DIRECTALPINE is the direct path to the summit, the direct path to the goal, for a specific purpose, to perfection, without any detours, tricks, or compromises.
Currently, Direct Alpine s.r.o. is a 100% Czech company, with 100% Czech capital. More than 95% of the DIRECT ALPINE collection is produced in Europe. In the Production section, you can find all the latest information about the production of outdoor jackets, pants, hoodies, and other DIRECT ALPINE products.
Currently, Direct Alpine s.r.o. is a 100% Czech company, with 100% Czech capital. More than 95% of the DIRECT ALPINE collection is produced in Europe. In the Production section, you can find all the latest information about the production of outdoor jackets, pants, hoodies, and other DIRECT ALPINE products.
Our collection continues to be primarily designed with a focus on purpose, featuring technical precision and a distinctive design. In production, we use tested functional materials and proven manufacturing technologies that minimize the possibility of product failure. Especially in the Mountain Top range, we often combine these materials to achieve the best possible product performance. At the same time, we place great emphasis on creative and contemporary design.
Thanks to significant interest from end-users in our unique models, we are able to avoid compromises and stick to our strategy—fully developing purposeful and practical products that perfectly suit their intended use. We draw endless inspiration and ideas for further innovation both from our own experiences, whether climbing, hiking in the mountains, or paragliding, and from working closely with top athletes and leading climbers who test DIRECT ALPINE gear in real-world conditions.
At heart, we remain a small family-owned company. The DIRECT ALPINE collection doesn’t have thousands of items in its catalog, nor do we produce hundreds of thousands of units, and we can’t rely on massive marketing campaigns like multinational corporations. Instead, we pay close attention to every detail of each product. Even in this globalized market, we continue to uphold values that have always been intrinsic to the outdoor community—adventure, nature, purity, freedom, and friendship.
We aim to keep bringing you high-quality, reliable products that contribute to your enjoyment of outdoor activities—whether hiking, climbing, or exploring forests. Be it a short nature trip or a grand expedition in pursuit of adventure, we are dedicated to supporting you.
We’re proud that the DIRECT ALPINE brand continues to be a constant companion in nature, in the mountains, and in everyday life, remaining a symbol of comfort and functionality.
History
2024
A year of achievements for our ambassadors. Aneta Loužecká dominated and became the undisputed world champion in ice climbing speed. Zdeněk Hák and Radek Groh, together with Banán (Jaroslav Banský), successfully climbed one of the highest previously unconquered peaks, Muchu Chhish (7,453 m) in Pakistan. During this expedition, they confirmed the benefits of our Cyclon products.
2023
FINALIST in the Czech Exporters Award (OCE) in 2023
The company celebrates the 25th anniversary of its founding.
2022
The company becomes a member of the Platform for Circular Economics with the aim of finding ways to reduce the impact on the environmental. Repeated supplies of specialized clothing to firefighters and mountaineers.
2021
The company supplies Mount Gele Gear with a significant order for Direct Alpine in terms of technical complexity and volume. This includes the introduction of a revolutionary new product called Cyclone – a jacket made from 3-layer material with exceptionally high breathability, a standard water column rating, all while maintaining a very low weight.
2020
Our ambassador, Zdeněk Hák, receives his second Piolets d´Or award, this time for the first ascent of the UFO line on Chamlang (7321 mnm)
2019
- The company becomes a member of the ATOK group, a collective of textile producers, clothes manufacturers and leather workers.
- Launch of a joint project with the company, Mount Gele Gear, led by a grandson of the renown Czech industrialist Tomáš. Baťa.
2018
- Finalist in the 21st year of the DHL Unicredit EXPORT PRIZE under the auspices of the CZECHTRADE agency.
- Member of the Direct Alpine Test Team, Zdeněk "Háček" Hák (together with Marek Holeček), received the prestigious 2018 Piolet d'Or award for the first ascent of Gasherbrum I (the "Satisfaction" route). They are the first Czechs in history to receive this award.
- In addition to developers and designers, members of the Direct Alpine Test Team also contribute to the development of clothing by testing prototypes and providing valuable feedback. Members of the Test Team include UIAGM mountain guides (Zdeněk Hák, Vojtěch Dvořák), the Czech Mountain Guides Association (CMGA), legends of Czech sandstone climbing (Petr "Špek" Slanina, Jirka "Prcas" Slavík), and Austrian extreme alpinist Markus Pucher, who has achieved several unique solo winter ascents in Patagonia.
- Direct Alpine celebrates its 20th birthday
- Jiří Doubrava becomes the new Chief Executive Officer.
2017
D.A. changes ownership - Jindra Hudeček becomes the majority shareholder.
