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Our story

atlas pet company about us early days header graphic with sam and atlas making leashes

From swimming in the California surf to hiking in the Colorado Rockies, my Labrador Retriever Atlas has been by my side. Our dissatisfaction with overseas-made low quality gear has led us here, and after extensive prototyping and rigorous testing, we’re excited to share what we came up with. With APC, you can give your best friend the best gear—durable products, made in America, that don’t cut corners on quality.

atlas pet company about us header illustration with vanlife and atlas pet company van driving through the wilderness

One of the reasons I named my dog Atlas was because I had taken a Gap Year in college to travel internationally and immediately became obsessed with exploring new places and seeing more of the world. I knew getting a dog would change that a lot, but I was also excited about seeing more of the United States, with Atlas by my side. When I started APC, one of the goals was being able to create a job that would let me leave the city and be closer to nature, spending time with my pup. After three years of very early mornings and very late nights, we pulled the trigger on a 4x4 Sprinter van to be converted into the ultimate adventure rig for life on the road. 

atlas pet company about us header illustration colorado mountain trees and clouds

After traveling over 35,000 miles through 40 states and 3 countries, we settled in Golden, Colorado and setup the warehouse to bring everything under one roof. We've invested into new sewing machines, rope cutting machines, and most importantly found a great group of individuals passionate about creating the best dog products possible.

atlas pet company our story page retail storefront at the apc headquarters in Golden Colorado, giant pegboard with large living moss logo
atlas pet company about us page team illustration with apc team and their dogs

As a small company, we are excited to now have a team working day in and day out to provide the best experience and gear we possibly can. Now that we have the team in place and the space to grow into, we're all excited to meet more of the local community and create even more incredible products.

Sam Alter

Founder, CEO

When I'm not thinking about dog gear, I'm probably in the mountains. I've always been interested in traveling and trying new foods, but I'll blame my southern California upbringing for my unhealthy love for tacos.

Wolcott Jewett


Wolcott was the only one that already owned a climbing rope before joining the company to run warehouse operations. His pup Mika is probably the sweetest of the shop dogs and is known to always be by Wolcott's side.

Gwen Massey


Gwen lived in Nepal for 5 years working at a local orphanage before returning back home in Colorado. She is the mother of two children, and is looking forward to traveling in hopes of seeing more of America, especially northern California.

Connor Olsen


Connor is a Golden native and has spent many days mountain biking and skiing all over the state of Colorado. He makes (and repairs) all of our rope goods while studying UX.

Kevin Flynn


Kevin moved from Santa Barbara to Colorado to study at the University of Denver and thankfully stuck around for the mountains as an avid snowboarder. When he's not on the hill, Kevin spends time with his pup Rocky, APC's small dog beta tester.