What launched the DA’s career

The first product that successfully launched Direct's career was plaid trousers. These were created from the rest of purchased fabrics from Textilana. Another important goal was the SPORT PRAGUE exhibition in 1999. 

Here, the first prototype of the DEVIL ALPINE hardshell jacket in black and white colour was presented. Her collar was decorated with the name SINOR-TEX on the inside. It was an abbreviation of the names of two companions of Sika Nováček. By the way, this jacket was sold until 2021.

Jindra „Hudy“ Hudeček

The arrival of the legend of Czech sport climbing and climbing in the mountains, Jindra "Hudy" Hudeček, who at the time owned the largest network of outdoor stores in the Czech Republic, meant the significant development of Direct Alpine. Thanks to this connection, the company became known to more customers in the Czech Republic and was able to expand abroad. Quality outdoor clothing meeting the real needs of people for whom the mountains are their home began to win more and more hearts of mountain service professionals, rescuers or firefighters.

Mountain Guides

The philosophy of the brand, based on the personal experience of the mountaineers-owners of the company, plays a big role in the development of the company today. We work with a number of leading athletes, top climbers and mountain guides who test our clothes in practice during their travels. Among them is Zdeněk Hák, known as "Háček" in the climbing community, who together with Mára Holeček received the prestigious PIOLETS D'OR Golden Ax award in 2018 for the first ascent of Gasherbrum I ("Satisfaction" route). They were the first Czechs in history to receive this award. And it didn't take long before they took another in 2020, for the first ascent of Chamlang.

Family company

Throughout its existence, our company still maintains its family character. It's not a multinational company that spends millions on marketing. Our long-term strategy is quality handwork. We produce 95% in Europe and work with high-quality materials. That is why in our collection you will find outdoor clothing made of material developed by scientists in the USA for the needs of the US Army or current news, feather fabric. Thanks to this, our products even meet the most demanding requirements.

Why Europe?

We have been sewing in Europe for more than 12 years. We have most of our partner companies in the Czech Republic and Slovakia. The reason is not only the level of quality and the flexibility, with which we can respond to demanding customer requirements, but also the knowledge that our activities give work to our people and friends from under Tater.

Future

And where is Direct Alpine headed for at least the next 25 years?
Here is the vision of the company's managing director Jirky Doubrava: "We want to continue creating high-quality and functional outdoor clothing that meets all the requirements of professionals. We are increasingly aware of the need to create our clothes in such a way as to protect the environment as much as possible for future generations. That is why we include sustainable products such as Horn or Zero in our production. Last but not least, we want to offer the proven quality of professionals to people, who love mountains as much as we do, but do not aim to climb the highest mountains in the world. However, they can enjoy the same comfort and quality of clothing as the best, who conquer the highest mountains.