Our Story

California 89 was born from a love of adventure and a deep connection to the Sierra.
From towering mountains and national parks to alpine lakes, winding rivers, and dense forests, Highway 89 weaves through some of the most breathtaking landscapes in the West. It’s a road that invites us to slow down, get outside, and rediscover a sense of wonder.

Rooted in the Wild. Built by Family.

Founder Lisa Gotts grew up immersed in the outdoors and always made being active a priority. After a successful corporate career in big cities, she traded boardrooms for trailheads and founded California 89 in 2012. A brand inspired by the places she loved most.

Since then, California 89 has become more than just a store. It’s a celebration of the lifestyle, community, and endless discovery that lives along this iconic highway. Whether you're summiting a new trail or revisiting an old favorite in a new season, there's always something different to experience along 89.

Today, the brand remains proudly family-run. Lisa’s children, Ethan and Bella, play key roles in operations, eCommerce, designs, marketing, buying, and social media. Every piece you see is original, intentional, and hand-selected by family. 

In 2021 we launched CA89 HOME, a lifelong dream of Lisa's. Located just 3 Doors down from our flagship CA89 location, we sell an eclectic mix of modern mountain living decor and furniture. 

Giving Back to Tahoe

California 89 is committed to protecting the region that inspires it. In 2014, Lisa joined the Tahoe Fund Founders Circle, contributing annually to support environmental initiatives in the Tahoe Basin. Our Love Blue Collection donates $1 from every purchase directly to the Tahoe Fund, helping fund projects that promote forest health, lake clarity, sustainable recreation, transportation, and long-term stewardship.

We’re also proud to support Mountain Area Preservation (MAP) . A nonprofit working to protect the open spaces, wild lands, and rural character of the Truckee-Tahoe region. Through our Into the Woods Collection, we donate $1 from every purchase to MAP, helping preserve the forests, trails, and mountain views that make this area home.

Start Your Journey

At its heart, California 89 is more than a clothing or home goods store, it’s a place to launch your next adventure. From high quality gear to trail tested local knowledge, we’re here to help you explore the Sierra and beyond.

Step inside, gear up, and hit the road — Highway 89 is calling.

Follow along on Instagram @CaHwy89