How a Twitter Account Became a Thriving Shopify Brand

“Rainier Watch started as me shouting into the void about whether the mountain was out. Now, it’s a brand in REI. Didn’t see that coming.”

David Lindahl started Rainier Watch as a simple Twitter account—just a guy posting updates on whether Mount Rainier was visible that day. No business plan, no grand vision. Just a love for the mountain.

But then people started following. They started asking for stickers. And suddenly, David found himself running an e-commerce brand. What began as a hobby turned into a business selling apparel, getting into retail stores like REI, and building a loyal community of outdoor enthusiasts.

This week, we follow David’s journey—from side project to full-time business. How he scaled his Shopify store, navigated wholesale partnerships, and made every mistake possible before finally getting it right. Along the way, we look at what happens when an entrepreneur outgrows their own operation, the challenges of building a brand rooted in a specific place, and what it really takes to turn a passion into a sustainable business.

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