Company profile

2646DIRECTALPINE is your direct route to the top, a direct route to the goal, to the given purpose, to perfection, without any deviations, sidesteps and compromises.

Direct Alpine s.r.o. is currently a 100% Czech company with 100% Czech capital. Almost whole models (99 %) from the collection DIRECTALPINE are produced in Europe, especially in the Czech Republic. In the Production section you can find all the current information production of outdoor jackets, trousers, sweaters and pullovers of the brand DIRECTALPINE.

Production in the Czech Republic

In terms of technology and development we are still growing. Our Swiss, German and Austrian customers in particular are delighted with the success of products with their customers, and the quality and service which we provide for the clothing. We have also established ourselves on world markets which are a little exotic for us, Japan and Korea. In 2012 we won another tender, this time for the delivery of clothing for professional members of the Mountain Service in the Czech Republic.

Our collection remain conceived primarily as a utilitarian one, with technical detailing and individual design. Much more so than in the case of previous collections it is evident at first sight that we are using the latest technology eliminating the possibility of product failure – for example, direct joining of individual parts without using conventional sewing, lamination of zips and pockets, laser cutting of reinforcements etc. The use of these cutting edge technologies ensuring greater functionality is most marked for the series Mountain Top in particular. We place ever greater emphasis on highly creative and modern design.

Thanks to the significant interest of end users in our interesting models, we can do away with compromise and stick to our strategy - to develop to the full expedient and practical products which comply perfectly with the relevant use. We gain unending inspiration and motivation for further innovations from cooperation with many leading sportsmen and top mountain climbers who test out the DIRECTALPINE clothing in practice.

We are essentially still a small family firm. The DIRECTALPINE collection does not have thousands of items in the catalogue, we do not manufacture hundreds of thousands of items, and we can't use brutal massive marketing on customers like multinational corporations do. However, we do focus on each product in detail. Even in this period of the globalised market we still present values which have always belonged to the outdoor – adventure, nature, purity, freedom, friendship. We wish to continue to offer you high-quality, reliable products, to contribute to the joy you feel from movement outdoors, in the mountains, on cliffs and in forests. During short trips to the country and the great adventurous expeditions of your dreams.

We are glad that the brand DIRECTALPINE is a constant companion for you too outdoors, in the mountains and in everyday life, and that it remains a symbol of comfort and functionality.


2014 - NEW LOGO more about new logo >>>


2010 - Cooperation with the Mountain Service of the Tatra National Park, with the Mountain Service in Slovakia. We participate successfully in several tenders for the delivery of clothing to several organisations of professional mountain guides in France. We win a tender for a collection for the team Motorsport ŠKODA AUTO. Here we win as a result of perfect cut, quality materials, progressive design and low weight of clothing – in this way the drivers save several kilograms on the entire set of clothes, and that means whole seconds in the final times on circuits.

2008 - In particular the most successful products in the collection are, in addition to the traditionally popular trousers, models from our highest range MOUNTAIN TOP series. During development we emphasise the expansion of this product group. We work with members of the mountain service, professional mountain guides, the guides of travel agencies, product managers of our clients, in short, with everyone who is at home in the mountains and really has something to say about clothing. Intense cooperation is underway with the Italian firm Skitrab, the cult ski manufacturer famous for its ski alpinism models in particular. The project for development of functional ski alpinism clothing ends with the successful models Summit and Cascade.

2006 - We are continuing to expand our activities abroad and growing mainly thanks to export. As a result of their excellent ratio of price/quality/value, the products are very well received in Switzerland, Austria and Germany, as well as traditional "outdoor" countries such as France, Italy, Poland and Greece. We work with the Italian firm La Sportiva on a joint range of technical clothing, after several years the Italians go their own way.

2005 - The legal form of the company changes, the company Direct Alpine s.r.o. is founded. Two partners remain in the firm: Radek Nováček and Jindra Hudeček. The firm moves to larger premises again, this time in the picturesque Liberec area of Kateřinky. The newly reconstructed former textile factory is a sufficient base for the ever expanding business. We also invest in the equipment of the sampling workshop and modelling workshop, we get the latest CAD system for work with cuts and modelling. A symbol of an arrow made of stones, which shows the clear way forward and up, is added to the name of the brand. Just like us, the stones are a part of nature – the outdoors. Everyone at some time played at tracking, and everyone knows that an arrow made of stones has a clear message: "this is the right way, the route to the goal lies in this direction".

DirectAlpine logo white-small.gif

2000 - Jindra "Hudy" Hudeček, the owner of the first network of outdoor shops in the Czech Republic, enters the firm. This is a strategic partnership which means the development of the Directalpine brand in the Hudysport shops and possibility of further growth abroad. Directalpine first presents its collection at the most important outdoor trade fair in Europe, ISPO München, and in this way its regular participation at large foreign events of this type starts.

1999 - The first prototype is developed for the hardshell jackets and trousers DEVIL ALPINE, which have remained in the current Directalpine collection after several generations. The start of manufacture of the trousers PATROL, made of highly resilient fabric with reinforced knees and seat, is a revolutionary step. These are trousers which had been missing on our market, and the first series of several hundred trousers was a massive success both with sellers and customers. The firm expands into other premises, a sampling workshop and modelling workshop. We develop and test other models of clothing, the customer reaction is highly positive and represents motivation for further intense development work.

The first collection at the exhibition Sport Prague in 1999:

  • First Collection on Sport prague
  • First Collection on Sport prague
  • First Collection on Sport prague
  • First Collection on Sport prague

1998 - The firm expands and adds other textiles to the range focussing on the use of outdoor activities, membranes and insulation fleece. The first models of outdoor clothing under the brand name "Direct" gradually begin to be created. They want clothing which meets their high requirements even under demanding use in the mountains, during winter ascents, ski alpinism. They expand their operational and storage areas.

  • History DA
  • History DA

1997 - Radek Nováček and Jirka Sika, friends of many years and climbing buddies, found a small trading firm and start to work on the testing and sale of textiles. The founders of the firm have a joint interest in outdoor activities such as mountain climbing, paragliding, MTB, Telemark etc. And so in business they focus on high-quality textile products of Czech and European manufacturers, and they gradually build up a network of customers throughout the Czech Republic.