Soča River: Home of Mad Mountain

Photo: Nuno Fernandez

Mad Mountain is a cool outdoor clothing brand full of fresh ideas for design. Each t-shirt or hoodie we make is an expression of our passion for nature: the great outdoors and everything that lives in it. We come from the Soča Valley in the Julian Alps, Slovenia. This is where we grew up and realized a profound appreciation for the environment around us. Mad Mountain is a concept as much as a brand. It runs deeper than wearing a bitchin’ outdoor t-shirt. It says something about who you are—who we are—and what the world means to us.

Mad Mountain View - Soča Valley from bridge near Boka Waterfall.

Photo: Toni DeMarco

Most of the Soča river runs through western Slovenia before entering Italy. Deep in the Soča Valley, this wonderful river with its emerald green water presents many opportunities for lovers of outdoor pursuits. You can go rafting there or enjoy a summer swim in its calm pools. Fly fishermen cast their lines there in pursuit of the elusive marble trout. People go cycling through the valley. They go hiking there. Mountain climbers and sports climbers challenge themselves on the high walls of the Julian Alps. This is what life is like around the stunning River Soča—the Emerald Beauty.

Photo: Nuno Fernandez

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