BEHIND THE BRAND
The name ALPINE FITNESS was inspired by a Confucius quote, “the man who moves a mountain begins by carrying away small stones”. The concept and principles behind the brand came about in 2019.
Going back to our youth, we noticed a pattern with active wear – there was always a compromise between how the clothes looked and how they felt. They never lasted very long – and when they did, they didn’t look appealing.
We wanted something utilitarian, that was made with care:locally sourced, high quality fabric. Just as important to us was keeping an eye towards the human body – clothes that accentuated the positive and gave us a boost. Designs that caught our eye without being obnoxious.
This all seemed like a lot to undertake. A mountain to be moved, one might say.
With this in mind, we began to create what became ALPINE FITNESS.
We give special attention to the cuts of the garments, from the calibre and characteristics of the fabric, down to the hardware- fasteners, buttons, drawstrings. By working with like-minded suppliers, we find and source material made in Canada – an element very important to us.
Together with our brilliant graphic designer, Paul Nicholson, we made a minimal and evocative logo. ALPINE FITNESS apparel will bear the mark of our performance and our hearts.
We’d like to introduce you to our first iteration, our first foray- our lifestyle collection 2021!
Enjoy this, for the moment, as we prepare more and more for you - carrying away small stones, one at a time.
