We caught up with the brilliant and insightful Feras Almusa a few weeks ago and have shared our conversation below.

Alright, Feras thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

The idea for Roman Trail started from my love for the outdoors—hiking, camping, and spending long hours on the trail. My wife, Rita, and I shared these adventures, but I noticed she always struggled to find the right apparel—something that was comfortable, protective, and stylish without compromising on performance.

Out of pure necessity, I started searching for a base layer that was lightweight, breathable, warm, moisture-wicking, and, most importantly, protected against ticks and mosquitoes—a crucial factor in areas with Lyme disease. But there was another challenge—odor. After long hikes, sweaty clothes were a problem, and since we try to avoid harsh chemical deodorants, we needed something that kept us feeling and smelling fresh.

That’s when I realized this wasn’t just about function—it was about creating something versatile. A base layer that not only performs on the trail but also looks great off it, something you can dress up or down effortlessly. That’s how Roman Trail was born—a brand that blends performance, style, and all-day freshness into one essential piece of gear. Adventure without compromise.

Feras, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’ve always been obsessed with building things that solve real problems—whether it’s in tech, e-commerce, or physical products. As a software product manager and passionate marketer, I’ve spent years creating and scaling businesses. Interestingly, I had no background in apparel before starting Roman Trail—it all began while I was teaching a group of entrepreneurs how to turn an idea or a pain point into a real brand. Walking them through the steps of identifying a problem, developing a product, and bringing it to market made me realize I was sitting on an idea worth pursuing myself. I also document my experiences in launching and scaling brands on my personal blog, Brandumentals.com, where I share insights on branding, marketing, and business growth.

At Roman Trail, we create premium performance base layers designed for comfort, protection, and style. Our apparel is built to be lightweight, breathable, moisture-wicking, and temperature-regulating while also offering protection against ticks and mosquitoes—a must-have for anyone hiking in areas with Lyme disease risks. But what truly sets us apart is our commitment to versatility and freshness. Our base layers aren’t just for the trails; they’re designed to be worn anywhere—whether you’re hiking, traveling, or heading to a casual dinner after an adventure. Plus, they help eliminate odor, so you stay fresh without relying on harsh chemical deodorants.

What I’m most proud of is that Roman Trail was born out of necessity, not just business. It’s something I personally needed for my adventures with my wife, Rita, and I knew others faced the same struggles. We’re building a brand that empowers people to explore the outdoors without compromise—on performance, protection, or style.

For anyone who loves adventure, Roman Trail is more than just apparel—it’s about freedom, confidence, and gear that works as hard as you do.

We’d love to hear a story of resilience from your journey.

When I first launched Roman Trail back in 2017, I had no idea how long and challenging the road would be. To this day, I’m still operating at negative cash flow with zero profit—not because the product isn’t great, but because I’ve chosen to build this brand the right way.

Many companies take shortcuts—buying fake reviews, running aggressive ad campaigns, or gaming the system to create artificial demand. I took a different path. Instead of chasing quick wins, I focused on real customers, those who genuinely found and loved the product. I doubled down on them, listening to their feedback, refining the product, and ensuring every piece of apparel lived up to its promise.

This approach has cost me far more money than I ever planned—it’s painful to watch the numbers go deeper into the red. But this isn’t just about making a sale; it’s about building a true brand. There are two ways to build a business—either follow an existing path or create your own. The second route is much harder, but I believe the rewards will come in time if I stay focused on the journey.

I’ve given away more shirts than I’ve made in profit, but I stand by my quality and vision. Advertising costs have skyrocketed, and breaking through the noise has only gotten tougher. Still, I believe in the power of word-of-mouth and firsthand experiences. It’s a long game, but I’m in this for the long haul. That’s why being genuine, honest, and patient in brand-building matters. It’s not just about selling a product—it’s about creating something that truly resonates and lasts.

Any insights you can share with us about how you built up your social media presence?

While most brands focus on social media first, I built my audience primarily through email marketing—something I believe is one of the most underrated yet powerful tools for brand growth. Unlike social media, where algorithms control who sees your content, email gives you a direct line to your audience—no distractions, no pay-to-play, just real engagement.

When I started Roman Trail, I knew that building a strong, loyal customer base would be more valuable than chasing viral social media moments. I focused on collecting emails early, whether it was through landing pages, pre-launch sign-ups, or offering valuable content. But the key wasn’t just getting emails—it was nurturing the relationship.

Instead of sending generic promotional emails, I shared:

The story behind the brand—why I created Roman Trail and the problem I was solving.
Behind-the-scenes insights—the struggles of bootstrapping, product development, and lessons learned.
Exclusive content & offers—early access to new products, special discounts, and first-hand product testing opportunities.
This approach helped me build a highly engaged audience—people who weren’t just customers, but true supporters of the brand. And unlike social media, where engagement can be fleeting, email builds long-term relationships.

Advice for Those Starting Out:
Start collecting emails ASAP – Even if you don’t have a product yet, create a simple landing page and start capturing interest.
Provide value first – Don’t just send sales emails. Share stories, insights, and exclusive content that makes people want to open every email.
Make it personal – Talk to your audience like real people. Let them into your journey, your challenges, and your wins.
Be consistent – Whether it’s weekly or monthly, keep a rhythm so your audience expects and looks forward to your emails.
Social media is rented space, email is owned – Algorithms change, but an email list is something you control. Treat it as your most valuable asset.
While I still leverage social media, my biggest wins have come from email marketing. It’s the foundation of my audience and continues to be the most reliable way to grow and engage my community.

Contact Info:

• Website: https://romantrail.com
• Instagram: https://www.instagram.com/romantrail/
• Facebook: https://www.facebook.com/romantrailoutfitters