creativity, community and personality. In a town where individuality meets outdoor culture, the Gunns are proving that a small piece of fabric can be a big statement – and that what you wear on the mountain can say exactly who you are.