One year after launching the lifestyle brand Alpenhaus, founder and creative director Alan Pivovar says he’s proud of the momentum the company has gained and is eyeing expansion into Europe.
The brand has an exciting year ahead, with the launch of their FW25 campaign in September and their descent into lifestyle, accessories, and apparel next year. They will continue introducing high-quality products that rival legacy outerwear brands with an even more desirable price point.
“We actually hosted the event downtown Montreal for the launch of Fall 2025,” said Pivovar. “At the same time, it was a big milestone because it was the first-year anniversary.”
Alpenhaus, Canadian-based lifestyle and apparel brand that combines fashion and function to create smart luxury-inspired products that rival legacy brands, operates under the umbrella of Thread Collective, a Canada- and U.S.-based group known for managing a portfolio of fashion brands, including Psycho Bunny. Unlike the group’s typical licensing model, Alpenhaus is an owned brand developed from scratch in collaboration with Pivovar.
“They usually work more on the licensee model,” he said. “But Alpenhaus is one of the brands that we own and we’ve been creating too.”
Pivovar began developing Alpenhaus in the spring of 2023, with the first collection launching in Fall 2024.
He said the brand was designed to reflect shifting lifestyle patterns, particularly in the aftermath of the COVID-19 pandemic.
“People’s buying habits and people’s vision and styles of living have changed a lot,” said Pivovar. “People are trying to go more often outside of town, taking time off.”
He described Alpenhaus as a lifestyle brand aimed at supporting this shift, with an emphasis on quality, accessibility and sustainability.
“We try to provide really good quality, a good price,” he said. “It’s a whole package like that.”
The brand name itself draws inspiration from European culture.
“Alpenhaus is actually a type of place you can find in Europe that people go for short-term stays out of town,” he said. “You’re welcome the way you are — it’s relaxed, it’s casual.”
The brand’s style reflects this ethos, offering a mix of lifestyle and performance-focused clothing.
“I wasn’t focused on one type of product like glamorous,” said Pivovar. “I can do lifestyle, I can do more high fashion. This philosophy was really good to translate into products.”
Pivovar, who grew up in Strasbourg, France, near the German border, said his European background contributes to the aesthetic and values of the brand.
“My childhood is mostly, I grew up close to the German border,” he said. “Back to the memory gives me the inspiration as well.”
His background is in graphic design and product engineering — not fashion — something he says reflects the brand’s inclusive and community-driven message.
“My background has nothing to do with fashion,” said Pivovar. “We build that brand from nothing, and we’ve been able to even perform in the field.”
Alpenhaus is currently sold both online and in select retail locations. Its parent company, Thread Collective, has a strong foothold in wholesale and direct-to-consumer business models.
“We have our own e-com, which is a great tool,” said Pivovar. “But at the same time, there’s a couple of retailers too in Canada and mostly the U.S.”
In Canada, Alpenhaus products can be found at retailers such as Sporting Life and local boutiques including Suite 100.
“Our business has been really, really strong in the U.S.,” said Pivovar, noting partnerships with Bloomingdale’s and Macy’s.
Looking ahead, Alpenhaus is planning to enter the European market — a natural step, according to Pivovar.
“That’s the next step,” he said. “It’s already in progress.”
Despite its outdoor aesthetic, Pivovar is clear that Alpenhaus is not strictly an outdoor brand.
“We never started as an outdoor brand,” he said. “People associate that to a lifestyle.”
He said recent events have shown the brand’s appeal beyond clothing, building a sense of community across various industries.
“There were people from different industries — investors, artists — and they were extremely impressed,” said Pivovar. “We’re trying to be loyal to them as well.”
More from Retail Insider:
