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About Us


fourOsix: Limitless Creativity

fourOsix is a lifestyle shop that promotes art, music, style, forward thinking & Montana living. It is a retail store that operates with a strong focus on community & social responsibility. The store is located in the heart of downtown Helena, Montana, and was founded by Alex “Papu” Rincon in 2007.

The name “four ‘O’ six” was chosen to represent Montana, because it is the only area code for the entire state, (406). The store’s primary purpose is to contribute to the local community and promote Montana lifestyle. The unique products carried at fourOsix compliment the interests of many Montanans including art, music, culture, style, travel, snow-sports, Montana summers, community, forward thinking and healthy living… just to name a few.

Though fourOsix is not a non-profit venture, it invests most of its profit back into the community. It contributes time and resources to local schools, organizes & funds art, music & recreation events around Montana, sponsors a multitude of national, state & local non-profits whose sole objectives are to better the lives of those in the local communities, and it does all of those things through the success of fourOsix. Since the store’s infancy, its goal was and still is to build a successful brand while simultaneously making a positive impact to its local community and economy not just through words, but rather by action.

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Our Founder


Alex "Papu" Rincon

Papu is a dreamer.

He has a passion for innovative ideas, marketing, business development & establishing strong networks with individuals & communities. He is an entrepreneur with a focus on community & a strong sense of social responsibility.

Papu was honored as a “Champion of Change” by the United States White House (Obama era). The U.S. Small Business Administration honored Papu as Montana’s Young Entrepreneur of the Year, & Downtown Helena Inc. honored Papu as Helena, Montana’s Business Person of the Year. He has also been asked to be the keynote speaker at a multitude of entrepreneurship events including Senator Jon Tester’s Small Business Opportunity Workshop held at the University of Montana, and as the Entrepreneur In Residence for the School of Business at Montana State University.

Papu strives to live life with purpose, and right now his purpose is to love life. Living in Montana, he has learned how important quality of life is and takes every opportunity available to play in the mountains, lakes & rivers. Papu has been snowboarding for over two decades, and does a lot of his thinking from a chairlift or while hiking in the snowy mountains of Montana’s backcountry. In the summer, he mountain bikes, rides his motorcycle, camps, hammocks & fly-fishes for trout on the majestic rivers near his home in Helena, Montana.


Founded in 2007, we are honored to have celebrated a decade of fourOsix.


< Looking Back

Learn from the past. Remember it, don't live in it.

We had more passion than knowledge. A moment of pause, deep breath, focus... GO.

From our infancy, we strived to bring together & build a community of adventurers & explorers. Dreamers, doers, artists, musicians, athletes of all disciplines... those who truly appreciate this life and pursue it to the fullest. So, we did just that. 

We have been shaped by those who have helped build us. 

Families, friends, educators, mentors, employees, and of course our supporters & customers.

People like you.

What a ride it has been!

Looking Forward >

We hear time & time again from our supporters that they wish we had a wider variety in styles & designs of our fourOsix offerings. We have heard you.

It is with much pride & great pleasure that we have now expanded our fourOsix goods into flannels, jackets, sweaters, bags, beanies, accessories, baby & kids clothing, as well as a greatly expanded offering of designs, colors, & fabrics of our shirts, sweatshirts, & hats!

Moving forward, we will be doing even more artist collaborations, as well as collaborations with other businesses, non-profits, & organizations that share our love for Montana and ethos for sustainability, community, & an active outdoor lifestyle.

We will be hosting more events (both in-store & out), and will continue to support other events around the state.

We thank you for YOUR continued support as we navigate this next decade of fourOsix...


-Alex "Papu" Rincon, fourOsix*