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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. 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.