2016
Direct Alpine introduces new technical innovations onto the market, such as the hardshell jacket with a 3D nano¬membrane (Gelanots Dry Shell) and functional wool with nano-repellency, Hydrophobic Extreme.
2014
Introduction of new logo in the 2014 summer collection. More about the logo here.
2013
The company DIRECT ALPINE receives a business award granted by the international rating agency Dun & Bradstreet. "We are pleased to inform you that you have met the rigorous conditions to obtain the D&B Top Rating certification for your company." — Petr Janáč, Sales Assistant - Dun & Bradstreet Holdings Inc. "This internationally recognized rating from Dun & Bradstreet enhances the company's prestige in the business market not only in the Czech and Slovak Republics. It also serves as an independent confirmation of the company's stability."
2010
Collaboration with the Mountain Rescue Service of the Tatra National Park and the Mountain Rescue Service in Slovakia. We successfully participate in several tenders for clothing supply to various organizations of professional mountain guides in France. We win the contract to create a collection for the ŠKODA AUTO Motorsport team. Our victory is due to expertly tailored cuts, high-quality materials, progressive design, and the low weight of the clothing—enabling drivers to save several kilograms in total clothing weight, which translates to seconds shaved off their final times on the racetracks.
2008
The most successful products in our collection, in addition to our traditionally popular pants, are especially the models from our top-notch MOUNTAIN TOP series. During development, we focus on expanding this particular product group. We collaborate with mountain rescue members, professional mountain guides, travel agency guides, and product managers from our clients—essentially anyone who feels at home in the mountains and has valuable input regarding our clothing. A new intensive collaboration begins with Italian brand Skitrab, a cult ski manufacturer known for its ski-touring models. The project to develop functional ski-touring clothing culminates in the successful Summit and Cascade models.
2006
We continue to expand our activities and grow, primarily thanks to exports abroad. Our products are well received in Switzerland, Austria, and Germany due to their excellent price-to-quality-to-value ratio. They are also gaining traction in traditional "outdoor" countries such as France, Italy, as well as in Poland and Greece. We collaborated with the Italian brand La Sportiva on a joint line of technical clothing, though after several years, the Italians took their own path.
2005
The company undergoes a change in its legal form with the establishment of Direct Alpine s.r.o. The two remaining partners are Radek Nováček and Jindra Hudeček, while Jirka Sika decides to follow his own path. The company relocates to larger premises in the picturesque Liberec district of Kateřinky. The newly renovated former textile factory now provides ample space for the continually growing company. We further invest in equipping our pattern-making workshop and model studio, acquiring the latest CAD system for pattern work and modeling. The brand name is complemented by a symbol of a stone arrow, indicating a clear direction forward and upward. Just as stones are part of nature, so are we a part of the outdoor world. Everyone has played the game of following a trail, and everyone knows that such an arrow made of stones signifies a message: "this is the right direction, this is the path to the goal."
2000
Jindra "Hudy" Hudeček, the owner of the first network of outdoor stores in the Czech Republic, joins the company. This strategic partnership signifies both the expansion of the Direct Alpine brand within Hudysport stores and the opportunity for further growth abroad. Direct Alpine exhibits its collection for the first time at ISPO München, Europe's leading outdoor trade fair, marking the start of its regular participation in major international events of this kind.
1999
The first prototype of the DEVIL ALPINE hardshell jacket and pants makes its debut. This design remains in the collection for over 20 years, undergoing several revisions. A groundbreaking development is the launch of the PATROL pants, made from highly durable canvas with reinforced knees and seat. These pants fill a significant gap in the market, and the initial series of several hundred pieces enjoys tremendous success with both retailers and customers. The company continues to expand, adding more space, a new prototype workshop, and a modeling room. We are developing and testing additional clothing models, and the positive customer feedback serves as strong motivation for continued intensive development.
First prototype on show at Sport Prague 1999 - The Devil Alpine hardshell jacket – a revolutionary black-and-white design for its time.
1998
The company expands, adding new textile materials to its range, including those designed for outdoor activities, membranes, and insulating fleece. Gradually, the first outdoor clothing models under the "Direct" brand begin to emerge. The goal is to create clothing that meets high standards even under challenging conditions in the mountains, during winter ascents, and ski mountaineering. The company also expands its operational and storage facilities.
1997
Longtime friends and climbing partners Radek Nováček and Jirka Sika start a small business focused on testing and selling textile materials. Their shared passion for outdoor activities like climbing, paragliding, mountain biking, telemark skiing, and more drives their venture. They concentrate on high-quality textile products from Czech and European manufacturers and gradually build a network of customers across the Czech Republic.